Think about all the interactions you’ve had with businesses over the years. 

If there’s one thing that turns you off more than anything else, it’s the feeling the business doesn’t care about you. 

So when you’re communicating with customers – before, during and after a sale – you need to make it clear you care about your customers, you want to solve their problems and you want to help them live better lives. 

If customers know you care and you’re trying your best, they’ll forgive a lot of mistakes. What they won’t forgive, though, is the perception – whether true or false – that you don’t care about them. 

So your marketing and customer communications needs to constantly reinforce the message that your business cares.