On the occasion of a panel discussion hosted by collaboration services company, Slack, Ramon Ray interviewed Nicolas Van Erum, Managing Partner of creative agency Sid Lee

The number one thing smaller business (and all brands) can do is to treat customers like humans instead of transactions on a spread sheet.

He explained that small businesses value relationships with customers, long term relationships.

If we remember that your CUSTOMER being a FAN should be your ultimate goal. The more you celebrate your relationship with them, the more you’ll be successful.

Nicolas said that instead of being so focused on selling a service to your customer, think how you can add value to their experience. This value leads to further awareness and more organic growth for your company.