Today’s marketplace is a volatile one, and it can be a significant challenge for businesses to maintain their customer retention levels – not to mention increasing the number of new customers coming their way. Redefining and enriching relationships with clients is likely to be the key, with understanding, care and transparency being the watchwords.

1. ROB TOLLEY
LONDON
The Importance of Investing in
Customer Relationships

2. The Importance of Investing
in Customer Relationships
Today’s marketplace is a volatile one, and it can be a significant challenge for
businesses to maintain their customer retention levels – not to mention increasing
the number of new customers coming their way. Redefining and enriching
relationships with clients is likely to be the key, with understanding, care and
transparency being the watchwords.
Building a Relationship
It’s important for businesses to move away from a purely ‘transactional’
relationship with their customers; instead, a relationship should be built. To
develop a great customer relationship, vendors should aim to make it feel as if they
and their client are on the same team and working towards the same goals.
Becoming seen as a strategic partner is the aim.
© Rob Tolley

3. The Importance of Investing
in Customer Relationships
Schedule Face-to-Face Meetings
While the global pandemic necessitated a shift to remote work and virtual
meetings, it’s important for businesses to once more embrace face-to-face
meetings with their clients to nurture existing customer relationships. As well as
tending to be more engaging, in-person meetings offer a more natural forum in
which to discuss business objectives and ideas, and they can be an effective way
to develop rapport.
Communicate Regularly
Successful entrepreneurs like Rob Tolley understand that regular communication
with customers is vital in order for businesses to be seen by their clients as more
than just another vendor. Phone calls, email newsletters and regular check-ins are
all ways that businesses can make their customers feel valued, as well as being an
effective means of keeping them in the loop regarding new products, services and
promotions.
© Rob Tolley

4. The Importance of Investing
in Customer Relationships
Embrace Strategic Engagement
Observing and analysing customer behaviour via product usage data can mean
businesses are able to respond effectively. Some clients may be reticent to
approach vendors with questions, and using a proactive approach is
recommended to best build meaningful customer relationships. This also allows
the business to promptly address any problems or issues these customers may be
experiencing.
Reward Loyalty
Rewarding loyalty is a crucial way to acknowledge and show appreciation of
customers’ continued support and is a means of investing in ongoing positive
client relationships. There are many ways to reward loyalty; early access to new
products, exclusive discounts and personalised rewards programmes can all be
deployed to assure clients that they’re valued by the business. These customers
are not only much more likely to continue supporting the business but may also
become brand advocates, spreading word-of-mouth recommendations.
© Rob Tolley