Your question: Setting the scene: We are a growing exhibitions company with a healthy list of clients/customers. As a young company, my partner and I are obviously concerned that the image that our customers have of us is positive and up to date. We want to ensure that this image develops positively, so we intend to implement a communications plan between ourselves and our customers. How do we do this without appearing too eager while ensuring that the communication is timely and relevant? And what's the best way? Email, letters or regular phone calls?

BT replies

I would advise implementing a plan that aligns your business communications capabilities to the preferences of your customers. This means that in the first instance you need to give your customers the choice. For example, you could ask your customers what method of communication they prefer (e-mail, phone, letter) on what frequency (weekly, monthly, quarterly), on what subjects (good examples of successful exhibitions, new services on offer). Once you have done this you then need to keep a database record of their requirements and react to their needs.

The benefits of this approach are that your customers are more likely to respond to you, and you will open up a channel of communication that allows you to learn more about your customers. You could occasionally ask your customers to complete short questionnaires that allow them to express needs and wants, this will help you understand where you can develop your business in the future. Start simple to keep cost and complexity down and build up over time.