Customer relations is considered an indispensable area of public relations. The goal of every business is to prosper whether it manufactures, sell products or provides services. This prosperity is hinged on patronage, as we all know the most important publics of any business organisation and whom it must maintain rapport with are its customers.

Business prosperity and profit making are the driving force of any business organisation. In order to achieve these, organisations have to be customer centred. The market place is highly competitive in nature where customers can choose from variety of products and services. In order to attract patronage, organisations have to offer products and services that match and support customer needs. Apart from the provision of quality products and services, the interaction and the way customers are treated matters. Everyone including myself looks forward to be treated nicely once we walk through the door of an organisation, if I get a good reception i’m definitely going to come back, if otherwise you know the answer.

Why do people feel comfortable with specific organisations and ignore some others? The answer is good customer services employed by these organisations. These services go a long way, it satisfies customers, triggers their patronage for an organisation’s products and services which automatically boosts the prosperity and profits of the organisation. Moreover, poor service delivery has its consequences, its creates a bad image for an organisation, low patronage and in some cases threatens its existence. According to the Research Institute of America ” the average person who has a bad service experience tells at least nine others about it and 13% of complaints relate their experience to more than 20 other people. In comparison, people who receive an excellent service only tell three or four other about it”.

PR practitioners have almost an unending list of customer relations tools and strategies to use in their bid to sustain customers and create long-term relationships. My following points would add to their success story, clean business environment, a business premises designed aesthetically, a friendly atmosphere with personnel that possess charm and warmth and a smiling welcoming face which is far better than a frowning one. No wonder some organisations have greeters with pleasant faces who open doors and welcome customers. I tell you, customer relations is a strategic tool of a successful 21^st century business.