Customers have four main expectations in hierarchical order: advice, partnership, availability, and accuracy. Meeting only the lower expectations of availability and accuracy prevents dissatisfaction but is insufficient for loyalty. True loyalty comes from meeting the highest expectations of advice and partnership which involve teaching, listening, and being responsive to customers in real-time interactions. While technology can provide support, developing a sense of partnership depends primarily on selecting and training employees who have the talent to listen and teach customers moment by moment. Over time, choosing the right people creates a sustainable competitive advantage and turns prospects into loyal advocates.