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Agree with both answers. However intimacy by itself and good service alone may not actually provide satisfaction and hence loyalty. By being intimate you will probably realise that quite often clients shop around and look for price leadership for deposits and the lowest rate for advances with the risk and threat of a 'bye bye charlie' if you do not provide satisfaction. On overall basis I believe in a periodic delight in service so as to ensure long term loyalty.
The fundamental for a any kind of long term relationship is Trust. Trust building is a process by giving committed and timely hassle free services. But the worst and the bitter truth is that many times customers are more demanding so in that case be transparent and truthful without any communication gap.
yes , we call it customer intimacy .