What is the best form of relationship with the customer?

Proactivity is not enough, it is necessary to develop a feeling of partnership with your client to reach a happy ending in this relationship

How many times have you received a call from a company wanting to know if the product or service you purchased from it recently is pleasing and bringing the expected results?

Whether in the corporate world or in consumer relations, it is likely that the overwhelming majority of people will say that they never received this type of call be surprised.

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Even though it is a good practice, this type of attitude is only a small fraction of the behavior expected by companies that develop the best customer relationship practices.

In this post, we will understand the five forms of customer relationship, or levels of relationship marketing, as Kotler would say.

customer relationship forms


Check out the results of the CRM in practice by reading this article from our blog: 4 cases of relationship marketing that give you something to think about

The 5 forms of customer relationship

The forms of relationship with the client that we will present below determine an increasing level of proximity, in search of loyalty.

This means that the first forms of customer relationship on our list are incomplete, as they represent only the first steps to winning and retaining customers and, unfortunately, are being taken without observing best practices.

Check and draw your own conclusions.

1- Basic level of customer relationship: ficante

The lowest on the scale, the salesperson basically behaves like an “order taker”. Their sales efforts are not based on meeting the needs of customers and their companies, but on closing the sale.

He does not seek to know the customer or relate to him in the long run. After the sale, the relationship ended. It is like that little couple who “stays” at a party and never talks again.

2- Reactive level of customer relationship: flirting

After making his sale, the seller is excited and realizes that that customer can still earn more for the company. Note that he is not concerned with solving the customer’s problems, only selling more.

He is ready to serve you again as soon as he needs and passes on his contacts, encouraging the customer to call him in case of doubts, compliments or complaints.

It is like that flirtation that after “staying”, leaves the phone, hoping to receive a call from the other person.

Get a better understanding of this theme by reading this post on our blog: How to create a loyalty program: be inspired by relationships!

customer relationship forms

Maintaining more constant contact with your customer can strengthen the relationship

3- Responsible level of customer relationship: call the next day

A little more aware of his duties as a sales consultant, in this form of relationship with the customer, the seller usually does an after-sales job, albeit a little insistent.

He wants to know if the service was adequate, if anything can be improved if he has a complaint or compliment to make.

But the failure is to stop there and not use this information to prolong the relationship with this customer, make new sales and get to know him better.

The information obtained is used to improve the company’s procedures, its sales techniques, but in general, not in relation specifically to that customer who just bought, which represents an incredible loss of opportunity.

In this form of relationship with the customer, everything is just a phone call the next day.

To achieve more lasting relationships with your customers, read this post with several tips: A complete guide to customer relationship management

4- Proactive level of customer relationship: dating

The salesperson starts a follow-up with customers, calls from time to time to find out if they need anything.

It is at least an attempt to continue the relationship, with sporadic contacts, but without delving, once again, into the client’s wants and needs.

It is already an advance, something that if well developed could generate more involvement, similar to dating.

customer relationship forms

Trust, reciprocity and knowing exactly what your client wants, this is the secret to a lasting relationship

5- Level of partnership in the relationship with the client: now it is serious

Now we come to true relationship marketing that gives results, one that makes the customer and the company better known.

The secret is to make the client realize that the company knows him deeply, cares about his problems and wants to find together with him the best solutions for his business to prosper.

This attitude has to become part of the values ​​and organizational culture of the company as a whole, not just salespeople and customer service. All of the organization’s efforts must be focused on customers.

For this, most organized companies use CRM systems, which maintain a unified record of all customer information , a history of all conversations held with them, in addition to other features, such as access to data for decision making, visualization the sales funnel , with all businesses in progress and can be consulted in a visual and intuitive way, and even follow-up reminders via email or SMS .