 This is because, during such an interaction, there is a need for employees to create a sense of trust between themselves and the customers.Regardless of whether or not a customer has made a decision to purchase, and depending on the level of the employees’ customer service, the interaction between themselves and the employees of a brand can create a more gratifying (or terrible) experience for the customer.Employees of all brands can adopt Robert B. Cialdini's principles of persuasion in order to create a bond between themselves and the customers that may result in the customer's decision to purchase.