Friends talk regularly and share the burden of managing contact. Old friends without a lot of present day connections can maintain a friendship with a call a year. A newer friendship takes more work. In both cases a rhythm develops and must be respected.

Brand contact with customers must also be set to the needs of the relationship and once set, the rhythm must be maintained. An insurance company that talks weekly with customers will get flagged as spam. Contact must be helpful and not only occur when there’s money to be made.  An open feedback channel is essential.