I've heard many times that cuddling can provide therapeutic benefits. My question is, how do you give the so called therapeutic cuddles to your partner? What exactly that you do to make it therapeutic? I can imagine some forms of action, like asking the person what kind of cuddles they like and actually doing it, or keeping your attention to that person and not absentmindedly cuddling, or being a good listener just in case your buddy needs someone to talk to.
I might want to concentrate my question to professional cuddlers here, assuming that you guys know exactly what to do. But of course, non-professionals are welcomed too! 
Cheers,
Tania