Understanding Customer Relationships

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Case: Cultivating the Customer Connection:
A Framework for Understanding Customer Relationships, by James G. Barnes, Chief Customer Strategist, BMAI. This article was originally published in Managing Customer Relationships: a strategic framework, 2nd edition, by Don Peppers and Martha Rogers, John Wiley and Sons, 2010.

 

Pick a brand that you always buy and to which you are loyal. Incorporate this brand in your below answers.

 

1. Do you believe it is possible for a customer (you) to have a relationship with a brand (your chosen brand)? Is it possible for a firm to have a relationship with a customer — especially a customer who is one of millions of customers? What conditions do you believe have to be met before a relationship is possible? Support with examples.

 

2. A) Is your loyalty based on an “attitude” or a “behaviour”? In your own words, what is the difference between “attitudinal loyalty” versus “behavioural loyalty”? Can you have one without the other?
3. Based on your brand, explain each of the 5 “E’s”. Support each with specific examples. Be careful – there is an underlying point to each E. Show me you understand each of the core “E’s”. Pls. separate each E, and make sure each stands out.