What Harvard taught us about customer relationships 30 years ago

  • Post-transaction engagement must be personalized, responsive and uniquely planned.
  • Sending a just-listed postcard to a recent client is ineffective at best and disrespectful at worst.
  • It sounds counterintuitive, but no client is ever completely satisfied. A lack of complaints means that your client thinks you’re unable or unwilling to solve a problem.

Theodore Levitt, a Harvard business professor and editor of the Harvard Business Review, wrote in that magazine how the “ongoing nature of services and the growing complexity of technology” will change the seller’s focus from “simply landing sales to ensuring buyer satisfaction after the purchase.”