How can you build a relationship with your customers that lasts?

Growing up working in my family business, daily customer interactions went beyond transactions. We knew them intimately—names, preferences, family details, even favorite football teams. This personalized approach formed a deep 1:1 connection, cultivating lasting & meaningful relationships. For larger enterprises dealing with scale, replicating the family business's IRL interactions can be challenging. Yet, adopting CRM tools effectively bridges this gap. Skillfully deployed, these tools emulate the personalized connections we fostered in our small business. Even advanced CRM platforms empower enterprises to understand and engage with customers individually, echoing the personalized touch of smaller businesses.

Na era da inteligência Artificial Generativa, atingir o estágio da Hiperpersonaliza??o se torna mais factivel, sendo que este é um dos principais motores para garantir que se tenha conhecimento individualizado dos seus clientes. A constru??o da rela??o duradoura n?o mais baseada em programas de fidelidade mas de jornadas "fidelizáveis" em tempo real atendem à principal demanda dos novos e futuros clientes: a fideliza??o em tempo real a cada passo da jornada de relacionamento. N?o existindo mais um apego estático pela empresa, os clientes passam a tomar decis?es de abandono de marca/servi?os instantaneamente baseado em uma experiência ou valor negativo da marca. Somente a IA Generativa permite atingir esse nivel de personaliza??o

While knowing basic demographics is crucial, truly understanding your customers requires going deeper. Actively listen in conversations, not just surveys, to grasp their emotional drivers, unspoken frustrations, and moments of delight. Analyze their purchase patterns and online behaviour. Be open to surprises and unexpected needs, desires, and cultural nuances.

When I was 22 years old I sold music lessons. Over the course of 3 years, I met over 3,000 hobbyist musicians, from all ages and walks of life. I learned to know our customers by hanging around where they were. Often times that meant attending live shows and hanging around the Keurig at the studio. In these "social spaces" I learned what music they were currently into, what motivated them to get (back) into music, and what their goals were for the future. You want to know your customers? Figure out where they are. Social spaces, for you, can mean online communities, workshops, and local meetups. Once you're there, be willing to hang around long enough to have meaningful conversations. Comprehension starts with conversation.

Building a lasting relationship with customers is crucial for the success of any business. Some strategies to achieve this include: 1. Understand Your Customers and know your customers. 2. Build Trust by being honest, transparent, and reliable and always keep your promises. 3. Always provide excellent Customer Service. 4. Keep an open line of communication. You can regularly update customers on new products, and services using various channels. 5. Solicit feedback from customers and always act on the feedback to improve service and the products you are offering. 6. Reward loyal customers 7. Keep in touch with changes in the market and customers needs and preferences.

Remember, communication with your customers isn't just about sending messages, it's about building a bridge. Bridge the gap between you and them by sending relevant, timely messages that resonate with their needs. Don't just talk, but truly listen to their queries, concerns, and even their silence. Remember, clarity, consistency, and a touch of helpfulness go a long way in building bridges that turn customers into loyal companions.

Know your customers' values and norms. Let's take for example my experience selling music lessons to over 3,000 musicians. Musicians value honesty and sincerity. It is part of the culture, and it is inherent to the art form. The same applies to what they expect from communication. If musicians sensed that my written or verbal forms of communication lacked these values, then they were not shy about letting me know. Effective communication is rooted in understanding and respecting your customers' unique cultural and social norms. Here are some questions to consider: 1.) What do your customers value most? 2.) Are there cultural sensitivities that you should be aware of? 3.) How inclusive is your communication?

Establish clear and open communication channels. Listen actively to customer feedback, address concerns promptly, and keep them informed about updates or changes. Effective communication builds trust and ensures customers feel valued, strengthening the bonds of your relationship.

I always challenge my teams (and myself) to anticipate our clients' needs and deliver the WOW. Creating an in-depth understanding of your client and their business, the service or product you offer and how these can be mutually beneficial, drives the relationship organically. The ability to then know what pain points throughout the process may impede your client and resolve those before they arise - is delivering the WOW. Providing something unexpected.

