{"id":41594,"date":"2020-10-30T00:00:00","date_gmt":"2020-10-30T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/customer-relations\/"},"modified":"2025-03-13T06:23:11","modified_gmt":"2025-03-13T13:23:11","slug":"customer-relations","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-relations\/","title":{"rendered":"Building better customer relationships: A comprehensive guide"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Strong customer relationships distinguish the great brands from the companies that just sell, well, <\/span><span style=\"font-weight: 400;\">stuff<\/span><i><span style=\"font-weight: 400;\">. <\/span><\/i><span style=\"font-weight: 400;\">While the stuff you sell is pretty important, the conversations, education, and support surrounding each transaction are what keep customers coming back again and again.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many companies view relationship-building as something that comes <em>after<\/em> someone is already a customer. Things like loyalty programs, an awesome customer support team, and drip emails are all examples of ways brands keep in touch with the customers they already have. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what about relationship building with prospects?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Building strong relationships isn\u2019t only important as part of your customer service experience. Relationship building is equally (or maybe even more) important during the sales and marketing processes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we&#8217;ll show you how to build customer relationships with the long view in mind\u2014which begins by creating a holistic strategy that considers all your customer-facing teams. Keep reading to learn more about:<\/span><\/p>\n<ul style=\"font-size: 15px;\">\n<li><a href=\"#Why you should build customer relations\">Why you should build customer relationships<\/a><\/li>\n<li><a href=\"#cs\">3 tips for building customer relationships through customer service<\/a><\/li>\n<li><a href=\"#sales\">3 tips for building customer relationships through your sales process<\/a><\/li>\n<li><a href=\"#marketing\">3 tips for building customer relationships through marketing<\/a><\/li>\n<li><a href=\"#3 customer relations examples from real-life companies\">3 customer relationship examples from real-life companies<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83c\udf1f How can you build better customer relationships with disengaged customers? We&#8217;ll tell you. Find out how to identify (and win back) a disengaged customer with our free checklist.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/checklist\/how_to_spot_disengaged_customer.pdf\" data-id=\"6a0af485666c8\" id=\"6a0af485666c8\">\n\t\t<button tabindex=\"on\"  on=\"tap:6a0af485666c8.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\u2705  Get the checklist<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40  Get this free checklist to evaluate if your customers are disengaged. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:6a0af485666c8.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"Why you should build customer relations\"><\/a><\/p>\n<h2>Why should you build customer relationships?<\/h2>\n<p>Customer relationships are the most valuable currency you can have in today\u2019s volatile economy. To understand why, let\u2019s look at a few market trends that are causing it.<\/p>\n<p>Depending on how you look at it, we\u2019re either living in the golden age of capitalism or a wild, wild west version of the free market economy.<\/p>\n<p>Competition is at an all-time high and \u201cbusiness monopoly\u201d has become a mere myth. For every business that boasts of having a proprietary product or service, there are at least 10 other competitors in the same category who offer similar solutions for a lesser price.<\/p>\n<p>Most businesses today, big and small, are defaulting to a subscription-based business model. But churn\u2014the rate at which customers abandon a brand\u2014is the arch-enemy they all fear. Customer churn (and by extension, a low <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer retention rate<\/a>) is pretty common these days because people have so many products and features to choose from.<\/p>\n<p>Good customer relationships can save your brand because <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/return-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">returning customers<\/a> are your biggest defense to fight customer churn, improve brand loyalty, and stay ahead of the competition.<\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">The importance of a multi-pronged customer relationship-building approach <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Which relationships do you value the most?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Probably the ones you\u2019ve spent the most time nurturing, whether they&#8217;re with friends, family, or colleagues. The connections that tend to be the most important are with the people who routinely check in, who stay close to what you have going on, and genuinely want the best for you. They make you feel special.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, think for a second about someone who you may have fallen out of touch with. Maybe this person never checks in to see how you\u2019re doing, or when they reach out it\u2019s only to see what you can do for them. Whatever it is, when you see their name pop up on your phone or in your inbox, you&#8217;re like &#8220;Meh.