On Facebook we can change our relationship status - ‘In a relationship’, ‘single’ or even ‘It’s complicated’! The barometer of our personal lives for the world (and all our friends) to see. If only it was as easy for a business to see the status of their relationship with their customers.

Whilst looking at segmentation I have often used the analogy of a relationship to describe the various customer statuses within a business. Recently (I have to admit it may have been whilst watching Jeremy Kyle when someone announced they were splitting up with their partner by changing their Facebook status) this analogy came to mind again.

So how about a bit of relationship counselling for your business ...

The Courtship

So you need some new customers. You put on your best outfit, show your business in its best light through a nice looking website, smart salesperson or great showroom. You are on your best behavior, you find out what your customer wants (profiling) and you make sure you can deliver that (positioning). You may even push the boat out and treat them with gifts (special offers).

The Honeymoon

Your courtship worked and you have a new customer. In this honeymoon period both sides are feeling warm and fuzzy towards each other. You, as a business, are trying really hard and the customer is keen to prove that they have made the right decision. Any little glitches or problems are easily forgiven in the rush of first love.

Be wary or ‘serial daters’ however. I always like to think as the first order as being a trial run. It is getting your second order or project that really defines that that person is serious about you and is a real customer.

The First Argument

Even the rosiest of romances will suffer from that first tiff. Maybe you let them down on service or a faulty product. How you ‘make up’ is important. Many customers will forgive and even form a stronger attachment if you deal with the problem promptly and seriously. Apologies and gifts will go a long way, but (as with most relationships) what people want most following an argument is for the opposite party to admit they were wrong and make the necessary changes.

Communication stops

As the relationship matures, you stop communicating with each other. You assume you don’t need to let your other half know what is going on. They think you have lost interest. As a business are you talking to your existing customers enough? Letting them know what products and services you offer, giving them added value information or inspiration. There are many reasons to talk to your client base – and did you notice I said talk not ‘sell to’. A variety of conversations is what keeps the relationship fresh and exciting.

You take each other for granted

This is the time when many relationships start to turn sour. You become complacent. You expect their business and take your focus off your loyal customers. Perhaps you are too busy chasing a new floozy and forget the years of loyalty your customer has give you.

So when you offer an amazing ‘introductory offer’ to new customers but neglect to make the same offer to loyal customers, don’t expect them to be happy. No one likes being taken for granted.

You can turn it on its head by including loyal customers in promotions, just make sure you communicate what and why you are doing it ... “as a valued customer we would like you to have a chance to buy from our sale 24 hours before anyone else”, “You may have seen this offer in the news or magazines, we don’t want you to miss out so this is also available to our loyal customers”.

You can also ask for their opinion, maybe do a case study on them or include in your company newsletter. People like to be asked their opinion and know that their business is important to you.

The separation

Sometimes it just doesn’t work out and you grow apart. You have different interests and goals, but before you throw the towel in on your relationship, it is always worth one last effort.

Dormant and inactive customers should never be neglected from your marketing programme. They can often be ‘reactivated’ maybe with a different offer, approach or service. Have a look at why they may be inactive. Are they no longer in your target audience? Have they experienced some service issues? Has their life or business changed?

It is always tempting to keep chasing the new relationships, but sometimes the most fulfilling relationship can be the ones that have been worked at, gone through the ups and downs and come out stronger at the other end.