Guest contributor Jose Perez of PCMS Consulting says:

I own a Lexus. I love my car, but more importantly, I love the people at Lexus. When I am ready to buy a new car, it will most likely be another Lexus.

Lexus has made me a customer for life. Why is this?

• Before I ever owned a Lexus I wanted one. Their brand, their image, and their cars connected with who I am and they engaged me through their advertising and web presence, so much so, that I "built" my car on their website two years before I bought it;
• Once I decided it was time to buy and went to the dealership, the experience was pleasant, the sales person was professional and knowledgeable, and I felt extremely comfortable with the whole process. Bob has stayed in touch with me over the years and ALWAYS makes it a point to say hello when I come in for service. As a result, we bought my wife's car from him as well;
• Since I bought the car, I have been taking it back for service every few thousand miles and have dealt with the same service rep. His name is Joel and he really takes care of me every time I come in. Furthermore, the lounge I wait in has free Wi-Fi, great coffee, and a couple of the new Lexus models for me to check out while I wait;
• Anytime the service is going to take longer than an hour, they lend me one of their new models for me to have for a day or two. Drove one recently and it might just be my next car; and,
• After every service visit, I get a call AND a survey to make sure I was happy with everything. Of course, the answer is always yes!

Imagine if real estate companies created a customer for life by providing this level of engagement and follow through with their clients!

How much more profitable would they be? How much more valuable would they be? How much more control could they have?