Resource title

Relating to customers: how and when to strengthen your customer relationships

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Do all customers wish to have their hands held, their egos pampered, and their personalities expressed? Yes, some customers might, but other customers do not and are quite happy and comfortable with a more hands-off experience. Does this mean that a firm can develop a “real” relationship with only some customers, but not others? The authors suggest that the answer is to recognize that “relating” might mean different things to different customers. It is the customer who decides and controls the nature of the interactions with the firm that progressively lead to a relationship. The firm’s job is to provide an environment in which the optimal level of relationship, which may vary from customer to customer, can flourish. In this paper, the authors outline a model that describes the nature of customer relationships, and offers guidance for building and nourishing these relationships.

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en

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application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/inseadwp2002/2002-41.pdf

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Copyright INSEAD. All rights reserved