By Joanna Walker, Co-Founder & CEO, Loyalty & Co.

You’ve Got Mail is one of my favourite rom-coms from the ’90s. Released in 1998, the film tells the story of Kathleen Kelly (Meg Ryan), the owner of a beloved independent bookstore, and Joe Fox (Tom Hanks), the executive of a large bookstore chain poised to open a new location near Kathleen’s shop. Unbeknownst to each other, they have also been developing a meaningful online relationship under pseudonyms. As their businesses become entangled, the two must navigate the complexities of business, competition, connection, and loyalty.

There’s a line in the film that struck me the first time I watched it, and it continues to resonate. It’s the moment when Joe, facing the ethical weight of his corporate expansion, says to Kathleen, “It’s not personal; it’s just business.” He uses this line to justify expanding his bookstore chain at the expense of Kathleen’s cherished shop, The Shop Around the Corner.

Kathleen’s response cuts straight to the heart of the matter: “All that means is that it’s not personal to you, but it’s personal to me. It’s personal to a lot of people.”

For me, this exchange captures a truth about business that extends far beyond fiction. At Loyalty & Co., this line has become our mantra. Every decision, every hire, and every client we are privileged to work with—it’s personal to us. We believe that business is always personal, and every interaction we have considers not only our shared goals but also the unique needs of our clients and their customers. This principle drives everything we do and is central to how we design customer engagement programs that create lasting relationships.


The Myth of “It’s Just Business” and Its Impact on Customer Loyalty

The idea that “it’s just business” often justifies decisions that seem impersonal. But for customers, business is always personal. Their relationship with a brand goes beyond products and services; it’s shaped by how they feel about the experience and how it aligns with their values. For them, every interaction is a matter of trust and personal connection. Like Kathleen’s Shop Around the Corner, businesses embody more than just their offerings—they represent community, experience, and human connection.

When companies fail to recognize this, they risk alienating the very people who drive their success. At Loyalty & Co., we reject the notion that business should be impersonal. Instead, we’re focused on fostering real relationships, believing these connections lay the foundation of customer loyalty.

Why Customer Loyalty Is Always Personal

Customer loyalty isn’t just about points and rewards—it’s about creating emotional bonds. People stay with brands they trust and feel connected to, and these connections are built through authentic interactions. When companies take time to understand customers as individuals, loyalty and trust naturally grow.

However, today’s challenge is that most businesses can’t offer the same personalized experience customers would find at a local store. Brands now collect vast amounts of data, yet if that data doesn’t lead to meaningful interactions, they miss valuable opportunities to build long-term loyalty.

Brands win when company values are aligned from the top down, empowering every employee to embody these values in customer interactions. And when a loyalty program truly reflects that brand promise, it’s where the magic happens: customers not only feel good buying from a brand they trust, but they’re rewarded in ways that feel meaningful with each transaction and interaction.

Questions for Reflection

  • How well does your brand integrate customer relationships into its core values?
  • Are there areas where your loyalty program could be more aligned with your brand’s mission and values?
  • How can you make each customer interaction more personal, even at scale?
  • Are you using customer data to foster real connections, or is it purely transactional?
  • What steps can your team take to ensure every employee embodies the company values in their daily interactions?

At Loyalty & Co., we believe every business interaction is a chance to build loyalty that lasts. If you’re interested to create authentic, lasting connections with your customers, partners or vendors, explore our approach to personalized loyalty solutions here on our website or reach out to Joanna Walker directly at [email protected]

Let’s make business personal together.