Beyond the transaction.
WHY IT MATTERS
Existing customers produce renewals, expansion and referrals at far lower cost.
WHAT MAINTAINS A RELATIONSHIP
Contact when nothing is wrong Delivering what was promised Responding when it matters Being honest about problems
WHY CONTACT WHEN NOTHING IS WRONG
Otherwise every interaction is a problem or an invoice.
WHAT THAT CONTACT LOOKS LIKE
Something useful A relevant observation Checking whether anything has changed
HOW OFTEN
Periodically, and deliberately.
WHAT TO ASK
Whether what they bought is still working for them.
WHY
It surfaces dissatisfaction before it becomes departure.
WHAT TO DO WITH WHAT YOU HEAR
Act on it.
WHAT DESTROYS RELATIONSHIPS
Problems handled badly Promises broken Price increases without notice Being unreachable
WHAT REPAIRS THEM
Acknowledging plainly, fixing promptly, and demonstrating change.
WHAT TO TRACK
Who you have not spoken to recently.
WHY
Silence precedes departure.
WHAT TO DO WITH LONG-STANDING CUSTOMERS
Recognise it.
WHAT TO AVOID
Taking them for granted while pursuing new ones.
WHY
It is the commonest and most expensive error in this business.
