The foundation of any successful business, partnership, or marriage lies in the ability to foster meaningful and lasting relationships. Yet, paradoxically, many companies and individuals often fail to invest adequately in training and skills necessary to cultivate these bonds. The result? Frustration, strained partnerships and, ultimately, lost opportunities.
Take customer service, for example. Many organizations place rookie individuals in front-line roles without equipping them with the tools and skill building to truly serve their customers. I appreciate that they are still unproven as value to the owners, but by the same token, poorly trained employees inadvertently create negative experiences that drive customers away, and the blame often falls squarely on “bad customer service.” This shortsightedness ignores a critical truth: the cost of acquiring a new customer far exceeds the cost of retaining one.
Funny how that works: Ask any CEO or person in Upper Management how important relationships are to their bottom line and the answer uniformly comes back as “VERY.” Of course, this typically assumes we’re talking about customers, not the internal workings of the company’s personnel, but this also applies to everyone that works there.
In fact, the importance of relationships isn’t limited to customer service; it extends to every area of life. Ask a Marriage and Family Counselor that same question and we get the same answer. When we stop to consider how much better things go when we treat each other well, the good that comes is universal. Counselors, ministers, and business managers often discuss the importance of relationships but fail to provide actionable strategies or sufficient follow-up to ensure success. Without structured support, people revert to old patterns and relationships suffer.
For companies, this means lost revenue; for marriages, it can mean separation or divorce. Investing in skill building and continuous improvement is the answer, both professionally and personally. When relationships are prioritized and nurtured, trust grows, loyalty is strengthened, and long-term success follows.
I was privileged to receive customer service training from the company that redefined what real customer service is and needs to be. A lot of what I was taught and now teach others comes from how Disney looks at things.
What Companies Can Learn
Disney set the gold standard in customer service by focusing not only on technical training but also on the emotional and sensory experience. Employees, or “cast members,” are trained to anticipate needs, delight guests, and solve problems proactively. They understand that every interaction is an opportunity to deepen the relationship with the guest.
The stories are numerous: You visit Walt Disney World and you’re staying at one of the Resort Hotels on the property. Your child becomes ill and you have to head back to your room. By the time you arrive, Micky Mouse has already placed a Get-Well card on your youngster’s bed.
Disney’s approach reminds us that successful relationships, whether in business or personal life, are about more than surface-level exchanges. They involve understanding and addressing people’s emotions, expectations, and needs. Training and reinforcement of these principles are non-negotiable.
Even rookies need to be supported and, dare I say, empowered to authorize a remedy when a customer calls in with a complaint. It doesn’t take much for a customer to feel underserved, undervalued or unheard, so it behooves your organization to want to demonstrate just how important that customer is. Otherwise, there is little reason to want to stay a customer.
The Staggering Cost of Losing a Customer
Think this isn’t a big deal? Consider this:
- Acquiring a new customer costs 5-7 times more than retaining an existing one.
- A loyal customer provides repeat business and referrals, multiplying their value exponentially.
Poor service doesn’t just lose one customer—the criticism spreads like wildfire in today’s connected world.
Make Relationships a Priority
Organizations, marriage counselors, and leaders alike need to take a page out of Disney’s book: Train people to pay attention to details, empathize with others, and create positive emotional experiences. Treat relationships like the cornerstone they are—because they determine long-term success.
Wouldn’t you rather spend time and money proactively investing in building meaningful, lasting connections rather than fixing the aftermath of neglect? The choice seems obvious. Yet, until more organizations and individuals commit to prioritizing relationships as their greatest asset, they’ll continue to fall short of their true potential.
What will you do, in this new year, to stand out from your competition? Start with providing the best customer relationships ever invented and see where that takes you in the long run. Look at every possible way you can continually improve your relationship with your customers, your associates, your partners and yes, your family.
…dr
