do you…

  • give them discounts on future purchases?
  • give them free products?
  • send them birthday cards?
  • forgive them when they make a late payment?
  • offer to work with them to reduce their costs?

or, do you…

  • offer discounts only to new customers?
  • raise their subscription fees with everyone else?
  • only talk to them when you’re billing them?
  • raise their rates when they make a late payment?
  • try to upsell them to a more expensive plan or product which oversteps their needs?

if you care about people, they’ll care about you. brand loyalty goes in both directions.