When a major health system reached out to their software vendor’s new CEO after a major acquisition, they expected a prompt response. As a client paying 7-figures annually for enterprise software, they assumed their concerns would matter. Months of silence cost the vendor a 9-figure renewal—and revealed a critical lesson for every business leader: ignoring customers sends a message you can’t afford.
I recently caught up with a friend who’s a CIO at a major health system. He had quite the story to tell.
A few years ago, this health system faced a dilemma. Their largest enterprise software vendor had been acquired. Already under pressure to switch to a competitor, they decided to stay loyal but wanted reassurance about the future. So they emailed the acquiring company’s CEO to schedule a call, expecting a timely reply given their significant investment.
Weeks passed without a response. Undeterred, they followed up nearly every week for months. When a reply finally arrived, it wasn’t from the CEO but from one of his subordinates. The message was clear: the leadership of the acquiring company didn’t prioritize them. They simply didn’t care.
This radio silence was the final straw. My friend’s health system switched to a competitor, a decision that cost millions in transition expenses but promised a more responsive, dependable partner. For the incumbent vendor, this was a 9-figure mistake.
This story isn’t just about one CEO’s oversight, it’s a warning for all leaders. Customers pay close attention to how you treat them, and every interaction shapes their trust. The acquiring CEO’s failure to engage signaled complete disinterest, eroding confidence in the vendor’s commitment: “If the CEO doesn’t care, why should we stay?”
Culture flows from the top. When a CEO ignores customers, it sets the tone for the entire organization. Employees take cues from their leader, and soon, slow responses or dismissive attitudes become the norm. Conversely, prioritizing communication—through quick replies, regular check-ins, and proactive personal outreach—builds loyalty and stability. Studies show that 80% of customers value responsiveness as a key factor in staying with a brand (Forrester, 2023).
This lesson extends beyond CEOs. Every employee, from account managers to support staff, shapes the customer experience. Remember to…
Even busy leaders can delegate effectively. Set up systems to ensure customer emails or calls are addressed within 24-48 hours. This needs to be the norm, not the exception.
Block out time each week for customer calls or meetings. Direct engagement builds trust and uncovers insights no report can provide. A meeting with a top executive helps customers feel important and sends a message that you truly value them.
Just like you can’t out-exercise a bad diet, you can’t out-sell an eroding customer base. Be sure to train your team to treat every customer interaction as a chance to strengthen relationships, not just solve problems.
For CEOs of large companies, it’s difficult to respond to every email, but it’s important that you do. Your top priorities are your customers, and your employees, so set up whatever systems/processes you need to in order to make sure you and your team deliver timely, meaningful communication to your customers.
My CIO friend’s story is a stark reminder: ignoring customers risks more than just revenue, it tarnishes your reputation which will quickly spread like a virus to the rest of your customer base. In a competitive market, responsiveness is a key differentiator. Make your customers feel heard, and they’ll reward you with loyalty and will recommend you to others. Ignore them, and they’ll find someone else who cares.
To every leader reading this: take a moment to review your last customer interaction. Did you respond promptly? Did you show you cared? If not, in the words of Joey Swole: “you need to do better”. Your customers, your bottom line, and your company’s future depends on it.
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