Considering Affinity in Client Relationships
Ralph J. Dandrea
ITX Corp.; Social Science Research Network (SSRN)
August 18, 2010
Affinity is a term that is bandied about without much thought behind it. So what is an affinity?
Affinity is a liking for or attraction to a person, thing or idea.
In short, it’s a connection and our connection to our clients is instrumental in our business success. Affinity is what keeps our clients returning … the feeling that we understand them and they us.
It is a team feeling, one of common ground and understanding. It’s when someone says, “I know exactly what you mean!”
Ideally, affinity should be a two-way street not a dead end, one way road. And when it’s at its best, the client/business relationship is joyful and symbiotic. We care about our clients and they care about us. Everyone should view their clients this way and be proactive in caring for their core concerns.
When affinity is at its lowest – the client doesn’t care and neither do we – it’s like ill-fitting dentures. Nothing is right and it’s always painful to deal with. We get to the point where we’re asking why we bother keeping this client around when it’s clear that we are of no value to them.
Keywords: customer serviceworking papers series
Date posted: August 27, 2010
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