Paying for and benefitting from EE's service if needed.
It's the equivalent of having a really good tailor that you always go to. One who always knows the current styles and won't steer you down the wrong path. Knows your sizes and preferences. Is there with a hem or an alteration on the weekend. Will overnight you a shirt, because your luggage was lost.
Someone somewhere along the lines in a greedy attempt for more money came up with the phrase, "The customer is always right." Well it should be the "The CONSUMER is always right." They just buy what they want. The customer has a relationship with the vendor, it's more than just about the exchange of product or services for cash.
I am also a customer at Samy's Camera in Los Angeles. I work with a salesman there that specializes in Canon. He calls me to tell me when something new is coming out and when there is a great deal on something, but he also tells me when something isn't going to suit my needs or to rent something first. Most importantly he doesn't stroke my ego and tell me what I want to hear.
He has even called and sent me to a competitors store because they had what I needed in stock. He didn't say, "Sorry, I don't have that in, but I can order it for you." He jumped on Google and started calling competitors in the area. Think he lost me as a customer to his competitor after that?
You see as a customer, not a consumer, the vendor has my best interest in mind. I have proven that I will continue bringing my business there and not dash off to the latest internet special.