Gary Lunt
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Are your key customers Ambassadors or Opponents?

If you know which key customers are your ambassadors and which are opponents, what are you doing about it?

If you don’t know, do you realise you’re in a position of weakness..?”

All organisations have a “relationship” with their customers. Most would describe their relationships based upon subjectivity – “we have a great relationship, get on really well with the buyer”.  Some use a degree of science to make more of an objective judgement – “we have 25% of our customers who rate us highly, but we have a real issue with the 15% who are significant but oppose us on a daily basis”.

That age old phrase “if you don’t measure it you can’t manage it” springs to mind, so how do you go about it, and once you have some form of measurement, what do you do with it?

Customer Relationship Quality (CRQ) does exactly what it says on the tin:

  • It tells you how good, bad or indifferent your customer relationships are
  • It tells you who, within the customer, is significant in defining that relationship 
  • It provides you with a plan to improve relationships
  • It demonstrates how to make the plans work
  • And last, but not least, it delivers business benefits to both you and your customers

So, if you knew if you had some customers that were Ambassadors, you could find out why and try to replicate that with other customers. If you knew who your customer Opponents were, you could pull together a plan to improve the relationship.

If you know a little about your customers but not sure what to do, or very little about them and no plan at all, Customer Relationship Quality is worth a finding out.

Click here to read more on Customer Relationship Quality

Have a view on this?  

Contact us at hello@customerattuned.com

Gary Lunt

Gary has significant commercial experience gained with FMCG companies such as Diageo, Reckitt Benckiser, GSK, Unilever and Cadburys. He has also held senior positions within the healthcare sector both in the UK (AAH Pharmaceuticals) and in Germany (Celesio AG).

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