A business and its customers should form a virtuous reinforcing loop.
In the virtuous version business delivers value and thus adds to customers by creating new customers. Customers then add to the business by sending money. This is the synergistic relationship which should be beneficial to both businesses and customers.
Yet, often along the way the synergy gets warped into a situation where the business actually subtracts from customers because of its loss of focus and lowered value delivery. See Nothing Fails Like Success!