I suppose it depends on the industry. In your case a client signs up for a deal, there is an SLA in place and the only time you require any communication is when things start going wrong.

In the retail industry buyers are not loyal and may switch suppliers on a daily basis. In that case it is important to build long term relationships that can keep the opposition out. I have never been great on golf and sitting in a pub, but for some businesses that is what needs to be done.