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Customers just want coffee, not friendshipIt goes without (0) ..... that a business must do everything it can to enhance brand loyalty, and companies know that if they (1) ..... across as impersonal, they are less likely to achieve this. This is why large companies in particular must work hard to convince customers that they take a genuine (2) ..... in them. In recent years, more and more coffee chains have been (3) ..... the same policy in place. Since busy staff have no time to (4) ..... a conversation, they are required to ask customers what they are called. Names are written on coffee cups and then called out, while customers wait in (5) ..... . However, many customers do not wish to be on first-name (6) ..... with their barista. Not only do they see this as a real (7) ..... of privacy, they also dislike having their name misspelt and called out incorrectly. For these reasons, staff often (8) ..... themselves having to write names such as Voldemort and Darth Vader on the cups.