Research report: Consumer relationship strategies

Customer relationship architectureWe’re delighted to release a research report that we’ve been working on for the past few months focused on the nature of company/consumer relationships. Ignoring the CRM-esque acronyms and buzzwords, we set out to understand the current state of how firm’s approach relationships with their consumers. To ground the research, we surveyed 200 consumer-facing professionals at large North American firms, and interviewed scores of others.

The research is founded on three simple questions that we see as key to any relationship:

  • how well do you know your customer;
  • how well do you apply that knowledge; and
  • to who’s benefit?

Based on the results, we identify 5 distinct relationship strategies

  • non-relationship-focused;
  • revenue-focused;
  • experience-focused;
  • engagement-focused; and
  • collaborative.

We don’t advocate that any one strategy is better than another. In fact, one of the headlines in the report is that “The ‘best strategy’ is the one that’s right for you.” But, we found lots of opportunity for improvement for most firms. For example, while 58% of survey respondents are “company focused” (i.e. either non-relationship or revenue focused), 52.5% wish they were “consumer focused” (i.e. either experience-focused or engagement-focused) and a further 17% desire to be collaborative.

Meanwhile, despite these aspirations of more consumer-centric strategies, as few as 0 to 24% of firms perform well at their specific strategy (defined as a 4 or 5 out of 5 in our scoring).

The research goes on to show how relationship strategies permeate the entire business and have broad impact on business culture and results.

If you’d like to take the survey and receive a free diagnostic that shows your current strategy and “score” assessing how well you perform against that strategy, you can do so for free here.

I hope you’ll take the time to read the research and take the opportunity to examine your current relationship strategy.




  1. scott tucker says:

    scott tucker

    Research report: Consumer relationship strategies — Customer Helix

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