Timely Response is Key to Building Strong Relationships

When we fail to address a customer’s need promptly, the need doesn’t vanish — but the customer might.

Building strong relationships requires us to act as consultants, truly understanding and responding to the customer’s needs with value and support. This means communication must be proactive. We should ask questions, set clear expectations, and manage progress by providing and requesting updates as necessary.

Often, we hear that bottlenecks in communication are caused by someone else’s unresponsiveness. For instance, a new customer thanked me today for quickly providing lead time information for a product and suggesting a similar stock item. He explained that his usual supplier had copied him on an unsuccessful email to the manufacturer. Frustrated with the delay, he turned to me because he felt valued.

In contrast, one of my employees recently lost an order after spending hours coordinating with the factory and distributors to fulfill a customer’s urgent request. Although we had the product in stock, we focused too much on the original request and failed to fully understand the customer’s broader needs. This could have been avoided with better consultation.

These experiences highlight the importance of timely responses. Customers often need quick resolutions, and finding solutions gives us an opportunity to demonstrate our commitment and strengthen our relationship with them.

To manage communication more effectively and build stronger relationships, here are four simple steps:

1. Understand the Customer’s Needs

Ask specific questions to clarify urgency, decision-making timelines, openness to alternatives, and willingness to pay for expedited services. This reduces ambiguity and allows you to make better use of your time.

2. Set Expectations

Set clear expectations with both customers and colleagues. Ask when they need a response, when you should follow up, and communicate deadlines to those you’re waiting on. This creates a clear timeline and minimizes frustration.

3. Follow Up

If the agreed-upon time has passed without a response, follow up. A gentle reminder can draw attention to your request. Use this as an opportunity to update the customer on your progress, showing them that you’re invested in their needs and keeping them informed.

4. Change Your Approach

Don’t rely on one form of communication. If emails aren’t getting a response, pick up the phone or try another method. If you’re unable to reach someone, try a different contact. Adapt your approach to get results.

Ultimately, customer needs are opportunities to strengthen relationships. Treat them as valuable and seize every chance to demonstrate your commitment.