I love how art can make you think deeply about how we live our lives. Last week, a conversation with a friend evoked a memory of a play (ironically called ‘Art’) I saw in London several years ago. The production was an English adaptation of the French comedy featuring three friends discussing Serge’s purchase of a large, expensive, entirely white painting.  The simple premise provoked hearty laughter and provocative questions about perceived value and how it impacts our relationships, decisions, and what we buy.

Whether we like it or not, we constantly judge people, places, things, services, and most aspects of life. When we believe something is valuable, we willingly spend time and money buying and enjoying what we treasure. However, humans don’t always share the same opinion about what we value, so it does not take much for conflict to form as it did in the play “Art.” No matter how we feel about the worth of something, the most critical consideration should be the value of the relationship the opinion threatens to destroy.

When I became a father, I learned that my children’s relationships were vital to their healthy development and success. Any clash that surfaces between a family member or a friend have the potential to crack the foundation of the ties that provide confidence, stability, comfort, and support. Studies have proven how relevant social bonds are to our health and well-being. Recent research discovered that having a lack of relationships and loneliness increases the possibility of early death by 50% more than someone with strong social bonds. Healthy relations help us build resilience to life’s challenges, just as solid customer connections help companies navigate business uncertainties.

Without solid customer relationships, a business cannot survive. People often say “customer is king” because their loyalty and money maintain a healthy bank account. Companies, however, don’t always treat their customers like royalty. Too often, businesses focus on the numbers rather than the consistent value the business should provide its customers and the reciprocal value the customer relationship gives to the company. The emotional connection between a brand and a customer is similar to those forged between two humans. When a person feels understood, listened to, respected, and ultimately valued, they develop a positive view of the person that created the connection. Positive perception cultivates loyalty and support and stimulates voluntary action. For example, when my oldest daughter formed her first solid friendship, she made an effort to stick up for her during difficult times, attend her birthday party, and volunteer to be her partner for school projects. Consequently, the valued relationship helped my daughter prioritize her friendships.

Companies can evoke the same feelings from their customers through consistent customer experiences built on honest communication, understanding, and genuine value. Companies that go above and beyond a customer’s expectations demonstrate that a connection with the customer is worth their time. Likewise, companies can show customers that they appreciate their relationships using the same behaviors that communicate relational value to a person. The following are three tips for developing valuable relationships with customers:

1. Open and Honest Dialogue – Customers evaluate a company beginning with the first interaction and subsequent communication. Each one either strengthens or weakens their feelings about the business. Companies prioritizing open and honest relationships respect how their customers think, feel, and express themselves. This proactive approach makes people feel valued. Therefore, the connection is less likely to be severed when conflicts arise.

2. Constant Support and Care – Customers want to feel a personal connection with the brands they support. Even though a sale is an ultimate objective, finding ways to show that you care about the individual is vital to fostering a meaningful relationship. Consistent product support, inquiry follow-up, and valuing personal information such as a birthday or anniversary lets your customers know your organization is interested in more than just a purchase.

3. Exceed Expectations – Today, customers pay more attention to what other customers say about their experiences with a company than ever before. Whether it is a review on Yelp or a comment on social media, many platforms offer information sharing about good and bad experiences. The powerful reach of these platforms and old-fashioned word-of-mouth make it crucial for a company to exceed a customer’s expectations. Unfortunately, it only takes one negative review or encounter to prevent future customers from considering your brand. Therefore, companies must find creative ways to consistently deliver unforgettable customer experiences that show them that your company is the only one that provides the type of product and service they want. Once they happily receive what you offer, they boast about the experience and return.

One simple opinion that connects with others can spread like fire throughout the digital domain boosting a company’s reputation or burning it. Brands that spend the time and allocate resources to develop meaningful relationships will strengthen their brand and acquire customers for life. Building relationships over time is vital to creating systems and customer service habits that everyone in the organization can easily practice and repeat. In this way, customers always feel the unforgettable experience is a part of the company’s DNA and not something they can receive anywhere else. Please contact us if you’re interested in learning how Tansley can help you develop more meaningful relationships with your customers.