The cost-benefit analysis regarding continuing customer relationships requires a 360-degree view and evaluation of the relationship from the company’s perspective, as well as the customer’s. Below are the two perspectives and several key considerations in each:
Company: loss of control, exit costs, resource commitment, opportunity costs, reciprocity (referral)
Customer: product/service’s complexity, strategic significance, service/support requirements, total cost of ownership, fear of dependency, lack of perceived value in the relationship, lack of confidence in the supplier, customer is not relationship-centric, rapid technological changes
Select two key considerations from each point of view. Then, share your thoughts on how these considerations can impact customer satisfaction.
Under what conditions might these considerations lead to a continued relationship?
Under what conditions might the relationship terminate?
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