Unveiling Industry-Revealed Strategies: Why You Might Be Dropping Daily Customers Unknowingly
In the July 2025 issue of Horatio, six business leaders share their practical strategies for maintaining customer loyalty. These strategies revolve around building personalised relationships, demonstrating adaptability, and offering value-driven rewards.
Steve Schwartz, founder, master blender, and CEO of Art of Tea, highlights the importance of making customers feel heard. He shares an instance where he curated a selection of teas that closely matched a long-time customer's preferences after they expressed disappointment about a discontinued tea. This thoughtful gesture not only made the customer feel valued but also strengthened their loyalty.
Alex Ross, cofounder and chief operating officer of Horatio, stresses the significance of supporting customers during challenging times. He recounts a time when he helped a client restructure their team and adapt their strategy at no additional cost during a period of unforeseen difficulties. This act of goodwill led to the client expanding their team with Horatio by five times and entrusting them with a broader scope of services.
Vivek Raghunathan, senior vice president of engineering at Snowflake, underscores the importance of observing customers using products in real time to understand their true experience and address any pain points.
Michael Seckler, CEO of Justworks, emphasises the value of transparent pricing and quick customer service. He prides himself on answering phone calls in 45 seconds or less, 24/7.
Karla Gallardo, cofounder of Cuyana, consistently improves their product by understanding their customer and evolving their product selection. As an example, she discusses the refinement of their iconic System Tote over time to grow with their customers and exceed their expectations.
Charlotte Mostaed, chief marketing officer of Health-Ade, experienced an unexpected increase in sales due to a TikTok trend called the 'flat belly challenge' in the summer of 2023. This trend created a new consumer set, teaching her that loyalty can come from anywhere.
These combined approaches emphasise going beyond transactional interactions by showing genuine care, responding flexibly to customer needs, and offering personalised value to encourage ongoing loyalty and referrals. By focusing on these strategies, businesses can foster emotional connections and trust, leading to increased customer engagement and long-term success.
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