Abstract:

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.