Customer Breakup or Lifelong Loyalty?

How many times have we heard conversations about break-ups in romantic relationships or break-ups with clients? In the vast majority of cases, the causes are infidelity or lack of dialogue—in short, a loss of love. From a marketing perspective, infidelity should be seen as an asset to be managed when we are the ones being unfaithful by nature, in our search for higher-value clients who fulfil us, love us and bring us more. Deep down, in the business world, selfishness is understandable. We all want to win. Of course, clients are unlikely to understand this selfishness, and often we need to give in order to receive. That said, we do not like others being unfaithful to us. We do not like our client going to the hotel across the street, not even for a fling, let alone if that infidelity results in a lasting relationship between that unfaithful creature—the client—and the hotel across the street. That is why I say infidelity is an asset we must manage, precisely to prevent it from becoming a liability. Deep down, we always defend infidelity when we are the unfaithful ones, yet we do not forgive our clients’ indiscretions. A lack of dialogue is sometimes the trigger that leads to a loss of love and infidelity. We must engage in dialogue and conversation with our loved one: the client. This helps us understand their concerns and needs. What gift would they like for their birthday, and what do they enjoy doing at night before going to bed? Surely, through conversation and reciprocated affection, we will find the right state of mind to please our loved one: the client. Conversation is healthy and helpful, and when complemented by actions, details and affection, it guarantees lasting relationships.