Customer expectations are higher than ever, and businesses that prioritise customer needs, personalise experiences, and foster genuine relationships are the ones that thrive. A strong customer-centric strategy isn’t just about providing great service, it’s about creating long-term value that keeps customers engaged and loyal.

From leveraging customer insights to improve products and services to building trust through meaningful interactions, brands that put customers first see measurable success. But what are the most effective strategies for ensuring lasting impact?

To answer this, we’ve gathered insights from experts across marketing, sales, product management, and consultancy. Paul Zanelli, Terry Heath, Kateryna Portmann, and Lyndell Danzie-Black share their proven approaches to building strong customer relationships. Whether it’s enhancing customer experiences, driving engagement, or fostering brand loyalty, their strategies offer practical takeaways to help you stay ahead.

Let’s explore how customer-centric thinking can transform your business.

Paul Zanelli

Digital Marketing Manager

One of the most effective customer-centric marketing strategies I’ve used is giving customers a voice and then acting on it.

I’ve experienced many brands collecting feedback but doing nothing with it. The best way to build lasting relationships is to show customers that their input genuinely shapes the experience.

Here’s an example:
 At a previous company, we noticed that customer service requests often asked the same five questions. Instead of just answering them over and over, we created a simple self-service hub with clear, no-fluff answers.

The result? Customer satisfaction scores jumped by 28% in three months, and service queries dropped, freeing up time for more meaningful interactions.

My key takeaways for a customer-first approach: 


Listen, then act – If customers are saying the same thing repeatedly, it’s a sign something needs fixing.


Make life easier. Great customer experience isn’t just about those wow moments; it’s about reducing friction.

Personalise where it matters – Simple things like remembering past purchases or preferences go a long way.

The best customer relationships aren’t built through one-off campaigns; they’re the result of consistently making customers’ lives easier.

Terry Heath

Director of Training – Maverrik

In B2B sales, relationships matter more than transactions. My go-to strategy for lasting customer connections is a relationship-first approach, driven by personalisation and consistency.

One of the most effective tactics I use is hyper-personalised outreach on LinkedIn. Instead of generic messages, I engage with potential customers by referencing their content, industry challenges, or recent achievements. This approach shifts the focus from selling to building trust.

A real-world example: One of my clients, a sales leader, struggled to convert LinkedIn connections into meaningful sales conversations. We implemented a strategy that involved commenting on target prospects’ posts with thoughtful insights before reaching out. This warmed up conversations and resulted in a 30% increase in response rates.

Another key element is consistency in follow-ups. Many businesses lose customers because they only engage when they want to sell. Businesses can build genuine loyalty by maintaining regular, valuable interactions—such as sharing relevant content or offering insights without a sales pitch.

Customer-centric marketing isn’t just about making the sale; it’s about earning trust, delivering value, and ensuring customers feel seen and understood. That’s what drives long-term success.

Kateryna Portmann

ANYbotics

As a Senior Product Manager at ANYbotics, I lead the development of advanced robotics solutions designed to enhance operational efficiency and safety in industrial environments. My role involves collaborating with cross-functional teams and engaging with customers and stakeholders to ensure our products meet market needs and deliver impactful results.

Previously, at Hocoma AG, I spearheaded initiatives in connected care and data, contributing to the successful rollout of innovative rehabilitation solutions across multiple countries.

In addition, as a former Swiss Chapter Co-Lead for Women in Robotics, I am passionate about promoting diversity and inclusivity in the tech industry. My mission is to ensure that innovation is driven by a variety of perspectives, shaping a future where technology benefits everyone.

Lyndell DANZIE-BLACK

Managing Director

• Corporate trainer: With a focus on skill development and leadership growth, I design customised training programmes that align with clients’ business objectives. By fostering interactive learning environments, I ensure participants gain practical insights that drive real-world impact.
• Cross-culture consultant: My work revolves around helping businesses navigate global markets by bridging cultural gaps. Through tailored consultancy and training, I equip teams with the knowledge and strategies needed to build strong, culturally aware customer relationships.
• Tourism expert: I specialise in creating immersive travel experiences that cater to diverse customer preferences. By leveraging deep industry insights and local expertise, I design travel solutions that enhance satisfaction and loyalty in a competitive market.

• Maritime expert: In the maritime industry, safety, efficiency, and sustainability are critical. I advise companies on best practices for operational excellence, ensuring that client needs are met while adhering to stringent industry regulations.
• Project manager: My role involves overseeing complex projects from inception to completion, ensuring seamless communication between stakeholders. By prioritising transparency and collaboration, I help organisations deliver solutions that truly address customer challenges.

By applying the customer-centric strategies shared by experts Paul Zanelli, Terry Heath, Kateryna Portmann, and Lyndell Danzie-Black, you can strengthen relationships, enhance engagement, and drive long-term success. Whether it’s leveraging customer insights, personalising interactions, or building trust through consistency, these approaches highlight the power of putting customers first.

The key is to tailor these strategies to your audience, ensuring every touchpoint adds value and fosters loyalty. Whether you’re refining your outreach, improving service experiences, or creating meaningful connections, a customer-first mindset will always be an advantage.

Take these insights as inspiration to refine your approach and build lasting customer relationships. The next step is yours.