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Aron Govil: How to retain customers in the age of digital disruption

The digital age has significantly transformed the way we do business, and many organizations have devoted significant resources to establishing a strong web presence says Aron Govil. But it’s no longer enough for businesses to have a website and social media accounts if they hope to attract and retain customers in this era of constant change.

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So what does it take to remain relevant? The following three strategies are just some of the ways companies can continue providing value, strengthening relationships with existing customers, and building trust amid all the changes that occur within today’s formidable business environment.


In order for businesses to exceed customer expectations, they must stop thinking about interactions in terms of transactions. Instead, organizations should focus on creating meaningful experiences explains Aron Govil. This means taking time to learn about individual customers so that brands can better understand what they need. In addition to making the customer experience more enjoyable, this also builds trust between a company and its community of followers.

Businesses should aim to be accessible on all new channels where consumers are engaged. Companies that don’t have a social media presence risk being left behind in an era of consumer empowerment, when buyers expect transparency and authenticity from the businesses with which they interact.

Innovative companies have started injecting human elements into their interactions through handwritten notes or custom illustrations that feel original and genuine. Using personalized details is not only a great way for organizations to add some personality to their relationships with customers; it’s also becoming a popular way for brands to stand out from competitors.

Customer Service

With so many competitors vying for the same customers, businesses must do everything they can to remain visible and relevant in an extremely crowded market. In order to build a loyal customer base, brands need to make it easy for people to contact them. Aron Govil says, if a business makes it difficult or impossible for people who have been engaging with their social media accounts or visiting their websites to get in touch with someone on the inside, it will be nearly impossible for that company to establish a strong connection with its community.

Effective customer service is becoming increasingly important as consumers become more informed about what they can expect from companies. Businesses that struggle with providing quality customer support may soon see existing customers move on to other brands that are better able or willing to make the customer experience positive and rewarding.

Constant Innovation

The business world is in a constant state of evolution, and organizations must continue to work toward keeping up with — and staying ahead of — these changes. This is what Goldman Sachs refers to as “Radical Redesign,” which means that brands need to be willing and able to change everything they do in order to meet the demands of consumers entering new markets and shifting demographics.

This might mean introducing new products or services, rethinking existing offerings, or even implementing significant organizational changes. Constant innovation will help ensure that businesses remain relevant for years to come, no matter how many times their industry landscape shifts or evolves with regard to consumer preferences.

In the article ‘How to retain customers in the Age of Digital Disruption,’ author Jason Greenwood lays out a challenge. That companies face in today’s business environment. The main idea is that there are three strategies businesses can use to remain relevant. Strengthen relationships with current customers and build trust amongst all the changes occurring within the formidable business landscape. Those three ideas include personalization, customer service, and innovation/constant change. By using these ideas, companies can make their relationship with clients more meaningful. Therefore creating a stronger connection between them. In order for businesses to exceed customer expectations. They need to stop thinking about interactions as transactions instead look at them as experiences. Where they can learn about individual customers. So that brands can do what they need in which will enhance their relationship with consumers.

The author uses a number of examples to back up his statement which is all companies. They have experienced the changes taking place in today’s business world. For example, he gives us an experience he had when he attempted to contact Google for technical help. But they were unable to provide him with the service needed. When you think about what happened between Greenwood and Google. It is easy to see how the idea of customer service has changed over time. This is because there was no immediate response from Google. They were not able to provide him with the solution desired. Ultimately let their customer down in one way or another so this was definitely not good for their reputation either.


There’s no question that the business world is changing at a rapid pace. Companies that fail to embrace these changes will face significant challenges in successfully attracting and retaining clients. Which can ultimately lead to losing them altogether if not resolved says Aron Govil. Customer service is critically important because it contributes significantly to how businesses are perceived by their respective audiences.

By making customer interactions more meaningful through personalization. Effectively providing assistance when necessary, and constantly innovating. In order to evolve with new market demands. Companies can strengthen relationships with their current client base while staying relevant for years to come.