Are you really in a relationship with your customers?

by Josh Roberts

In the literal sense of the word, every business has a relationship with their customers. Corporations are somehow oriented with customer corporations as a vendor or service provider. Yes, two companies doing business with one another are in a relationship.

When brands claim customer relationships as a competitive differentiator, the word is being used in a human sense. They are invoking the emotional sense of relationships: friendship, trust, mutual reliance, and admiration. The implication is that customers will choose and stay loyal to vendors because of a very human, emotional relationship.

But is it dangerous to believe two logos do good, continuous business together because of human relationships?

There’s certainly value in having healthy relationships with your clients. Good lines of communication and an appreciation of working together support good deliverables. However, cultivating relationships with clients is part of the cost of doing business, which leaves your company with the responsibility of defining – and fulfilling – a value proposition that exceeds baseline expectations.

At the Studio, we believe in identifying a position true to your organization that is available in your competitive landscape. Thinking this way leads to a competitive stance that will allow your company to rise above the repetitive noise that plagues sales and marketing in so many industries. It will unify your team in performing to a distinct and high professional standard.

Most importantly, however, operating under a true and available competitive position guarantees your logo is providing value to client logos that – unlike human relationships – can be captured on balance sheets.

Which is what businesses really want out of their relationships.