&#8221;\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The same feelings can apply to companies. The brands that don\u2019t spend any time nurturing their relationships with customers are often the ones that miss out on forming genuine connections. For example by just being reactive when problems come up and the customer has to contact you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We see it all the time in brands who center their marketing and sales campaigns around <\/span><i><span style=\"font-weight: 400;\">only<\/span><\/i><span style=\"font-weight: 400;\"> selling products or services. They spam inboxes, spend tons of money on ads, and compete for bottom-of-the-barrel prices just to get the sale. When the transaction is done, they deliver a subpar experience for the customer and move on to the next one.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only is this incredibly frustrating for the customer and can create a negative reputation for the brand, but it\u2019s also expensive. Constantly searching for new buyers and convincing them to make a purchase, over and over and over again, is exhausting\u2014and it doesn\u2019t help your company grow quickly.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how do you avoid this? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s where a<\/span><span style=\"font-weight: 400;\"> multi-pronged approach comes in. By creating a customer relationship building strategy that thinks about your customers&#8217; experience from all angles, this gives you an opportunity to connect with customers (and potential customers) on <em>every<\/em> level. Instead of <\/span><span style=\"font-weight: 400;\">only<\/span><span style=\"font-weight: 400;\"> reaching out when you want them to buy again or <\/span><span style=\"font-weight: 400;\">only<\/span><span style=\"font-weight: 400;\"> communicating when they come to you with issues first, you\u2019re able to initiate thoughtful conversations <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> be there when the customer needs you.<\/span><\/p>\n<p><a href=\"https:\/\/ringcentral.valuestoryapp.com\/cx-maturity\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-48166\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/04\/Contact-Center-tool.png\" alt=\"Contact Center Maturity Quiz\" width=\"1000\" height=\"440\" \/><\/a><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\"><a id=\"cs\"><\/a><br \/>\n3 tips for building customer relationships through customer service<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Customer service is the low-hanging fruit of providing a better customer experience. You\u2019re already <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\">interacting with your customers<\/a>, but are you providing them with the resources or support they need to become long-term customers?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some tips for how you can improve your customer relationship through a customer service lens.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Provide options for connecting\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We have a lot of options for connecting with customers. From traditional phone calls to <a href=\"https:\/\/www.ringcentral.com\/how-does-a-virtual-phone-call-work.html\">virtual calls<\/a> and social media direct messages, a lack of communication with customers certainly isn\u2019t because of a lack of opportunity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But with so many different options come different preferences. Your customers are going to want to connect with you in the way that <\/span><i><span style=\"font-weight: 400;\">they <\/span><\/i><span style=\"font-weight: 400;\">find most convenient. If you only have limited opportunities, you\u2019re not providing a great experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To set your relationship off on the right foot, give your customers different options for connecting. Keep your DMs open and have a customer service phone number readily accessible on your website. You could even offer SMS, <a href=\"https:\/\/www.ringcentral.com\/video-call.html\">video call<\/a> or chatbot support.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Providing these different pathways for conversations allows you to meet your customers where they are, rather than expecting them to come to you. Making it easier (and more convenient) for them to get in touch means they\u2019re more likely to reach out\u2014and you\u2019re in a better position to start building a stronger relationship.\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>An all-in-one communications platform lets you manage a variety of channels in one place.<\/p>\n<\/div>\n<p>Having multiple customer support channels means you have more inboxes to check, but with a good <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/contact-center.html\">contact center<\/a> platform, you can get all your messages right in one place.<\/p>\n<p><span style=\"font-weight: 400;\">For example, RingCentral consolidates <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/omnichannel-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">omnichannel customer interactions<\/span><\/a><span style=\"font-weight: 400;\"> (across Facebook, Instagram, live chat, and any other channels your business uses) all in one place so that you don&#8217;t have to toggle between a bunch of different windows and tabs:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-44860\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/engage-digital-channels.png\" alt=\"engage digital channels\" width=\"1000\" height=\"506\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Not only that, but it can also reduce the risk of your team missing an important message and allow you to provide better support.