The Techniques Your Business Needs to Connect with Customers

Julie Starr • July 17, 2020



Connecting with customers is a necessity for all businesses that want to grow, building their customer base, and retaining existing customers. For a modern business, it’s essential to have a brand that customers are able to connect with. Advertising and customer service can no longer be as simple and direct as they once were. There’s a lot that goes into creating the right strategy for approaching customers and forming relationships with them, including psychology and sociology. If your business needs help to connect with customers better, there are many different techniques that you can use to get the results that you want.

Treat Customers As Individuals
 One of the most significant things that businesses can do to connect with customers is to treat them as individuals. Even B2B businesses that are dealing with decision-makers within companies can take a more personal approach to working with them. Instead of treating everyone in the same way, it’s important to take a unique and tailored approach to each of them. For example, you might speak to customers differently depending on how much contact they have had with your brand. Those new to your brand might receive different messaging to those who have been interacting for longer or are already your customers.

Handle Concerns and Complaints
 It’s great when your business is going well, and you receive positive feedback. However, not all of the feedback that you receive can be positive. You will sometimes have concerns and complaints to deal with, and they can’t be ignored. Connecting with customers means that you need to engage with negative feedback too. Of course, responding in the right way is vital. That’s why it’s worth training your customer service representatives in how to do it, and escalating anything particularly important to the right people. Negative feedback handled incorrectly could do a lot of damage to any brand’s reputation.

Explore Different Communication Channels
 A choice of communication channels is essential for any business that wants to reach their customers. It’s important to consider your customer and the communication channels that they might prefer. Some B2B businesses might need to ensure they are available on the phone at all times, while B2C companies might put more focus on social media or online chat. Ideally, most businesses would have a choice of communication channels available for customers. Giving your customers options allows them to engage with you in the ways that suit them best. It means that staying in touch is never an inconvenience for them.

Use Social Media
 Social media is one of the communication channels that you can offer to customers as a customer service option. However, it can also be more than that. If you ask any digital marketing agency today, they will tell you the value of using social media. It allows you to build your brand and to connect with customers in new ways. There are many ways to use social media, with various platforms available that can be used differently. Some platforms are more visual, some are geared toward businesses, and others are suitable for engaging in conversations with customers. Social media is great for building a brand and creating a better connection with customers.

Have Face-to-Face Conversations
 With so many different ways to speak with customers, you can often communicate with them without seeing them in person. Sometimes this can mean miscommunication or the inability to convey tone properly. Meeting people face-to-face is a better way to communicate with clients in many instances. B2B businesses can benefit from choosing this type of conversation when they want to get to know their clients and take a personal approach. If in-person meetings aren’t possible or convenient, video conferencing can provide an alternative that works for many. It’s not exactly the same as meeting face-to-face, but it still allows you to see each other.

A Greener Supply Chain with Micro Fulfillment

By Julie Starr • May 23, 2025
A sustainable supply chain is made possible with some major shifts and minor changes that you may not consider at first. One of these is micro fulfillment, where strategically placed warehouses provide streamlined services to a smaller area. So, what are some of the benefits of changing your logistics? From consolidated deliveries to minimal eco-impact, here are a few. Closer Customer Proximity There are a few ways that micro fulfillment centers are revolutionizing the courier industry. Reduced emissions, local sourcing, and support for urban stability are just three of the many examples. Compact logistics are quickly becoming a solution for businesses that want to make a difference, and through small warehouse space for rent , as and when needed, environmental footprints are diminishing as companies deliver services and goods to a smaller customer area. Consolidated Delivery Options Efficiency is everything in business, but it is even more critical when a company is looking to reduce the environmental impact of its operations. Through a micro-fulfillment system, a business is able to reduce the overall number of trips that a courier has to make. With consolidated deliveries concentrated in a smaller geographic area, there are many more options available that contribute to a lower impact, including efficient use of fuel for lower emissions. A Greener Supply Chain with Route Efficiency A company can make many changes when becoming the green link in the supply chain for a healthier logistical operation. However, an average home delivery round for a standard courier service is 50 miles, with 0.42 miles between each drop-off, producing 181g of carbon each. Focusing on a smaller area through micro fulfillment reduce the associated issues with couriers: Being closer to delivery routes reduces the need for extra shipping options. Electric delivery vehicles can be used as there is no need to recharge them. Knowledge of the area helps with routes as drivers can avoid congested areas. Lower Environmental Impact Of course, all efforts to go green and become more sustainable through logistics are to reduce the environmental impact that a business has on the area. Micro fulfillment contributes to this in a way that a wider operation cannot. Shorter routes and enhanced inventory management actively reduce waste. There is also much less energy used, as micro fulfillment centers are designed to be energy-efficient, and EVs and less transport contribute to emission reduction. Enhanced Socioeconomic Benefits There is also a social and economic impact of a business. An enhanced and more sustainable business using local micro fulfillment centers instantly creates more jobs, helping to prop up the local economy. Of course, the efficiency of this type of logistical operation also results in happier customers, increasing the chance of repeat business. From a business perspective, you demonstrate a commitment to ongoing sustainability , appealing to eco-conscious customers. Summary Being closer to customers for delivery helps create a greener supply chain when used with micro fulfillment centers. Local couriers and employees also know the area and can avoid congested areas for streamlined operations. However, there are also social and economic benefits such as job creation, improved customer experiences, and enhanced brand reputation.

