the.com/customers
The people you'd cheerfully serve if they'd stop being people.
means The individuals or organizations who buy your goods or services, and whose money keeps the lights on.
from From Latin consuetudo, custom or habit — a customer was literally someone who came back by habit, the regular, the familiar face who made the trade worth keeping open.
Always rightA 1900s store slogan, never a refund policy.
Custom rootSame origin as habit and accustomed.
Retention mathKeeping one costs far less than finding one.