How to improve your relationship with your clients?

A business’s growth lies in its loyal customers, so upholding good relationships can be a make or break. Here’s how to make your clients swoon.

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A business’s foundations are only as strong as its retained customer base. Nurturing strong relationships with your clients is the best way to ensure your structure is earthquake-proof. From accessible ways to communicate with your company to equipping yourself with the correct technology, there’s plenty of methods through which you can strengthen your customer relationships.

In this article, we break down the benefits of improving your approach to dealing with prospective and existing clients, as well as some means through which you can do so. By the end of the article, you should have a good sense of what will leave customers smiling – and what will drive them away from your brand.

Why is it important to build and improve client relationships?

Building and enhancing client relationships stands as a cornerstone of business success for a number of reasons. Central to this is the establishment and upholding of trust between clients and your business. When trust is cultivated, clients are more inclined to remain loyal to a brand, fostering long-term relationships.

Robust client relations also reduce misunderstandings, offering clarity in communication and keeping customers satisfied with your customer service. This satisfaction often translates into positive word-of-mouth recommendations, as happy clients are more likely to recommend a business to their network.

By investing in the improvement of client relationships, businesses not only ensure client retention but also pave the way for organic growth through referrals and heightened brand advocacy. These efforts not only fortify existing client bonds but also serve as a catalyst for future business opportunities.

How to build strong relationships with your clients

Being in the good books of your customers is key to injecting longevity into your business. Here’s a couple of methods and guidance you can follow to strengthen your business-customer relationship:

  • Transparency builds trust: be open about your processes, how you run your business, and how you develop your products. This not only educates clients but also encourages conscious support. Honest communication about pricing, policy changes, or developments maintains trust and nurtures loyalty.
  • Flexibility in communication: offer various ways for clients to reach out and make sure you’re easily accessible. The last thing you want to do is have faulty phone lines or an email inbox nobody checks – this could leave customers frustrated and considering whether they should take their business elsewhere.
  • Train your team: employees are the frontline representatives, so it’s always a good idea to invest in their training and their communication skills to ensure they have a client-centric approach. Invest in improving their communication skills to ensure a client-centric approach. You can also teach them conflict-resolution skills to help them deal with angry or problematic clients.
  • Self-awareness and client focus: Anticipate client needs by stepping into their shoes. Walk each step of the customer journey yourself to understand where issues and glitches are popping up. This perspective will give you the necessary feedback to streamline the customer experience and make it more likely they’ll become loyal users.

Remember, building relationships is an ongoing process that requires continuous effort and genuine care. These approaches can help foster strong connections and loyalty with your clients over time.

Why communicating with your clients will improve your client relationship

Regular, structured, and omnichannel communication forms the bedrock of robust client relationships. It’s not just about what’s conveyed but also how and when it’s delivered and received.

This consistency fosters trust and reliability, essential pillars in nurturing lasting client connections. Equipping yourself with the right tools is pivotal. Utilising a fitting CRM system or an efficient phone setup proves indispensable. These tools offer functionalities designed explicitly for improved communication, such as call recording, monitoring, and integrating customer histories. Having the right equipment, coupled with tailored training and a strategic approach sets the stage for promising business-client relationships.

The significance of structured communication lies not just in the message itself but also in the accessibility and convenience it provides to clients. With an omnichannel approach, clients can engage through various platforms, accommodating their preferences. This adaptability showcases a commitment to meeting clients where they are, enhancing their experience.

Timing also plays a crucial role. Timely responses to inquiries or concerns demonstrate attentiveness and dedication, reinforcing the client’s sense of importance to the business.

Being well-equipped with the right tools, training, and strategic communication plan establishes a strong foundation for fostering meaningful and enduring client relationships. Regular, structured, and omnichannel communication, when executed properly, not only signifies professionalism but also solidifies a business’s position as a reliable and client-centric entity in the market.

Client communication examples

Want to get inspired? Here’s a few businesses that have excelled in their customer-business relationships.

  1. Apple: the technology giant operates a personalised support portal where you can view every Apple product you have ever bought and receive support. The tailored support journey makes it easy to resolve issues and optimise your experience with your Apple product. According to statistics, Apple has a Net Promoter Score (NPS) of 42. For reference, an NPS score higher than 30 indicates you have far more happy than unhappy customers.
  2. Amazon: free shipping, automatic refunds, and customer centricity define the ecommerce giant – it’s the top digital marketplace for a reason. Customers have ordered, reordered and have continued to return to Amazon because of its frictionless purchase journey and customer service. From their easily accessible platform to marketing, Amazon has accounted for customer’s needs.
  3. British Airways: the UK’s flagship audience has invested heavily in call centres for its customer service department and has trained staff to heighten the quality of their client communication strategy.


Never underestimate the importance of having a robust relationship with your customers. They not only bring profit into your accounting books but can also become brand champions for your business by recommending you to their friends and family. Just like real amorous relationships, it takes time to nurture trust amongst your client base.

However, if you follow the guidance we shared and make a conscious effort to adopt your strategies based on the feedback you receive along the way, you’ll be well on your way to creating a shock-proof customer base.

Frequently Asked Questions
  • What role does trust play in client relationships, and how can I build it?
    Trust is the cornerstone of client relationships, and without it, it’s easy to lose customers. Building trust involves transparent communication, fulfilling promises, and consistently delivering value. Demonstrating genuine care, actively listening to clients, and addressing their concerns quickly also contribute significantly to establishing trust.
  • How do I handle client complaints effectively without damaging the relationship?
    Handle client complaints by actively listening, acknowledging their concerns without being defensive, and offering solutions. Make sure to start by apologising sincerely and signalling you’ll be taking responsibility to fix the issue. Make sure to follow up to know the customer is happy with the resolution.
  • What steps can I take to recover from a communication breakdown with a client?
    To recover from a communication breakdown, initiate immediate contact and apologise for the misunderstanding, clarify points, and actively listen to address your client’s concerns.
  • Are there specific tools or platforms that can aid in better client communication?
    There are! Investing in a CRM software or VoIP phone system that meets your business’s needs and budget is a great way to gather data-led insights to empower you to better meet customer’s needs and wants.
Written by:
Fernanda is a Mexican-born Startups Writer. Specialising in the Marketing & Finding Customers pillar, she’s always on the lookout for how startups can leverage tools, software, and insights to help solidify their brand, retain clients, and find new areas for growth. Having grown up in Mexico City and Abu Dhabi, Fernanda is passionate about how businesses can adapt to new challenges in different economic environments to grow and find creative ways to engage with new and existing customers. With a background in journalism, politics, and international relations, Fernanda has written for a multitude of online magazines about topics ranging from Latin American politics to how businesses can retain staff during a recession. She is currently strengthening her journalistic muscle by studying for a part-time multimedia journalism degree from the National Council of Training for Journalists (NCTJ).

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