Customer Relationship: Meaning + 20 Tips for Building Relationships

What is a customer relationship?

A customer relationship is the bond you build with your customer. In doing so, you naturally want to build a lasting customer relationship based on trust and commitment. The customer needs to feel that you understand him or her––just like in any other relationship. So it’s about listening (to what the customer has to say) and continuing to invest.

Why is a sustainable customer relationship important?

Investing in your customers pays off. According to research by Genesys, 86% of consumers surveyed indicated that a good customer experience is just as important as the service or product itself. A third of the consumers walk away after a poor customer experience.

Moreover, 73% of people prefer to choose an organization they trust, even if it is slightly more expensive (according to a report by PwC).

And companies with strong customer relationships are on average 60% more likely to receive repeat visits.

Benefits of strong customer relationships

A strong customer relationship leads to more sales, that’s clear. But it does much more. If you have a good relationship with your customers, your business or organization will continue to benefit in the long run by:

• More trust in your organization or service
• Returning customers or donors
• Satisfied citizens (in the case of government agencies)
• Positive word-of-mouth advertising (the best marketing there is)
• More engagement, because people feel seen and heard

Difference between customer relationship and customer service

While customer service certainly helps build your customer relationships, there is much more to it. Customer service is there to solve problems. But for a good customer relationship, you also need to communicate at times when there are no problems.

You can think of it this way: customer service is a kind of first aid, and customer relations is a healthy lifestyle. Ideally, you want to see as few people in the ER as possible, and help as many people as possible with a healthy lifestyle.

In short:

• Customer service is what you do when someone has a problem or question. Reactive, in other words. Think about answering emails, phone calls, or complaints.
• A customer relationship is broader and proactive. It’s about how you maintain the connection before, during, and after the contact moment.

How does a CRM system help with customer relationships?

CRM stands for Customer Relationship Management. A CRM system is a tool to help you centralize all your customer data and use it for personalization and automation.

With a good CRM system, you can:

• Keep track of what has been discussed or agreed upon
• Set reminders for follow-up
• Analyze customer data (what works, what doesn’t?)
• Segment: who are your regular customers, who is new, who has dropped out?
• Communicate in a more targeted way (no more “one-size-fits-all” emails)

All this makes your customers feel recognized and valued. Wondering how a CRM system works? Sign up for our BETA Program to try all of our software for free.

20 Tips for building lasting customer relationships

1. Give prompt service on all channels

No one likes being put on hold or waiting three days for an email response. Make sure your communication is fast and consistent, regardless of the channel.

If you don’t have the manpower to do this, use a CRM system that you can link to an AI agent, chatbot, or automatic response system.

2. Use customer feedback as a growth opportunity

We’d rather not have complaints, yet they provide valuable insights. By listening to dissatisfied customers and then actually making improvements, you show that you take the customer seriously.

3. Set clear expectations

Be transparent about what customers can expect, such as delivery times or service conditions. Clarity prevents misunderstandings and strengthens the reliability of your organization.

4. Personalize the customer experience

Use your CRM system to tailor your communications and offers to the needs and characteristics of your customers. A personalized approach increases customer satisfaction and loyalty.

5. Be proactive in communication

Inform customers timely about relevant updates or possible problems. Proactive communication shows commitment and prevents surprises.

6. Invest in empathy

Show understanding of the customer’s situation, especially in the case of complaints or problems. Empathy strengthens the emotional bond and can turn negative experiences into positive ones.

7. Train employees (and your chatbots) in customer orientation

Make sure all team members have the right skills and knowledge to help customers. Are you working with an AI agent? Then set it up so that it immediately escalates to your employees as soon as questions become too complex.

8. Create a knowledge base or DIY tutorials

Customers like to find answers quickly and independently. With a well-organized knowledge base, FAQ pages, or DIY videos you help them on their way, without them having to call or email. That saves your team time and makes your customer feel like they’re in control.

9. Maintain long-term relationships

Don’t just focus on new customers––value existing relationships. Regular check-ins and personalized offers or content strengthen loyalty.

10. Create a customer-centric culture

Encourage a customer-centric mindset within the organization. Many organizations and freelancers focus more on their products or services, rather than on their customers. They think more in terms of “how can I find new customers?” rather than “how do I retain my current customers and make them even happier?”

11. Invest in software

With the right tools, such as a CRM system or Support tool, you can manage customer data clearly and work more efficiently. Software is an investment that quickly pays off in satisfied customers (and revenue).

12. Use data, but stay human

Data on behavior and preferences are valuable, but never forget the human behind the numbers. Use data to support––not steer like a robot.

13. Provide a warm onboarding

First impressions count. Whether it’s a new customer, partner, donor, or citizen: a clear, friendly introduction makes someone feel welcome and more likely to stick around.

14. Solve problems all at once (whenever possible)

Being customer-friendly doesn’t just mean being nice––it means being efficient. If you handle a question right the first time, you save time and show that you have your act together.

15. Be present on the right channels

Not every channel suits every target audience. Find out where your customers prefer to get in touch (phone, email, chat, WhatsApp?) and make sure you respond quickly there.

16. Keep your tone human and appropriate

Use a tone that suits your target audience. Not too businesslike, not too loose, but clear, friendly and recognizable. That makes the contact approachable.

17. Make satisfaction measurable

Tools such as customer satisfaction scores (CSAT) or Net Promoter Score (NPS) provide insight into how you are doing. Use the results to continuously improve your service.

18. Strengthen internal collaboration

A good customer relationship starts internally. Make sure your teams can easily share information and work together. When things run smoothly behind the scenes, customers notice it immediately.

19. Use success stories and testimonials

Let others share why they enjoy working with you. Authentic stories build trust with new customers and strengthen existing relationships.

20. Be accessible, even when criticized

If something goes wrong, don’t be invisible. Give room for criticism, respond honestly, and offer a solution. Customers especially remember how you handle awkward moments.

Summary: Facilitate customer relationships with software

Software plays a huge role in building a lasting customer relationship. Start with a CRM system, collect customer data, feedback, and suggestions––and (automatically) make your customers feel like a king.