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And this is the cool part: RingCentral also connects your conversations with a particular customer across different channels. That means you can see if a customer has reached out about an issue or question in the past (even if it was on a different platform) so you can provide a more thorough or up-to-date response. Here&#8217;s a quick look at it in action:<\/span><\/p>\n<div class=\"rc_custom_video\"><a class=\"rc_custom_video__link\" href=\"https:\/\/www.youtu.be\/PZC3o5YN90E\">\n\t\t            <picture><source srcset=\"https:\/\/i.ytimg.com\/vi_webp\/PZC3o5YN90E\/maxresdefault.webp\" type=\"image\/webp\"><img decoding=\"async\" class=\"rc_custom_video__media\" src=\"https:\/\/i.ytimg.com\/vi\/PZC3o5YN90E\/maxresdefault.jpg\" alt=\"\">\n\t\t            <\/picture>\n\t\t        <\/a><br \/>\n\t\t        <button class=\"rc_custom_video__button\" aria-label=\"Play video\"><svg width=\"68\" height=\"48\" viewBox=\"0 0 68 48\"><path class=\"rc_custom_video__button-shape\" d=\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\"><\/path><path class=\"rc_custom_video__button-icon\" d=\"M 45,24 27,14 27,34\"><\/path><\/svg><br \/>\n\t\t        <\/button>\n\t\t    <\/div>\n<h3><span style=\"font-weight: 400;\">2. Make sure your team is properly trained\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Have you ever called customer service only to be met with someone who doesn\u2019t have a clue what they\u2019re talking about? Well then, you know just how frustrating an under-trained support team can be.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Any time a customer reaches out with questions or concerns about the products or services you\u2019re offering, you want to make sure they\u2019re interacting with a knowledgeable staff member capable of solving all their problems. Anything less than that will only hurt your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To start creating strong customer relationships, prioritize support staff training. Make sure each customer-facing or client-facing team member understands your products and services and that they\u2019re educated on company policies and procedures. It&#8217;s also a good idea to assess your <a href=\"https:\/\/www.ringcentral.com\/call-center-qa.html\">call center quality assurance<\/a> to ensure staff are upholding all necessary call standards.\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Have specialized teams equipped to handle different challenges.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Depending on what you sell, it can be a lot to expect all your team members to know the ins and outs of every product. Instead of training all your employees on everything, group them by specific offerings and provide in depth training for just that area.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Specialized customer support teams can allow you to provide better support and show that you take your customer concerns seriously. Customers can get their questions answered or concerns addressed faster, creating greater potential for strong relationships.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Use self-service opportunities\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Although it may seem like self-service customer service opportunities removes the communication that can lead to strengthening a customer relationship, providing ways customers can get answers themselves can actually be great for building trust and creating stronger connections.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about a time you\u2019ve had a seemingly small question about something you considered buying. It\u2019s not important enough at the moment to wait on the phone or send an email, or maybe it\u2019s the middle of the night and customer service isn\u2019t available 24\/7. In these moments, you just want a quick answer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where self-service comes in. Self-service support options, like chatbots or a knowledge center, allows customers to find the answers they need to basic questions on their time. It also shows that you\u2019re in tune with customer needs and you\u2019re taking proactive steps to make sure their challenges are handled as soon as possible:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-44691\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/10\/company-knowledge-base-example.png\" alt=\"company knowledge base example\" width=\"1000\" height=\"570\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For example, here&#8217;s what our knowledge base looks like. You can browse the tips for how to use the RingCentral product or search for a specific topic.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"sales\"><\/a><br \/>\n3 tips for building customer relationships through your sales process\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sales is a relationship-based business no matter what you\u2019re selling. When you have strong relationships with prospects and customers, convincing them to buy (and buy again) gets much easier.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are three ways you can build stronger customer relationships during the <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales process.<\/a>\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Respond promptly\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Whether your sales process involves a string of face-to-face (or these days, video) meetings or you sell products through an e-commerce site, any time a customer reaches out, they\u2019re going to want a quick reply.