WATCH - What is the difference between a customer and a fan? Someone that purchases goods or services from you might be a customer. Most people will tell you that the goal is simply repeat business; to get the customer to buy from you OVER and OVER and OVER again. Dawn St. Louis would dare to argue that point. The goal is to get those customers that make up 80% of your profits to become stark raving fans! Listen to her tell The Starbucks Story.