Customer Relationships Must Be Nurtured at Every Level

CEO social mediaOne of the cornerstones of call center marketing is the belief that your organization delivers great customer service and builds better customer relationships than your competitors. 

We have seen the statistics regarding the importance of customer relationships to the long-term health of an organization.  Notably, that it costs from 5 to 10 times more to acquire a new customer compared to the cost of keeping a current customer.

The important thing for any business to realize is that customer relationships must be nurtured at every level.  The challenge, however, for most organizations is to understand that the customer relationship vision and culture must begin at the highest levels of the company.


Social media is changing the way corporate leaders engage with customers.  Never before have customers had this level of access to senior management.  This, of course, is a double-edged sword as leaders must balance both the positive and negative aspects of 24/7 engagement with customers. 

Fast Company recently released results from a 2014 Global Social CEO Survey of 1,000 U.S. and U.K employers.  The survey revealed that 82% of respondents believed a CEO’s active engagement on social media enhances their reputation as “forward-thinking, trend-setting leaders.”

Accordingly, the magazine suggested four strategies by which CEOs can build stronger customer engagement through brand-building activities on social media:

  1. Own Your Executive Brand.  It is important for leaders to maintain an active presence in social media to avoid having someone co-opt your brand, thus putting them on the defensive.
  2. Humanize Your Brand.  Corporate leadership must be accessible.  Consumers respond positively to organizations headed by leaders who are willing to share about themselves and their organization.
  3. Don’t Show Up and Fall Silent.  Many CEOs jump head-first into social media and are initially effective at creating their own tribe, but over time their interest may wane.  Effective social media leaders understand the importance of staying in the game and building both their own and their company’s brand over time.
  4. Use Twitter as a Leadership Tool.  It is important for corporate leaders to express opinions on major topics, to take a stand and to show passion. 


As we can see, corporate leadership can play a vital role in extending a company’s brand image and facilitating active engagement with customers.  But their most important role may be in developing a top-down culture focused on the importance of customer relationships at all levels of the organization.

“Leaders must inspire motivation,” writes HR professional Susan Heathfield in an interview with Jon Gordon, author of Soup: A Recipe to Nourish Your Teams and Culture.  “When leadership shares vision, optimism and purpose-driven goals, motivation and commitment from employees is ensured,” she adds. 

This type of motivation leadership, which can only yield positive top and bottom line results for the company, is inspired by daily action.

  • Regular communication with employees.  Communication provides information and produces the glue that enhances morale and holds the organization together.
  • Transfer leadership optimism.  As Jon Gordons says, “Leadership is a transfer of belief-and great leaders inspire their teams to believe they CAN succeed.”
  • Leadership shares the vision.  Leaders must give their teams something to be optimistic about.  Focus on better and brighter futures as a means of generating passion and enthusiasm throughout the organization.
  • Leadership builds relationships.  In order for a team to work together effectively, they must feel as though they are a team.
  • Leadership creates purpose-driven goals.  Real motivation is driven by purpose and a desire to make a difference.
  • Leadership nourishes the team.  Gallup research found that employees who thin their managers care about them are more loyal and productive over time.

Effective call center marketing is dictated by a top-down culture committed to the highest levels of customer relationships.  Every person must understand their role and how they must act in contributing to a culture of relationship- building.


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RDI Corporation was founded in 1978 and is headquartered in Blue Ash, Ohio. We provide precise business solutions through a fully integrated outsourcing model and our clients ranged from mid-sized corporations to distinguished Fortune 500 companies.