Yes, you can train them. By rewarding some behaviors over others, by keeping some promises not others, by having some expectations instead of others, you get the audience you deserve. Some things you can train customers to do:
Be respectful
Be patient
Keep their satisfaction to themselves
Be selfish
Be focused on a superstar
Demand personal service
Be calm
Never settle for the current iteration
Be cheap
Embrace acceptance
Spread the word
Expect pampering
Demand free
Be eager to switch brands to save a buck
Value and honor long-term loyalty
Be skeptical
The customers you fire and those you pay attention to all send signals to the rest of the group.