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What is Customer Relations? Types, Importance, and Benefits


The value of good customer relations to a company cannot be overstated. Providing high-quality customer interactions is an important aspect of running and managing a successful business in today’s competitive industry. You can improve customers’ satisfaction and retention by understanding and meeting their needs. This blog will discuss the importance of customer relations and how to develop strong customer relationships.

What are customer relations?

Customer relations refer to the ongoing efforts made by a business to build and maintain a positive relationship with its customers. It involves understanding, meeting, and exceeding the needs and expectations of customers.

Customer relations involve various activities, including effective communication, providing excellent customer service, delivering high-quality products and services, and addressing customer feedback and complaints promptly.

Types of customer relations

There are several types of customer relations, each with its unique characteristics and goals.

Customer Relations
Customer Relations

Transactional relations

Transactional relations focus on single interactions with customers. This is the most impersonal, temporary kind of relationship. The customer chooses a product, pays for it, receives it with a receipt. The business is not trying to retain their patronage. This works well enough when there’s not too much competition, like when you’re the only food truck at a long event or a business’s prices are very low.

Automated relations

This is a step up from transactional relations in terms of personalization. While customers are just numbers in transactional relationships, automated relations require a bit more effort from all parties. Often, companies offer or require customers to create accounts. By saving their information and purchase histories, the organization can use targeted marketing to attract more transactions. For support, this can mean automated self-service options, like knowledge bases, or chatbots that serve the same function.

Personalized relations

This type of customer relations is more complex. A company’s representatives can interact directly with customers through various channels to aid in purchasing and utilizing the company’s offerings. This kind of relationship requires good customer service and more effort from the business. In return, the stronger connection can give the company repeat customers, recommendations, and good reviews. While not all interactions with customers require one-on-one contact, offering it when needed is good for organizations that want to establish a reputation and build a customer base.

Collaborative relations

Collaborative relations involves inviting customers to participate in creating products. This type of customer relationship involves giving them avenues through which they can do so, such as allowing and encouraging product reviews. For some companies, this includes sending free samples to people prominent in the industry in exchange for an unbiased review, such as a dermatologist for a skin care product.

Advocacy relations

Advocacy relations focus on building relationships with customers who could become advocates for the brand. This type of customer relation involves identifying and engaging with customers passionate about the brand, providing excellent service and support, and encouraging them to share their experiences with others. Advocacy relations require businesses to build trust and credibility with customers in order to build a community of people willing to convince potential customers to give your offerings a try.

Why are customer relations important?

Good customer relations are critical for businesses because it helps you create a positive image for your brand, leading to more repeat customers and referrals. Here are some reasons why strong customer relationships are important.

Increases customer lifetime value

Good customer relations can increase customer lifetime value. When customers have a positive relationship with a business, they are more likely to make repeat purchases and spend more money over time. A strong relationship with customers helps reduce churn rates and customer attrition, leading to a more stable customer base.

Customer Relations for customer retention
Customer Retention

Differentiates your business from competitors

Positive customer relations can help distinguish a business from its competitors. When customers have a positive relationship with a company, they are likelier to choose that business over competitors, even if the products or services are similar. A strong relationship with customers also helps create a unique brand identity that can be difficult for competitors to replicate.

Builds trust and loyalty

Good customer relations builds customer trust and loyalty. When customers feel valued and know that they won’t be left to flounder if they have issues, they are more likely to return to the business for future purchases. A strong relationship with customers also helps create brand advocates who are more likely to recommend that brand’s products to other people.

Improves communication

Establishing good customer relations is establishing good communication between a business and its customers. When customers feel heard and understood, they are more likely to return and provide feedback. The customers’ feedback can be used to improve products and services. Effective communication also helps businesses understand the needs and preferences of their customers, leading to more targeted marketing and sales efforts.

Enhances customer experience

Good customer relations improves the overall customer experience. From customer service aspects, like prompt resolution of problems, to marketing campaigns that target a specific customer base emotionally, the efforts you make to build good relationships with customers will improve their experience with your brand. The positive feelings toward your company will translate into a good reputation, even when you may be in the process of smoothing out issues.

Customer service vs. customer relations

In business, customer service and customer relations are often used interchangeably. While they deal with customer interactions, they are different.


  • Definition: Customer service refers to customer assistance and support before, during, and after a purchase. In contrast, customer relations refers to this and the ongoing efforts made by a business to build and maintain long-term, positive relationships with its customers.
  • Scope: Customer service is more focused on the customers’ immediate needs, such as answering their questions and providing solutions to their problems. On the other hand, customer relations is a long-term strategy that involves creating an emotional connection with customers and building trust.
  • Goals: The primary purpose of customer service is to resolve customer issues and sell them products. On the other hand, customer relations aims to build strong relationships with customers for the sake of a good brand reputation and long-term growth.
  • Timing: Customer service is often reactive and responds to customer inquiries and concerns as they arise. Customer relations, on the other hand, is proactive and involves anticipating the needs and preferences of customers.


