Those resellers that ignore customers and fail to update them on progress of IT projects and deployments face losing business.
Lack of communication turned out to be one of the major reasons that suppliers were sacked by customers according to a survey from Pitney Bowes.
The comms specialist found that 29% of respondents felt that they were not being told about updates and developments and 27% found it hard to get answers from call centres when they phoned up with queries.
Phil Hutchinson, Pitney Bowes tactical marketing director, said that the attitude of customers could hit smaller dealers particularly hard.
"It's essential for small and medium business enterprises to protect their existing customer base in the current economic climate, where business owners are constantly forced to consider their costs," he said.
The feeling that many users had was that the channel was trying to pitch additional purchases rather than encouraging customers to use IT more wisely.
"Winning new business can be more expensive than retaining existing customers, which not only provides stability but can also lead to impressive growth," added Hutchinson.