Considering Affinity in Client Relationships

7 Pages Posted: 27 Aug 2010

Date Written: 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 service

Suggested Citation

Dandrea, Ralph J., Considering Affinity in Client Relationships (August 18, 2010). Available at SSRN: or

Ralph J. Dandrea (Contact Author)

ITX Corp. ( email )

1169 Pittsford-Victor Road
Suite 100
Pittsford, NY 14534
United States
585-899-4888 (Phone)
646-349-2651 (Fax)


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