At my son’s track meet one Saturday, I got to talking to Alex Palacio, who is one of the track dads and also a partner in a web-based retail business called WebUndies.com.

“We have lots of customers,” Alex told me. “but we really don’t do much with them after the initial sale. We need to start building relationships with them.”

Companies across many industries face the same challenge – how to build and strengthen customer relationships so that both sides benefit. 

As a marketing management consultant, I believe one of the best ways to create and build a relationship with your customers is by establishing ongoing conversations with them. This gives them the opportunity to have their say about what is good, what is bad and what they think you should do next with your products and services.

Trendwatching.com, a Netherlands-based trend-tracking agency, has dubbed the trend of seeking direct customer input “customer-made”.  This trend involves companies creating goods, services and experiences based on what they learn from engaging their customers at a very deep level. “Customer-made” can influence many facets of what the company does – from product development to brand building, from advertising to selling.

One of my current clients, for example, is developing a new software program and has several of its customers beta-testing the new product. Although the company owner is in touch with the beta-testers on a regular basis, they mostly talk about product functionality. 

Having customers as beta-testers is a golden opportunity to build relationships with the people who could have a very strong influence on new product sales.  Together my client and I developed an interview guide covering a much wider range of topics, and I chatted with each of the beta-testers by phone.

Although several important “AHAs!” came out of the interviews, I believe the process itself of asking for feedback is leading to a strong core of committed users who will be source of referrals and drive future product development for my client.   These customers know my client is listening and responding to them.

There are multiple ways, in addition to phone interviews, to get an ongoing conversation started with your clients. In the online world, message boards, interactive sessions, blogs, emails and other tools exist for you to use to learn from your customers.

Offline, you can use more personal means, such as customer round tables, one-on-one meetings, and periodic telephone contact.

Whatever means you use, be sure that you are asking questions that get you meaningful feedback. For example, “What can we do to improve your experience with us?” and “How would you change our product/service?” are always powerful questions that can yield insightful responses from your customers.

The Marketing Advantage is published monthly in Union County Voice magazine, www.unioncountyvoice.com.  

Ms. Kasprzak, principal of Advantage Marketing & Associates, is a certified management consultant who specializes in helping B2B clients connect with their customers to achieve greater sales revenues. She can be reached at LKasprzak@advantage-marketing.com or 908.233.6265.

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