Products or services can often be rapidly copied or superseded, and there very often is a competitor somewhere prepared to offer a similar product for a lower price. All your products are ephemeral. Only your customers are real. Competitive threats accelerated The Internet not only accelerates many of the competitive threats to your products, but also can make many of your dealings with your customers or potential customers appear impersonal and lacking in human contact. There are many ways to develop relationships on-line.
Email is probably the most widely used.
Email your customers regular newsletters, advance notices, special offers, personalised news or links and articles that you think might be of interest to them. However, where many companies fall down is in not having an email response policy. Many of today's Internet users expect very prompt responses to email. Too many companies lose their chance to create a relationship by being slow or not responding to email messages. One leading Australian car insurance company took seven days to respond to a request for a car insurance quote.