Strategic customer relationships require thoughtful interactions. Those start with companies asking themselves the right questions, such as:

• How well do we know our customers as individuals?
• How do our customers want to interact with us?
• What do we know about their challenges, priorities, and needs?
• How and where are we interacting with customers today, and how can we make those interactions more valuable to them?
• Are our customers committed to us, or could they move to our competitors without much difficulty?