The customer relation part / the love part

From my experience most of the template (the model) is understood by my clients.
The only element which is considered vague is the CR part.
Maybe there is a trick to make that clearer to them.

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Permalink Reply by Patrick Mulder on September 8, 2010 at 2:48pm
From what I understand (as a rather new user of the BMG), CR is about how a company "touches" / "influences the perception" of customer needs.
In the case of Apple, it's the way they communicate their brand and user experience to the mass market, it's by communicating that Apple products give more value to you as a user than other companies do.
Permalink Reply by Theo van Bruchem on September 9, 2010 at 9:06am
Patrick
Thanks.although still abstract in a sense. Not to me but I guess to the ones working on the BM.
In 1 sense it expresses the kind of relationship a company want to have with it's customer. On the other hand it expresses the way the customer sees the company.
But I like the way you express ...touches or influence the perception of the customer (needs?).
Permalink Reply by Mike Lachapelle on September 9, 2010 at 12:45pm
I see there are two essential aspects in this component of the business model.

The first is about understanding your clients. Its about how you have a conversation with your clients to ensure you understand their needs. What mechanisms do you have in place to connect with them to ensure your value prop is effectively meeting their needs, or identifying new or changing needs you could address.

The second aspect is about supporting your clients. What is he basis of your interaction with them? Do they need personal interaction? Are they sufficiently advanced you can interact with them through automation? This aspect ties hand in hand with understanding the client segments with whom you are dealing.
Permalink Reply by Alex Osterwalder on September 13, 2010 at 12:16am
Theo, you are not entirely alone with that experience. I've seen it before. This is how I explain it:

The Channels are the means through which I communicate and deliver. The Relationship is the type of interaction I maintain.

The main questions are:

* Do I have a transactional (e.g. one-time sales relationship) or do I have an ongoing relationship (e.g. weekly interactions)
* Do I maintain a personal relationship (e.g. think private banking) or do I maintain an automated relationship (e.g. think Amazon.com)
* Am I acquiring customers or am I retaining customers

Hope that helps.
Permalink Reply by Erwin Fielt on September 13, 2010 at 3:30am
In general, I use relationship to describe how we want to interact with our customers, often more normative and more abstract, and channels to describe the means of interaction (or customer touch points), often more descriptive and more concrete, can even contain concrete names, e.g. Apple store.

There is a strong link between them, e.g. striving for a personal relationship often requires face-to-face channels. So a consistency check here is important for a well aligned business model.

Two additional questions (to Alex's questions) about relationship (that have a strong link with channel):

Do I want to interact with my customers directly or via a marketing/distribution channel?

Do I want to serve my customers (full service) or do I want to let them serve themselves (self-service)?
Permalink Reply by Chris Mesenburg on September 13, 2010 at 5:10am
My intuitions point towards future empathy and sympathy in the client's direction.
Permalink Reply by Alejo Caicedo on August 31, 2012 at 10:44pm

I feel matched by the concept of Emotional Branding > www.emotionalbranding.com/

When thinking about CR

Permalink Reply by Frank E. Soe-Agnie on September 17, 2012 at 5:29pm

The way I look at this issues is as follows:

 

Customer Relation consist all processed related to demand creation and  Distribution Management are all processes related to demand management

Permalink Reply by Zhuang Lynn on September 17, 2012 at 7:35pm

i met the same problems with this CR , i found i i have no clear idea to define the scope of questions i should limit my idea, here , i guess you refer to from  acquiring first customer  ,to developing  customer relationship , , improving it , maintaining it  or even terminating it . That means a whole customer relationship management, am i right?

This should not include distribution , distribution should be in the scope of  product or service delivery ,(in BM canvas , should in Channels )

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