Curiosity is a powerful advantage in building customer loyalty

Forget the sale. Build the bond and earn customer loyalty that lasts

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Norman was a world-famous choreographer and dancer. Ian, originally from Scotland, played in bands around the world. Inga moved to Canada from Germany when she met a man and stayed to practise law. Rina was originally from Moldova, moved during an economic crisis, studied nutrition and now helps people live healthier lives.

These are just a few of the people I met on my first day working with a retail client in Vancouver. I was there to train their staff in sales and customer service. Each of these individuals was a customer of the retailer, and through simple, genuine conversations, I discovered their greatness.

Greatness comes in many forms. When we meet people who are passionate about what they do—whether it’s dance, music, law, nutrition or raising a family—we should celebrate that passion. It’s what makes them unique, and it’s what connects us.

The trouble is, too few of us take the time to uncover the passions of the people we serve. We move through life at such a pace that we rarely pause to truly see those around us.

As children, we’re full of curiosity and wonder. But as we grow older, our curiosity fades. Caught up in careers, responsibilities and daily pressures, we too often assume we already know enough about people and the world.

But curiosity isn’t just for the young. And it’s not just a personal virtue. It’s a critical business advantage.

In a world increasingly dominated by automation, AI chatbots and faceless transactions, curiosity becomes a powerful differentiator. Nearly every product in your home and every innovation in your workplace exists because someone was curious enough to ask: Can this be done better?

The same is true in sales and service. Sales processes without curiosity are lifeless. Businesses can design sleek websites and efficient ordering systems, but if they stop there, they risk becoming little more than order-takers.

When we reduce the selling process to pure transactions, we lose what makes it memorable. We lose loyalty.

If the only reason a customer stays is price or convenience, then the moment a competitor matches or beats those factors, they’re gone. But when a company shows genuine interest in who I am and what I care about, they win something much more valuable: my loyalty.

Too many businesses build service models that stop short of real connection. But those that go deeper—that take the time to discover their customers’ passions and ambitions—build relationships that last.

And in today’s hyper-digital, post-pandemic marketplace, where human connection is rarer and more valued than ever, this approach is a game-changer.

In an era where the transactional often replaces the transformational, businesses that remain passionately curious about people have a tremendous opportunity. They can rise above the noise, forge authentic relationships and earn a place in the hearts of their customers.

Online retailers and automated systems will always pose a threat to businesses that grow complacent. But companies that embrace curiosity and see their customers not as data points but as people with dreams and stories will thrive.

When you discover the greatness in your customers, you build customers for life.

As AI and automation continue to shape the future of commerce, human connection remains your most valuable advantage. Make curiosity your business strategy—not your afterthought.

David Fuller is a Commercial and Business Realtor with a strong reputation as an award-winning business coach and author. He has extensive experience helping businesses grow and succeed, providing guidance on various aspects of business management, strategy, and development. His work as a business coach and author has earned him recognition in the industry, making him a respected figure in both real estate and business coaching.