Managing the Competitive Customer Relationship
Competition is the theme of every market. Taking customer relationships out of the context of market competition can be compared to the ancient Chinese idiom of inventing a cart behind a closed door. This paper defines a brand new concept of customer relationship under market competition - Competitive Customer Relationship (CCR). Along with the new concept, the paper also presents a systematic process on managing Competitive Customer Relationship (CCR) in a case analysis of the bankcard customer relationship in Shanghai, China. The process lays a foundation on how to measure and manage Competitive Customer RelationshipTM (CCR), thus helping companies build, maintain and improve relationships with their customers in the ever changing market competitions.
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