Generating a sale is a beautiful thing, but what happens when the honeymoon period of wooing a new client is over? Earning the customer’s trust and building a strong client relationship should be an integral part of maintaining a successful business.

People’s expectations of transparency and quality are higher than ever before. Unlike the days of “Mad Men”, today’s consumers don’t trust advertising and controlled messaging. They want to know whom they are doing business with, and they want to be heard. Creating and keeping a loyal client should be like nurturing any one on one relationship. Your business has to learn to create a meaningful dialogue, listen and respond in a very timely manner.

At Barcelona Creative, we love the impact that social media tools have had on the way the world conducts business. Companies that embrace these tools are taking a pro-active approach to engaging their audience. They are reaching out, allowing consumers to comment, praise and criticize them.
But more importantly, they are willing to open their doors to their customers’ opinions.

The beautiful thing about listening to the good, bad and ugly from your customers is the ability to really understand their needs. Learning what people want from your people, product or service is invaluable, and responding to those insights can create a strong loyalty to your brand.

Sometimes gaining customer feedback can result in making positive changes to your business. When that happens, it’s important to communicate those changes with your current and potential customers to let them know you were really listening. Staying in touch through social media tools, email blasts, video commentary and even more traditional forms of media are essential to increase brand awareness and maintain customer relations.

True leaders, no matter what industry they are in, are constantly thinking of new ways to delight their customers. From employee social media training to reiterating a corporate code of ethics, great companies continue to evolve and improve, and, more importantly, they do a great job of letting their customers and colleagues know about it. These companies realize the positive impact that cultivating relationships has on bettering the customer experience.

The fact is, competition is intense in every industry and customers have way too many choices. Loyalty will be granted to the brands that consistently earn it. Ongoing communication and open dialogue can keep your company miles ahead of your competition.