Transforming Customer-Brand Relationships - by Christina Garnett

About the Book

"Emotional connection and affinity are the key to turning customers into brand advocates, but with consumers constantly bombarded with information, creating that genuine, emotional connection with consumers has become increasingly difficult. This book provides mid-career marketers with practical strategies that transcend traditional transactional interactions and instead cultivate memorable experiences that resonate on a personal level with their customers. The book enables marketers to build genuine loyalty which in turn creates communities and forges an enduring bond between a brand and its users.Taking a multidisciplinary look at the issue, Transforming Customer-Brand Relationships explores topics including the power of the customer voice, social listening as a tool and customer service transformation. By moving away from traditional metrics such as customer lifetime value and acquisition costs and instead focussing on emotional engagement metrics like Net Promoter Scores and customer sentiment analysis, it helps marketers and business leaders understand and implement strategies that foster lasting relationships with customers, ensuring long-lasting patronage in this competitive digital age"-- Provided by publisher.

Book Synopsis

Emotional connection and affinity are the key to turning customers into brand advocates, but with consumers constantly bombarded with information, creating that genuine, emotional connection with consumers has become increasingly difficult.

This book provides mid-career marketers with practical strategies that transcend traditional transactional interactions and instead cultivate memorable experiences that resonate on a personal level with their customers. The book enables marketers to build genuine loyalty which in turn creates communities and forges an enduring bond between a brand and its users.

Taking a multidisciplinary look at the issue, Transforming Customer-Brand Relationships explores topics including the power of the customer voice, social listening as a tool and customer service transformation. By moving away from traditional metrics such as customer lifetime value and acquisition costs and instead focussing on emotional engagement metrics like Net Promoter Scores and customer sentiment analysis, it helps marketers and business leaders understand and implement strategies that foster lasting relationships with customers, ensuring long-lasting patronage in this competitive digital age.

Review Quotes

"Transforming Customer-Brand Relationships is a must-read for those looking to navigate the complexity of today's consumer landscape. This book is a smart, actionable guide for marketers who want to build real emotional connections with their customers. It moves beyond old-school tactics and shows how to create meaningful experiences. A fresh take on brand loyalty in the digital age."-- "Areej AbuAli, Founder of Women in Tech SEO"

"Christina Garnett absolutely nails what every modern brand leader needs to understand: customers don't want transactions, they want connection! This book is like having a passionate, insightful CCO riding shotgun with you, cheering you on as you build real emotional loyalty. It's smart, actionable, and packed with heart. In the modern age, connection is hard. If you care about turning customers into true brand fans who purchase and advocate for your product (AND YOU BETTER IF YOU WANT TO BUILD A SUCCESSFUL BUSINESS), then buy and read this book. Actually, buy two copies and give one to your favorite business leader."-- "Dan Tyre, Founder & CEO of Tyre Angel"

"Christina Garnett is a master at the customer experience tied to brand loyalty. Her new book is a deeply intelligent and thoughtful breakdown of all the parts that comprise building true brand affinity and loyalty - a must-read for anyone who is building a brand or in charge of a team doing so!"-- "Goldie Chan, Founder & Head of Content and Creative at Warm Robots"

"Christina Garnett is the real deal and this book proves it. Transforming Customer-Brand Relationships is more than a guidebook; it's a wake-up call. Christina flips the script on outdated marketing and shows you how to build a brand that actually cares. From frontline support to social listening to community that connects, she gives you the strategy (and receipts!) to turn casual customers into ride-or-die fans. If you're still chasing clicks instead of conversations, this book will change the way you lead."-- "Brooke Sellas, CEO, B Squared Media"

"Christina Garnett provides a comprehensive analysis of how brands create successful customer experience workflows to develop authentic communities. This book offers a prescriptive guide for organizations to level up their capabilities and build stronger brand loyalty."-- "Saimah Haque, Digital Marketing Consultant"

"Christina's distinctness lies in how she threads together neuroscience, social listening, and brand strategy into a clear system: a living layer of your brand and profitable force multiplier. I've read every book you could find on the shelf, and this is the one I'd hand to any new community leader. Iron sharpens iron."-- "Grace Clarke, Head of Community at Shopify"

"Many marketers feel pressured to chase virality and force connections with their customers. But what if we're approaching customer relationships all wrong? In Transforming Customer-Brand Relationships community growth expert Christina Garnett shows us how to shift from chasing metrics to building genuine advocacy. Drawing from behavioral psychology and real-world case studies, she delivers a framework for authentic storytelling and community building that drives long-term loyalty from your customers. Whether you're managing social strategy or leading brand initiatives, this book gives you the tools to create emotional resonance that will outlast any viral moment."-- "Sonia Baschez, Fractional CMO, Bend Growth Co."

"This book is a holistic primer in building 'brandoms.' Christina's depth of experience and connection to experts across fields is on full display. The unique value of this book lies in its comprehensive outline - from social listening, to customer service, to storytelling, and beyond - it needs to work together to create deep customer loyalty. In a world where the competition is endless and always deepening, leaders who understand how to build trusted customer relationships across all aspects of the customer experience and leverage those relationships as their competitive advantage are the clear winners."-- "Liz Richardson, Co-Founder & Chief Client Officer at Captivate Collective"

"This book provides specific, straightforward, savvy guidance on how brands can establish the kinds of relationships that delight customers and keep them coming back for more. I'm looking forward to using it in my social media courses."-- "Kara Alaimo, PhD, Professor of Communication, Fairleigh Dickinson University"

"This is the kind of book that won't sit on your shelf; it will live on your desk. Whether you're in marketing, community, customer experience, or anywhere adjacent: this is your playbook. It blends psychological insight with practical application in a way that is both deeply human and strategically sharp. As a senior community professional and former marketer, I felt seen, understood, and inspired. This book doesn't just teach you how to serve customers; it reminds you why it matters."-- "Nikki Thibodeau, Regional Vice President, Digital Engagement and Community at Calix"

About the Author

Christina Garnett is a respected fractional Chief Customer Officer and advisor, renowned for her expertise in advancing customer satisfaction and deepening brand loyalty across diverse industries, from Fortune 500 companies to startups. Based in Salem, Virginia, she is a contributor for Adweek and a sought-after speaker at major conferences such as INBOUND, Digital Summit, SemRush's Global Marketing Day amongst others. She also runs educational courses for both HubSpot Academic and SemRush.