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Subtheme 3

From Transaction to Trust: Cultivating Everlasting Connections

Over the years, the definition of a "successful sale" has evolved beyond the mere transactional process of selling a product or delivering a service. It has expanded to the establishment of enduring customer relationships that extend well beyond the initial purchase.

To cultivate these lasting customer relationships, businesses must remain attuned to the fact that customers nowadays are more informed, discerned and empowered than ever before: demanding not only their products and services to be qualitative but also their after-sales experiences to be seamless.

The voice of our customers therefore holds great significance: their opinions matter and can either transform one-time purchasers into loyal advocates for their brand or non-recurring ones: it could even result in unfavorable word-of-mouth communication.

Companies should thus explore how modern technologies can serve as the enablers of post-purchase support and deeper customer insights. Gaining this knowledge could be the beginning of something way more valuable: it could be the start of stronger relationships with customers, fostering loyalty and long-term success.