Mastering customer relations: Your guide to building loyalty that lasts

Customer relationships are often a brand’s most valuable asset—and paradoxically, it is most overlooked.

SaaS companies invest significant resources in customer acquisition but with little focus on relationship-building. Why is this a misstep? Because in a competitive market, customer loyalty can’t be assumed. Without intentional efforts to nurture these relationships, you’ll end up alienating your customers.

Imagine a customer who feels undervalued. Maybe they’re left struggling to navigate new features or find support. Now, multiply this scenario by hundreds, even thousands of users—it’s a recipe for churn, negative reviews, and a dwindling brand reputation.

But here’s the good news: a structured customer relations strategy can turn this around. By focusing on every interaction, SaaS companies can create experiences that increase loyalty and advocacy.

In this guide, we’ll explore what customer relations truly mean, why it’s indispensable, and how you can implement a strategy that transforms your customer relationships into powerful growth drivers.

What is customer relations?

Customer relations is the ongoing management and enhancement of a company’s interactions with its customers. It focuses on customer needs and preferences, transforming each interaction into a positive experience that strengthens the relationship and promotes long-term success.

Customer relations goes beyond just problem-solving. It involves managing every touchpoint with your customers to ensure their experience is seamless, positive, and supportive. Strong customer relations mean listening actively, empathizing, and providing consistent value.

When customers feel your proactive care, they’re more likely to stick with you, share feedback, and, ultimately, become advocates for your brand.

5 key benefits of customer relations for your business

The benefits of customer relations include increased customer loyalty, higher retention rates, and improved brand reputation. By nurturing strong relationships, companies can reduce churn, gain valuable feedback, and foster customer advocacy that drives growth and strengthens their competitive position.

Let’s delve into the importance of customer relations and its substantial benefits to see how they can transform your business.

1. Good customer relations help you boost loyalty and retention

Think of customer loyalty as your competitive shield. Every satisfied customer who sticks with you is a line of defense against competitors. Research by Harvard Business School shows that a 5% increase in customer retention can lead to a profit boost of 25% to 95%. This isn’t just theory—countless companies have demonstrated the financial impact of nurturing customer loyalty.

Consider this example: You’ve invested heavily in the features of your SaaS offering, but over time, competitors release similar products. Without a customer relations strategy, your loyal users might start eyeing these alternatives. However, if you’ve built solid relationships by offering personalized service, proactive check-ins, and tailored user resources, your customers are far more likely to stay.

The long-term payoff of customer loyalty is enormous. Here’s a stat: Customers who find a company’s customer experience as good are 34% more likely to make a repeat purchase. For SaaS businesses, this means that your loyal users could be the key to successful feature rollouts, add-on purchases, and subscription upgrades. By prioritizing customer relations, you’re not just retaining customers—you’re creating reliable revenue streams.

2. Good customer relations reduces churn

Churn is the silent killer of SaaS companies. Every customer who leaves is a direct hit to your recurring revenue. Without proactive customer relations, companies risk allowing small issues to fester into major grievances. A PwC study shows 32% of all customers would stop doing business with a brand they loved after one bad experience.

Imagine a scenario where a new user struggles with your platform’s functionality during their trial period. They reach out once, but the response is delayed, and they’re left to figure things out alone. This user is now far more likely to leave at the end of their trial.

However, with a strong customer relations strategy, you could have proactively reached out to offer onboarding support, walking them through the product and ensuring they get immediate value. This simple action can make the difference between a customer who churns and one who stays.

To sum up, proactive communication, regular check-ins, and a dedicated support team can dramatically lower churn rates.

3. Good customer relations enhances brand reputation

A stellar reputation isn’t just a nice-to-have, but a crucial lever for growth. Happy customers become your most vocal advocates. They leave glowing reviews, share positive experiences on social media, and recommend your SaaS product to peers.

Consider this: A user has a fantastic experience using a SaaS solution—they receive timely help whenever needed, updates that address real user pain points, and a customer support team that genuinely listens. This user, now a loyal advocate, shares their experience on LinkedIn, mentions the product in conversations, and even recommends it to their professional network. This kind of organic advocacy is priceless, and it’s a direct result of effective customer relations.

Statistics show us how brands that offer positive experiences receive three times more word-of-mouth marketing than brands that offer dull experiences. For every new advocate you create, you’re building a network of brand ambassadors that extends your reach without any additional marketing spend.

4. Good customer relations increases lifetime value

Customer lifetime value (CLV) is a key metric for SaaS companies, and it’s directly influenced by customer relations. When customers stick around, make repeat purchases, and even upgrade their subscriptions, their value to your business grows exponentially.

For example, your company specializing might notice that customers who engage with the support team regularly are more likely to upgrade to premium plans. By focusing on customer relations—like providing ongoing support, proactive product training, and dedicated account managers—you can significantly increase the average CLV.

