... where visionaries, game changers, and challengers discuss business models
I'm struggling to think of examples that have created a seamless link between the two, but I think that Zappos.com has come close. By building & promoting its foundation on strong service, the company draws new customers and fosters loyalty.
But even in this case, Zappos relied on marketing channels to create demand using attentive service as its value proposition, so it's probably not entirely accurate to say that customer relationships are the definitive vehicle for demand creation.
Am I on to something, or just rambling??
Maybe more traditional concepts like customer loyalty (repeat purchases), customer lifetime value, share of wallet, up-selling, cross-selling can also help you make the link between relationship and demand/revenue?
In addition you could include "Customer Equity" and what are the key drivers for this. CVM (Customer Value Management" LTV, Barna Equity.. etc... measurement
and Value Equity are all key factor that could be considered. Who are the companys most reliable customers. ie.... 20/80 rule of thumb.
See "Customer Equity: building and managing relationships as valuable assetsBy Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas
The customer relationship is often the perception of the supply side and requires verification. The customer will increase demand if his issues are 1.listened to 2. acknowledged in a non defensive manner 3. action taken to provide solutions to his issues.
Organisations that have open discussions with customers and undertake customer surveys that are acted upon positively generally create better demand.
Any model where customers are provided with solutions not problems and where there is a strong 2 way communication will drive demand.
Wouldn't this very community, BMI Hub, be a good example of implementing customer relationship. However, I'm not sure if it is more about customer retention and referral than demand creation. Alex, what would be your experience on this?