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A consistent communication cadence can make customers feel welcome and supported, and like their business really is valuable to the business\u2014even if your sales teams has dozens of other deals in the works.\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Look for ways to make communication easier for your team, both with each other and with your customers or clients.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">A CRM is crucial for sales success, so it probably is no stranger to your sales team. However, if your CRM is separate from your other <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/communication-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">communications platforms<\/a>, the important information stored within becomes siloed and harder to find.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Integrating your CRM with your <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/find-best-phone-service-for-small-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">phone service<\/a> or communication platform makes life easier for your sales team because calls with prospects get automatically logged into their profile, and everyone can quickly see the full relationship history with any contact with a quick search. From specific products or features that the prospect was interested in, to tidbits and details about their company and which channels they prefer to contact you on\u2014all of this information that seems really minor, but is actually crucial for building relationships, can be automatically recorded.<\/span><\/p>\n<p>For example, <a href=\"https:\/\/www.ringcentral.com\/apps\/ringcentral-salesforce\" target=\"_blank\" rel=\"noopener noreferrer\">Salesforce integrates with RingCentral<\/a> to do exactly that, <span style=\"font-weight: 400;\">allowing you to quickly respond to incoming queries from prospects or customers and never miss a follow-up<\/span>:<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/apps\/ringcentral-salesforce\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone size-large wp-image-44476\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/10\/salesforce-ringcentral-integration-1024x657.png\" alt=\"salesforce ringcentral integration\" width=\"1024\" height=\"657\" \/><\/a><\/p>\n<hr \/>\n<p class=\"p1\"><span class=\"s1\">\ud83d\udd79\ufe0f<\/span> Get a hands-on look at how RingCentral is designed to help you build better customer relationships by booking a product tour:<\/p>\n<p class=\"p1\"><button data-href=\"#leadform-popup\" class=\"js-open-popup-activator btn primary\" >Choose a time<\/button><\/p>\n<hr \/>\n<h3><span style=\"font-weight: 400;\">2. Focus on building the relationship first, not pitching\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-pitch\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pitching<\/a> is traditionally one of the biggest parts of a sales job. But just pitching a product without getting to know the customer or the challenges they\u2019re facing can create sales pressure that pushes the prospect away.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than just pushing a product or service at anyone who will listen, focus on creating conversations first. Then you can determine what offering is right for your future customer before giving them a pitch.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prioritizing conversations gives you an opportunity to get to know your prospect, the challenges they are facing, and what they\u2019ve tried in the past. You stop looking at the prospect as a number and start working alongside them to find the right solution.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers will remember that you heard them out and didn\u2019t try and push any product to get a sale. They\u2019ll trust your expertise and come back to you again when they\u2019re ready for more help solving other problems.\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Know when a customer isn\u2019t right for you. You&#8217;ll save their time (and yours).<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">It\u2019s not that uncommon that you\u2019ll run into a prospect looking for something that you just can\u2019t offer. Maybe their budget doesn\u2019t match your prices or they have a challenge you know you can\u2019t solve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it\u2019s tempting to try and find the best fit you can offer, it\u2019s not always the right decision. Sometimes you need to let that prospect go to an alternative.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing when to step in and say you can\u2019t offer what they\u2019re looking for might mean turning that customer away for now, but if you\u2019re respectful and helpful, they might just come back down the road. They will be grateful that you listened to their needs and provided a recommendation that actually fits without expecting them to compromise.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">3. Stick to your commitments\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As a sales rep, you\u2019re often the first face a prospect interacts with. In these moments, you\u2019re the face of the brand. And if you\u2019re unable to keep up with the promises you make, you could ruin the reputation of the entire company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you promise to do something, make sure you do it. You don\u2019t want prospects waiting for an email you forgot to send or refreshing their inbox for more information that\u2019s never coming through.