A few years back I was part a global account team and we were failing with a Fortune 100 client. We tried everything: we looked at all of their business requirements and then went above and beyond. We proved ROI. We answered all the questions, we even flew out multiple times for extra meetings. And still, the customer left and switched service providers. They were not committed to us. We later learned, that while we did satisfy their needs, we didn’t make it easy.

See the article for full details.