relationship marketing

BENIGN NEGLECT: A DEADLY WEAPON

Most organizations worry that they’re going to lose a customer, client, or supporter because of something they do. But my experience has taught me that more losses are caused by what they don’t do.

Sure, lousy customer service will lose a piece of business now and then. But what I call benign neglect is one of the most consistent ways a business or organization can lose people over time. They’ll slip away gradually, barely even noticed.

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A SIMPLE BUT POWERFUL MARKETING TACTIC

Marketing inspiration can be found in many odd places … including my air conditioner. When I called a local contractor to come out and make sure my air conditioner was ready for this summer’s version of global warming, they took down all the usual information, including my email address.

The day before the scheduled appointment, I received an email from the owners. At first, I thought it was just the standard confirmation message, but it wasn’t.

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