Five ways to be better at Customer Relationships

February 27th, 2018 by Martin Smith Leave a reply »

How to build better Customer Relationships


I was asked to take part in a panel discussion recently where the key theme was “Being Better at Business”. My focus for the session was how to be better at Customer Relationships. It was a subject that caught the imagination of the participants at the time so I thought that it would be worth creating a blog post on the same subject.

So here goes; 5 Ways to be better at Customer Relationships;

Be patient in building new relationshipsCustomer Relations

Relationships take time. So, take the time to get to know your customer, the person, and share a little bit of yourself when you meet them. This is how we start to build trust, a subject that I’ll return to later….  However, it is important not to lose sight of the fact that it is the work that you deliver for your client which is paramount in building the relationship. At the end of the day, no amount of personal connection will substitute for great work. It will help you greatly if you can get to know their industry and specifically their company. Do your research. You don’t have to be an expert, but it will at least help you to speak ‘their language’. One of my favourite techniques when working with any client is simply to Ask Questions and Listen. Find out what keeps them up at night and then tailor your interaction and offerings accordingly.


Communicate like a human being.

I’m sure, like me, that you’ve experienced those times when you get to speak to a glassy-eyed, toneless customer service person, especially on the telephone! What’s funny about this, when you think about it, is that many businesses often make the mistake! We are often guilty of training employees to memorise greetings, sales pitches and even apologies, when all customers really want to do is communicate with a human being and resolve their need or issue.Communication, Customer relationships

When speaking to your customers, wherever possible, try to get face-to-face. Make sure you use their names, make jokes and be polite but most importantly be conversational and natural. Avoid looking or sounding like a zombie and actually empathise and emote with your customers. Ultimately, JUST BE YOU!


You build connections with people that you spend a lot of time around, whether that is your friends, work colleagues or family. The same applies when building customer relationships, it takes multiple interactions. Find out something new about them, their business etc. in every interaction.


Respond Promptly.Respond promptly to customers

When a client emails or leaves you a message, acknowledge the receipt of the email/message as quickly as possible. Even if you do not have the answer they are looking for. There is nothing worse than waiting for a response and this way you will give them comfort by simply acknowledging the receipt of their request and by communicating that you’re ‘on to it’.


It may seem like a ‘no-brainer’, but we can tie ourselves up in knots worrying about having the right answer. As a result, we then forget to acknowledge that we are ‘on the case’ in the first place.  Leaving your client “hanging” is not good for business or your relationship!


Build Trust with customers.Build trust, build customer relationships

Whether you have committed, rewarding relationships with your wife, partner, girlfriend, boyfriend, dog or even a hamster, by now you will have had loads of experience of building trust.


A customer’s trust and commitment is built in the same manner. Commitment is as an essential ingredient for successful long-term relationships. Developing a customer’s commitment in business relationships is likely to lead to increased profits, better customer retention, and a willingness to refer and recommend. Therefore building trust is essential.


 Three tips to build trust in your customer relationships:

  • Through your Persona, the way you behave, smile, eye contact and engage with the client (be human!)
  • Being Effective at what you do – Be Honest, Credible and keep your Integrity – if you say something, make sure you do it, on time!
  • Acceptance that they are who they are and you are you. That we all have different ways of working and that you can work together.


If you don’t act in your customers best interests, lie or make lots of mistakes, your customer will quickly realise you can’t be trusted, and abandon the relationship.


Ask for feedback.Ask for feedback from your customers

You need to know what your customers think about your business. Whatever they feel, they are likely to make their feelings known and so ultimately you need to know. Therefore, invite your customers to give you feedback to show you are interested and listening. Customer feedback helps you to hone your offerings to meet your customers specific needs. Finding the best solutions to their problems. The better your offering meets their needs, the more your business will grow.


Always listen carefully to any comments and respond promptly, whether it’s a compliment or a complaint. Even negative feedback is valuable and can give you an honest gauge of customer satisfaction and give you a steer for where you need to change or improve things. (Need more information on feedback)



Whilst this is not an exhaustive list I’m confident that demonstrating all five of these skills will help you to Be Better At Your Business!


If you would like help to develop your skills in this arena please give me a call on 01273 35886 for a no obligations conversation or email me at [email protected].


Martin Smith Learning and Development Ltd is a management training and coaching company working with business leaders at all levels to help them develop their communication and management skills and to build effective working relationships with the people that they interact with. For a no obligations conversation give me a call on 01273 358863 or email me at [email protected]
Helping you to GROW  your business by developing your people


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