In business, as in the rest of life, relationships matter. We generally agree this is true. We are also very aware that the day-to-day reality is that we spend our time working on specific projects, requests, and resolving problems for our customers. Very few of us explicitly spend our time on what we would call “relationship building”. We are not talking about playing golf or attending sporting events with customers – although these stereotypical notions of relationship building are valid in certain circumstances. We are talking about spending time with customers in conversation to learn what is important to them in their relationship with us. These conversations are crucial to knowing how to relate to each customer individually. This avoids the “one size fits all” customer relationship model. We define a customer as someone who depends on us for products or services.