So the question is:  What emotions do you want your customers to have?

Protected?  Embraced? Adored? Better for choosing to do business with you? 

If you don’t know, then your customer strategy is incomplete; then you are missing your chance to create an intended customer experience.

If you do know the answer, but can’t articulate what you do in support of your intended experience, then your strategy is still incomplete.

Intentions alone do not make for a strategy.  And when in doubt, ask your customers for their help understanding what you could do better.  After all, they want you to be as amazing as you do.