Why your client feels in debt but you don’t even notice

Imagine your client relationship as a bank account. Day one, you make a deposit when they sign the contract—they trust you. But every late email reply or forgotten call is a debit. Without noticing, you slip into the red.

Clients don’t complain at each small slip. Instead, their balance drifts further into deficit—until they feel taken for granted. That’s why survey after survey shows services lose business not from price or quality alone, but from lack of attention.

Researchers call this the Relationship Accounting model: because services are promises, each unfulfilled promise earns a debit. Gratitude gestures, quick fixes, and proactive check-ins are the “interest payments” that keep the account in the black.

One fast-growing firm found its churn dropped by 35% when it added two surprise thank-you notes and publicized problem fixes. The clients felt genuinely valued, not just sold to.

By tracking your touchpoints and intentionally “topping up” with small but meaningful acts, you build emotional capital. Those consistent deposits spark loyalty and turn clients into raving fans.

Think of your client as a bank ledger. List every email, meeting, and invoice, then rate how each feels on a 0–10 delight scale. Schedule simple gratitude gestures—notes, check-in calls, even small gifts—to rebuild the banking balance. And when mistakes happen, call them out, fix them publicly, and show you care. Start your first deposit today.