Transparency. It is important to manage correctly the "expectations" and be honest. You must be there for the customer but not to "say" only what the customer "wants" to hear. You must be there to be an valuable asset that can help, finding solutions, avoiding pitfalls, etc.

If you're not delivering true value, forget about building a lasting relationship. Sure, high-quality products or services are the foundation but think of it like a delicious cake. What makes you reach for a second slice? It's the extra drizzle of caramel, the sprinkle of fresh berries, the unexpected burst of flavour. For your customers, that "extra" could be anything from exclusive discounts to surprise freebies, or a personalized loyalty program. Remember, it's not just about the sale, it's about making them feel satisfied, appreciated, and like they're part of something special.

Providing value isn't just about being responsive and making them feel appreciated. Add value by proactively guiding your customers to the best business outcomes. We hear all the time about wanting to be seen as a "trusted advisor" - that is an earned position which requires you to deeply invest in the success of the customer and constantly demonstrating your ability to get them there.

Consistently deliver products or services that genuinely benefit your customers. Anticipate their needs, offer solutions, and go the extra mile. Providing ongoing value ensures your customers see the continued relevance of your relationship, fostering loyalty and a lasting connection.

Cuando trasciendes mas allá de tu empresa y los productos que vendes, y eres capaz de proveer consejos o recomendaciones relacionados con tu industria, estás aportando valor. Ten cuidado: en algunas ocasiones terminarás recomendando otros proveedores, que en algún escenario pueden incluso ser competencia tuya. Mi opinión: en plena sociedad de la información, pretender ocultar que x empresa vende y producto es inútil.

Seeking customer feedback is a helpful in building lasting relationships. However, it's more than just asking for their suggestions. You need to take action on what they say. That action could leave you returning to the customer with an answer that says you cannot act on their feedback. However, by following up with them, you show your customers that you truly value their input and are committed to enhancing their experience. This approach not only improves your service but also strengthens trust and loyalty among your customers. Remember, their feedback is a gift that helps your business grow and succeed.

Expand feedback channels. Utilize a variety of channels, including surveys, polls, reviews, testimonials, and social media, to capture feedback. This ensures that customers can choose the method most convenient for them. Offer incentives for feedback. Provide discounts, exclusive access, or other perks to encourage customers to share their opinions, fostering a sense of value and reciprocity in the feedback process. Even better: establish an ongoing feedback loop. Regularly seek feedback rather than relying on sporadic requests, creating a continuous dialogue with customers and demonstrating a commitment to ongoing improvement.

Feedback are valuable and you need to make them count. You need to work with the feedbacks you receive and show what are the results of these feedbacks, even when it is not possible to "create" something.. you need to give this return to the feedback you have received.. This way you create a virtuous circle and motivate your customer to provide valuable feedbacks.

Transparency with customers is crucial for building trust and loyalty. This means being clear about what your business can and cannot do for them. It's better to honestly communicate limitations or challenges than to leave customers in the dark. For example, if a service will take longer than usual, inform them promptly, even if it's not the news they want to hear. Customers appreciate honesty over silence or unrealistic promises. This approach builds credibility and shows you respect their right to be informed. Remember, customers value businesses that are upfront and honest, even in difficult situations. It's this transparency that fosters lasting relationships.

Transparency also means owning up to mistakes on your own initiative and fostering a relationship in which the customer can be transparent too without this transparency being abused. There is a thin line to walk with received transparency. Many don't treat openness or information with the correct respect. Others are too opportunistic, which can also teach the client to not be too open too quickly. In transparency you can add the purpose of the transparency: are you sharing information as is, do you expect a reaction or action, change, feedback? If you gét transparency from clients, its good to ask the same questions: "Do you want me to act upon this?" "Is there something I can do to help?" "Would it be appropriate if...?"

Proactive communication and action are effective way to surprise and delight key customer relationships. Publicly showcasing intention through conveyed gratitude + success milestones can can go a long way in cultivating positive professional karma. Proactive communication is particularly important when urgent matters arise - responsiveness ensures your customers feel like a top priority. The best relationship managers I know are proactive with their client-facing actions too. Thoughtful gestures include personalized gifts, sharing relevant articles, and making in-network introductions.