Much like raising a child, customer relationships require constant care. Companies must be vigilant when it comes to addressing customer preferences and needs so they may cultivate strong relationships throughout the customer lifecycle—from infancy to maturity.

With so many contact channels available, companies can become distracted by the barrage of interactions that can occur across the enterprise, often spreading themselves thin in their attempts to engage and cultivate brand advocates across different channels. 

It's critical for companies to nurture relationships with brand advocates. Brand advocates can provide companies with a powerful voice to support their products. They spread their passion for brands and products via word-of-mouth, encouraging others to engage with their favorite brands. Indeed, many Starbucks customers see their barista more often than their mothers, says Flora Caputo, vice president and executive creative director of Jacobs Agency. Certain brands have the power to become staples in our everyday lives. Still, companies often struggle to bridge engagement efforts between their online and offline communities.