Many clients reside in what we call the Zone of Indifference. They neither love you or hate you. They are just “meh” about you and your company. If something better comes along, they will jump ship in a heartbeat. When asked by their colleagues for a recommendation, you’re not even on their radar.
A client can feel trapped in a relationship with you, maybe because their cost to switch to someone else is more expensive than they can afford. But given the opportunity to move on from this imprisonment, they will leave in a nanosecond. Their feeling about your company borders on abusive; they can’t live with you and they can’t live without you.
You have to earn your customers’ loyalty continuously. As soon as you let down working on the relationship, your competition will be knocking at their door. If your customer is not recommending you, there is a problem that you need to fix.
