Comments on: Do Businesses Want Relationships? http://www.type2consulting.com/2010/01/19/do-businesses-want-relationships/ Brand Strategy and Business Value Tue, 31 Jan 2012 01:14:21 +0000 hourly 1 http://wordpress.org/?v=3.1.4 By: Chris Kenton http://www.type2consulting.com/2010/01/19/do-businesses-want-relationships/comment-page-1/#comment-27 Chris Kenton Tue, 26 Jan 2010 20:37:24 +0000 http://www.type2consulting.com/?p=569#comment-27 The simplest answer for why businesses need relationships is survival. Competition is growing exponentially as the world shrinks, giving customers ever more choice and ever higher expectations for the value delivered. The easiest and cheapest way to meet those expectations and provide the value customers want is through a mutually beneficial relationship that goes beyond transactional efficiency to build trust, brand equity and positive word-of-mouth. Unless you are selling a commodity that customers will only select on price, treating customers as a fungible commodity won't cut it--they have choices, they'll go where their business is valued. The simplest answer for why businesses need relationships is survival. Competition is growing exponentially as the world shrinks, giving customers ever more choice and ever higher expectations for the value delivered. The easiest and cheapest way to meet those expectations and provide the value customers want is through a mutually beneficial relationship that goes beyond transactional efficiency to build trust, brand equity and positive word-of-mouth.

Unless you are selling a commodity that customers will only select on price, treating customers as a fungible commodity won’t cut it–they have choices, they’ll go where their business is valued.

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