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You should make customer Loyal to your product, brand and company not to the employees or managers. Managers come and go. If customers become loyal to the manager, they will go with him if he leaves to a competitor.
Yes I do support close relations between customers and mangers, because it creates a friendly image of the organization for the customers, therefore, maximising their loyalty. And to answer the second part of the question, customers can actually be loyal to both the company and its mangers, Because after all, managers represent their companies.
The customer wants two things - Product and support. The product belongs to the company and the support is given by those hired by the company. The customer may develop a professional relationship with the direct manager but in the end of the day, the relationship lasts only till the customer gets what he/she wants. A customer may develop a feeling of being comfortable whilst talking to a certain manager, that is in fact commendable as it shows the skill of the manager.
It's very important to build such relations as long as the firm works on customer relationship management (CRM) or any similar strategies.
Otherwise firms will lose from this relationship as soon as any manager leaves the firm.
Thank you.
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