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Forbes
30-07-2025
- Business
- Forbes
Relationship Marketing: Building Authentic Customer Connections
Nitin Gupta, founder of QRCodeChimp. He's a technology leader with over two decades of technology development and management experience. A few years ago, I used to believe that flashy ads and crazy discounts were the magic pills to grow a business. And to some extent, they worked. People clicked, bought and left. But the ROI didn't last. People came for the deal and disappeared right after. That's when I had a hard realization: Growth derived only from customer acquisition is a leaky bucket. Unless people feel seen, heard and valued, they typically won't stick around. This led me to dive headfirst into relationship marketing, not just as a strategy but as a mindset shift. If you're building a brand today, let's explore further how authentic relationship marketing can give your business a competitive edge over your contemporaries. Defining Relationship Marketing Relationship marketing is more than just sending 'Happy Birthday' emails or offering loyalty points to your customers. It is about building long-term emotional connections with them and treating them as partners, not just as transactions. I've found that in an age where AI can write your ads and automation handles your emails, what customers crave is realness. When you focus more on listening than talking and more on serving than selling, you bring empathy to your interactions—a uniquely human quality. Why Making Relationships Matters Many businesses think that customer relationships are 'soft stuff.' I was no different until I came across a few eye-openers. Back in 2014, Harvard Business Review famously noted that 'acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one.' Now pair that with Temkin Group's findings for 2020, which state that 'companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within three years of investing in customer experience.' The numbers made me rethink my modus operandi. I realized that customer loyalty is currency in today's hyper-competitive business world. And authenticity is one of the best ways to earn it. Four Lessons Learned Many businesses talk 'at' customers. Fewer speak to them. When I started actively listening to customer feedback (via emails, chats and even social media comments), I discovered gold. They weren't just telling me what they didn't like: They were telling me how to improve. That feedback loop shaped my product road map more than any market research ever did. I highly encourage you to establish a 'voice of the customer' channel internally and review it on a weekly basis. You may be amazed at what people are saying if you take the time to listen. People buy from brands they trust, and trust is built one interaction at a time. According to Edelman's Trust Barometer, 81% of customers say trust is a deciding factor in their purchase decisions. To achieve this trust, treat your customers like insiders. Share behind-the-scenes stories, product development hiccups, team wins and, most importantly, challenges. In my experience, transparency isn't risky—it's reassuring. It helps customers feel more connected to your brand, which can lead them to support you not just with their wallets but also with their ideas and loyalty. 'Personalization' doesn't just mean using someone's first name in an email. I've found that behavior, preferences and timing equally matter in delivering value. According to Salesforce's 2020 State of the Connected Customer report, '66% of customers expect companies to understand their unique needs and expectations.' If you don't, someone else will. Research has found that businesses providing personalized product recommendations based on past purchases are more likely to increase repeat buyers. But here's the kicker: This has also helped my company reduce our unsubscribe rate. It seems our customers felt understood. Yes, you should use automation and CRM platforms. But use them to enable relationships, not replace them. For instance, many businesses use automation to segment users and trigger birthday offers. However, I've found that if the messages don't include a personal note signed off by a real team member, they're less likely to have the intended impact. Remember, you are chasing the most intelligent species on Earth, and having the right blend of tech and touch can make all the difference. With AI taking over the crafting of marketing messaging for more and more brands, it's important that you use technology to scale human connections, not robotic ones. The Future Of Relationship Marketing Let's face it: Consumers are changing. With shorter attention spans and higher expectations, trust is harder to earn. But here's the bright side: Customers are also hungry for connections. They want to support brands that align with their values and treat them like humans. Here's where I think relationship marketing is headed: • Community-first brands with loyalty programs that feel more like exclusive clubs • Empathy-driven storytelling that wins hearts (and wallets) • Cocreation with customers becoming the new norm • Privacy-respecting personalization instead of creepy targeting In the insightful Salesforce study, '80% of consumers said the experience a company provides is as important as its products and services.' That's the future, and I believe relationship marketing is how we can get there. Final Thoughts: Real Relationships, Real Results Building authentic customer relationships usually isn't fast or easy. But it's real. And it's sustainable. Chasing conversions is like sprinting: They may be helpful to achieve short-term results. However, if you're eyeing more viable growth, focus on building connections, much like running a marathon. In business, especially in uncertain times, I've found that it's usually the marathoners who survive and thrive. So, let's stop obsessing over clicks and start focusing on conversations. Let's go beyond likes and build loyalty. Let's treat every customer as a person whose time, trust and money we're honored to earn. Ultimately, relationship marketing can be the heart that makes your brand endure. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
