Client-customer relationship management relates to the steps taken to ensure that
the satisfaction of existing customers or clients is maximised to ensure their ongoing
patronage. This will help to create a steady income from existing customers, as well
as creating opportunities to attract new customers (e.g. from word of mouth).
A risk management program helps to identify existing relationships with clients or
customers and to minimise their degradation. The complaints management system is
an excellent source of retrospective risk, and if managed effectively, the quality of the
service or product will increase.