This blog highlights 10 common mistakes in managing online customer relationships and offers simple ways to avoid them. Whether you’re an industry newcomer or looking to upskill, the Building Online Customer Relationships certificate by the IMM Institute provides essential insights on how to create positive digital customer experiences, maintaining healthy boundaries, and driving success in digital spaces.
Mistake 1: Lacking a Clear Relationship Plan
Many professionals approach customer relationships without a clear plan, which can lead to inconsistent or unfocused interactions. Successful customer relationships start with setting clear intentions and goals for each interaction. Instead of only reaching out for sales, aim to provide value even when there’s no immediate business opportunity. A structured relationship plan allows you to nurture connections and digital customer experiences, offer timely guidance, and remain top-of-mind with customers.
Mistake 2: Being Opportunistic
Customers can tell when they’re only approached for quick wins. When relationship-building is solely tied to sales, trust suffers. Show customers that you value them beyond immediate transactions by engaging in regular, genuine communication. In digital marketing, try reaching out to check in, share valuable resources, or discuss mutual interests. Building relationships when there’s no agenda builds goodwill and makes future business interactions more meaningful.
Mistake 3: Failing to Connect with All Levels of the Customer Organisation
Often, businesses focus only on decision-makers, leaving out junior staff who are also key to relationship-building. Remember, every team member can impact your relationship, as they often handle day-to-day matters, evaluations, and reporting. Building rapport with the entire team, not just senior leaders, creates a more inclusive and positive digital customer experience for everyone involved.
Mistake 4: Allowing an Unequal Balance of Power
In business, a situation where there is a customer-centric approach and where the customer is the one in control at all times can lead to instability and frustration. Therefore, secure open lines of assertive communication and clear expectations is necessary. Such a degree of equilibrium promotes active engagement and acknowledgement of each participant’s input and prevents cases of one party feeling slighted or even disrespected.
Mistake 5: Neglecting Power Mapping
Power mapping is a crucial process pivotal to the study of the hierarchy and influence of different people in a client’s organisation. List and describe the primary people in the client’s team by assessing their power and functions with regard to the relevant connection to this relationship.
Mistake 6: Being Too Pushy
While ambition can be positive, excessive pressure on clients can strain or break a relationship. Be mindful of the customer’s comfort level and avoid aggressive sales tactics. Give customers the space to make informed decisions and let the relationship grow organically. Pushing too hard can lead to resentment and cart abandonment (in e-commerce), while patience can strengthen trust.
Mistake 7: Failing to Maintain Connections
with Former Customers
When clients switch providers, it’s easy to focus on securing new business. However, keeping in touch with former clients can yield future opportunities. In digital marketing, periodically reach out to these clients, discuss market trends, or share valuable insights. Such gestures keep the door open for potential future collaborations.
Mistake 8: Not Maintaining Relationships
with Key Players in Transition
When decision-makers shift roles within or outside the organisation, it’s important to keep in touch. Relationships built over time are valuable, and by staying connected, you can potentially renew business opportunities if they return to a relevant position or refer you to their new network.
Mistake 9: Avoiding Direct Conversations
It is part of good communication to discuss expectations, deliverables, and even concerns, when it is appropriate. It’s better to deal with them head-on, as that earns you respect and creates an environment where people are willing to listen to each other.
Mistake 10: Not Focusing on Deliverables
Trust is fundamentally about keeping your word. “The customers come first” is a well-known saying, but before you can please the customer you have to know what the minimum deliverables are and stick to only those. So, embrace this challenge and manage expectations on what is possible, and do not overpromise.
Conclusion: Improving Customer Relationships
for Long-Term Success
Developing an online relationship through digital marketing with customers is a skill and an art. Dealing with these common mistakes allows you to build stronger digital customer experiences and connections with your customers. The IMM Institute’s online short course, Building Online Customer Relationships, teaches you practical skills and strategies which will make you a valuable addition to any business.
Long-term relationships with customers are not only necessary for creating the customer loyalty, as they also serve as a key to successful running of a business in the long run.
