Customer Experience

Manage your customer data with Podium

Building Stronger Customer Relations: A Guide for Businesses

Home services employee shaking hands with a customer

Your customers are the lifeblood that pumps through the heart of your business. Without them, your business would crumble. As such, strong customer relationships are paramount for small businesses. 
In this article, we’ll take a deep dive into the importance of customer relations, how to nurture them, and more. 
Let’s get into it.  
<h2>Defining Customer Relations</h2>
Customer relations refers to the ongoing interactions a company has with its customers. It involves managing customer experiences and perceptions at every touchpoint—not just when a customer has a service issue. Key components of customer relations include:
<ul>
<li style="font-weight: 400;" aria-level="1">Communication: How a company communicates with customers through marketing, social media, support, etc. impacts the relationship.</li>
<li style="font-weight: 400;" aria-level="1">Transparency: Being open, honest, and transparent in all interactions builds trust and goodwill.</li>
<li style="font-weight: 400;" aria-level="1">Personalization: No one likes to feel like a checkmark on a mile-long to-do list. Tailoring communications and experiences to individual customers shows you understand and value them.</li>
</ul>
<a href="https://www.podium.com/article/understanding-small-business-customer-service/">Customer service</a> is one component of customer relations, focused on support issues, but customer relations extend far beyond service interactions. It&#8217;s important for you to understand the distinction because focusing only on customer service risks missing opportunities to strengthen the overall relationship through positive engagements and building loyalty and advocacy. 
The bottom line: Strong customer relations lead to growth and sustainability.
<h2>Types of Customer Relationships</h2>
Developing strong customer relationships can make all the difference in driving sales and building your brand. That being said, every customer and business is different, and as such, there are various types of customer relationships you might have. Here are four types of customer relationships you may encounter, along with tips for nurturing each one:
<h3>1. Transactional Relationships</h3>
These relationships are based solely on completing a one-time purchase or transaction. Customers may not necessarily return after their initial purchase, so creating a positive customer experience is crucial to leave a lasting impression and encourage future business. 
To develop and nurture transactional relationships, businesses should focus on customer satisfaction during the interaction. This includes providing excellent service, ensuring the customer’s needs are met, and offering personalized recommendations or next steps.
<h3>2. Relational Relationships</h3>
These relationships build on a personal connection that extends beyond a single transaction. The customer feels valued and appreciated by the business, which leads to ongoing loyalty. 
To develop and nurture relational relationships, businesses should prioritize communication and personalization. They can make an effort to remember the customer’s name and preferences, send personalized emails or promotions, and offer special discounts or rewards for repeat business.
<h3>3. Long-term Relationships</h3>
These relationships are built over time and can span years or even decades. The customer trusts the business and feels comfortable enough to rely on them for long-term needs. 
To develop and nurture long-term relationships, businesses should focus on building trust and loyalty. This can include providing consistent high-quality products or services, being transparent and honest in business dealings, and offering ongoing support and communication.
<h3>4. Collaborative Relationships:</h3>
These relationships involve a true partnership between the business and the customer. They work together to achieve a common goal, grow a business, or solve a problem. 
To develop and nurture collaborative relationships, businesses should prioritize open communication and collaboration. This can include seeking feedback from customers, working to solve problems together, and offering mutual benefits or rewards for successful collaboration.
<h2><img decoding="async" loading="lazy" class="alignnone size-large wp-image-26808" src="https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-1024x597.png" alt="woman texting a local business for customer service help" width="640" height="373" srcset="https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-1024x597.png 1024w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-300x175.png 300w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-768x448.png 768w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-600x350.png 600w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-360x210.png 360w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-160x93.png 160w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-350x204.png 350w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-100x58.png 100w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help-588x343.png 588w, https://cms.podium.com/wp-content/uploads/2023/05/woman-texting-a-local-business-for-customer-service-help.png 1200w" sizes="(max-width: 640px) 100vw, 640px" /></h2>
