• Matthew Chang

Re-thinking Customer Connections

Current management theory touts a triple-bottom line for business: profit, people, and planet. There is an increasing popularity with businesses becoming socially responsible to society.

We are going to talk about people. Much like profit, a business cannot exist without employees and customers. Customers are one of the most important things in any business, and they should be treated as such. Responsiveness to customers is one of the 4 components of competitive advantage. In this article, we’ll be talking about ways in which you can seek a competitive advantage against your competitors by how you interact with your customers.


In a COVID world, interacting with customers looks different than it did before. The physical interaction has drastically dwindled and business are left to their own efforts to make up for that lost interaction. There is great opportunity created by the shift in our world to create innovative solutions to connect and communicate with customers.


There are many things to consider when re-evaluating how you communicate with customers. How has the shift in society changed your ability to communicate with customers in traditional ways? What are the goals you have in communicating with customers? Some goals may include how quickly you are able to respond, what experience you want the customers to walk away with, or how you want the customers to view their interaction with your business. Once you decide your goals, then the next step would be to brainstorm innovative ways to redefine how you connect with customers to accomplish those goals. Some innovative ways to connect with customers involve less in-person contact and more creative ways to virtually engage them. Some virtual ways of engagement can include offering sweepstakes or prizes for increased interaction online (this also serves as a free advertising technique), providing more customized products and experiences to let the customers take part in and engage in the creation and delivery of their product, or finding ways through social media platforms or web-sites to engage your customer in communicating information through an immersive and customized experience.


The goal is to ultimately communicate and connect with customers in a way that helps them buy into your vision and product and secure them as a faithful repeat customer. A simple tool is to look at the last way a company surprised you with a new way to connect. Repeat it for yourself; these days, it doesn’t take a lot of technical know-how, and your customer will notice the effort you put into it.


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