Picture this: it’s 1700 in Cape Town, and you’re at Greenmarket Square. A merchant greets you by name, already holding up the patterned fabric you were eyeing last week. “I saved the best piece for you,” they say with a wink. You haggle a little (as one does), agree on a deal, and walk away feeling like a VIP.
Fast forward to today, and the principle is the same. Whether you’re selling textiles in the 1700s or marketing solutions in 2025, the secret to success lies in building real, human connections. At Flume, our Sales Team embodies this timeless approach, pairing trust and personalisation with cutting-edge tools to create relationships that last.
“It’s about keeping that personal touch,” says Julia Unser, New Business Development Manager. “We’re not just ticking boxes; we’re making sure customers feel heard, supported, and excited to work with us.”
Why customer relationships matter
Building strong customer relationships is about more than just securing repeat business – it’s about creating trust and collaboration that lead to lasting partnerships. According to The Marketing Center, businesses have a 60 to 70% chance of selling to an existing customer, compared to just a 5 to 20% chance with a new prospect.
Julia explains, “When we invest in building strong relationships, it makes everything smoother. Customers feel confident sharing their goals and challenges, which helps us deliver better solutions.” The Team agrees: “It’s not just good for business – it makes the process more rewarding for everyone involved.”
What makes a great customer relationship?
A great customer relationship isn’t built overnight. Julia and Bianca Anderes, Junior New Business Development Manager, have a clear formula for ensuring these relationships thrive:
- Proactive communication: “I check in with customers regularly,” Julia says. “Even if there’s no urgent project, just being there makes a difference.”
- Personalisation: Bianca highlights the importance of tailoring solutions. “Every customer has unique challenges – we don’t do cookie-cutter approaches.”
- Honesty and transparency: “When things get tricky, I never sugar-coat,” Julia adds. “Customers appreciate when you’re upfront – it builds trust.”
- Trust through consistency: “Consistency builds confidence. When customers see that we deliver on our promises, they know they can rely on us.”
- Active listening: “Every customer has a unique set of challenges and goals,” Bianca explains. “By really listening, we can provide solutions that matter rather than making assumptions.”
- Creating genuine value: At its core, great relationships are about finding ways to deliver value while staying genuine and human.
The role of technology in building customer relationships
At Flume, technology enhances how we connect with customers and nurture relationships, making it easier to stay consistent and intentional. Tools like CRM systems and AI help Julia and Bianca personalise their interactions, ensuring no detail is overlooked.
“CRM systems are like having a roadmap for every relationship,” Bianca explains. “They help us track customer preferences, identify trends, and anticipate needs, so our outreach is always relevant.” Julia adds that AI tools streamline their efforts by automating repetitive tasks and providing insights into customer behaviour. “It frees us up to focus on creativity and relationship-building,” she says.
The Team is also excited about the possibilities offered by AR and VR technologies. Julia explains, “These tools create immersive ways to tell stories and engage customers in ways we haven’t seen before. It’s exciting to imagine how they could deepen connections in the future.”
Internally, we’re constantly refining our processes to support customer relationships. Bianca points to improved sales reporting systems and tailored costing methods as examples of tools already making a difference. “These improvements allow us to focus more on building meaningful connections,” she says.
By combining proven tools with emerging technologies, we ensure that customer relationships are nurtured with care, precision, and forward-thinking innovation.
Looking ahead in 2025
For the Flume New Business Development Team, the future is about deepening existing relationships and welcoming new customers. Julia looks forward to helping long-standing customers achieve ambitious goals through creative campaigns. Bianca is excited about growing the client base and refining tools and processes to deliver even better results.
“Customer relationships have always been about trust and connection,” Julia says. “The difference today is how we use technology to make those connections even stronger.”
Whether it’s a marketplace in 1700 or a digital marketing agency in 2025, one thing remains true – relationships are the foundation of success.
Flume is an independent, full-service digital marketing agency providing services that include SEO, web design and development, public relations, media buying, client service, UX/UI, and creative production. For more information visit www.flume.co.za or email us to say, well, “hello”.
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Frequently Asked Questions
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1. Why are long-lasting customer relationships so important for a business?
Building strong customer relationships fosters trust, loyalty, and collaboration. When customers feel heard and valued, they’re more likely to stay with a brand and even refer it to others. According to The Marketing Center, existing customers are significantly more likely to buy again, making relationship-building a powerful growth strategy.
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2. How does personalisation impact customer relationships?
Personalisation shows customers they’re not just another number. It means understanding each client’s unique challenges, preferences, and goals, then tailoring solutions accordingly. This creates a sense of belonging and relevance that keeps customers engaged and more satisfied in the long run.
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3. What role do trust and transparency play in forming strong connections?
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4. How can technology, like CRM and AI, enhance customer relationship management?
Tools such as CRM systems organise client information, track interactions, and identify trends, allowing teams to deliver timely and relevant support. AI can automate repetitive tasks, giving team members more time to focus on building genuine connections. These technologies work together to streamline communication, anticipate customer needs, and maintain consistency.
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5. What’s next for customer relationship-building in 2025 and beyond?