<h2>The Importance of Customer Relations </h2>
So, why does all of this matter? 
Creating positive customer relations fosters customer loyalty. Loyal customers are much more likely to keep coming back to your business, which guarantees a steady stream of revenue. In fact, research shows that the probability of <a href="https://www.forbes.com/sites/patrickhull/2013/12/06/tools-for-entrepreneurs-to-retain-clients/?sh=27d80ef52443">selling to an existing customer is 60-70%</a>, while the probability of selling to a new customer is only 5-20%. By building strong customer relations, you cast a wide net of loyal customers that are more likely to refer your business to others and continue to purchase from you over time. 
In addition to customer loyalty, positive customer relations also impact brand reputation. Happy customers are more likely to leave positive reviews and recommend your business to others, which can drive potential new customers to your business. On the other hand, poor customer relations may result in negative feedback, online complaints, and a tarnished reputation. With social media and review sites as prevalent as they are today, negative word-of-mouth can spread rapidly and dramatically impact your business&#8217;s bottom line. 
Lastly, strong customer relations can directly impact your business&#8217;s revenue. Happy customers that have a good relationship with your business are more likely to continue to purchase from you and spend more over time. In fact, <a href="https://www.helpscout.com/75-customer-service-facts-quotes-statistics/">68% of consumers</a> are willing to spend more on companies that provide excellent customer service. Over time, these increased profits can accumulate and dramatically impact your business&#8217;s overall success. 
<h2>How to Improve Customer Relations </h2>
Keeping your customers happy is crucial for success. Improving customer relations can seem daunting, but with a few simple tips, you can enhance customer satisfaction and loyalty. Here are six practical ways to improve customer relations:
<h3>1. Actively Listen to Customer Feedback</h3>
Customers want to feel heard and valued. Take the time to actively listen to customer feedback through surveys, social media platforms, or customer service interactions. Ask for specific feedback and take it into consideration when making improvements or changes to your business.
<h3>2. Respond to Customer Inquiries in a Timely Manner</h3>
Over<a href="https://www.proprofsdesk.com/blog/customer-service-response-time/"> 69% of customers</a> judge the quality of <a href="https://www.podium.com/article/customer-service-failing/">customer service</a> on whether they received a quick response or not. No matter how busy you are, always <a href="https://www.podium.com/article/faster-response-times/">prioritize customer response time</a>. This shows that you value their time and are dedicated to providing excellent customer service. Make sure your team is trained to handle customer inquiries and has the resources needed to <a href="https://www.podium.com/inbox/">respond efficiently</a>.
<h3>3. Personalize Your Interactions</h3>
Make your customers feel special and appreciated by personalizing your interactions with them. This can be as simple as addressing them by name or acknowledging their previous purchases. Personalization creates a sense of loyalty and trust between the customer and your business.
→ Pro tip: Invest in a tool that gathers customer data for you. Your business will thank you for it. 
<h3>4. Offer Incentives and Promotions</h3>
Offering incentives and promotions is an effective way to keep your customers engaged and interested in your business. This can be in the form of discounts, loyalty programs, or referral bonuses. Promotions not only encourage repeat business, but they also attract new customers to your business.
→ Pro tip: Text has the highest open rate of any channel, so consider alerting customers about your next promo via text. 
<h3>5. Be Transparent and Honest</h3>
Customers appreciate transparency and honesty from businesses. Being upfront about pricing, policies, and product or service information builds trust and credibility. If there is an issue with a product or service, take responsibility, and work with the customer to find a resolution. Every business makes mistakes or falls short of customer expectations once in a while. The key to coming out on top is an honest approach and a willingness to make changes when necessary. 
<h3>6. Continuously Improve</h3>
The section above brings us to our next point: You must be willing to make changes and improvements on a regular basis. Customer relations are not a one-time thing. Continuously improving your business based on customer feedback and changing industry trends shows that you are dedicated to providing the best possible experience for your customers. Regularly review and adapt your customer service policies and procedures to ensure that they are effective and efficient.
