Hi Catherine! The bottom line is when on-line transactions evolve into a live and positive human experience, either in person or at least via the spoken and written word.

Example: I have interacted on-line at least 150 times this year with American Airlines. Bookings, changes, ticketing, redeeming miles, and so on. Convenient, nice, and reliable, but still not a “relationship.” My relationship with American happens in the Admirals’ Club, with gate agents, on the plane with the crew, and a couple times with the good people doing a really tough job … the baggage service staff.

Bottom line: bits and bytes cannot communicate a smile, or a handshake, or empathy, or any other human quality. But when on-line leads to real people sharing those things, THEN there is a relationship.

Philip Faulkn Replied on Jan. 11, 2012

I agree that for the generations that grew up with the idea that a "relationship" requires some form of "human touch" and look "them in the eye" type of trust, social networking is changing that requirement with the next generation. Michael points out that relationships are two sided, I am finding that there is a new generation of consumers where their "relationship" with a company is with the business' website and they do not need to have any "human touch" to have a long term business "relationship". I suggest that this technology oriented "market segment" should be defined, measured, and interactly with differently. Amazon is a good example of having long term profitable "relationships" without the "human touch" but using technology and analytics to create "personalized" product recommendation through analyzing online purchasing habits and profiling the consumer. Amazon has automated a key part of the bookstore owner relationship with their consumers who they had a traditional "human quality, sharing relationship".

Like any good business person, define this group as a new segment and understand the rules around what is a "relationship" and their buying habits.

Gurhan Demirkan

Founder, Internet Marketing Company LLC

Posted on Dec. 21, 2011

I also agree with Michael. The bottom line always comes down to "human touch". We do internet marketing and setup clients in the social media. Nevertheless we always make our clients aware that their strategies will be as good as how they treat their clients in real world.

However, to answer your question, the bottom line for strong "online relationship" is little different. Since it is the "beginning" of a "real relationship" (meaning, the offline relationship), the bottom line for online relationship has to be solving problems, or offering solutions to specific business, personal or economic problems that your prospects are experiencing.

Mari-Lyn Harris

CEO, Heart@Work

Posted on Jan. 7, 2012

As Gurhan and Michael have already said, it's also about how may touch points you have with your clients,..not just e-mails either, phone calls, appointments, sending out cards, notes newsletters.. it has to be a mix - the rule of thumb is about 9 touch points before a sale may occur and of course it's ongoing after the sale. The relationship begins once you start communicating with them.

Kavitha Jhaveri

Posted on Jan. 8, 2012

The bottom line for any relationship-online or offline-to cultivate into a strong relationship is to have a solid foundation in the form of a good rapport, compatibility, understanding & trust. There need to be respect for each others' opinion and adequate mutual space for growth.

As mentioned, if it is able to translate into a healthy fulfilling offline relationship - nothing can beat it. Whether the touchbase was originally for professional or personal reasons or a mix of both, as long as the elements involved pay heed to each others needs and is willing to 'give' a personal touch to sketch a sound overall experience---the relationship is long-living.

nikil123 jagal

SMM Executive at Nichepro , nichepro

Posted on Jan. 9, 2012

build a trust of your brand, create a good rapport, as Micheal mentioned live and positive human experience, either via person or written communication. Make the customer feel free to interact and clarify the doubts, understand their needs and cater those needs. provide some insight for your valuable customers about the business processes. the main aim of all the businesses is to reduce the cost, so help them in cost cutting strategy. create a friendliness atmosphere.

http://www.nichesuite.com/

Najeem Illyas

Enterprise Architect, Ed Ventures E-Learning Pvt Ltd, Hyderabad

Posted on Jan. 11, 2012

I am from service industry and 90% cases I haven't seen any of my clients face to face. While interacting with prospects along with business people from the team, I was actively participating as a solution adviser and consultant. Most cases I found the prospect is looking for building solid relationships based on the authentication, faith we provide through our words. Usually we provide a solid and clear platform for the prospects or clients to work with us. It includes, our portfolio, client referrals, work samples, online collaboration tools, excellent documents etc and after all solid and confident communication. The way we express our confidence and care we are providing on the prospect's / client's project, idea, valuable time, value for money etc will boost the online relationship solid. Trust and once gained means, half job done and rest is the actual delivery. If the team can deliver perfect product or service in a timely manner and let the client involve in evaluation of the product or service in different stages, it will further enhance the strength of the relationship. Bottom line is, make the prospect / client comfortable by providing everything possible and make bond that is made with a trust which reflects the teams confidence. And deliver what is promised and make the relationships to next level and find opportunities for doing more business. This can be from the client's side or from the teams side.