During my career, I have spent significant periods of time at various levels in sales, and one of the lessons I learned is that it is critical to know when to see the customer face-to-face and what support to bring to that encounter. Making the right decisions can make the difference between a good and long-lasting relationship with that customer versus lost sales for a long time.
One obvious time to see the customer face-to-face is when problems arise. The more serious the problem, the faster you need to get in front of the customer and the higher the level of management support needed. One problem here is that sometimes the problem may not seem serious at first, but it escalates and eventually becomes a crisis. My advice is to err on the side of caution and see the customer face-to-face promptly when a problem arises, especially if the problem is related to product quality or integrity.