Make a Meaningful Connection

Tips for building genuine customer relationships

Making a meaningful connection with your customers — the key to relationship marketing — has several business benefits. For example, it can help you build customer awareness for your product or service, expedite sales, strengthen customer interactions, and, ultimately, ensure long-term business growth. By cultivating high-quality customer service habits your business can experience great benefits — and more.

1. Say thanks. Often, the simplest things can yield the greatest results. Saying thanks after every interaction leaves customers with a positive impression of their experience and reminds them that they are appreciated.
2. Speak from the heart. For example, if you own a health food store, tell customers about your favorite products in a way they can relate to. If you speak from the heart, customers will trust what you have to say and trust what your brand stands for.
3. Ask the right questions. Talking to your customers can be an illuminating experience for both parties. Think about what you're hoping to learn before initiating communication. For example, do you want to know about a customer's experience with your brand? If so, consider asking open-ended questions.
4. Be a good listener. It's one thing to listen to your customers and another to be perceived as a good listener. Experts say that communication is 57% non-verbal. Consciously pay attention to your body language to show customers that you are interested in what they have to say. Make sure your facial expressions reflect a positive attitude.
5. Be helpful. Helping out customers, colleagues, and employees — even if it doesn't directly benefit your bottom line — can forge and reinforce relationships built on respect and loyalty. If you own a jewelry store, for example, consider doing a rush job for a truly desperate customer without upping the cost. Not only are you helping them in their time of need, you're planting the seeds for repeat business. When your customer becomes your priority, increased sales will follow naturally.