Customer relations are of great concern for companies, even more today than before since the business environment is more competitive due to the increasing number of actors in the market. Regarding service firms, the relations are of even greater importance due to that services are more complex than products and also more correlated to the actual firm than a physical product. Firms within this business therefore have to concentrate even more on their customer relations. With this in mind, strategies about customer relations are discussed in this thesis as well as customers’ needs, satisfaction and loyalty. If a company does not fulfill the customer’s needs and expectations it will be difficult to get satisfied and loyal customers. It can be the small details that can make the difference between a satisfied and a dissatisfied customer. This can be; listen to the customers, observe them and try to find similarities between the customers, their businesses and the consultants business, to find synergies between these. In addition, to help the customers to develop and change, let them give feedback and complain, so the company can identify how the company performs. This will hopefully end up in loyal and satisfied customers.

To see how a company manages its customer relations, interviews with a specific company and its customers will be conducted. The company’s view will thereafter be compared with their customers’ view as well as the theory, to try to find similarities and differences between them. Conclusions are drawn from aspects where the company and its customers have unlike opinions as well as where the opinions are similar. It can also be concluded that the chosen company’s customer relations and how these are retained differs from the theory in some approaches.