20-06-2025
- Business
- Forbes
Why Personal Branding Is The New Business Branding
Nitin Gupta, founder of QRCodeChimp. He's a technology leader with over two decades of technology development and management experience. getty I met a young Punjabi entrepreneur at a networking event in San Francisco a few years ago. Let's say his name was Manjit. As startup founders, we bonded quickly. Manjit was looking for investments for his tech firm. He met every angel investor possible to hand over his visiting cards and deliver a well-rehearsed elevator pitch about his product. He was confident that his energetic pitch would land him the opportunity he sought. He ended the event with high hopes. The following year, I met Manjit again at the same event. He revealed that he was still looking for an investor. But this year, he approached them with a different plan. Instead of a pitch, Manjit had a story to tell—the problem he identified as an expat living in a foreign land, how his product would address it and how millions of expats would benefit from it, promising great ROI. Manjit's story worked—he secured seed funding, and I learned a valuable lesson: Personal branding is no longer optional; it has become the foundation of business branding. The modern customer craves authenticity. Many people want to know the stories and faces behind a company. According to Edelman's 2023 Trust Barometer, 63% of people trust their neighbors, while 48% trust CEOs. Often customers want to know what an individual says about a brand more than what the brand says about itself. Some entrepreneurs have even become household names because of their voice and presence, making them more relatable to the common person than their companies. Traditional branding, such as logos, colors and taglines, still matters. However, I've noticed that what attracts customers and builds trust with them is the human behind the brand. The short answer is: Emotion wins over noise. Most people don't want to hear sales pitches. However, people are constantly bombarded by social media ads, marketing emails and website pop-ups, almost exasperating them. Here, personal branding works like a fresh breath of air. When someone speaks, shares a personal anecdote, tells a story or admits to a mistake, people listen, relate and often connect emotionally. Personal branding allows people to see the human behind the brand. • The power of word-of-mouth marketing: Back in 2012, a Nielsen study found that 92% of consumers trusted earned media, including individual recommendations, over brand messaging. Fast-forward to today, and much of that trust has shifted to social media influencers and vocal business leaders who shape opinions and drive purchasing decisions. • Relatability: The efficacy of a human connection is undeniable. When someone hears an entrepreneur talk about dreams, aspirations or failures, they can often instantly relate to the situations—a feat an inanimate object like a corporate brand can't achieve easily. • Engagement: Personal stories on LinkedIn and other social media platforms often see higher engagement than brand posts. Why? They feel real and build trust, encouraging people to buy from you, recommend you and invest in you. • Relevance: Personal branding keeps you visible. When you consistently express your opinion on various trending topics in addition to your business, you stay relevant (so does your brand). • Legacy: Your personal brand stays with you. Unlike businesses, which can grow, evolve or fail, your words, reputation and presence remain. I think Elon Musk is a good example of personal branding. Many people associate his personality, unfiltered views and futuristic vision directly with his companies like Tesla and SpaceX. Meanwhile Richard Branson's adventurous, bold personality makes Virgin come across as approachable and daring to many people. In India, I think Anand Mahindra's personal brand as someone who's thoughtful, witty and socially conscious has enhanced Mahindra Group's global corporate image. And Ankur Warikoo built a massive audience by sharing personal stories, career lessons and failures. First things first, you don't need an avant-garde media team or to spend tons of money to build your personal brand. Here's how to do it instead: • Pick a platform: Identify your customer demographics and where they spend most of their time. It could be LinkedIn, Instagram, Twitter/X or YouTube—or all of these. Start with one platform, be consistent, and scale as your audience grows. • Share your story: Talk about your journey—why did you start your business, and how are you addressing an issue? Talk about the challenges and the solutions. Trust me, people are more interested in listening to a story than reading product features. • Offer value: Teach and inspire people. Share lessons, mistakes, wins and insights. • Be real: Dare to be imperfect. Don't overthink. People typically connect more to real human personas rather than the sanitized versions. • Engage: Build a community. Start conversations and respond often. Reply to comments, and show support to people and causes. You might be wondering: "Is all this effort worth it?" Absolutely. It can shorten sales cycles because people already trust you. It can attract talent because people want to work "with" you, not just your company. It can open doors to speaking gigs, media coverage and partnerships. And it can make your business more resilient because your presence keeps your brand alive. Personal branding is not about ego. It's about connection. People want to know who you are, not just what you sell. As an entrepreneur, showing up as yourself can be your biggest differentiator. The world doesn't just need more products—it needs more people who are real, relatable and driven by purpose. So the next time you think of investing in your business brand, ask yourself—what am I doing to build my brand? Your face, your voice, your story—it's the brand people trust. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
