What is Closeness?

The term Customer Closeness is something we use to describe the depth of interactions companies have with their customers. Closeness is one of our five building blocks of loyalty, which together, create a distinct profile that you can use as a blueprint to grow your business.

Closeness is personal, meaningful, and something that makes you feel like an individual who is cared for – not simply another customer to profit from. Perhaps that’s a flight attendant remembering your name, and that you always order a gin and tonic to settle your nerves when flying. Or maybe it’s a brand sending you personalised offers that you’ll genuinely like that match your past purchases as opposed to a generic ‘SALE’ email. Interactions like these make people feel cared for and are what we call Customer Closeness.

So why is Closeness important?

When aiming for growth, there are three areas you can focus on. Acquisition – acquiring new customers to your brand. Retention – holding on to new and existing customers. And Revenue Per Customer – how much is a given customer prepared to spend with you?

Closeness excels most at increasing the amount a customer is willing to spend with you. When a brand gets Closeness right, customers feel they belong with a brand and that a brand can empathise and adapt to their personal needs. When a customer feels this way, they’re more likely to spend with a given brand.