How do you want your customer/client to feel every time?
Every time they interact with you? No matter at what level? Web site. Phone call. Through social media. A complaint. Buying your product or service. Coming to your office. Receiving you product by post.
Think of every single place that your customer or client intersects with you and your business.
How do you want them to feel?
Pick your top 3 or 4 and then build your entire business around delivery of this feeling.
As Apple does. They just get it right. You feel respected, excited, and delighted by Apple. Every time.