  • Focus on customers: Both customer service and customer relations are focused on meeting the needs and expectations of customers.
  • Communication: Effective communication is essential for both customer service and customer relations. In both cases, listening actively to customers, providing clear and concise information, and addressing their concerns promptly are necessary.
  • Importance: Both customer service and customer relations are crucial for the success of a business. Satisfied customers are likelier to remain loyal to the brand and recommend it to others, increasing sales and revenue.
  • Feedback: Both customer service and customer relations involve collecting feedback from customers to improve the products and services offered by the business.

Enhance your customer relations

Customer service isn’t just about providing solutions; it’s about making connections too!

How to develop strong customer relationships

While there are many ways to improve relationships with your customers, it comes down to your individual business structure and offerings. Here are some general tips for making customers happier.


A business prioritizing customer relations will invest in training and empowering its customer service staff to build meaningful customer connections. Explicitly train support agents to speak and write to customers in a polite, friendly manner. You can also ensure your marketing and sales specialists track customer data in order to personalize campaigns to the interests and communication styles of your target audiences.


Customer service interactions allow businesses to gather valuable customer feedback.


After a customer makes a purchase, businesses can follow up and ensure that the customer is satisfied with their purchase. This follow-up can give customers a way to privately air grievances, allowing you time to fix their issues before they take to social media or reviews with them. Even if there are no problems, a follow-up allows you to upsell or cross-sell additional products or services without seeming too pushy.

Understand your customers

To have a strong relationship with your customers, you must first understand their needs and preferences. This requires gathering feedback through surveys, focus groups, or social media to identify what your customers like and dislike about your products or services. This feedback can be used to improve products and services, gather data, and both detect and mitigate issues before they get worse.

Provide excellent customer service

Building a solid customer relationship requires providing outstanding customer service. Customers want to feel valued, and the quality of service you provide can significantly impact their perception of your brand. You must be responsive, knowledgeable, and empathetic.

Personalize your interactions

Personalizing your interactions with customers can also help in building solid relationships. For example, through addressing customers by name, saving their preferences, and offering tailored recommendations, you can show that you value and understand them. Some of this can be done by automation, but your employees will need to make an effort, for example, to take and review notes in a customer’s history when applicable.

Be transparent

To build trust in customers, you must be clear and transparent with them. Know the difference between positive marketing and exaggeration. You should also be transparent about your products’ and services’ limitations. If you make a mistake, own up to it honestly and work to make it right. Being responsible and transparent can build strong customer relationships.

Honesty in Customer Relations

Reward loyalty

Another way to build strong relationships is by rewarding customer loyalty. Consider offering loyalty programs, exclusive discounts, or personalized offers to customers who have been with you for a while. These rewards can show customers that you value their business and appreciate their loyalty.

Benefits of good customer relations

Good customer relations is essential for businesses of all sizes and in any industry. Building and maintaining positive relationships with customers can have a potent impact on a company’s success. Here are some of the benefits of good customer relations.

Increases customer loyalty

Positive customer relations creates loyal customers who are more likely to make repeat purchases and recommend your business. Positive customer experiences and marketing that makes them feel connected to your company and good about patronizing it will help you build that loyalty.


Improves customer retention

Excellent customer relations contribute to higher customer retention rates. When customers have a positive relationship with a business, they are less likely to switch to a competitor, even if they offer similar products or services. A strong relationship with customers also helps reduce churn rates and customer attrition, leading to a more stable customer base.

Boosts brand reputation

Positive customer relations can boost a brand’s reputation. A positive experience with a business can lead a customer to share that experience with others (especially with an easy avenue to do so provided by your customer service system), leading to positive word-of-mouth marketing and reviews. A strong brand reputation attracts new customers.

Increases revenue

Good customer relations increases revenue by driving repeat purchases and making the brand attractive to new customers in ways already described.  When customers have a positive relationship with a business, they will come back for more, spending more money over time. A strong relationship with customers also helps reduce the cost of acquiring new customers, leading to higher profit margins.

Improves customer experience

A wise company provides customers with the level of attention they require, coupled with high-quality products. Even if customers have issues with those products, strong customer support and a strategy that makes those customers feel understood can completely mollify them. Well-planned customer relations can turn most interactions with your company into good customer experiences.

Provides valuable feedback

With excellent customer relations, businesses can gather valuable customer feedback. When customers feel emotionally invested in the success of your company, they are more likely to provide feedback that can be used to improve or market products and services. Effective communication also helps businesses understand the needs and preferences of their customers, leading to more targeted marketing and sales efforts.


In conclusion, building strong customer relations is essential for businesses. They must prioritize building and maintaining strong relationships with customers to drive long-term success.

Now that you know the concepts behind customer relations, I recommend you try BoldDesk, help desk software that can help you manage and run a great support team. You can give it a try with the BoldDesk free trial. To learn more about implementing BoldDesk to improve the customer support aspect of your customer relations, contact us.

You can also reach out us to set up a live demo if you want a clearer idea of how BoldDesk functions and may be customized for your firm’s needs.