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Relationships

This is the last part – good work!

These questions are about how the company interacts with its target groups, what relationships are developed and how these are integrated with the offering.

89. Do you know HOW your target groups PERCEIVE contact with you before, during and after a purchase/errand?

No, we know very little about that Yes, we know a lot about that
×

The customer journey is the key to customer insight

Yes, customer journey mapping is a tip here as will! A deeper understanding of the customer’s journey before, during and after a purchase is central to understanding how the customer behaves and what is important along the journey. In our interview with Brian Solis, he explains why he considers it important to begin early with customer journey mapping. Watch the video where Megan Grocki tells us what a customer survey is and how to go about.

The customer journey is the key to customer insight

Yes, customer journey mapping is a tip here as will! A deeper understanding of the customer’s journey before, during and after a purchase is central to understanding how the customer behaves and what is important along the journey. In our interview with Brian Solis, he explains why he considers it important to begin early with customer journey mapping. Watch the video where Megan Grocki tells us what a customer survey is and how to go about.

The customer journey is the key to customer insight

Yes, customer journey mapping is a tip here as will! A deeper understanding of the customer’s journey before, during and after a purchase is central to understanding how the customer behaves and what is important along the journey. In our interview with Brian Solis, he explains why he considers it important to begin early with customer journey mapping. Watch the video where Megan Grocki tells us what a customer survey is and how to go about.

The customer journey is the key to customer insight

Yes, customer journey mapping is a tip here as will! A deeper understanding of the customer’s journey before, during and after a purchase is central to understanding how the customer behaves and what is important along the journey. In our interview with Brian Solis, he explains why he considers it important to begin early with customer journey mapping. Watch the video where Megan Grocki tells us what a customer survey is and how to go about.

The customer journey is the key to customer insight

Yes, customer journey mapping is a tip here as will! A deeper understanding of the customer’s journey before, during and after a purchase is central to understanding how the customer behaves and what is important along the journey. In our interview with Brian Solis, he explains why he considers it important to begin early with customer journey mapping. Watch the video where Megan Grocki tells us what a customer survey is and how to go about.

90. How much do you know about which communication works? (both online and offline)

Very little A lot

91. Attitudes towards the customer

Which statement best matches your organization?

We want to own the customer

We want to own access to the customer

We want to own the contexts that are important to the customer

×

Is it possible to own a customer?

And is it really something we should pursue? We don’t think so and our view is that it is an obsolete way of looking at customers. Value chains/value networks are increasingly fragmented and it is even more difficult to think along these lines, even if you would like. Locking customers up with long notice periods, difficulty cancelling a service or similar is part of the same problem.

Instead, be sure to focus on doing really good stuff, customers will then not only stay, but also become your premier ambassadors!

92. Working with the customer

Which statement best matches your organization?

We focus primarily on convincing the customer to buy

We focus primarily on developing long-term relationships

We focus primarily on developing good customer experiences

×

From transaction to relation

Digitalization has changed the logic of value creation in the field of relations as well as how the relational work is conducted. Earlier focus on the business transaction has begun to give way to a perspective where the relationship is put in the forefront and the transaction is the result of a good relationship. This approach is not really new and in fact it is a basis of being customer focused. But if you feel your company’s focus is to get the customer to buy, rather than to build a good relationship, then there might be reason considering how to change this.

The company’s task is to develop the individual and her relation to the company.

 

93. How do you communicate, and what kind of relationship do you mainly have with your target groups?

Which statement best matches your organization?

We communicate with the customer by PUSHING, sending information/advertising when it suits us

We communicate with the customer when, where and in the way that suits the customer, and it is a DIALOGUE between equals

We have a close relationship with many of our customers, where we CREATE and develop our company ALONGSIDE them (co-creation)

×

From broadcasting to co-creation

There is enormous potential in the power your target groups possess. Imagine if you would be able to switch from broadcasting and pushing messages to instead have dialogue with your target groups that leads to mutual trust. A trust that in turn would lead you to create value together (co-creation), wouldn’t that be something? When you’ll get there you will be on your way towards open innovation that hopefully would lead to increased innovation as well as increased competitiveness.

