People are also deluged with information and opportunities. The products and services of companies they select and build relationships with are those who treat them as reasonable, intelligent people and nothing short of that. If you want these people as your customers, your CRM strategy must reflect this.

How much does it take before a customer gives up, switches products, or decides to avoid a brand? Here is another example of something that can contribute to customers' decisions.

8. The arrival of a strong competitor. Some companies coast along and do not worry about their established rivals attempting new tactics or campaigns. However, in many businesses, change can arrive quickly.

It often takes time before a new company can establish itself. However, with a large budget and a lineup of good products, a company can sometimes buy its own way into a top competing position. It may not be ethical, but it can happen.

If your customers are playing "word association" games, then what will the first thing that comes to mind be when they think about your company?

-Excellent quality control?
-Consistent customer service?
-Giving back and supporting good causes?

On the other hand, it's entirely possible that might they think about...

-Harsh rules and policies that frustrate customers?
-Product release schedules which disappoint customers?
-Faulty products which tend to fail?
-The notion that you believe you have no competition?
-A lack of charity giving?

You get the picture. Your customers will remember things that your company does well. Also, they will definitely remember all your company's errors. Do your best to leave an excellent first impression so that your customers will have lasting good impressions of your company.

Your small business has customer support, right? Well, another important element for your company should be a forum or a bulletin board. Customers should be able to sign up and join it. (On the other hand, it should not be easy for spammers to join your board. You should send a friendly warning to anyone who posts borderline-spam-like messages. Likewise, maintain a policy in which you inform people that you will delete blatant spam.)

If at all possible, your products should include some sort of customer support. Perhaps it will be in the form of a printed instruction manual. Perhaps it will be electronic. Regardless, it needs to be easy to use.