You have a loyal customer who thinks of you first, she loves your organization's product, but the time comes when she needs a little help with your product or service. You are too busy and you know she is loyal so her post sits unanswered on Facebook, your hold times on the phone remain long, or your staff takes your lead and makes her feel second priority. Later you look and realize she went somewhere else for her next purchase. She was very loyal, a great customer, but you weren't there when she needed you so she went elsewhere. The fact is, your failures hit the most loyal customers hardest, because they expect more than a simple transaction from you. You have your reasons to justify your actions, "We are so busy this time of year" or "We are trying to reduce costs." No matter how good your reasons are they don't get her back.
It is certain that your customer is going to ask for things when it isn't convenient for you, but think carefully about how you respond, they may invite someone else to help next time. Are your best relationships with people who let you down when you really need them or with those who are there for you? The foundation of your brand are the relationships you develop. Through their stories, the existing customer is the one who will be representing your brand to potential customers the most.
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