Here is an article with 16 open innovation cases. From Lego to Lilly.

Watch the video from Lego where the winner in the design contest “You Design It, We Create It” Egor Karshiev, visited Lego’s headquarters.

From dialog to co-creation

There is enormous potential in the power your target groups possess. Imagine if you would be able to extend your dialog with your target groups to creating value together (co-creation), wouldn’t that be something? When you’ll get there you will be on your way towards open innovation that hopefully would lead to increased innovation as well as increased competitiveness.

Here is an article with 16 open innovation cases. From Lego to Lilly.

Watch the video from Lego where the winner in the design contest “You Design It, We Create It”  Egor Karshiev, visited Lego’s headquarters.

94. Attitudes towards customer value

Which statement best matches your organization?

Transaction (€) here and now

Lifetime value through ongoing transactions (€)

The customer creates different values for the company, and transactions (€) are one of these

95. Do you have a well-developed process for identifying, creating, nurturing, developing, re-engaging and phasing out customers?

No we don’t Yes we do, and it works very well
×

Strategies to identify, create, nurture, develop, dismantle and regain business relationships

Most customers want to have some sort of involvement with the companies they buy from. They are seeking a relationship where they feel respected and listened to and where their loyalty will be rewarded. Part of this is a question of attitude and culture. But attitude alone is not sufficient. There also needs to be processes and infrastructure to manage these relationships in all interfaces now available. Process and infrastructure becomes part of the strategy for relationship development.

Based on a company’s position and conditions, a strategy is formed for how business relationships should develop and be
managed through identifying, creating, nurturing, developing, dismantling, and regaining relationships. The goal is to have a balanced portfolio of relationships where some are actively being worked with, some show commitment to the company, and some are about to be phased out.

Strategies to identify, create, nurture, develop, dismantle and regain business relationships

Most customers want to have some sort of involvement with the companies they buy from. They are seeking a relationship where they feel respected and listened to and where their loyalty will be rewarded. Part of this is a question of attitude and culture. But attitude alone is not sufficient. There also needs to be processes and infrastructure to manage these relationships in all interfaces now available. Process and infrastructure becomes part of the strategy for relationship development.

Based on a company’s position and conditions, a strategy is formed for how business relationships should develop and be
managed through identifying, creating, nurturing, developing, dismantling, and regaining relationships. The goal is to have a balanced portfolio of relationships where some are actively being worked with, some show commitment to the company, and some are about to be phased out.

Strategies to identify, create, nurture, develop, dismantle and regain business relationships

Most customers want to have some sort of involvement with the companies they buy from. They are seeking a relationship where they feel respected and listened to and where their loyalty will be rewarded. Part of this is a question of attitude and culture. But attitude alone is not sufficient. There also needs to be processes and infrastructure to manage these relationships in all interfaces now available. Process and infrastructure becomes part of the strategy for relationship development.

Based on a company’s position and conditions, a strategy is formed for how business relationships should develop and be
managed through identifying, creating, nurturing, developing, dismantling, and regaining relationships. The goal is to have a balanced portfolio of relationships where some are actively being worked with, some show commitment to the company, and some are about to be phased out.

Strategies to identify, create, nurture, develop, dismantle and regain business relationships

Most customers want to have some sort of involvement with the companies they buy from. They are seeking a relationship where they feel respected and listened to and where their loyalty will be rewarded. Part of this is a question of attitude and culture. But attitude alone is not sufficient. There also needs to be processes and infrastructure to manage these relationships in all interfaces now available. Process and infrastructure becomes part of the strategy for relationship development.

Based on a company’s position and conditions, a strategy is formed for how business relationships should develop and be
managed through identifying, creating, nurturing, developing, dismantling, and regaining relationships. The goal is to have a balanced portfolio of relationships where some are actively being worked with, some show commitment to the company, and some are about to be phased out.