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep your word. If something happens that prevents you from getting things done on time (we are all human, after all) make sure to either let your prospect know or tag-team another rep in to help.\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Use a task management tool that fits in well with your existing workflow.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">A task manager is nothing new\u2014but where it\u2019s located on your computer or phone might be. If your task manager is a separate app (or if each member of your team is taking notes and making to-do lists their own way), tasks might get lost and projects can get delayed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the perks of the <a href=\"https:\/\/www.ringcentral.com\/rcapp.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral desktop and mobile app<\/a> is that not only does it let you send instant messages and make video and phone calls to teammates and clients, it also has a built-in task manager that allows you to assign and track to-do items:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-44657\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/insurance-task-in-ringcentral-app-1024x684.png\" alt=\"insurance task in ringcentral app\" width=\"1024\" height=\"684\" \/><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"marketing\"><\/a><br \/>\n3 tips for building customer relationships through marketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marketing is often a customer\u2019s first experience with a brand. It\u2019s how they learn about the company and what gets them excited about buying from them. And it\u2019s an important step in building strong relationships.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are three ways you can create stronger customer relationships through marketing.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Prioritize personalization<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There\u2019s no reason for thoughtless mass messages anymore. Customers have grown used to personalized emails, ads, and content\u2014and if you want your customers to feel special, you need to provide them with it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When using personalization to build relationships, you need to go beyond just adding \u201cDear [First Name]\u201d to your emails. At this point, that\u2019s the bare minimum. Your marketing messages should be personalized based on products your customer has purchased, their unique demographic, and more.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This can feel overwhelming at first. How are you supposed to share unique messages with every one of your customers? But don\u2019t worry. Start small.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than biting off more than you can chew, focus on something achievable you can do to add more personalization to your marketing messages. Maybe it\u2019s adding a unique tag in your CRM to identify the products a client has purchased or using automation tools that can send specific content based on customers behaviors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you start to segment your customers and send more unique messages, it will be come easier and easier to identify opportunities for more personalized communication.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Make your messaging human\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When it feels like your marketing is on autopilot, it\u2019s easier to get ignored. Even if there is someone manning your email campaigns and social posts, if they don\u2019t feel like a human is behind them, customers might be hesitant to engage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Encourage the \u201chuman\u201d side of your business\u2014especially on platforms where two-way communication is possible (like on social media). By creating content that feels natural for such social spaces, you can become a part of the conversation instead of disrupting it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a few easy swaps you can make to create a more human voice for your marketing. One is to send emails from a specific person (maybe you), not the company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This can make the message feel more one-to-one, like you\u2019re sending a personal message to <\/span><i><span style=\"font-weight: 400;\">only<\/span><\/i><span style=\"font-weight: 400;\"> that customer (even if your email list is actually hundreds of people long). When customers feel like you\u2019re speaking directly to them, they\u2019re more likely to listen to what you have to say.\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Create a unique brand voice that your audience identifies with.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Messaging can get tricky when you don\u2019t know what your brand is supposed to sound like. If you\u2019re not sure what your voice is, you might default to generic, formal messaging\u2014which is safe, but won\u2019t attract much attention for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Create a unique voice for your brand that shows off your personality. Who are you to the customer? What do they expect you to sound like? What phrases or words do you use? What phrases or words do you avoid?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lay out some guidelines and make sure your entire company is on board (even your sales and customer support teams). Creating consistency with your brand voice can help your audience better identify with you so you can build stronger relationships.