So, how can we build affinity with them? We need to consider what our customer’s needs really are. We then need to ensure that those needs are met by the organisation as a whole, not just by the person who might be facing the customer at any given time. Everyone within your organisation contributes to creating a customer climate –and it’s only when the customer is placed at the heart of decisions and processes that we can ensure we’re fulfilling their needs in the right way. And, when we’re actually interacting with our customers, we need to ensure we’re making them feel valued, connecting them with ourselves and the brand, and providing a memorable experience. It’s about being creative in how we solve problems and finding ways (even in tricky situations) to maintain a positive relationship. Sound like a lot? When you have the right skills and tactics at your fingertips, anything is possible.