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Today I got a call from the bank that holds my business accounts – Citizen’s Bank. I signed up for the account earlier this year in the local branch.

They certainly made an effort to make me feel comfortable banking with them (even though my personal accounts are with a different bank). They introduced to me to various personnel and said to call them any time. Now I know that is because they want me to stick with them and buy more services/accounts from them but it was still nice to connect with them.

While I’m not likely to need any new services anytime soon, that didn’t stop the fellow I signed up with from calling me today. He asked me how my business was doing and if the online banking service (which I wanted to use) and account were fine for me. I talked to him briefly and he said to keep him in mind if I needed any help in the future. It was a nice gesture to get a call that wasn’t a sales pitch.

My point with this example is to stay in touch with your customers and do it for reasons that aren’t just about sales – that are instead about bigger issues and show you value and care about their needs. Often this is called “customer advocacy” and I can tell you research proves when a customer feels you are their advocate you have a good opportunity for loyalty.

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