The folks at Great or Poor offer a great commentary on how to think about your customers:

Your customers only care about themselves.

That’s just human nature.  A customer cares about what’s in it for them. Therefore, the more you can embrace the customer’s point of view, the better off your business will be in the long-run.  Customer loyalty is a shaky thing.  It’s best to think about “renting” your customers for a little while, rather than trying to own them for a lifetime.  Check out more great customer service tips from the people at Great or Poor.