How Connection Drives Business Growth

The power of genuine connection is often overlooked. However, businesses that understand the importance of creating strong connections with their customers are not just outpacing their competitors. They have an astounding 5x more growth than the average company. And businesses that consistently connect throughout the entire customer journey are experiencing an impressive 19% increase in growth.

These numbers show how much connections affect businesses, but how do you actually build these connections?

In this article, we break down the impact of customer connections on growth and share five easy-to-follow tips for building and nurturing these essential relationships.

The Power of Customer Connections

Connecting with customers goes far beyond simply making a sale. It’s about building trust and understanding customers’ wants and needs. Successful businesses recognize that customer connections are not one-off occurrences but ongoing engagements that need constant attention and nurturing.

Building and maintaining strong customer connections doesn’t just keep customers coming back. It turns them into repeat, loyal customers who tell others about your business. Customers like this play a huge role in business growth.

Customer Loyalty and Advocacy

Customer loyalty and advocacy are two invaluable byproducts of prioritizing customer connections. Strong connections create loyal customers and loyal customers turn into brand advocates. They share their positive experiences with others, driving organic word-of-mouth promotion and attracting new customers. 

This chain reaction is a major contributor to the impressive growth experienced by businesses that prioritize customer connections.

The Customer Journey

Every interaction throughout the customer journey, from the initial awareness to post-purchase interactions, is an opportunity to strengthen the relationship. Successful companies understand this and focus on making every step of the customer journey feel personalized and connected. They use data and insights to anticipate needs and tailor their approach to each customer.

Anticipate Needs and Personalize Interactions

Understanding your customers’ needs is crucial for building strong connections. Use data and analytics to personalize your marketing messages, tailor product recommendations, and customize post-purchase interactions. This makes customers feel valued and strengthens their emotional connection with your brand.

Humanize Your Business

Right now, everything is dominated by artificial intelligence (AI). So much so that customers crave genuine human connection. Businesses that set themselves apart humanize their brand and build relationships based on empathy, understanding, and genuine care. They create a sense of community.

Build Trust Through Authenticity

It’s not a coincidence that Merriam-Webster’s word of the year is “Authentic.” According to Merriam-Webster’s article, in 2023, authentic saw a substantial increase in look-ups due to “conversations about AI, celebrity culture, identity, and social media.”

Definition of Authentic

In response to this cultural shift, brands, social media influencers, and celebrities aspire to be more authentic. It’s now an actively sought-after trait. Many apps and social media platforms are reshaping their priorities to create genuine experiences because they’re recognizing that users are increasingly craving more authentic interactions.

Companies are making authenticity a guiding principle of their brand. The businesses that are showing authenticity openly communicate their values, admit mistakes when necessary, and actively seek feedback. These practices are crucial in creating a more human-like experience that builds trust and creates lasting and meaningful connections. 

As we enter 2024, the demand for more authentic engagement will continue to grow. Businesses that prioritize authenticity will meet these expectations and continue to create more genuine and mutually beneficial relationships with their audience.

Strategies for Building and Nurturing Connections

If you want to grow your business through customer connections, here are five simple strategies to implement.

1. Have a Customer-Centric Approach

A customer-centric approach is a business strategy that focuses on creating a positive and personalized customer experience. This strategy recognizes the importance of understanding and meeting customer needs, preferences, and expectations. 

Place your customers at the center of your business decisions. Understand their pain points, preferences, and goals to tailor products and services accordingly. A customer-centric approach increases customer loyalty and customer lifetime value (CLV), which ultimately helps your business grow. 

2. Personalize Interactions

Personalized messaging helps your business create authentic connections that turn into loyal customers. Tailor your sales and marketing messaging for each of your segments at every touchpoint to significantly increase the likelihood of conversion. 

In one-on-one text messages or emails, address recipients by name and share relevant content to make customers feel valued and acknowledged. This shows that your business doesn’t treat customers as just another contact on a list. 

Beyond just addressing customers by name, recommend products based on past purchases, reference previous conversations, provide tailored content, and create customized marketing messages. Use technology to deliver these personalized touches to strengthen the emotional connection between your brand and your audience.

Create personalized experiences at every touchpoint. From targeted marketing messages to post-purchase follow-ups, customization increases customers’ sense of value and connection to your business. 

Related: How to Personalize Your SMS Marketing Messages and Why It Matters

3. Actively Engage With Your Customers

Stay actively engaged with customers through various channels. Social media, email, text, and customer service interactions provide opportunities to connect and build relationships.

Don’t treat all marketing or sales messages as a one-way street. When appropriate, encourage customers to ask questions, provide feedback, or seek clarification. 

Make sure you quickly respond to messages to show that a person is on the other end, not a bot. This helps build relationships with your customers and keep the connection alive. 

4. Text Your Customers

One of the easiest and most efficient ways to connect with your customers is to text them. Text messaging helps you connect and build relationships at every step of the customer journey. 

With texting platforms like Skipio, you can start genuine conversations with potential and current customers at all the right times. You keep customers engaged and informed without spamming them. Texting lets you conveniently send follow-up messages, product recommendations, appointment reminders, and more. And with Skipio’s many integrations, you connect with leads and build a community of dedicated customers. 

Take a 5-minute tour to see how Skipio naturally fits into your outreach and customer follow-up strategy.

Related: 8 Ways to Build Customer Relationships with Personalized Business Text Messaging

5. Create a Feedback Loop

Actively seek and analyze customer feedback. Learn about customers’ positive and negative experiences, pain points, and suggestions for improvement. You can gather feedback through surveys, reviews, social media interactions, and more. 

Use this feedback to identify recurring issues and areas for improvement. Continuously improve products, services, and processes based on the feedback you receive. 

A feedback process like this helps make sure your business aligns with evolving customer expectations and shows you value your customers’ input. 

The Blueprint for Sustained Growth

It’s clear that if you want sustained business growth, you need to genuinely connect with your leads and customers. Use the five strategies outlined above as the blueprint to help your business grow and ultimately thrive. 

Sign up for Skipio to see how easy it is to build meaningful relationships with your audience. Skipio’s automated business texting helps businesses like yours consistently connect with customers to make sure they feel valued and engaged.