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Show off user-generated content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketing departments and agencies often try to replicate authentic brand experiences, but nothing comes close to content created by users themselves. That\u2019s why user-generated content is so powerful in building relationships.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When real users share their experiences with a brand, prospective customers can imagine themselves in their shoes and past customers can remember what that experience is like. Because the content isn\u2019t coming from a designed-for-perfection studio, it\u2019s easier to trust.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Showing off your own user-generated content can help you build authentic connections with prospects while solidifying relationships with existing customers. And people love to get recognized from the brands they love, so it\u2019s a win-win situation:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-44022\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2018\/04\/facebook-customer-review.png\" alt=\"facebook customer review\" width=\"600\" height=\"255\" \/><\/p>\n<p><span style=\"font-weight: 400;\">One of the most common ways to use user-generated content is on <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/social-media-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">social media (learn more about best practices)<\/a>, particularly Instagram. When a customer tags you in a post or shares an image using your product, you can repost that image (giving credit to the original content creator).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you\u2019re not on Instagram, don\u2019t worry. User-generated content can come in many forms. Look for opportunities to get your customers involved in decision-making processes or encourage them to share stories that you can then feature on the website or in social posts. Get creative! <\/span><\/p>\n<p><a name=\"3 customer relations examples from real-life companies\"><\/a><\/p>\n<h2>3 examples of customer relationship building from real-life companies<\/h2>\n<p>As you read the following examples, note how these companies have built or reshuffled their company DNA to deliver a well-rounded customer experience across all their touchpoints.<\/p>\n<h3>1. Wegmans<\/h3>\n<p>Actor Alec Baldwin of 30 Rock fame is perhaps the best person to rave about Wegmans\u2019 fanatical brand loyalty. Wegmans is a family-owned food chain from Buffalo, NY with branches across seven states on the east coast of the US Sadly, they don\u2019t have any stores on the west coast.<\/p>\n<p>Many years ago, Baldwin\u2019s mother refused to relocate to a swanky part of Los Angeles with her star son because she wanted to live close to a Wegmans store.<\/p>\n<p>Now that\u2019s some brand loyalty.<\/p>\n<p>Wegmans customers worship the brand like it\u2019s some kind of cult. After all, there aren\u2019t many brands that have inspired a broadway musical or rank regularly among the best companies for customer service AND the best place to work:<\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Wegmans...The Musical 2.0!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/0eVUPKdQq40?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p>But the secret to Wegman\u2019s deep-rooted customer loyalty is not so much of a secret. They are just serious about genuinely caring for their staff and their customers.<\/p>\n<p>For instance, Wegmans\u2019 employee turnover rate is half the industry average because they invest generously in their staff. They spend more than $50 million a year on workforce training and development and award college scholarships to the interested ones without any catch. That&#8217;s great for <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/improving-employee-morale\/\" target=\"_blank\" rel=\"noopener noreferrer\">employee morale<\/a>.<\/p>\n<p>And look at what happens when a business like Wegmans takes the employee-first approach. Wegmans collected an average annual sales of $9.7 billion in 2019.<sup>1<\/sup> No wonder customers love Wegmans as much as their employees do.<\/p>\n<h3>2. Sephora<\/h3>\n<p>If there\u2019s an oversaturated niche in retail, it has to be the beauty and skincare segment.<\/p>\n<p>But Sephora has emerged as a winner even in such a tough market mostly because of its unblemished omnichannel strategy for <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer engagement<\/a>. The France-based beauty brand secured the #1 spot in the best Retail Personalization Index in both 2018 and 2019<sup>2<\/sup>\u2014and for good reason.<\/p>\n<p>Sephora\u2019s obsession with its customers is obvious in the way the brand unifies its offline store experience with its digital services. The moment its customers walk into one of the 2,300 stores across the globe, they\u2019re in for a special experience.<\/p>\n<p>From its in-store technology such as Color IQ that scans the customers\u2019 skin to help them find the perfect lip gloss to offering one of the industry\u2019s best loyalty rewards points (Rewards Bazaar) Sephora has retail experiences figured out:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4164\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-85-1024x915.png\" alt=\"Rewards Bazaar\u2014Sephora loyalty rewards points\" width=\"840\" height=\"751\" \/><\/p>\n<p>And unlike other brands, Sephora\u2019s loyalty program is a runaway hit because it lets customers choose how they want to spend their reward points.