Client relationships: Why client satisfaction is sometimes not enough

This article discusses the client-agency relationship, arguing that client satisfaction does not indicate commitment.

Client relationships: Why client satisfaction is sometimes not enough

Carey EvansRelationship Audits & Management

A few years ago, my business partner and I attended a business networking event. The event was essentially 'speed dating for businesses' in which companies (like us) paid a fee to meet a range of prospective clients.

The night before it started, we fell into conversation with the CEO and CFO of a relatively large financial institution. We asked them who they were interested in meeting as, even though we weren't scheduled to meet with these particular individuals, we might be able to give them...

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