Happy New Year!
As we welcome 2026, it is the perfect time to reflect on how to engage with your customers. Understanding and connecting with customers has never been more important. The following insights and strategies are designed to help guide your approach as you set out into the new year.
The Importance of Customers
There is no shortage of evidence highlighting the critical role customers play in any successful company. As Mark W. Johnson wisely stated, “The most important attribute of a company is its customers; never assume that your products or services are good enough. Always connect with your customers on their terms.”
It is also important to remember that retaining customers is significantly more cost-effective than acquiring new ones. According to Layerise (Data Services), “Customer acquisition is five times more expensive than customer retention.”
Challenges Facing Business Leaders
Connecting with customers is essential, but it is not without obstacles. Today’s customers are busier than ever—they are bombarded by emails, often do not read them, and are feeling cost pressures. They are searching for deals that impact their profits and are concerned about broader economic issues such as the impact of artificial intelligence, trade relationships, and trends in healthcare costs.
Three Actions for the Start of the Year
To overcome these challenges and forge stronger relationships with customers in 2026, we at A-S-E recommend three key actions for consideration at the start of the year:
1. Introduce a Customer Survey.
Reach out to all customers with a survey that asks about their most important issues, best ideas, and New Year’s resolutions. Request feedback and share the results back with your customers. Highlight the best ideas and share your business news to foster engagement and transparency.
2. Engage in “Retro Communication” with Key Customers:
Send after-holiday cards with a personalized message and signature to express gratitude and positivity. Schedule individual phone calls (by appointment) with key customers to introduce new projects or offers, ensuring the communication is positive and tailored to their interests.
3. Host an Event for Your Most Important and Growth-Potential Customers:
Consider a 2026 specific topic evening event to offer expert opinion on key business needs. Hire an expert speaker on a key information need (i.e., 2026 Tax Planning, AI Impact on Small Business, Relating to Gen Z Employees), connect /reintroduce your customer to your services/products, and offer an invitation to future events.
Moving Forward in 2026
Above all, as inspired by NIKE, it is important to “just do it.” Take action as you move into 2026, and for further guidance, remember that A-S-E is always ready to support your efforts. Let us get started and make this year a successful one by staying closely connected to our customers.
Bill Morrison – ASE Advisor