The power of a customer-first strategy

I would argue that the most important indicator of a brand’s health is customer loyalty. For leaders, building and sustaining strong customer loyalty is the holy grail. Leaders talk a lot about how to win customer loyalty, and sometimes that could mean getting caught up in chasing the newest shiny object, silver bullet, or trend. To avoid that chase, I’ve made a point of rooting myself in an approach that sounds basic on the surface, but is truly transformative: making customers the true center of every decision. This isn’t a reactive strategy during tough times—it’s a proactive philosophy that builds resilience and clarity before you need it. 

When you remain centered on prioritizing customer needs and experiences, you create a foundation of trust and understanding that fosters long-term loyalty. 

The human connection in a digital world 

Technology has improved access to customers in a lot of ways, but it has also created distance. I got to thinking about this after reading a recent LinkedIn post from my colleague Dennis Kozak, written after he toured colleges with his daughter. He said his daughter could sense “which interactions felt authentic versus those that were rote, detached, and rehearsed.” These were in-person interactions, which should be immune to detachment. But we’ve all become so accustomed to digitally-driven detachment that it seems our interpersonal standards have shifted. The innate ability to detect authenticity isn’t limited to campus tours—it’s fundamental to every interaction, especially customer interactions. 

I am all for the efficiencies gained from AI chatbots, automated systems, and digital interfaces, yet there needs to be a balance between technology and the human element to effectively build true connections. When everyone uses the same technology solutions, genuine human engagement becomes your true differentiator. Demonstrating your ability to understand and connect is crucial in maintaining strong connections with others and is ultimately best left to people, not machines. These qualities foster loyalty, trust, and genuine relationships. 

Use values as your customer compass 

The principles that guide your personal decisions should extend to how you prioritize customer needs. I’ve found that grounding myself in integrity, authenticity, and teamwork creates a framework for customer-centric decision making. 

Integrity means doing what’s right for customers, even—and especially—when facing tough choices and challenging times. Making customers central means that the choice becomes clear if you are making hard choices that prioritize their needs over short-term business interests. Every commitment represents an opportunity to demonstrate that you genuinely value their success as much as your own. 

“Authenticity” kind of sounds like corporate buzz speak, but to me, it’s very real. It shows up as consistency between what you promise and what you deliver. Back on campus, Dennis said people can immediately tell which representatives were “passionate about the school and genuinely wanted her to be part of it versus those monotoning from a script while thinking about how soon they could be done with the conversation.” 

We’ve all had customer experiences where we felt like the person on the other side was just going through the motions, right? And I hope we’ve all had the opposite experience, too, when we truly felt seen and heard, like our experience mattered. What a difference! 

See beyond immediate transactions 

One great (or terrible) interaction can make or break a customer relationship, but the strongest customer relationships are built over time with consistent engagement. These bonds form when you demonstrate understanding beyond the immediate problem. For example, if a customer contacts your company because they’re frustrated about a glitch, it’s important to address the glitch. But it’s not just about the glitch. It’s about the lost productivity, the time spent needing to find contact info and reach out, and concerns about whether they can trust the product in the future. What can you do about that? 

Technology can actually enhance this understanding when applied thoughtfully. While AI raises legitimate concerns about depersonalization, I’ve found it can be an unexpected ally in customer centricity when used to augment rather than replace human judgment. By synthesizing different viewpoints from across the organization, we develop more effective responses that truly address customer needs when responding to complex situations. Technology can improve the functional aspects of customer experiences while humans address the intangible elements. 

Humanize the digital experience 

As technology continues to rise toward dominance, I think we’re at an inflection point: Do we allow digital efficiency to create emotional distance, or deliberately design human connection into every touchpoint? 

This balance between humans and machines doesn’t happen accidentally. It requires deliberately designing customer journeys that incorporate genuine human touchpoints at pivotal moments—especially during those times when trust is tested and either strengthened or broken. 

When you put customer needs first in good times and in bad (not to sound like wedding vows here!), customers trust that their needs remain your priority, no matter what. These customers are so much more likely to ride out tough times with you and not only stay loyal to the company, but serve as vocal brand advocates who share their experience with others. Now that is the holy grail. 

Melissa Puls is chief marketing officer and SVP of customer success and renewals of Ivanti.