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Clive Shearer
by Design
By Clive Shearer
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May 12, 2010

Management by Design: How well do you treat loyal clients?

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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