Developing customer relationships can help create a loyal customer group that ensures the success of a business over time. The goal. The paper aims at highlighting the peculiarities of consumer behavior under the current conditions and to make the most viable, efficient techniques for developing customer relations. Research Methods. During the elaboration of the paper the author used research methods such as analysis, comparison, synthesis, deduction and secondary sources of information. Results. Today's mass customers, as a rule, are well informed and mindful of details. They are geared to find the best offer, even consuming it for extra time. They appreciate the companies' trends to keep them up to date on new entries and like to be surprised by special additional offers / services. Sales staff today must be continuously trained and monitored in their activities. Customer relations can be influenced by NLP (Neuro-Linguistic Programming) techniques, with the goal being to approach customer wishes with integrity, not manipulation.