How do you develop your customer base?

Anjan Malik, co-founder and director of eClerx, an outsourcing firm that specializes in financial services and sales and marketing services, knows a thing or two about customer relationships. So when, as part of their 30 Second MBA series, Fast Company asked him how he develops his customer base, he hit the nail on the head. High-quality execution and frequent communication are his two secrets to success. The communication bit is especially key, and not always intuitive. “It’s very important to create a matrix of customer touch points,” Malik says. “You’re touching people at the senior level, and the junior level, and the mid level. And there’s very clear and dynamic communication at all times.”