The document discusses the importance of appreciation and relationship marketing for building strong relationships with clients that lead to greater customer retention and referrals. It emphasizes that competitive advantages today come from how customers are treated and the relationships formed, rather than price or quality. Regularly showing appreciation and gratitude to clients through personalized communications, gifts, and experiences helps create loyal, lifelong customers who become advocates and "raving fans". Automated greeting card systems make it easy and cost-effective to regularly send cards to clients to strengthen relationships over time.