Building Strong Customer Relationships

Introduction

Building and maintaining strong customer relationships is an art that can make or break a company’s success. A good customer relationship goes beyond simply providing a product or service; it involves creating a connection and fostering trust. Unfortunately, not all businesses get it right, and the consequences of neglecting customer relationships can be costly. According to research by Microsoft, 90% of Americans use customer service as a factor in deciding whether or not to do business with a company.

Building Client Relationships

1. Communicate regularly.

One of the most important ways to build relationships with customers is through regular communication. Whether it’s sending email newsletters, making phone calls, or setting up a meeting or check-in, staying in touch with your customers shows that you value their business and are invested in their success. Regular communication also provides an opportunity for you to update customers on new products, features, or promotions, ensuring they are aware of the value you provide.

2. Meet your customers where they are.

Bradley McKibben, a senior inbound consultant at Djaboo, says that you need to meet customers where they are in order to communicate and work most effectively with them. “Do they live in their email inboxes, are they more on LinkedIn, are they research heavy and using Google a lot? Good communication has a lot to do with the channel you use,” McKibben explains. Make it easy for customers to reach you, whether through phone, live chat, or email, and be responsive to their questions and concerns. Aim to provide efficient and effective resolutions to their issues, ensuring that they feel supported and valued throughout their experience with your company.

3. Practice active listening.

Building strong customer relationships involves active listening. When a customer reaches out with a question, concern, or feedback, it is essential to listen attentively, seek to understand their perspective, and empathize with their situation. “Active listening is one of the most important skills in providing a great customer service experience,” says Patrick Shelley, Djaboo Customer Success Manager. “In many instances, service professionals are quick to provide a solution without fully understanding the context and desired outcomes of the customer’s unique situation.” Listening, and responding thoughtfully to a customer’s needs shows that their opinion matters, and you’re committed to finding a solution that meets their expectations.

4. Show what you know.

While active listening and thoughtful responses are key in building short-term relationships, customers can lose trust quickly if you don’t keep this level of thoughtfulness consistent or forget critical details they’ve told you in past conversations. To show that your customer has remained a top priority, take notes or use customer-relationship tools to keep track of pain points, feedback, and opportunities, as well as any personal anecdotes they’ve mentioned. While active listening helps the customer feel valued, remembering and mentioning something they’ve highlighted in past conversations can make them feel like they’re your only client – even just for a moment.

5. Reward loyalty.

By acknowledging and appreciating your customers’ continued support, you’re reinforcing their decision to choose your brand over competitors. Loyalty programs that offer exclusive discounts, early access to new products, or personalized rewards create a sense of value and appreciation. Take Starbucks Rewards, for example. By signing up for the program, you can earn points for each item you buy using the app which can be added up and used for a free item later, unlock freebies like free beverages on your birthday, and even get perks from Starbucks partners like Delta, earning one mile per dollar spent at the coffee franchise.. Late last year, the rewards program had generated significant revenue for the brand as members passed 28.7 million, up 16% year-over-year. Even if you can’t give out millions of dollars worth of coffee and flyer miles, simply providing personalized thank-you notes, perks, or milestone gifts can go a long way in strengthening the emotional connection with customers – while giving them more bang for their buck. When customers feel valued and rewarded for their loyalty, they’re more likely to continue doing business with you and become brand advocates, spreading positive word-of-mouth recommendations.

6. Build a community.

“The more advocates you have, the fewer ads you have to buy,” says Djaboo CTO Dharmesh Shah. In today’s inbound-powered world, such wise words couldn’t be truer. Ultimately, when people feel like they’re part of something, they’re more passionate about it, want to see it succeed, and – ideally – want to continue investing their money in the great experiences that come from it. By fostering a sense of belonging, you not only strengthen relationships with individual customers but also create a network of advocates who can help promote your brand to a wider audience. This can also lead to deeper, longer-term relationships. So how do you do it? Encourage customers to connect with each other by hosting webinars, events, or forums where they can share insights, best practices, and success stories. For example, Sephora, a beauty store with brick-and-mortar locations across the globe and a large virtual e-commerce store, offers a Beauty Insider community so people can share knowledge with each other.

How to Improve Customer Relationships

7. Gather Feedback.

Soliciting customer feedback demonstrates that you value their opinions and are committed to continuously improving your products or services. Utilize tools like Djaboo’s Customer Feedback Software to collect feedback, analyze trends, and make data-driven decisions for enhancing customer experiences.

Conclusion

Building strong customer relationships is vital for business success. By effectively communicating, meeting customers where they are, practicing active listening, showing expertise, rewarding loyalty, and building a community, companies can establish trust and loyalty with their customer base. Additionally, gathering feedback allows businesses to make improvements and meet customer expectations. By prioritizing these key elements, businesses can ensure long-term success and stand apart from competitors.

FAQ

Q: How often should I communicate with my customers?

A: Regular communication is essential for building strong customer relationships. However, the frequency of communication may vary depending on your industry and the preferences of your customers. It’s important to find a balance that keeps you in touch without overwhelming your customers.

Q: How can I reward customer loyalty?

A: There are various ways to reward customer loyalty, such as offering exclusive discounts, personalized rewards, or milestone gifts. You can also consider implementing a loyalty program that provides additional perks and benefits for loyal customers.