A few years ago I had an unexpected emergency and was trying to book a flight across the country. I was nervous and utterly confused by the new airline routes, making my online shopping experience terrible.... some flights seemed to be direct, until I would notice they were scheduled to arrive the day after. Finally I called a local travel agency. The agent was kind, and genuinely cared about getting me the best flight at the price range I needed.
I have not changed agents ever since. I believe the experience for me was so impactful because I felt vulnerable... I did not know if I could make it on time to where I was going, at a reasonable price range... I was in a tight spot. The travel agent not only cared, but showed kindness in her attitude and sincerity.
On the other hand, I have never come back to businesses where I felt I was not treated well on moments that mattered.
The experience of the customer can have long lasting consequences on your business. Think hard of the vulnerability of your customers, because they will always remember.