What is Customer Relationship? | Small business

By Updated on March 06, 2019

A company’s relationship with its customers, customers, and clients is known as the customer relationship. Also called customer service, some companies hire people specifically to handle how the company interacts and communicates with people. The goal is to retain existing customers and win new ones by providing the best possible customer relationships and hopefully finding better customer services than those provided by their competitors. There are several components that go into great customer relations.

Marketing and promotion

Strategically promoting services or resources that make a business stand out is an integral part of customer relations. When a business has a powerful marketing push behind its customer service, it reminds customers why people should choose their business in the first place. Often, promotional events are differentiated to attract different target groups, consisting of both existing customers and new customers. Identifying customer needs and anticipating those needs before customers even realize them, allows a business to forge ahead in exceptional customer service.

Service Consistency

Customers want to know they can count on one company to be the same wherever they go when it comes to policies. If, for example, a hotel chain advertises a complimentary car-side service, guests will expect this to be a policy across all hotels in the same chain. Some people may even choose to use this company because they have come to rely on a particular aspect of it.

Ensuring that a business is consistent not only in what it offers, but in how it is offered, which inspires loyalty from existing customers and retention from new customers. This includes employee training. Consistent customer service policies and features are important.

Responsiveness of the Customer Relationship

A quick and positive response helps build trust in customer relationships. There are almost always ways to help customers get what they need or want without sacrificing the bottom line. Most people want to feel that they are listened to and taken seriously. This is especially true when it comes to addressing a company’s customers. It won’t always be possible to give customers exactly what they ask for, but if people see you trying, it can make all the difference.

Often responses cannot be rushed, but customers must be kept informed of the duration and then the company must stick to that time frame. Part of customer relations is finding ways to make people feel easy doing business with your company.

Technology and responsiveness

The newest and most supported technology is the newest and no less important aspect of the customer relationship. Make sure the website is updated and properly supported for the amount of traffic it receives. Phones should be answered quickly and with the same greeting. Ideally, emails should be answered the same day they are sent, or if not, by the end of the next business day.

Technology makes it easier and faster for employees and customers to communicate, and by ensuring a business has all the systems in place to do so, the relationship thrives.

It often seems insurmountable to please all of a company’s customers. However, this is not the goal. The goal is to make every new customer in front of an employee feel happy. Take it one at a time, with focused attention, and it’s what takes a company from “just okay” to a solid favorite.

Joseph P. Harris