Action Alert!

Being Married to Your Customers

By Peter Mirus (bio - articles - email) | Apr 27, 2010

From my article appearing at

There is a good deal of “black humor” surrounding the analogy between sales work and dating, and between customer relationship management and a marriage. The joke that applies immediately after the marriage ceremony is this: “Now, a lifetime of good customer service to ensure retention!”

In both marriage and business, the cost of not having a good relationship can be very high. It costs a lot to get divorced: some estimates I have seen state that the average cost of a contested divorce is about $50,000—and that is just considering legal/mediation fees.

If you have been around multiple businesses, you know that there is often a negative tendency to attribute differing priorities between the company and the customer to “unreasonableness”. If the customer wants something that the company doesn’t seem to be able to provide, the company is being “unreasonable”. Likewise, the company thinks that the customer is “unreasonable” for wanting what it wants. If you have been around enough marriages, you’ll see the same negative tendency.

» Finish reading the article at

Peter Mirus is a business, marketing and technology consultant who serves as a guiding member of the Trinity Communications Board of Directors. He has served as director of design and/or application development for many key Catholic projects since 1993, assisting such organizations as EWTN, the Knights of Columbus, and the March for Life. A specialist in non-profit organizations, he continues to work regularly on the design mission of
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