Magazine article CRM Magazine

Shall We Dance? It Takes Two to Tango-A Customer-Company Relationship with Only One Partner Doing Its Part Will Fail

Magazine article CRM Magazine

Shall We Dance? It Takes Two to Tango-A Customer-Company Relationship with Only One Partner Doing Its Part Will Fail

Article excerpt

MUCH has been written about organizations' responsibility to delight customers by improving their experience and solving their problems--in short, about loving them. Very little is written about customers' responsibility.

Strativity Group has, through customer experience workshops, looked at the role of the customer in an optimal, long-term business relationship. The reality is that companies have failed to develop workable models of what good customer relationships are, to say nothing of what companies must look for in customers. If enterprises are seeking a single transaction, payment will be a sufficient outcome. If we invest in long-term relationships, however, the role of the customer must expand. Customers should be responsible and be accounted for when firms measure profitability and the prospect of keeping the relationship.

In relationships--as opposed to transactions--we expect the customer to

* purchase, and pay on time;

* forgive when we make a mistake;

* have reasonable expectations;

* upgrade to newer models when applicable;

* accept some of our accessories;

* not focus just on price;

* give us a large portion of her budget allocated to this product or service;

* recommend and evangelize if we do a great job;

* notice the value delivered to her and not take it for granted;

* be honest and not try to take advantage of us; and

* not rush to competitors at any possible opportunity. …

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