With artificial intelligence tools at their fingertips, brand leaders can better assess where the consumer market is heading and how to address the challenges of the day. Using digital results to reframe an email or marketing campaign may be an effective way to stand out as a go-to company that can find solutions, but connecting in a meaningful way will solidify a stronger business relationship.

Below, 12 Fast Company Executive Board members each provide a strategy for new or established brands to improve B2C relationships and grow their business by leaps and bounds.

1. CONSIDER THE HOLISTIC ASPECT OF YOUR CUSTOMERS.

Most businesses are losing an opportunity by not thinking of their customers holistically. While they’re seeing aspects of their customers through two to three email addresses, varying last names and IP addresses, often these markers are wrong or incomplete. Identity resolution ties these disparate data points together into a 360-degree customer view to offer a powerhouse comprehensive marketing strategy. – Bryan Whitaker, Statara

2. ASK YOUR CUSTOMERS FOR FEEDBACK REGULARLY.

Create a robust customer feedback loop. It’s very easy (and common) for both new and established brands to continue to get farther away from those consuming their products and services. By creating a continuous feedback loop, you stay close to your customers and they understand how their feedback is positively impacting your brand. – Jason VandeBoom, ActiveCampaign

3. FORM COLLABORATIONS IN NICHE OR UNEXPECTED CHANNELS.

To stand out in the digital market, identify your target consumers and use technology to evaluate the incremental value of strategic content partnerships with publishers and influencers. Exploring potential collaborations, possibly in niche or unexpected channels, can offer better traction and enhance B2C relationships to drive business growth. – Stephanie Harris, PartnerCentric

4. USE AI INFORMATION TO PERSONALIZE CUSTOMER INTERACTIONS.

Brands that embed AI into the core of their business are going to be the winners in creating exceptional customer experiences. Every brand can manage interactions with 10 people, but how do they manage thousands or millions of customer interactions? AI can make this possible by helping brands personalize customer interactions at scale while achieving significant productivity gains. – Ragy Thomas, Sprinklr

5. UNDERSTAND CUSTOMER BEHAVIOR PATTERNS AND CHALLENGES.

Prioritizing the customer experience is one way for new or established firms to strengthen B2C relationships and expand their operations. This process entails comprehending the requirements, inclinations and challenges the intended recipients face and following up by providing outstanding experiences at each point of contact. – Christena Garduno, Media Culture

6. ENSURE YOUR ACTIONS TRULY ALIGN WITH YOUR MISSION.

Most companies will say they’re customer-first. But are they, really? How deeply involved do you get in the lives of your customers? Communicate, survey, respond. Reward repeat customers and encourage first-time customers to become repeat customers. And lastly, make sure that every interaction aligns with the company’s mission. – Richard RB Botto, Stage 32

7. BE READY AND WILLING TO ADAPT WITH THE CONSUMER MARKET.

Build a strong positioning, but be agile enough to adapt. For years, Coca-Cola was the go-to drink with a meal. But when customers started prioritizing their health, the brand pivoted brilliantly by introducing Coke Zero, positioning themselves as a diet-friendly option. When it comes to winning customer relationships with your brand positioning, be like water—powerful yet adaptable. – Krishnan Venkata, LatentView Analytics Corporation

8. INVITE CUSTOMERS TO ENGAGE IN THE BRAND-BUILDING PROCESS.

Co-create a brand-new product with your customers. Look at Lego and how they encourage their biggest fans to suggest new Lego kit ideas for the brand. Your business can act the same way. Find a way to involve your customers in the invention of your next new product and you’ll not only benefit by creating a great new item to sell, but you’ll also build a whole new relationship with your shoppers. – Barry Fiske, Merkle

9. CREATE MEANINGFUL B2C RELATIONSHIPS THROUGH KINDNESS AND GENEROSITY.

Every business is a service business, so think of the “C” in B2C as a favorite customer, not as a faceless “consumer.” Any meaningful relationship, whether between a brand and its customers or between two people, is based on trust and likability—lose either and you’re finished. Therefore, design your brand experience with generosity built in, as if all your customers are friends or family. – Tim Maleeny, Havas North America

10. PARTICIPATE AND CONTRIBUTE TO YOUR ONLINE AND OFFLINE COMMUNITIES.

One powerful strategy is embracing community engagement initiatives. By actively participating in and contributing to relevant online and offline communities, brands can foster a sense of belonging, encourage user-generated content, and drive meaningful interactions among consumers. This approach builds brand affinity and generates valuable insights to strengthen your brand reputation. – Syed Balkhi, WPBeginner

11. PROVIDE EXCEPTIONAL SERVICE AND REWARD CLIENT LOYALTY.

Prioritize the customer experience by understanding their needs, personalizing interactions, and ensuring a seamless multi-channel journey. Provide exceptional service, reward loyalty, and use feedback to continuously improve. A positive customer experience fosters loyalty, positive word-of-mouth, and business growth. – Maria Alonso, Fortune 206

12. TELL YOUR BRAND’S STORY EFFECTIVELY ON DIGITAL MEDIA PLATFORMS.

Storytelling is a timeless art form that has found its place at the heart of effective marketing, transforming how brands connect with their audience. It transcends traditional advertising by creating emotional connections, making brands more relatable. Digital platforms have expanded the canvas for brand storytelling, offering many ways to share narratives through interactive experiences. – Goran Paun, ArtVersion

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