Sustainability in Ecommerce: 3 Ways to Make Progress Where It Matters

By Julie Starr • May 21, 2025
Sustainability is no longer a nice-to-have—it's essential. That’s true across every industry, and ecommerce is no exception. But let’s be honest: building a more sustainable ecommerce business isn’t always straightforward. From packaging to supply chains to last-mile delivery, the challenges are real—and often feel like they’re outside your control. But here’s the good news: sustainable ecommerce is absolutely possible. And it doesn’t have to be all or nothing. Small, strategic shifts can make a meaningful difference—not just for the planet, but for your customers and your brand’s longevity. Here are three actionable ways you can move the needle toward a more environmentally responsible ecommerce business. Choose Sustainable Packaging That Works for People and Planet Packaging is often one of the most visible and wasteful—aspects of ecommerce. From oversized boxes to plastic fillers, the impact adds up fast. But it doesn’t have to. Thoughtful, sustainable packaging design can dramatically reduce your environmental footprint. Start by right-sizing your shipments to reduce excess material and emissions. Opt for recycled, recyclable, or compostable materials that align with circular economy principles. Better yet, one option is to design custom boxes with sustainable materials, for example. These custom packaging solutions eliminate unnecessary layers while enhancing your brand’s presentation. These aren’t just more sustainable choices, they’re smarter ones. Today’s customers care about where materials come from, and where they end up. Your packaging can reflect your commitment to both. Partner with Purpose: Choose Sustainable Suppliers Your supply chain is an extension of your brand and one of the most powerful levers you have to reduce your environmental impact. You could end up using more than a few suppliers when you’re running an ecommerce company . It’s always worth making sure these are as sustainable as possible . While you may not control every aspect of your suppliers’ operations, you do control who you choose to work with. Prioritize suppliers who share your commitment to sustainability. Look for transparency in sourcing, third-party certifications, and a clear track record of environmental and ethical practices. Ask the right questions: Are their materials responsibly sourced? Do they minimize waste and emissions? How do they treat their workforce? Choosing partners who align with your values not only improves the sustainability of your products—it strengthens your brand’s integrity and resilience. When your supply chain reflects your mission, it creates trust and long-term value across your business. Lead with Impact: Promote Environmental Awareness Sustainability doesn’t stop at your supply chain. As an ecommerce business, you have a unique platform to elevate environmental causes and inspire meaningful change within and beyond your operations. Sometimes, it’s just a matter of highlighting and supporting various sustainable initiatives and causes around the world. One powerful way to do this is by supporting organizations and initiatives that align with your values. Whether it’s donating a portion of your profits, partnering with mission-driven nonprofits, or amplifying important causes across your website and social channels, your advocacy matters. By shining a light on solutions and inviting your customers to participate, you strengthen your brand’s purpose and build a community rooted in shared responsibility. This isn’t just good for the planet; it’s good for business. Sustainable ecommerce is entirely possible. With the right mindset and a few strategic shifts, your business can lead with integrity, reduce its footprint, and become part of a much-needed transformation in the digital economy.