Yesterday it was a particularly hot day in Copenhagen, and I met an older woman while standing in the supermarket queue. She casually mentioned, "Remember to put out the fires and water the flowers." I found this brilliant as it perfectly captures how businesses should manage their relationships with customers. If you only engage with customers when they complain, you train them to speak up only when they have something negative to say.

When a company focuses solely on addressing problems, “putting out fires”, it risks creating an environment where customer interaction is driven by issues alone. Over time, customers begin to associate the brand with complaints. However, by also celebrating positive moments and rewarding loyalty, “watering the flowers”, the company will foster more positive relationships. By recognising and appreciating customers when they’re happy, the business encourages them to share their positive experiences, creating a more balanced and open connection.