A big thing in business is creating customer value. I used to work for a company that used the phrase "customer profit"; the customer leaves feeling as though they got more from the business than the business got from them (product, experience, service vs. money).
Example: Having a "3 Star" hotel that delivers a "4 Star" experience.
This doesn’t always have to be monetary though. A customer can also exchange things like time, attention and a referral.
There are plenty of other ways to provide value. It usually deals with expectations versus actual experience.
Here are some tactics where no money can exchange hands but value can be delivered:
Online Press Rooms