Do you ever wonder if you do too much for some customers? I sometimes do. We are a company that responds quickly to most every customer issue and request. It does give us a reputation of a great company to work with. Unfortunately, most of the time, this additional work does not create additional revenue and it also pushes back our revenue generating projects.

Thankfully, I have been running software companies where the customer (and employee) is the focus for almost 20 years. I know that going the extra distance with customers and employees not only keeps them happier, but also builds tremendous loyalty. There are many times when the things that we are doing for customers are actually problems that our development team has mistakenly created. If we were unresponsive, they would leave our product and go to another. There are other times when the requests enhance our product for the future. Even though the timing is not exactly as we had planned, the new feature usually helps close sales with new customers.

All in all, it appears that keeping people happy by being responsive to them has long term benefits that are not obvious in the short term. So if you have the option to help someone out, go ahead and take the time to do it.