Customer Relationships

Customer Relationships

Customer Relationships Jonathan Poland

Customer relationships refer to the interactions between a business and its potential, current, and former customers. These interactions can take various forms, such as personal conversations, communications through various channels, and interactions with products, services, and environments. Building strong customer relationships is essential for businesses, as it helps to foster customer loyalty, promote positive word-of-mouth, and drive long-term growth. To build strong customer relationships, businesses need to focus on providing high-quality products and services, addressing customer concerns and needs, and creating a positive customer experience. By doing so, businesses can create long-lasting, mutually beneficial relationships with their customers.

Public Relations
Public relations is the process of communicating with the stakeholders of a firm including investors, customers, employees, partners, media representatives, influencers, industry insiders, governments and communities. Public relations impacts the perceptions of a firm amongst potential, current and former customers.

  • Communication
  • Corporate Identity
  • Corporate Reputation
  • External Stakeholders
  • Integrated Marketing Communications
  • Message Framing
  • Primary Stakeholders

Promotion of products and services such as advertising and events. This can have a impact on how customers feel about you in areas such as image, reputation and quality.

  • Advertising
  • Alliance Marketing
  • Attention Economics
  • Marketing Messages
  • Mere Exposure Effect
  • Nudge Theory
  • Target Audience

Business Relationships
The process of building relationships with business customers in areas such as sales, operations and customer support. It is common for business customers to be given an account executive as a single point of contact for requests and inquiries.

  • Customer Lifetime Value
  • Customer Retention
  • Influencing
  • Managing Expectations
  • Negotiation
  • Personal Selling
  • Prospecting
  • Sales Development

Product Experience
The day-to-day interactions between your customers and your products and services. Product experience can cause a customer to develop goodwill towards your brand or cause them to be dissatisfied. For example, a software product that often shows a customer an error message, disrupting their productivity, may cause dissatisfaction that damages the customer relationship.

  • Bliss Point
  • Customer Perceptions
  • Customer Satisfaction
  • Principle Of Least Astonishment
  • Product Design
  • Quality
  • Usability

Customer Service
Customer service is any interaction between your brand and the customer that is relevant to the delivery of your obligations to the customer. This can be a personal interaction such as a request to front desk staff at a hotel or an interaction with a self-service tool such as an inquiry on a website.

  • Anticipating Objections
  • Customer Advocates
  • Customer Is Always Right
  • Escalation
  • Product Knowledge
  • Self Service
  • Ticket Management

Brand Experience
Brand experience is the end-to-end set of interactions that influence a customer’s view of your brand. This can include word of mouth or media information about your brand. It also includes how customers feel about your brand such as perceptions of your brand name and visual symbols.

  • Brand Awareness
  • Brand Culture
  • Brand Identity
  • Brand Image
  • Brand Legacy
  • Moment Of Truth
  • Visual Branding

Lead Users
A lead user is a customer that is engaged with your brand such that they contribute to building it. Firms may engage users who are pushing their products to their limits to guide design and marketing. Alternatively, firms may engage all customers as partners or engage a culture, super culture or subculture that is related to the brand.

  • Context Of Use
  • Customer Expectations
  • Customer Motivations
  • Customer Requirements
  • Experience Sampling
  • Ladder Interviews
  • Market Research

Learn More…

Examples of Transparency Jonathan Poland

Examples of Transparency

Transparency refers to the practice of openly and honestly disclosing information to…

Segregation of Duties Jonathan Poland

Segregation of Duties

Segregation of duties is a principle in internal control that aims to…

Marketing Media Jonathan Poland

Marketing Media

Marketing media refers to the channels or platforms that businesses use to…

Automation Jonathan Poland


Automation refers to the use of technology to perform tasks that were…

What is a thought experiment? Jonathan Poland

What is a thought experiment?

A thought experiment is a mental exercise that involves exploring the implications…

Fixed Assets Jonathan Poland

Fixed Assets

Fixed assets are long-term resources that are owned by a business and…

Sustainable Materials Jonathan Poland

Sustainable Materials

Sustainable materials are materials that have a relatively positive impact on communities…

Message Framing Jonathan Poland

Message Framing

Message framing is the way in which information and communications are constructed…

Conceptual Framework Jonathan Poland

Conceptual Framework

A conceptual framework is a theoretical structure that represents and organizes a…

Jonathan Poland © 2023

Search the Database

Over 1,000 posts on topics ranging from strategy to operations, innovation to finance, technology to risk and much more…

Sales Development Jonathan Poland

Sales Development

Sales development is a crucial part of the sales process that involves…

Aftermarket Jonathan Poland


The aftermarket refers to the market for products and services that are…

Algorithmic Pricing Jonathan Poland

Algorithmic Pricing

Algorithmic pricing involves using automation to set prices dynamically based on a…

Maintainability Jonathan Poland


Maintainability refers to the relative ease and cost of maintaining an entity…

Autonomous Technology Jonathan Poland

Autonomous Technology

Autonomous technology refers to technology that is capable of functioning independently and…

Customer is Always Right Jonathan Poland

Customer is Always Right

The principle that “the customer is always right” is a widely used…

Curiosity Drive Jonathan Poland

Curiosity Drive

Curiosity drive, or the desire to obtain new information, is a fundamental…

Performance Goals Jonathan Poland

Performance Goals

Performance goals are targets or objectives that are set for an employee’s…

Environmental Challenges Jonathan Poland

Environmental Challenges

Environmental issues are detrimental changes to the Earth’s natural surroundings that negatively…