I had a team member recently ask me for a list of how to build great customer relationships. Following is what I put together. Wish I did a better job of living these out.

Upfront contracts … at all critical junctures in the relationship, confirm, verify and if appropriate document the expectations and responsibilities of both parties. This makes them feel in CONTROL.

Ask questions … ask more than you tell, listen more than you talk. Learn and know everything you can about the other party. (Mackay 66) This makes them FEEL GOOD.

Make it personal … out of what you know about them, make your relationship as rich and intimate as possible … talk about their kids, their dogs, even their hemorrhoids if that is what they want. This makes them REMEMBER YOU.

Connect the dots … make connections between what you know about them, what their needs are, and what you can provide. This brings VALUE to them.

Confirm … at the end of each contact with them, confirm what was discussed and what the next steps are. This keeps things ON TRACK.

Always deliver … do what you promise and more. This is your INTEGRITY.

Surprise them … contact them when they don’t expect it … be on the look out for things that might be of interest to them … romance them … send them flowers. This makes them SMILE.

Engage them … warmly and with a smile, even if you’re talking on the phone. People can hear a smile. This makes them WANT YOU.