Strategies to identify, create, nurture, develop, dismantle and regain business relationships

Most customers want to have some sort of involvement with the companies they buy from. They are seeking a relationship where they feel respected and listened to and where their loyalty will be rewarded. Part of this is a question of attitude and culture. But attitude alone is not sufficient. There also needs to be processes and infrastructure to manage these relationships in all interfaces now available. Process and infrastructure becomes part of the strategy for relationship development.

Based on a company’s position and conditions, a strategy is formed for how business relationships should develop and be
managed through identifying, creating, nurturing, developing, dismantling, and regaining relationships. The goal is to have a balanced portfolio of relationships where some are actively being worked with, some show commitment to the company, and some are about to be phased out.

96. Do you have a well-developed process for identifying, creating, nurturing, developing, re-engaging and phasing out other relationships?

For example employees, suppliers and other partners.

No we don’t Yes we do, and it works very well
×

360-degree view of relationships

Our recommendation is that businesses need a 360-degree view of relationships, a holistic view of individual involvement with and participation in the company. The C in CRM disappears and what remains is RM, Relationship Management. The focus remains on the customer, but the RM has a holistic approach to all the company’s business relationships, such as future employees, partners, and potential as well as existing customers.

Evaluating and grading different types of relationships is important and understanding what the contribution of each group is and in what way you as a company contributes to them. One who clearly classified the importance of different relationships is Richard Branson: “Put your staff first customers second and shareholders third”. Check out the TEDx talk with Indian businessman Vineet Nayar having a speech on the same topic.

360-degree view on relationships

Our recommendation is that businesses need a 360-degree view of relationships, a holistic view of individual involvement with and participation in the company. The C in CRM disappears and what remains is RM, Relationship Management. The focus remains on the customer, but the RM has a holistic approach to all the company’s business relationships, such as future employees, partners, and potential as well as existing customers.

Evaluating and grading different types of relationships is important and understanding what the contribution of each group is and in what way you as a company contributes to them. One who clearly classified the importance of different relationships is Richard Branson: “Put your staff first customers second and shareholders third”. Check out the TEDx talk with Indian businessman Vineet Nayar having a speech on the same topic.

360-degree view of relationships

Our recommendation is that businesses need a 360-degree view of relationships, a holistic view of individual involvement with and participation in the company. The C in CRM disappears and what remains is RM, Relationship Management. The focus remains on the customer, but the RM has a holistic approach to all the company’s business relationships, such as future employees, partners, and potential as well as existing customers.

Evaluating and grading different types of relationships is important and understanding what the contribution of each group is and in what way you as a company contributes to them. One who clearly classified the importance of different relationships is Richard Branson: “Put your staff first customers second and shareholders third”. Check out the TEDx talk with Indian businessman Vineet Nayar having a speech on the same topic.

360-degree view of relationships

Our recommendation is that businesses need a 360-degree view of relationships, a holistic view of individual involvement with and participation in the company. The C in CRM disappears and what remains is RM, Relationship Management. The focus remains on the customer, but the RM has a holistic approach to all the company’s business relationships, such as future employees, partners, and potential as well as existing customers.

Evaluating and grading different types of relationships is important and understanding what the contribution of each group is and in what way you as a company contributes to them. One who clearly classified the importance of different relationships is Richard Branson: “Put your staff first customers second and shareholders third”. Check out the TEDx talk with Indian businessman Vineet Nayar having a speech on the same topic.

360-degree view of relationships

Our recommendation is that businesses need a 360-degree view of relationships, a holistic view of individual involvement with and participation in the company. The C in CRM disappears and what remains is RM, Relationship Management. The focus remains on the customer, but the RM has a holistic approach to all the company’s business relationships, such as future employees, partners, and potential as well as existing customers.

Evaluating and grading different types of relationships is important and understanding what the contribution of each group is and in what way you as a company contributes to them. One who clearly classified the importance of different relationships is Richard Branson: “Put your staff first customers second and shareholders third”. Check out the TEDx talk with Indian businessman Vineet Nayar having a speech on the same topic.

97. What degree of individualization do you have in your communication?

Not much at all A lot