Since 1997 he had paid £32 a month to one of the big Internet providers for his home broadband.
Not a big enough amount to bother about but eventually he succumbed to a free broadband offer from Sky.
He phoned his original provider to tell them he was leaving and they promptly offered him exactly the same service he’d been getting for £7 instead of £32 a month.
They expected him to be pleased. He wasn’t. He went with Sky and they lost him forever.
So here’s the skinny dear reader: it’s a good idea to treat your established clients like your new clients. If you don’t and they find out they’re probably going to be pissed with you.
Image courtesy of Grant Cochrane / FreeDigitalPhotos.net