Much has been said about being transparent and authentic, about building long-lasting relationships with clients. However, for those who focus solely on measuring “likes,” clicks, or impressions—i.e., superficial metrics—this approach could even hinder the growth they seek.
Businesses primarily aim to stand out in their markets, go beyond the numbers, and achieve a genuine relationship with their audiences—one that reflects connection and loyalty. This is supported by a Salesforce study (2021), which revealed that 66% of customers expect companies to understand their unique needs and expectations. This insight holds the key to building the kind of relationship that leads to success.
Beyond superficial metrics to achieve long-lasting relationships with clients
This vision isn’t new. Gartner’s Customer Experience Primer for 2016 report found that 89% of businesses compete primarily on the basis of customer experience (CX). This finding reinforces the relevance of personalizing interactions and demonstrating genuine care for the well-being of customers.
More recently, Edelman’s 2022 report indicated that 81% of consumers consider trust in a brand a decisive factor in their purchasing decisions. Based on our experience as a digital solutions company, we have confirmed that three key pillars ensure campaign success and, therefore, the foundation of long-lasting relationships: customer experience, personalization, and values-based marketing.
1. Focus on customer experience
Customer experience (CX) is recognized as a critical differentiator for brands. According to PwC (2020), 73% of consumers consider customer experience a crucial factor in their purchasing decisions, even more important than price or product quality. This highlights the need for businesses to invest in meaningful and consistent interactions across all touchpoints. Additionally:
- Zendesk (2024): 95% of customers share bad experiences with others.
- Zippia (2023): Companies focused on CX see an 80% increase in revenue.
2. Using data: Personalization for success
Data analysis allows businesses to better understand their customers and deliver personalized experiences. According to McKinsey (2022), companies employing personalization strategies achieve a 20% increase in customer satisfaction and a 15% rise in conversion rates. Furthermore, figures from Grand View Research suggest that customer experience management will continue to grow at an annual rate of 17.5% through 2028.
3. Values-Based Marketing
Another undeniable reality is that today’s consumers seek brands that share their values and tailor messages to reflect an understanding of their needs. Accenture (2021) reported that 63% of consumers prefer to buy products and services from companies that reflect their personal beliefs and values—in other words, those that “connect.” This reinforces the importance of brands authentically communicating their purpose.
Innovations for building successful relationships
Artificial Intelligence and Chatbots
Interaction is a critical factor in evaluating the relationships between companies and their audiences. In this area, artificial intelligence (AI) enables businesses to engage with customers more efficiently and personally. For instance, AI-powered chatbots can answer questions in real-time and offer recommendations based on customer history, ultimately enhancing the overall experience.
User-Generated Content (UGC)
User-generated content, such as photos, videos, reviews, comments, social media posts, or even blogs, is a powerful tool for building the trust that companies strive for. According to Nielsen (2021), 92% of consumers trust recommendations from other users more than traditional advertising. Brands can capitalize on this by encouraging customers to share their experiences and opinions.
For example, Coca-Cola’s Share a Coke campaign in Australia and New Zealand at the end of 2011 encouraged customers to personalize bottles with their names and share photos on social media. The result was a significant volume of viral content generated by the consumers themselves.
Augmented Reality (AR) and Virtual Reality (VR)
These technologies allow brands to offer immersive experiences that strengthen the emotional connection with customers. Examples include social media filters widely used on Instagram and Snapchat. Among brands, IKEA utilizes AR to enable customers to visualize furniture in their homes before purchasing, thereby boosting trust in their buying decisions. Similarly, L’Oréal provides tools for users to “try on” makeup products from their phones.
The future lies in relationships
Taking the risk to “read” beyond metrics is the truly intelligent strategy for companies, enabling them to prioritize genuine and transparent relationships with their clients. The ultimate result? Greater loyalty and positioning as industry leaders.
