A few weeks ago, I “fired” my (really) long-time insurance agent. I was one of his first clients and over the years I had referred A LOT of business to him – family, extended family, friends and clients.

I was the ideal customer – I always paid my premiums on time and hardly ever even called. Heck, I think I only had two minor claims over the years. And then recently I had an issue trying to renew an umbrella liability policy. I dealt with my agent’s office person (I’m assuming my agent is semi-retired). She’s worked for him for years but couldn’t remember my name every time I called and wasn’t very helpful.

I realized part way through this process that over the years, my agent was never in contact with me…no calls, no emails, no policy check-ups. Nothing. Just premium bills every year, like clockwork. I figured if my business isn’t worth anything to him, why am I sticking around? So I walked, took all my policies and gave them to a new agent. A young, enthusiastic new agent who got back to me promptly, reviewed my existing policies (which my agent hadn’t done in years) and got me more coverage for nearly the same rate.

Plus, once I submitted my “exit papers” to my previous agent, I never received a call or email. Didn’t even try to retain the business.

Moral of the story: If you’re out of touch, you’re in trouble.

If you’re not reaching out to your customers at least several times per year, they might walk too. I’m sure there are plenty of companies out there that’d be happy to pay your customers some attention. And get their business in return.

We all know it takes more money – and more effort – to get a new customer than it does to retain an existing customer. A marketing strategy that keeps you top of mind with your customers is imperative. Plus, getting in touch with customers gives you an opportunity to make a new sale.

If you are executing a marketing strategy that includes content marketing, you are consistently “showing up” in your customer’s inbox with a new blog post or white paper. Periodically sending clients a personalized email with an article or an event you think they’d find of interest, speaks volumes. Call them. See them in person: extend an invitation to lunch or coffee. Show you care and that their business is important to you.

If you don’t, you can bet somebody else will.

Read more: Creating a Winning Cross-Channel Marketing Strategy