For a company to rise to this level of appeal requires an intentional effort to personalize each transaction and aspect of the customer service relationship. Rather than offering a preferred customer a standard discount coupon, for instance, a business owner might instead offer them tickets to a golf tournament or symphony, deliver flowers or a gift basket to them, or pamper them in other special and memorable ways. The investment in service should be calculated based on the value of the business that the raving fan brings to the company. Customer service is thus elevated to become an incentive and rewards program tailored to the individual client. When others who are advocates witness this kind of VIP treatment they will likewise become inspired to rave about the business in order to enjoy the exclusive benefits of this preferred customer relationship.