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Business
by Design By Clive Shearer |
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May 12, 2010
Management by Design: How well do you treat loyal clients?
By CLIVE SHEARER
Special to the Journal
Special to the Journal
Accounting departments typically produce reports showing the age of receivables to manage cash flow and business relationships. Why don't marketing departments produce reports showing client profiles with project histories, revenue per project and profit to manage those relationships?
The longer a client stays with you the stronger the relationship should be. If the client uses more than one service the bond might be stronger still. Many companies consider long-term relationships to be “in the bag” and focus on pleasing new contacts. Doesn't it make sense to work hard to keep the courtship alive, especially if the relationship is already strong.
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Previous columns:
- Management by Design: Managing conflict before it erupts, 04-14-2010
- Management by Design: Developing a vision for your firm, 03-10-2010
- Management by Design: How to use this recession to make your firm stronger, 02-10-2010
- Management by Design: The Year Ahead, 01-13-2010
- Management By Design: Marketing raises ethical questions, 12-09-2009
- Management by Design: Learning from failure, 11-12-2009
- Management by Design: Some great teams form from inside out, 10-14-2009
- Management by Design: Some things to consider when writing your firm's online policy, 09-09-2009