Building Rapport Through Communication: Strategies for Genuine Customer Connections
Imagine walking into a store feeling lost and confused. The walls are crowded with products, you can't find anyone to help, and all the signage is confusing. Would you trust that store with your hard-earned money? Probably not!
Trust is the glue that holds any relationship together, and for small businesses and nonprofits, it's the golden ticket to success. When people trust you, they're more likely to buy your products, donate to your cause, and become loyal supporters. So, how do we build that trust? The answer is simple: communication.
In this article, we’ll cover:
“88% of customers say the experience a company provides is as important as its product or services.”
Why Building Trust Matters
Think of communication as a bridge between you and your audience. When the bridge is sturdy and well-maintained, people feel safe and confident crossing it. But if the bridge is rickety and full of holes, they'll hesitate, or worse, turn around and go somewhere else.
Here's why it matters:
Credibility: Clear and consistent communication shows you're reliable and trustworthy. People know what to expect and feel confident you'll deliver on your promises.
Transparency: Open communication fosters understanding. People appreciate knowing what's going on, even if it's not good news.
Relationship Building: Communication creates a connection with your audience. It shows you care about their needs and opinions, making them feel valued and respected.
“64% of consumers want brands to connect with them.”
Strategies for Genuine Connections
Be yourself: Don't try to be someone you're not. People can spot a fake a mile away, and it will only erode trust.
Be human and relatable: Find common ground. Share personal stories, interests, and humor. Show you're not just a robot behind the brand.
Be empathetic: Try to see things from their perspective and understand their feelings.
Actively listen: Ask questions and actively listen to the answers. Give your full attention and paraphrase what you hear to demonstrate understanding.
Remember names and details: People appreciate being remembered and feel valued as individuals.
Be positive and upbeat: Your attitude is contagious, so choose to be optimistic and friendly.
Celebrate their successes: Be genuinely happy for their wins and milestones, big or small.
Offer personalized recommendations: Show you understand their needs and preferences, don’t just generic products and services
Go the extra mile: Surprise them with unexpected kindness, like handwritten notes or small gifts.
Create a community: Host events, online forums, or social media groups for customers to connect with each other and your brand.
“Most donors are more inspired to give when email marketing or social media is the communication medium (26% and 25% respectively). Meanwhile, other media generate 12% of donations.”
Tools to Improve Communication With Customers
Email Marketing Platforms: Mailchimp, Constant Contact, and Emma help manage email lists, design eye-catching newsletters, and track engagement.
Social Media Management Tools: Hootsuite, Buffer, and Sprout Social schedule posts across platforms, track analytics, and engage with followers.
Customer Relationship Management (CRM) Systems: Salesforce Nonprofit Cloud and Blackbaud CRM track donor information, manage interactions, and personalize outreach.
Advanced Cloud Communication Systems: Elevate your current phone system so you never miss a call, no matter where you are. Take calls and host meetings through your desktop computer or your mobile phone. Learn more about cloud communications
