Our boiler at home is currently being replaced, an expensive event I’ve been looking forward to.

The old one conked out on average every 3 months. The very reputable local heating firm that service & repair it sometimes had to send their boss to fix it, as it was – in their words – “one of the worst boilers ever made”. Pah.

So we’ve had about half of this firm’s staff to our house over the last three years.

Yet 10 minutes ago, while chatting to the new boiler fitter over a cup of tea, he mentioned that the business does basic plumbing too. You know, your blocked sink-type plumbing.

I was staggered. I’ve got a great three year relationship with this business, and trust them enough to replace a major item in my home. Yet I didn’t know basic plumbing was one of their core services.

It certainly would have saved me a lot of hassle six months ago trying to find a local guy to change the leaking waste pipe on the toilet.

It made me wonder how many other businesses I have a healthy relationship with, but don’t know everything they do.

This is where customer loyalty tools such as email and physical newsletters are essential. If I received a newsletter once a year from this firm updating me on their news – and of course reminding me what services they offer – they would have had even more business from me by now.