Long-term customers not only generate more revenue but also cost less to serve over time. In fact, a study reveals it can cost up to 25x more for a business to acquire a new customer than to retain an old customer. By investing in customer relations, you’re reducing acquisition costs while maximizing revenue.

5. Good customer relations gives you a competitive advantage

Improving customer relationships provides a competitive edge that’s difficult for competitors to imitate. Customers who feel valued and connected to your brand are less likely to be swayed by competitors, even if they offer similar products or pricing. In an industry like SaaS, where alternatives are plentiful, the depth of your customer relationships can set you apart.

By building relationships that foster customer loyalty, drive retention, and enhance brand reputation, you’re creating a business that thrives on long-term growth. In the SaaS industry, where customer churn can make or break success, a robust customer relations strategy is the ultimate differentiator that keeps your brand resilient, profitable, and constantly evolving.

Who is responsible for customer relationships?

From customer support to marketing, every team member across the organization is responsible for customer relationships. When customer relationships are owned across the entire organization, it creates a seamless customer experience that makes customers feel valued at every touchpoint. But this alignment doesn’t happen by accident. It’s the result of each department stepping up to build a unified brand experience that keeps customers engaged and loyal.

Let’s break down the unique responsibilities of each department in managing customer relationships and see how, when they work together, they create a powerful, customer-centric culture.

Customer support team: The first line of trust

Customer support isn’t just about answering questions—it’s the first line of trust for your brand. Every time a customer contacts support, it’s a chance to strengthen or weaken the relationship.

Think about it: If a customer contacts your support team and is met with quick responses, empathy, and clear solutions, their perception of your company rises. But if their issue is ignored, delayed, or handled poorly, that trust evaporates.

Customer support teams must be trained not only in product knowledge but in empathy and active listening. When support teams see their role as relationship-builders rather than simply problem-solvers, every interaction becomes an opportunity to reinforce loyalty.

Customer success team: Maximizing value, one milestone at a time

Customer success is the department that works hand-in-hand with customers to ensure they’re achieving their goals with your product. Their focus is on maximizing the customer’s value over time, guiding them toward the most effective use of your software, and preempting issues before they arise.

By focusing on personalized check-ins, goal-setting, and proactive engagement, customer success teams help deepen the relationship and make customers feel seen and valued. They’re essential in reducing churn and driving upsell opportunities, creating value that goes well beyond the initial sale.

Product development: Crafting a product that listens and adapts

Product development might not have direct customer contact, but their influence on customer relations is enormous. Every update, new feature, and bug fix contributes to the customer experience.

A product team that actively seeks and responds to customer feedback shows commitment to customer satisfaction. The key is to create feedback loops where customer insights flow seamlessly to the product team, ensuring every new iteration is customer-centered. This customer-centric product development not only keeps users happy but turns them into advocates who feel invested in the product’s growth.

Marketing: Building relationships with value-driven content

Marketing isn’t just about attracting new customers; it’s also about nurturing existing ones with valuable, relevant content. For SaaS, this means offering content that aligns with what customers need to succeed with your product.

Marketing teams can also use personalized messaging and customer segmentation to tailor content. Instead of generic emails, a SaaS company might send targeted updates relevant to the user’s role, industry, or engagement level. By continuously adding value beyond the product, marketing plays a key role in building trust and making customers feel connected to the brand.

Sales: The starting point of a relationship

Sales may seem like the end of the customer acquisition process, but for SaaS companies, it’s really the beginning of a long-term relationship. A customer’s first experience with the sales team sets the tone for the relationship, making it critical for sales to focus on value rather than just closing the deal.

Sales teams that adopt a consultative approach lay the groundwork for a positive, long-lasting relationship. By focusing on the customer’s needs and setting realistic expectations, they ensure that each sale becomes the first step in a loyal, engaged customer relationship.

Key strategies for building customer relations

Effective customer relations strategies include proactive communication, personalized experiences, and leveraging feedback. For SaaS companies, these strategies can enhance customer loyalty, reduce churn, and foster long-term partnerships through consistent, meaningful interactions.

Here are 7 customer relations strategies in detail for building meaningful relationships with your customers:

1. Proactive engagement: Reaching out before they need you

Imagine the power of a relationship that feels one step ahead. Proactive customer service means you don’t wait for customers to have a problem or question; you anticipate their needs and reach out to help them succeed.

For a SaaS company, proactive engagement could mean scheduling onboarding check-ins to ensure new users feel confident Regular touchpoints—whether following a major update or just a “how’s it going?” check-in—can make customers feel supported every step of the way. The result? They’re more likely to stay loyal, because they know you’re there for them, not just when they reach out, but whenever they might need you.

2. Personalized experiences: Showing that you “get” them

In SaaS, personalization isn’t just a nice touch—it’s essential. According to McKinsey and Company, 71% expect companies to deliver personalized interactions, and get frustrated when this doesn’t happen. Personalized experiences go beyond “Hello [First Name],” they involve creating a customer journey that feels unique to each user’s goals and pain points.

