San Jose, Ivan Raphael

SUSTENT- Reaction Paper (Chapter 8)

Consumer Relations

Building a working relationship with customers is key to the long-term success of a

business. Having a strong connection based on trust and communication helps customers feel
more secure and connected with a brand, and it can also lead to growing customer retention and
repeat the purchase rate.

In today’s world, customer is the king. All the strategies in every organization are
customer centric strategies. Although firms want to earn huge bottom line, but they understand
the role of customer if they want to achieve the profits. Based on my understanding, The reason
why services are most important now is because it’s the point where customer interacts with the
employees of an organization directly or indirectly. Therefore, stronger customer relationship
gives organization a competitive advantage over others. Customer relationship has been so
important because a lot of information about the customer’s perception about the
organization/product can be easily collected. So, it is necessary to understand that in order to
retain customers for longer period, businesses should interact with the public and also cultivate
good relations in order to achieve higher topline and bottom line.