Planning Relationships with Existing Customers
“ ‘Would you tell me, please, which way I ought to go from here?’
‘That depends a good deal on where you want to get to,’ said the Cat.”
Lewis Carroll (1832–1898), Alice in Wonderland
The point has been amply made that relationships are important, that they may be the only assets of the enterprise that really matter and that relationships, more than anything else, are predictive of a company's future performance. It should be clear that anything this important ought to have a plan to drive it; the absence of a relationship plan in many organizations is a fundamental shortcoming that this chapter seeks to remedy by discussing such a plan, focusing initially on planning relationships with existing customers.
What's In a Relationship Management Plan?
Relationship management plans ought to provide direction to the organization so that the plan answers and addresses the following important questions:1
- Customer selection
- Relationship objectives