The digital transformation of companies has changed the relationships they have with their customers, as well as the place of the brand in purchasing decisions …

This one remains a way to evaluate an offer, to differentiate the choices available to consumers caught in the mass of information that they can find on the internet. But this chaotic set of data is structured by price comparators, user reviews, blogs and sites that perform product tests. The brand can thus be roughed up or lose all utility.

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The figures for mergers and acquisitions show that a trend is emerging, that of abandoning the brand in favor of a strong customer relationship.

In other words, buyers prefer to invest in companies that have loyal customers with strong cross-selling potential.

The massification of digital devices combined with cloud computing allows direct communication without intermediaries ; Hence a reduction in marketing costs, the optimization of the customer life cycle and the improvement of the purchasing process, resulting from the collection of opinions. Finally, this phenomenon also facilitated the rebranding.

Help desk is a way to build strong relationships with your consumers, control your brand image and increase your income. According to a survey by Sprinklr 86% of them are even willing to pay more for a better customer experience (CX).

So let’s see 5 points that should be addressed in establishing your strategy in order to build and manage relationships with your customers.

1. Collect and use feedback from your customers

The customer journey can constantly be improved if you take both positive and negative reviews into account. The collection of this kind of data can be done via notes, emails or platforms like Zendesk, User echo which facilitate their management.

The feedback will also be used to offer products or services that better meet their needs. Involving them in the development of your solutions, satisfying a need for recognition and promoting them within the community also makes it possible to strengthen your relationships with them.


2. Anticipate potential pitfalls

The primary purpose of support is to assist or assist customers when they have a problem with your product. But this team should be the last step, the last resort to consider. It is therefore necessary to be proactive and design a help center with the necessary documentation so that they can find all the required information: whether it is to open an account, find other offers, your pricing, etc. Consumers actually have no preference between a searchable online help platform or a phone representative according to this study presented by the Harvard Business Review.

During exchanges by email or telephone, representatives may also provide links to tutorials most viewed or relevant to your customers.

3. Be present on the channels where your customers are

Always according to Sprinklr, 60% of customers at least occasionally contact brands on social media, 11% often and 5% very often; hence the importance of having invested in this channel.

It is nonetheless imperative to set up a program to manage negative consumer opinions and avoid “bad buzz“; 55% of companies still have not adopted a strategy to deal with it and 11% have lost revenue due to negative comments.

Finally, social networks can also increase your KING, because customers who have built relationships with brands on these platforms spend 20-40% more.

4. Reduce the number of contact persons

The previous point raises another problem, that of offering a consistent cross-channel user experience.

Avoid transferring consumers from one service or platform to another, as they will be more likely to lose patience and give up; and especially since there are contact points.

Your goal is to limit their efforts to access the right contact and solve the problem they face.

5. Improve the empathy of your representatives

Empathy is a key component in the success of a support service. Understanding the client’s personality and needs allows them to answer any underlying questions that they are unable to express; but also to adapt your message to facilitate exchanges. HBR shows that 24% of repeated calls by a client result from an emotional disconnection between him and the representative.

We must also avoid sending negative signals or making a judgment which would make the client feel guilty for their ignorance.

Some companies establish typical profiles and scenarios that their employees may encounter. They provide them with a list of questions and keywords that allow them to recognize these profiles, while also providing adapted answers.

It is also possible to ask the support team record the words or reasons that caused the client to react negatively to no longer reproduce these behaviors; or when it’s not possible to respond to their request to change the policy.

Finally, according to Edelman, 9 out of 10 respondents wish have a sincere relationship with the company providing the services, and two thirds one two-way communication, with more commitment on his part. So there are expectations that go beyond just listening.


TheIT consumerization questioned this model to shape a new way of communicating and increase consumer loyalty. However, brand-based advertising attracts new consumers, increases the desirability of a product, and therefore continues to offer high prices.

Your goal is threefold: build a relationship of trust and lasting with your customers, answer their questions or requests; but also ensure your e-reputation to perpetuate your brand.

The loyalty of a customer does not depend on his level of satisfactionbut from your ability to solve problems, while warning those that may arise and reduce the effort he invests to finalize his request.

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