“You start losing a client the day you get them,” Mad Men favorite Sterling Cooper tells Don Draper in his office over a stiff whiskey after they just lost a major client. The truth of it rings eerily true. Keeping customers loyal to your company and yours alone – especially when they have a lot of other services to choose from – is the challenge of any major entrepreneur. The even bigger truth: you can’t keep them all happy, and therefore, you can’t keep them all.

But there are things you can be doing to keep a customer happy that maybe you haven’t been doing already. Keeping clients on your good side and satisfied with your services is fundamental to running any sort of business, especially a business that relies on customers to keep business smooth. (And let’s be honest: what company doesn’t rely on steady clients to keep business strong?) Here are some crude facts, and helpful tips, to keep in mind.