Chapter 2 - Chapter Overview Chapter two describes the...

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Chapter Overview Chapter two describes the meaning of a customer relationship, it’s characteristics, and how people connect with their experiences. Strong customer relationships imply “mutuality”, where both the customer and the business need to participate and feel an ongoing benefit. Relationships are with people and not products and therefore unique. And a final characteristic of a customer relationship is trust. The author didn’t rank any of them as more important than another but all help define the importance of the customer relationship. In addition, positive customer experiences help develop more long term relationships. These relationships should be built on the following 5 E’s of customer relationships: Environment Expectations Emotions Experience Engagement There are also many nuances to understanding each of the components and how they can impact the customer relationship. However, these essential components help businesses connect and personalize their relationships with their customers.
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  • Fall '14
  • Interpersonal relationship, Customer relationship management, customer experience

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Christopher Reinemann
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