6 tips to manage and improve customer relationships

6 tips to manage and improve customer relationships

June 28, 2024

Lots of companies say that they want to improve customer relationships; but, actions speak louder than words, and few take the required steps to get there.

The journey to better customer relationships requires a commitment to consistent effort . It isn’t accomplished passively. But the rewards are undeniable: long-lasting customer relationships translate to strong retention, brand loyalty, and growth.

Let's dive into 6 proven strategies for managing and building relationships with your existing customers.

6 tools to facilitate strong customer relationships

1. Harness the power of CRM software

Customer relationship management (CRM) software is your command center for understanding and engaging with every customer. Too many marketers fail to harness the full power of these tools.

The right CRM software gives you a 360-degree view of each customer, aggregating data from purchases, website visits, support interactions, and social media engagement. This holistic perspective allows you to understand their preferences, pain points, and purchase history, which you can use to deliver highly personalized experiences.

In addition to understanding the customer, a CRM is an important tool to scale automated sequences that build customer relationships. To avoid spending too much time or being backlogged with work, setup automations that trigger interactions with a customer when a certain condition has been met.

For example, in the Postal app you can customize a trigger with your CRM to send a gift when a customer hasn’t interacted with your brand in the last 30 days as a way to say, “We care about you as a customer and would love to hear how your experience is using our product.”  

2. Personalization: Make every interaction count

Let's face it: few of us are able to avoid the daily bombardment of generic marketing messages. Emails that start with "Dear Valued Customer" can’t be moved to the junk folder fast enough.

Marketers no longer have much of a choice. If you want to be noticed, you need to personalize your messaging.

Personalization is more than just addressing your customers by name; it's about treating them as individuals with unique tastes, needs, and desires. Fortunately, doing so is easier than ever with the wealth of data your CRM contains as well as data enrichment tools that use AI to layer on additional information from internet profiles, such as LinkedIn.

Armed with this information, you can send emails that include product recommendations based on their past purchases and browsing history. You can also go a step further to build positive rapport by congratulating them on a recent company milestone in the news or an article they authored on LinkedIn. This demonstrates you care about the success of their business outside of their interaction with your product.

3. Actively seek out and embrace customer feedback

Feedback is the most direct and purest source of truth. Along with showing your customers that you care about what they think, hearing their thoughts is basically like tapping into a free focus group.

There are countless ways to ask for feedback. Quick post-purchase surveys and social media polls can help you gauge a customer’s instant reaction, while in-depth interviews can give you a deeper understanding of how they feel about your brand.

But here's the kicker: gathering feedback is only half the battle. It’s what you do with it that really matters. To build trust, make sure you take action based on the feedback you receive. Customer loyalty tends to skyrocket when they see that their feedback is directly leading to business changes.

4. Reward your repeat customers through a loyalty program

Discounts and freebies are nice rewards that your customers will appreciate, but a loyalty program can go much further. In the best cases, they foster a sense of belonging and appreciation among your current customers.

To create a loyalty program that resonates, focus on offering meaningful rewards that align with your target audience’s interests and values. Think beyond discounts and consider exclusive experiences, early access to new products, or personalized perks. Make it easy for customers to earn and redeem rewards, and communicate the program's benefits clearly.

People love to feel like they are part of something, so be sure to emphasize that being a part of the loyalty program is like being part of a community - one that the company values and prioritizes as a partner.

5. Omnichannel engagement

Customers want a seamless experience, no matter where they interact with your brand. An omnichannel approach ensures a seamless experience across various digital touchpoints such as websites, emails, social media, webinars, and virtual demos. It unifies interactions, providing a consistent and personalized experience regardless of the platform.

For example, a potential client might start by exploring your services online, receive tailored email recommendations based on their browsing history, and engage in a live webinar for deeper insights. This cohesive strategy enhances convenience and makes clients feel valued throughout their entire journey.

An omni-channel strategy allows companies to gather comprehensive insights into client behavior, enabling more targeted engagement. Personalized marketing campaigns, tailored promotions, and consistent communication across all digital channels ensure that clients receive relevant and timely information. Integrating these efforts with in-person networking events can further strengthen relationships by providing opportunities for face-to-face interactions that build trust and rapport. This approach fosters loyalty and drives deeper client relationships, ultimately contributing to long-term business success.

6. Incorporate strategic gifting

If you want to take your customer relationships to the next level, you need to treat them as people, not just transactions. Digital marketing can only go so far, as your customers are bombarded by virtual messages on a daily basis.

Strategic gifting is a great way to cut through the digital noise. Thoughtful gifts that resonate with your customers' interests and values show that you care about forging a genuine connection with them. It's a gesture that says, "we value you as an individual, not just a customer."

Think about how you feel when you open up a package in the mail versus an email. That tangible experience is hard to match.

But strategic gifting isn't just about random presents. It's a calculated approach that involves understanding your customers, their preferences, and the milestones in their lives. Platforms like Postal can streamline this process, ensuring your gifts are not only thoughtful but also delivered at the perfect moment to maximize their impact.

Request a demo today and see how Postal can take your customer loyalty up a notch.

Bolster your customer base with Postal

The value of good customer relationships can’t be overstated. A better customer experience, more loyal customers, higher customer satisfaction—these are just some of the things you can expect when your customer interactions transcend the transactional.

There are few marketing strategies that can help you strengthen emotional connections with your customers better than offline engagement. There’s just no way to match the way a customer feels when they open up a tangible package.

Postal is your go-to platform for all things gifting. Our automation capabilities can help you choose and send gifts seamlessly, and our CRM integrations can arm you with customer data to better understand customer needs.

Customer success is what we do. Reach out to Postal today and embark on the road to more positive customer relationships.

Keely Lords
Keely Lords

Keely Lords is the Brand Manager at Postal, the leading gifting platform for offline engagement that creates memorable moments for organizations to generate leads, increase sales velocity, and retain happy customers. Prior to Postal, Keely was a "jane of all trades" with roles in various industries including accounting and consulting at Deloitte, business operations for a technology start-up, and proposal writing for branded corporate events. She currently lives in Bakersfield (where her family has farmed for over 100 years) with her husband, Austin, and rescue dog, Polly.