6 ways to create customer connection for SMBs

I got a lash extension at my favorite salon last summer. A year later, when I went in for a different service, I saw the lash tech again. I didn’t think she’d remember me, but she smiled, greeted me by name, and asked me how I’d liked the treatment last time. 

That’s just one example of why, in the eight years I’ve lived in my area, I’ve never been to another beauty salon. Sure, their service is impeccable. But I go there because I feel like they really know me and I know them.
 
My loyalty to them is the direct result of customer connection. And creating it is easier than you might think. Here are six ways your growing business can connect with customers and drive predictable revenue you can count on.

What is customer connection?

Customer connection is the bond that builds when customers feel like you actually know them, care about them, and have their back — before, during, and after the sale. It’s the trust and familiarity that keeps them coming back beyond your product or services.

Because no matter how good your offering is, it’s how you make them feel that drives loyalty. When you make customers feel valued, they’re more likely to return — and stick with you for the long haul.

In fact, businesses that prioritize the overall customer experience earn 12% more repeat business and see 17% higher referral rates than those that don’t.

So how do you build that kind of connection consistently, even when you’re busy? Here are practical ways to make every customer interaction feel more personal, thoughtful, and worth remembering.

1. Personalize every customer interaction

When customers feel like you remember them — not just their names, but their preferences, past experiences, and needs — they’re more likely to stick around and choose you over competitors. 

And with AI becoming standard practice, people are not just hoping for that experience, but 61% of them expect it. 

The good news? Small businesses have an edge. You can connect in ways big companies can’t — closer, faster, more personally. Just make sure you’re handling customer data with care and storing it responsibly. 

Used well, those small details can create experiences so memorable that customers won’t even think about going elsewhere.

Here’s how:

• Start each call by greeting callers and acknowledging their most recent purchase/service. A quick “Hey Maria, good to hear from you again. How was your house cleaning service last Wednesday?” can be enough to make people feel special.
• Jot down personal details and preferences to personalize future interactions. For example, preferred nicknames, whether they like morning or afternoon slots, or if they have a vacation or milestone coming up.
• Allow for flexibility when using scripts. Scripts help with consistency, but reading them word-for-word can make interactions feel stiff. Encourage your team to adapt language to the moment — as long as the core message stays clear, a more natural tone makes the experience feel more personal.

2. Host and take part in local events to build community

Which business can you connect with more: Barnes & Noble or the local bookshop that sponsors book drives or provides books for reading programs in your kid’s school?

When your business is present and engaged in the community, customers see you as people — not just providers. 

It creates shared experiences, gives people a reason to talk about you, and helps loyal customers feel like insiders. And when someone feels like they’re part of something, they’re more likely to stick around — and tell others about why they should stick around, too, through word-of-mouth referrals.

Here’s how to create that sense of community:

• Partner with nearby businesses for joint offers, events, or cross-promotion. Don’t forget to share photos or updates from these moments. That way, your customers see you’re not just in the community but part of it.
• Start a community or forum (like a private Facebook group, email list, subreddit, or text group) where your customer base can ask questions, share stories, or get early access to offers.
• Invite loyal, long-time customers for a face-to-face brainstorming event. They can act as a focus group, test new services, and give feedback early. This helps them feel heard and improves customer satisfaction because they get to see the features or experiences they want come to life.

🔍 From out in the wild: Lush, the handmade cosmetics company, has an ongoing co-creation project with its most loyal fans called Lush x Community. Through YouTube and Discord polls, customers vote on which scents or product format they want to see. Then Lush makes them, releasing limited-edition products shaped directly by community input.

3. Regularly gather and act on customer feedback 

Gathering feedback regularly keeps your team grounded in what customers want, so you’re not making decisions in a vacuum. It helps you spot patterns, understand where the gaps are, and make improvements that show them you care about customer prioritization. 

