Backchat's tyre burst last week and, having put the spare on, he popped into Kwik-Fit to have a new one fitted.

A few days later and customer services rang to check the service provided was satisfactory and to seek suggestions for future improvements. Backchat was pretty happy but made a couple of constructive suggestions. And then came the crunch and the real reason for the call – so Backchat will be getting an insurance quote from Kwik-Fit when his policy comes up for renewal.

Backchat's broker, meanwhile, simply renews existing policies every year, never rings to check if Backchat is happy with the service received and so misses the opportunity to cross-sell further products.