Today's relationship dance

Humans, by design, are social beings who desire relationships. As evidence, throughout the ages, people have continued to pair up as couples. Relationships are important to organizations, too; thus, firms have also sought to build sustainable, long-term ties with their customers. Marketers hoping to create more seamless and satisfying customer experiences can find inspiration in an unlikely source: the digital dater’s playbook. Drawing from the latest behavioral economics research, here are some lessons on how to woo and win customers for life.