In an increasingly competitive and digitized global economy, strengthening the relationship with customers becomes a strategic effort for any business. For financial, operational, and even reputational reasons, this task has become as important as expanding the customer base, reinforcing the growing need to balance initiatives between acquisition and loyalty, regardless of the sector of operation. In general, maintaining, often, is more difficult than garnering.
Marcos dos Santos, founder of Vinho Tinta, a company that offers sensory experiences tailored for different customer moments, such as leadership training, internal engagement campaigns, or end-of-cycle events, listed the key benefits of strengthening customer relationships:
1. Loyalty tends to generate sustainable profit
Loyal customers tend to buy more frequently, spend more over time, and be less sensitive to price increases. Through established trust and quality delivered throughout the customer’s journey within a company, they establish a relationship with the business that goes beyond rational or numerical aspects, also being won over in the emotional and affective sphere. A loyal customer can also recommend the company to others, indirectly contributing to increased profit.
2. Retention costs can be lower than acquisition costs
Acquiring a new customer can cost more than retaining an existing one. The time and resources invested in prospecting and convincing up to the decision to purchase are considerably higher than providing something that the company is already accustomed to providing as a product or service. Furthermore, investing in relationships can even generate a better return on investment (ROI).
3. Good relationships generate good feedback
Clients who feel valued are more open to giving honest and constructive feedback. This helps identify flaws, improve products or services, and innovate based on real needs. Moreover, a client will truly feel welcomed when experiencing issues with the business if they know there is a solid and lasting relationship, even if the company itself gives them unpleasant feedback or news.
4. Emotional bond creation with the brand
Strong relationships create emotional connection, which directly influences purchasing decisions. People tend to buy from brands they feel understood and valued by, and this also applies to legal entities. There is no doubt that, when choosing a supplier, the decision-maker within an organization will prioritize companies with which they have had or have a good experience and satisfactory after-sales service.
5. Increased tolerance for errors
A customer with a good relationship with the company tends to be more understanding in the face of occasional failures, giving the company a second chance – something rare with new customers. Errors can occur at various stages of the customer relationship, but what sets them apart is how they will react to the mistake. A customer with a good relationship will not mind the failure as much and is more likely to move forward when seeking joint solutions to overcome the situation.
“Building loyalty is also about creating a network of partners who trust your proposal, provide valuable insights, and become active advocates of the brand. With actions in this direction, companies can grow sustainably, gaining scale and genuine reputation in the corporate market. It’s not just about selling a product or service, but rather about strengthening relationships with a focus on the long term and building reputational credibility with other potential clients,” says Marcos.
