"A learning relationship is an ongoing connection between an organization and its customer that becomes smarter as the two interact with each other. In learning relationships, individual customers teach the company about their preferences and needs. The more customers teach the company, the better it becomes at providing exactly what they want and the more difficult it will be for a competitor to entice them away." (Peppers & Rogers)

Peppers and Rogers suggest that the purpose of a company's CRM system is to establish a learning relationship between itself and its customers.From your own lens as a customer, why do you think 'learning relationship' is important? In your response, include an example of one memorable customer experience that you experienced (the experience can be either good or bad). Why did this experience stand out for you? How did this experience make you feel?