BLOCK N°4: Customer Relationships
The relationships block covers which kind of relationships a company wants to make with a precise customers segment.
There are different motivations that can drive the type of the Customer Relationships, such as:
- Customer acquisition
- Customer retention
- Boosting sales (Up Selling)
Below you can find a list of several categories of Customer Relationships:
- Personal assistance: Based on human interaction;
- Dedicated personal assistance: Each customer served by a dedicated person;
- Self-service: Customers help themselves by a set of tools provided by the company;
- Automated services: An automated processes can recognise the characteristics and the needs of customers and offers them adequate services;
- Communities: through the online communities, customers and companies can connect and exchange knowledge;
- Co-creation: Letting customers give their touch such as design recommendation, content creation..
Note: These categories may co-exist with a specific Customer segment.
The Customer Relationship used highly affect the whole customer experience.
Example: iPod Customer Relationships
The Customer Relationships applied to the iPod Business
model is the Personal assistance category.
On of the best stores in the world is the Apple store with its top revenue per square
$4 000 and the highly performant
promoters who recognise the importance of
the human interaction.
Thus,
Apple stores offer to their customers the best
users experience.