One of the best ways to make improvements to your business is by actively seeking feedback from your customers. How do you do that? You guessed it—reviews. We spilled the beans on how to get more reviews, improve the customer experience, and <a href="https://www.podium.com/guides/google-review-star-ratings/">build a 5-star online</a> reputation. 
<a href="https://www.podium.com/article/types-of-customers/">Improving customer relations</a> is essential if you want your business to succeed. By actively listening to customer feedback, responding to inquiries in a timely manner, personalizing interactions, offering incentives and promotions, being transparent and honest, and continuously improving, you can enhance customer satisfaction and loyalty. 
Remember: A happy customer is a loyal customer.
<h2>4 Benefits of Positive Customer Relations </h2>
Fostering stellar customer relationships takes time and effort. You may be wondering what’s in it for your business. Businesses that prioritize building and maintaining positive relationships with their customers often stand out among the rest. Let’s take a look at some of the major benefits. 
<h3>1. Better Brand Credibility</h3>
Customers want to trust the brands they do business with—it’s why they extensively research brands before making a purchase. Building positive customer relations involves ensuring that every interaction with a customer is handled professionally and positively. Small businesses that make customer satisfaction a priority and consistently deliver quality products and services build strong reputations for reliability and trustworthiness. As a result, customers are more likely to recommend and speak highly of businesses that prioritize customer satisfaction.
<h3>2. Higher Retention Rates</h3>
Customers who feel valued and appreciated are less likely to take their business elsewhere. By providing excellent customer service, small businesses can generate repeat business from satisfied customers. Retention rates are critical for small businesses as it costs significantly less to retain an existing customer than to attract a new one.
<h3>3. Improve Customer Loyalty</h3>
Great service <a href="https://www.podium.com/article/relationship-marketing/">keeps people coming back for more</a>—a whopping <a href="https://www.zippia.com/advice/customer-service-statistics/#:~:text=93%25%20of%20customers%20are%20likely,one%20bad%20customer%20service%20experience">93% of customers</a> say they are likely to make a repeat purchase from a company after experiencing excellent customer service. Think of the customer experience as your secret sauce; if it’s good enough, people will want more of it. Additionally, satisfied customers are likely to refer others to you—a double win. 
<h3>4. Increased Profits</h3>
Prioritizing a loyal customer base is one of the best ways to generate recurring revenue streams. <a href="https://www.podium.com/article/build-a-great-customer-relationship-management-program/">Increased retention rates</a> and customer loyalty lead to higher revenue. The more customers do business with you, the more likely they are to purchase additional products or services.
<h2>Take Your Customer Relations to the Next Level with Podium</h2>
Now it’s time to put in the work, but you don’t have to do it alone. This is where Podium comes in. Hundreds of thousands of businesses like yours use Podium to connect with customers, save time, and make more money. Podium can help you: 
<ul>
<li style="font-weight: 400;" aria-level="1">Connect with your customers faster. With Podium, you can reach your customers through the channels they prefer, whether it&#8217;s through text messaging, a phone call, or something else. Podium displays <a href="https://www.podium.com/contacts/">all of your customer communications in one inbox,</a> meaning you can respond to their inquiries and concerns in real time, making them feel valued and heard. </li>
<li style="font-weight: 400;" aria-level="1">Understand your customers better. People don’t want to feel like a checkmark on a list; they want to feel seen and understood on a personal level. Podium allows you to gather valuable feedback and insights from your customers, so you can better understand their wants, needs, and history with your business. </li>
<li style="font-weight: 400;" aria-level="1">Personalize your customer interactions. With Podium, you can easily analyze and use customer data to create personalized messages and offers that speak directly to their interests and preferences. This helps build trust and loyalty and ultimately leads to increased sales and customer satisfaction. </li>
</ul>
But that&#8217;s not all. Podium also offers a suite of other features, such as review management, payment processing, and Webchat, all designed to streamline your business operations and enhance your customer relations. 
Ready to take things to the next level? <a href="https://www.podium.com/free-trial/">Sign up for a free trial of Podium</a> now and see the difference it can make for your business.

Building Stronger Customer Relations: A Guide for Businesses

Ready to grow?