As humans, we are greatly influenced by our relationships. We enjoy being members of loyalty programs and networking groups that align with our goals. We patronize certain supermarkets, gas stations, and banks, and make most of our purchases from select companies. This showing of consumer loyalty is due to an unspoken relationship that exists between us and the businesses and brands we support. They make us happy, we trust them, and their consistency is calming in a chaotic world with an overwhelming amount of choices.
Relationships are natural, and our preference for who we develop relationships with are often based on past experiences and expectations. Similar to dating, customer relationships involve courting and evolution into permanency or a breakup. At some point in every relationship, there is the question of whether the relationship has a future. At that moment of questioning, the relationship either continues down a happy road, or it ends.
— For more lessons like this, purchase your copy of Act Like a Business: Think Like a Customer by Dr. Elijah Clark from all major bookstores. —
Dr. Elijah Clark (November 22, 2021). Customer relationships [Web log post]. Retrieved from https://elijahclark.com/lesson-146/