Dive Brief:

• Part of success in construction is getting repeat business, and that means both keeping customers satisfied during a project and keeping your name in their minds afterward.
• How often to contact customers and in what way is a learned art that requires understanding each customer's needs and wants – phone call, newsletter, note, others?
• Sometimes it's good to ask a customer a question to invite a response and two-way contact, and sometimes it's better to just offer information you think they might want or an observation and let them reach out to you if they choose.

Dive Insight:

There is an analogous process for retailers who have to know how much to wax the store floor. Do it too little, and customers may drift away – perhaps just because of an indescribable feeling that something's not right. Polish too often, and you may be wasting money for no increased return. It's an art.