Building a healthy Business-Customer Relationship


New member
Sep 17, 2012
It is an interesting phenomenon to think how difficult it is to gain customers and build brand loyalty, but how easy it is to lose customers without even trying. Building a brand, acquiring new customers, retaining old customers, and maintaining loyalty are all interrelated. It can be a fragile relationship that a company shares with its customers. In a competitive world, where businesses are vying for market share, a small mistake can mean disaster for the business-customer relationship. When an unsatisfied customer moves to a competitor, the bad word-of-mouth displeasure can be a stimulus for other customers to leave, as well. The opposite is true, of course. Satisfied customers tell others about pleasant experiences they have with a business. Consider for a moment the large impact one small sale can mean to a business when repeated over and over again by the same customer for years. And, when numerous customers duplicate the repeat business cycle, the lifetime increase in revenue for a small business is invaluable. Combining this type of customer allegiance with word-of-mouth promotion creates a winning brand loyalty. Here are a few tips to create and solidify this type of business-customer relationship: Make The Customer Feel Like A King! – Building brand loyalty is never an easy process, and one that must be ongoing. Businesses have to continuously strive to ensure that customers are satisfied…not just one time, but all the time. The customer is the king and should be made to feel like one. Customer Preferences – Businesses should know their customers and understand their preferences. Each customer is different and unique in some way. Knowing the individual “needs” and “wants” of customers is an important factor in understanding how a business can best create satisfaction among its customers. Therefore, a beginning step in the process is for a business to know its customers…as individuals…the best it possibly can. Customer Care – Customer care means taking care of customers not only before a sale but also after a transaction is completed. Customers remember what a company promises long after the purchase. Customer issues must be handled promptly and properly. The satisfaction of a purchase can easily be turned into a feeling of dissatisfaction when care and follow-up are not as promised. Procedures should be in place that compliment the sales process and handle customer issues efficiently. Loyalty Rewards – One of the most innovative programs to reward loyal customers was started in the 1970s by airlines with frequent flier miles. These and other similar type loyalty programs are still extremely popular today and speak loudly to customers saying, “We care about you.” Regardless of the type of loyalty program (points, gifts, discounts, or rebates), the strategy is simple, which is to give customers an incentive to make repeat purchases. Communication – Communication in building brand loyalty closely resembles some aspects of customer care. Communication begins before a transaction is completed and continues throughout the entire business-customer relationship. Clear and honest communication through all stages of the relationship is vital for customer retention. Facts must always be clearly stated. As the expression goes, “Say what you mean, and mean what you say.” Build brand loyalty with customer satisfaction, and let that brand loyalty spread by word-of-mouth. Let loyal, satisfied customers become ambassadors of goodwill in attracting new customers. For more information about online business certificate programs and how to become a business coach