Here’s how to make that feedback loop useful and visible:

• Conduct surveys, read reviews, and monitor social media mentions to find out what customers want and need.
• Use customer interactions (calls, reviews, messages) to coach your team on what great customer support sounds like and how to respond to customer issues.
• Track trends using call tags and sentiment insights. Look for tags tied to negative customer sentiment, confusion, or repeated requests to find improvement opportunities you might’ve missed. Here’s how your call tags might look on OpenPhone:

💡 Pro tip: Create strong customer connections by closing the loop. When you make changes based on feedback, say so. A simple “We heard you, here’s what we changed” goes a long way toward building trust and creating positive experiences.

4. Get real on social media

Most small businesses show what they sell, not who’s behind it. But it’s harder to build trust or loyalty if customers never see the people doing the work. Social media platforms give you a way to make those everyday moments visible and humanize your business.

Here’s how to use them to connect:

• Share behind-the-scenes content, like daily routines, team check-ins, or the not-so-glamorous parts of getting things done.
• Tell your origin story. Post about how you got started or what problem your business is trying to solve — something people can relate to.
• Help customers know your team with short bios, fun facts, or a quick video.

💡 Pro tip: Turn the spotlight on your customers by sharing their photos, reviews, or success stories on your social media (with permission). It shows that you notice and appreciate the people who support your business (and is an extra opportunity to show off your great service or product).

5. Connect proactively by anticipating customer needs 

It’s easier to create connections when customers feel understood. When you anticipate their needs instead of waiting for them to spell things out, it shows you’re paying attention and thinking ahead.

Here are some ways you can anticipate customer expectations and needs:

• Remind regulars before they reach out. If a customer books the same service often, set up recurring follow-ups ‌or automatic reminder texts to check in before they do. Just make sure you have their consent to send texts.
• If they’re booking a service, suggest related options or upgrades they may need in the future. For example, “I see you just had your HVAC checked. Should we schedule your next maintenance while we’re at it?”
• Share simple, relevant tips based on common questions you hear, like, “Here’s how to prep your space before we arrive.” Go through your call recordings and transcripts to find common questions you might’ve missed.

6. Reward loyal customers 

The average American is part of 19 customer loyalty programs. It’s easy to see why: customers want to feel like their continued business matters — and yes, the extra goodies don’t hurt. A good loyalty program increases customer retention by showing them you notice their repeat purchases, value their support, and want to give something in return.

Here’s how to reward loyalty:

• Set up a simple point-based system if you have regular, repeat visits. Keep it easy to track (e.g., “Book 5 sessions, get the 6th free”) so it doesn’t create extra work for you or confusion for your customers.
• Make the perks personalized whenever possible. Instead of generic rewards, tailor the perk to their purchase history, preferences, or past conversations (“We threw in a free mini lavender body wash since you mentioned loving the scent.”)
• Offer early access instead of discounts. Let loyal customers book peak times before others or get first dibs on limited offers — it feels exclusive without cutting into your margins.

Make customer connection second nature with OpenPhone

Genuine customer connection leads to stronger relationships, long-term brand loyalty, and word-of-mouth referrals that drive sustainable growth. But building that kind of trust takes consistency — and the right tools to make it manageable.

OpenPhone helps growing teams scale high-quality communication and customer orientation without losing the human touch. Use call tags to quickly spot trends in call data, contact notes to remember customer preferences without switching back and forth from your CRM, and call recordings to coach your team on how to improve customer relations. 

But it’s not just about insight. OpenPhone also helps you deliver faster, more consistent service:

• Shared inboxes let you split the responsibility of answering calls and texts and give complete visibility over customer interactions.
  
• Auto-replies and other texting automations help you stay responsive and set expectations even when you’re unavailable.
  
• Internal threads help your team collaborate behind the scenes to solve problems more quickly.

Want to connect more meaningfully with customers? Try OpenPhone for free for seven days to see how it fits your workflow.

FAQs