The following is a true story:
In a previous life, before my days at Access Development, I consulted with a number of small businesses on marketing strategies. One of my clients was a managed IT firm that focused on end-to-end outsourced technology for small businesses. Exciting stuff, but a very well run business that just needed some help taking the next step.
We began executing on a two-pronged plan - lead gen on one side, customer retention on the other. We brought in new clients, then focused on keeping them through regular engagement and open dialog channels - we invited customers to offer feedback anywhere, anytime, on any communication channel.
Much to the client's surprise, their customers took advantage of these channels. Frequently. And my clients freaked out.
"I'm not sure this is working out," they said. "We're having to expand too much to service the customers. We don't like having to manage this many people."
This is where the loyalty marketing professionals all collectively slap their foreheads.