Post Valentine’s Day, Chris Angus, VP of CPaas & CX Expansion at 8×8 discusses what modern “customer love” is really all about.
Valentine’s Day may be over, but the concept of “customer love” lingers long after the flowers fade. For brands, loyalty isn’t built on grand gestures or seasonal campaigns. It’s established in the everyday moments: a delivery update that arrives on time, a support agent that already knows your history, or a seamless handoff from chatbot to human without having to repeat your story. These small, consistent interactions shape how customers feel. And in a competitive market where switching brands takes minutes, feelings are what determine loyalty.
Customers Hearts and Minds
Too often, brands focus on product innovation or pricing strategies as the primary drivers of retention. While both are important, they are rarely the reason that customers choose to go elsewhere. In fact, it’s the accumulation of fragmented interactions that erode trust over time. Metrigy pointed out that it can be as little as three bad experiences that make a customer take their business elsewhere.
Think of it this way: you’ve just been sent the wrong colour cardigan. For companies that are late adopters to advancements in Customer Experience programmes, what should be a quick exchange and apology, turns into a conversation with a chat bot, which gets passed off to a human which then makes you repeat the problem: you wanted red and were sent blue. The experience is delayed, repetitive, and ultimately frustrating for the customer.
The challenge is that modern customer journeys are rarely straightforward. A single query may begin with a chatbot, move to a live agent, continue over email and end with a follow-up call days later. Studies have shown that 67% of customer interactions use multiple channels. Internally, those touchpoints sit across different systems and teams, each with its own data and processes. Organisations that rethink communication as an integrated experience, rather than a series of isolated conversations, are better positioned to deliver responses that are more informed, more personal and more consistent.
Core Values
There’s also a human dimension that technology alone can’t replace. Empathy, clarity and accountability remain essential. When employees have visibility into a customer’s history, preferences and previous interactions, they can focus on problem solving instead of searching for information. When communication channels are aligned, businesses can be proactive such as alerting customers before issues escalate or following up with them after a phone conversation. These actions send a powerful message to the customer.
Modern “customer love” is all about reliability. Brands need to deliver consistent, connected experiences across every touchpoint. Those that prioritise thoughtful communication are able to create strong relationships that withstand the test of time. After Valentine’s Day has passed, it’s the steady, dependable presence that keeps customers coming back.
