I’m sure this quotation was meant to mean, touch your customer emotionally, but my first instinct was the physical interpretation. It’s true. If you physically touch people, they respond positively as long as it is a minor touch, not some personal-space intruding touch.
Either way, you have to reach your customer. Don’t just tell them that you exist. Tell them how you’ll help them exist.
For more customer oriented talk, see Kathy Sierra’s website: