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Zach Perret, co-founder of Plaid, shares an invaluable strategy that played a significant role in his company's early success: forming personal, close-knit relationships with their first customers. This approach wasn't just about getting feedback; it was about creating a bond that would help the company grow through both insights and referrals.
Photo: Harry Murphy/Web Summit via Sportsfile
The Personal Touch: Texting with Customers
For Perret, success with an early customer wasn’t just about getting them to use the product—it was about forming a relationship so close that they would be comfortable texting him. When onboarding new customers, Perret would personally ask for their phone numbers and make it a habit to text them regularly. This wasn't just about gathering feedback, but about ensuring that the lines of communication were always open.
By texting customers regularly—whether weekly or bi-weekly—Perret ensured that his company stayed top of mind and that customers felt valued. This kind of communication was crucial for gaining deep insights into what worked and what didn’t with the product. But it also had another, equally important benefit: it made customers feel like they were part of something special, something they could help shape and improve.
The Power of Word-of-Mouth and Referrals
One of the brilliant outcomes of these close relationships was that they naturally led to word-of-mouth referrals. When you build a strong, personal relationship with your customers, they are much more likely to recommend your product to others. In fact, Perret and his team would sometimes ask these satisfied customers to speak directly with potential new clients. Because they had established such a strong rapport, the customers were usually more than happy to help.
This kind of personal endorsement is incredibly powerful. It’s one thing to hear about a product from a salesperson, but it’s another thing entirely to hear about it from someone who has firsthand experience and a personal connection with the company. This strategy not only helped Plaid grow its customer base but also built a community of customers who were genuinely invested in the company’s success.
Why Personal Relationships Matter in Business
Perret’s approach highlights the importance of building strong, personal relationships in business, especially in the early stages of a startup. By fostering close connections with customers, you don’t just gain valuable feedback—you create advocates for your brand. These advocates can help you refine your product, spread the word, and bring in new customers.
In a world where many companies rely on automated systems and impersonal customer service, Perret’s strategy is a reminder that sometimes, the best way to grow your business is through genuine human connection. By taking the time to build relationships with your customers, you can create a loyal customer base that will help your company thrive.
Conclusion: The Value of Personal Connection
Zach Perret’s emphasis on personal, close-knit relationships with early customers is a strategy that can benefit any startup. By prioritizing regular, personal communication, you can create a loyal customer base that not only provides valuable feedback but also helps spread the word about your product. In a crowded market, this kind of personal touch can make all the difference. So, take a page from Perret’s book: don’t just build a product—build relationships.
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