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6 Ways to Build Relationships that Improve Customer Experience

Some businesses go on to become religions, others often spike and then disappear. So this just begs the question – what’s the difference?

How can you make your businesses a name that resonates with all?

The answer might lie in customer experience management.

It’s not just about delivering a product that customers love, but about creating an experience that leaves an impression.

In order to create experiences that have an impact, you need to build strong customer relationships. Customers should be comfortable enough to approach you with queries, dissatisfactions, and trust your brand enough to make repeat purchases time and again.

Sounds simple enough, doesn’t it?

However, this is exactly where most brands fail. In an attempt to ensure customer satisfaction at select instances, they are unable to implement an overall customer experience management plan for their brand journey.

To top it off, in a world that’s becoming more digital it’s easy for customers to feel disengaged; and disengaged customers are also most likely to churn.

In fact, while implementing an intensive CX program with feedback at its core can seem like a task, but it is one of the best ways to increase loyalty, enhance your brand value, and ultimately grow your ROI.

Build Customer Relationships

How can you improve CX to retain customers and promote loyalty?

The key to a great customer experience is building authentic relationships with customers. Only with the right feedback will you be able to understand how best to improve your brand and connect with your audiences.

  1. Understand What Your Customers Want
    Wondering what your customers really want? Ask them.

    Customer experience management platforms help you collect and analyze feedback so that you know just what needs to be improved.

    Oftentimes, the answer isn’t a direct one. That’s why analytics plays a key role. A key driver analysis can decode the answers from countless feedback surveys to tell you what your key strengths and weaknesses are.

    This, in turn, will help you realign your priorities to focus immediately on the key brand weaknesses – ensuring that even the smallest changes will leave the biggest impact.

    By improving critical factors, you can easily deliver experiences that stay with customers, increasing brand recall, and strengthening relationships.

  2. Keep an Eye on Customer Dissatisfaction
    Is feedback at the heart of your business? Does negative feedback often throw you off balance?

    Negative feedback gives you an opportunity – and perhaps the most important kind. Not only does it tell you where you went wrong, but it gives you an idea of what you can improve.

    And that’s the best insights you can gain. Businesses spend a lot to understand just what needs to be improved to gain customer loyalty; negative feedback does just that for you without the expense – at least to an extent.

    However, most of your customers often leave without telling you why.

    To change this, seek out feedback with the help of surveys at key customer touchpoints. By making feedback easy, customers are encouraged to open up about their concerns, giving you an additional opportunity to help out a dissatisfied customer.

    This has two key benefits:
    – Customers that often go to third party review websites to complain about your brand will reduce, since – if you play your cards right – you will have resolved the concern and improved your brand perception.
    – Former detractors make the most loyal brand promoters.

  3. It’s Time to Get Personal
    Who doesn’t love to feel acknowledged?

    That’s why it’s important to personalize your customer interactions. If it makes things easier, build a client profile you can refer to every time clients reach out.

    Use their first names whenever possible. Be aware of their history, and show that you acknowledge it. So if they’ve reached out with a grievance before,  let them know that not only are you aware of it but that you are extremely sorry and will resolve this quickly.

    Instead of mass communication, recognize customers’ individuality. Wish customers on their birthdays and offer special discounts that apply to just their accounts.

    It’s the little initiatives you take that show customer you care about them, and aren’t treating them impersonally.

    In fact, research shows that almost 80% of the brands that have exceeded their revenue goals have a clearly documented and defined customer personalization plan. So will you join those ranks?

  4. Under-Promise and Over-Deliver
    No one likes being let down, but that’s just what over-promising does.

    Instead, set realistic customer expectations. Don’t promise a full refund to a customer if you aren’t absolutely certain you can do so.

    Instead, let customers know that perhaps you can only get them 50% of the discount as per the policies.

    This way, if you can eventually give them a full refund, customers will be left feeling ecstatic knowing that you went the extra mile for them.

    Under-promising and over-delivering is one of the best ways to reduce disappointment and create customer relationships that last.

  5. Bring Out Your Human Side
    Your brand needs to be more than just another enterprise if you want to make it a success – your brand needs to be human.

    You need it to be relatable such that people can connect with you. Just doing this will improve brand recall and transform the way customers approach you.

    Just check out Taco Bell tweets and tell us you don’t realize the genius behind them.

    Be engaging, witty, and real. Give your brand a personality that resonates with your customer profile, whether it is educational, casual, or formal. Don’t be limited to your brand offerings, but comment on trending topics across your field as well – customers love brands that share their interests.

    Moreover, this helps you reach out to more potential customers.

  6. Use Customer Content
    Getting just the right content to resonate with your brand can be a task. That’s why a great way to engage with your customers is to use their content instead.

    Regram or repost their posts – especially when it is regarding your brand. Hyatt often does this, as does Starbucks.

    In fact, encourage customers to post about their experiences with you online, and give them a chance to get featured on your feed.

    It’s a win-win for everyone.

    Not only does it increase the attention customers give you, but it also increases your mentions given by customers looking to be featured, increasing brand value.


Resonate with your customers. Build personal relationships and ascend their expectations. Doing so, you won’t just have a more engaged audience, but you will spur business growth and increase ROI.

Steve Jobs famously said, “You’ve got to start with the customer experience and work back toward the technology, not the other way around.”

In the digital age when it’s easier than ever for customers to feel disengaged and disconnected with brands, this rings most true. So if your aim is to make your brand the next big thing – and remain at the top – it’s important that you really click with your audience. Understand them, connect with them, walk that extra mile, and always deliver on what you promise.

An investment in customer experience management gives you long-term benefits. But this is the investment that truly pays off in the long run.

Krause Leia
Krause content marketer and a market researcher who is on the spree to capture multiple facets of industry through creativity and innovation. Krause is a content geek who writes for market research, digital marketing, startup, and market research.

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