People are unpredictable, right? Even the most predictable people change. Sometimes these changes are minor – a new look (personally or professionally) or bigger changes like changes in locations, phone numbers, email addresses, etc. You definitely can’t just enter customers into a little book and expect that you’ll be able to reach out to them exactly the same way each time you find need.
Additionally, interests change, too. If you aren’t consistently keeping up to date with your customers, you may be providing them with information in which they are not interested and driving them away – exactly the opposite of what you want to do! So it’s important to stay up to date with your customers. Know if their preferences change, if their contact information changes, and you are building a relationship that is mutually beneficial!