Relationship Dynamics and Lifecycle Stages

Relationship Dynamics and Lifecycle Stages

• Across the different relationship stages, RM strategies should be adapted as follows:
• Early – use gratitude-, communication-, and competency-based strategies to build reciprocity norms and explore potential
• Growth – use bilateral investments to exploit relationship potential, though the window for investments is small
• Maintain – don’t neglect (ongoing communication and investments) or betray (unfairness and conflict) customers
• Recovery – use communication together with compromise to rebuild relationships and avoid exchanges based solely on dependence

Customer Relationship Lifecycle

Agenda

• Introduction
• Relationship Marketing Strategy
• Building and Maintaining Relationships
• Targeting and Adapting Relationship Marketing Strategies
• Relationship Dynamics and Lifecycle Stages
• Managing Relationship-Based Sustainable Competitive Advantage
• Building Relationship Equity
• Measuring Relationship Equity
• Multiple Regression
• Takeaways