Few things are more profitable for contractors than recurring work negotiated with a select group of project owners. That’s why customers are the first key metric on the scoreboard.
Review your stated mission, vision, values, strategy, job descriptions, meeting discussions, evaluations, calendars, and other communications. How often does the customer come into them? Are they framed in a positive or negative manner?
How clear is your market strategy, including your existing top customers and ideal customer profile?