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Do I need to attend the wedding of my regular customer to enhance customer relationship?

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There is a regular customer of mine that wants to wed on Sunday. And he has invited me as a person and the company too. But I don't have the time to attend a wedding on Sunday. People are saying that I must attend the wedding to keep the customer loyal to me.

Do I have to attend personal events of my customers as a business owner?
 
If you are busy and you have staffs under you, you can send them to represent you. Or if you know there is no one you can send and there is no way you can simply breeze in and quickly go out on that day, you can send them a cash gift or any kind of gift before the wedding and let them know you might not be able to make it.
 
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