For instance, sending targeted and tailored resources and tips to individual users based on how they use your tool can deepen customer relations, as customers feel understood and guided. In turn, these tailored experiences foster loyalty, helping users see your product as a critical partner in their success.

3. Listening to feedback: Turning voices into visible change

Customer feedback is a goldmine—if you listen and act on it. Feedback not only provides insights into what’s working but also offers a direct line to improvements that will keep users satisfied. Customer feedback isn’t just data, but a compass that can guide product development, refine user experience, and shape future business decisions.

When customers see their suggestions turn into product updates, they feel valued and invested in your success. In fact, Harvard Business Review’s research shows that companies that actively seek and act on feedback see their issue-resolution rates go up as high as 31%.

By creating feedback loops where customers see the results of their input, you’re building trust and loyalty and ensuring they feel like part of your brand’s journey.

4. Educational resources: Empowering customers with knowledge

Nothing builds confidence in a product like giving customers the tools they need to succeed. Educational resources—whether in the form of tutorials, webinars, or knowledge bases—empower customers to solve their own problems and get more from your product.

Customers who engage with these resources don’t just gain new information—they gain trust and a sense of community. By positioning your brand as a valuable resource, you’re not just a service provider—you’re a mentor guiding them to success. Educational content not only increases usage and satisfaction but also fosters a sense of loyalty, as customers realize they’re learning and growing with your brand’s help.

5. Celebrating milestones: Showing appreciation that resonates

Every customer milestone is an opportunity to deepen the relationship. Celebrating moments like subscription anniversaries, product milestones, or usage achievements gives customers a sense of recognition. Even small acknowledgments can create positive associations that make customers feel valued and connected to your brand.

For example, you could send a “One-Year Anniversary” email to customers who’ve been using your solution for one year with a personalized discount or an offer for a free consultation. These celebrations aren’t just acknowledgments, but emotional investments in the customer relationship, showing customers that they’re not just users but valued partners.

6. Community building: Creating spaces where customers feel they belong

Building a community around your product is one of the most effective ways to foster loyalty. A community allows customers to connect, share insights, and learn from each other, which creates a sense of belonging. For SaaS companies, this peer-to-peer interaction adds an extra layer of engagement that strengthens the customer relationship.

When customers feel like they’re part of a community, they become more than users—they’re brand advocates who feel a personal connection to your company. Building a community means they’re not just buying software; they’re investing in a relationship where they can learn, grow, and connect. This sense of belonging is a powerful driver of loyalty, ensuring that your brand remains central to their journey, not just a tool they use occasionally.

7. Aligning departments: The power of a unified approach

Each department in an organization—whether it’s support, product, or software engineering—has a role to play, but the real magic happens when they’re aligned. Cross-department collaboration on customer insights and goals ensures a cohesive customer experience, each department’s efforts build upon one another, creating a seamless experience that keeps customers engaged and satisfied.

For instance, customer support teams can share recurring issues with product developers, who then prioritize these concerns in future updates. Or marketing and customer success collaborate on educational webinars to enhance product use. This kind of alignment means customers experience a consistent, unified brand that truly listens and adapts to their needs.

Consider holding regular cross-department meetings to discuss customer feedback, success metrics, and upcoming goals. When each team understands the shared vision of strong customer relations, every interaction reinforces the relationship, making your brand feel cohesive and customer-centered.

When departments work in harmony, customer relationships become an asset that drives growth, reduces churn, and turns satisfied users into lifelong advocates.

Build better customer relations with the right tool

Meeting customer expectations means more than just answering their queries. You need a system built to deliver value at every turn, anticipate needs, provide a seamless experience across every touchpoint, and adapt to feedback.

The days of managing customer relations with outdated, reactive systems are over. To stay ahead, you need a tool that harnesses AI in customer service to unify customer insights, predict needs, and empower your teams with actionable data. And that tool is DevRev.

Unlike other tools in the market that come with retrofitted AI, DevRev’s AI capabilities are built from the ground up with the sole intent of enhancing customer relations. It doesn’t just help you manage interactions—it empowers every team involved in the customer experience.

DevRev’s AI-native platform empowers product managers, support agents, and software engineers to have instant access to the same insights and context, allowing them to respond faster, collaborate seamlessly, and create solutions tailored to real needs.

At the heart of DevRev is its knowledge graph, a dynamic network of connected records for every customer, session, product, and employee interaction. DevRev’s knowledge graph is the data layer powering its AgentOS platform, which connects humans and AI agents on one unified system.

DevRev’s GenAI-powered search and knowledge base management put the control in your customers’ hands. Customers can type their questions and instantly access accurate answers, streamlining self-service and freeing up your support team for more complex issues.

It’s no wonder companies using DevRev report an 80% deflection in support tickets and a 25% increase in customer satisfaction within the first three months.

Ready to make every interaction count? Book a demo and see how DevRev’s AI-first approach can redefine what customer relations mean for your business.