In this paper, we present patterns for building customer relationships in a pattern language for value-creation marketing. This pattern language is a collection of practical knowledge to realize successful business and commerce that offers new value, proposes a deeply wonderful life, and shares excitement with customers through products and services with mutual respect, so that sales will naturally increase as an extension of pleasure. This practical knowledge has been nurtured in Japan for about 20 years in a community of practice comprised of approximately 1,500 participating shops and companies. This pattern language consists of a total of 40 patterns; this paper covers 10 patterns related to building customer relationships, namely, Special Existence, Connect at First Meetings, Approach Just Right, Small Self-Presentation, Behave Naturally, Unforgettable Experiences, Connect to Business, Grow Own Style, Keep Enchanting, and Fan Community. These patterns can be categorized into three groups: BEGIN BONDING (beginner level), OFFER EXPERIENCES TO GROW CLOSE (intermediate level), and MOVE FORWARD TOGETHER (advanced level).