If you think the hard part of the relationship is getting to the altar (or the acquisition of the customer) then you are disillusioned (or the luckiest person alive). And given this proclivity, you only need to pack one bag because it is doubtful anyone will be traveling with you.

If you believe that the best relationships are the ones that we work hardest at then you are on the right track.

Building a relationship between your customer and your brand is a labor of love. If you don't love the pursuit of finding ways to keep that relationship fresh and interesting, then this is not the job for you.

Let's illustrate this point. 

If your idea of innovation and building freshness into your customer relationship is bringing out last year's event plan and simply looking for ways to update it, then you need a tune-up. This is a bit like getting out your holiday gift list from last year and deciding to give everyone the same item, just in a different color. Customers are constantly evolving and growing. Their needs and interests do the same.

Do you find yourself starting off your Monday staff meeting with "did you see what brand X did?" followed by the refrain of, "why aren't we doing this?"

If so, then you may be falling into the symmetrical warfare trap. Copying your competitors is a game that is fraught with issues. Staying true to your strategy, knowing your customer and designing plans that build that relationship will lead you to places that your competition is not.