<\/p>\n<p>Sephora\u2019s high-touch customer relations also leverages digital channels such as emails, mobile, and in-app notifications to offer hyper-personalized recommendations and incentives that are hard to ignore.<\/p>\n<p>And psst\u2026 you can also follow Sephora\u2019s example and reach your customers across different digital channels using <a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral&#8217;s Engage Digital platform<\/a>. Even if you have a small (or one-person) team\u2014and we&#8217;d argue <em>especially <\/em>if you have a small team, this type of solution is especially useful.<\/p>\n<p>After all, it&#8217;s designed to make it easier for one person to manage multiple channels:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-44859\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/engage-digital-all-sources-conversations.png\" alt=\"engage digital all sources conversations\" width=\"900\" height=\"456\" \/><\/p>\n<h3>3. Lego<\/h3>\n<p>In 2003, Lego\u2019s business empire was almost crumbled under an $800 million debt. In 2015, the Danish company rebounded as the world\u2019s most valuable toy brand.<sup>3<\/sup> It\u2019s fair to say that Lego\u2019s near-failure and comeback story are as tightly interlocked as their building blocks.<\/p>\n<p>The quick gist of it: Lego almost went bankrupt because it had lost sight of its customers. They got carried away with their success and didn\u2019t really care who their real target audience was. They hastily introduced a new line of toys and didn\u2019t respond well to the customer complaints of damaged toys and late deliveries.<\/p>\n<p>But once the upper management came back to their senses, they took some proactive measures that made Lego a household toys brand around the world.<\/p>\n<p>First, Lego partnered with a customer experience management vendor to understand their customers\u2019 pain points and devise a plan to improve their customer relations.<\/p>\n<p>In addition to being a children\u2019s toy brand, it also invested heavily in reinventing its brand image to cater to grown-up customers. For instance, it collaborated with Star Wars and Marvel Studios to create content that appealed to their grown-up fan base.<\/p>\n<p>Then, of course, there\u2019s Legoland theme parks built in partnership with an entertainment company that attracts kids and their parents alike. Lego also turned around its attitude towards customer service by positioning itself as a personable, friendly company. In 2016, one of its customer service responses to a seven-year-old Lego fan<a href=\"https:\/\/www.inc.com\/jeff-haden\/a-7-year-old-boy-lost-his-new-toy-then-a-lego-customer-service-rep-did-something-remarkable.html\" target=\"_blank\" rel=\"noopener noreferrer\"> went viral<\/a> in social media when one of their service reps took the time to write with a kind and thoughtful reply.<\/p>\n<p>It&#8217;s a perfect example of the personal nature of customer relationships, and exactly the reason why small businesses actually have an advantage here. You don&#8217;t need a huge budget or a global team to remember your customers&#8217; names and have a little <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/empathy-exercises\/\" target=\"_blank\" rel=\"noopener noreferrer\">empathy<\/a> in your interactions.<\/p>\n<div class=\"tip\"><\/div>\n<h2>Tie everything together and start building good customer relationships<\/h2>\n<p>The importance of building strong customer ties goes by many names\u2014customer service, customer marketing, customer experience management, customer engagement, what have you. But don\u2019t be too hung up on the semantics because they\u2019re all aliases of the same principle, that is building long lasting customer relationships.<\/p>\n<p>You can develop positive customer relationships as long as you have your head and heart in the right place and the right communication tools at your disposal. And if you ever feel your customer relationships need some work, just refer to the examples laid out in this article for inspiration and remember that relationships build over time.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><sup>1<\/sup>wegmans.com\/about-us\/company-overview\/#:~:text=It%20is%20one%20of%20the,Supermarkets%20based%20on%20sales%20volume<\/p>\n<p><sup>2<\/sup>sailthru.com\/personalization-index<\/p>\n<p><sup>3<\/sup>bloomberg.com\/news\/articles\/2013-03-13\/lego-builds-new-billionaires-as-toymaker-topples-mattel?cmpid=yhoo<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Strong customer relationships distinguish the great brands from the companies that just sell, well, stuff. While the stuff you sell is pretty important, the conversations, education, and support surrounding each transaction are what keep customers coming back again and again. Many companies view relationship-building as something that comes after someone is already a customer. Things &#8230;<\/p>\n","protected":false},"author":850,"featured_media":41602,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[18093,444,9334,18094],"class_list":["post-41594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-building-good-customer-relations","tag-customer-relations","tag-customer-relationships","tag-good-customer-relations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Building better customer relationships: A comprehensive guide | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Learn how to build strong customer relations that\u2019ll keep your customers around for the long term (while spending more money on your business).\" \/>\n<meta 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