Each enterprise should define the type of relationship which will be developed with each sponsor. Relationships can be from neutral, personal, or typical. The relationship with the customers affects Value Proposition. In the case of a social enterprise customer relationships are critical. It is possible for some of them to be engaged only for commercial value and others to be interested in the enterprise when they learn that it adds value to society. Some of them will be interested in value propositions only from a business perspective, but some will love them once they learn about the social impact created. Having these in mind, it is clear that the customer relationships may differ from one to another.
Customer Relationships are distinguished in the following types:
Transactional
This type of relationship is not a real relationship. Customers cover their needs by paying the proportional fee and there is nothing more than this. In this case, relationship is impossible to be developed. For instance, transactional relationship exists between a grocery shop in a foreign country and the tourist that buys something one day of his holidays and never again.
This type of relationship has developed for a long-term, by continuous interactions on a frequent basis between the social enterprise and the customer.
Personal assistance
In this type of relationship personal element is present. The customer faces a problem and interacts with an employee from the Customer Care Department, in real time either it is via call center, or email, or in the store.
Dedicated personal assistance
This type of relationship requires targeted personal assistance from a customer representative to a customer for a long time. This relationship can be developed in banks between customers and bank consultants who offer their services to important customers.
Self-service
In this type of relationship, there is no relationship between the company and the customer. From the side of the company, all the necessary items or procedures have been taken care of in order to support customers help themselves.
Automated services
This is an advanced form of self service. All kinds of procedures are automated and via means of technology. For instance, social media services offer to customers personal online profiles. The company is not involved, except cases where customized offers are promoted such as music or movies.
Communities
Lately more and more companies decide to be actively engaged with their customers by creating communities. Online communities are easier to use and allow a more immediate exchange of knowledge which helps in solve each other’s problems. On the other hand, provides companies the opportunity to learn in detail their customer’s problems related to their product.
Co-creation
This type of relationship is the most mutual and, in a way, more equal. Recently, more and more companies cultivate innovative relationships with their customers and invite them to co-create value. For example, Amazon.com encourages customers review books and post their comments on the platform to help other book lovers to decide which one suits them the most.
Some recommended questions are the following:
- What is the type of relationship that customers prefer? Are they aware of the impact dimension of our enterprise? Are they interested in it?
In case, the customers prefer our impact, what kind of roles are ready to adopt in this case?
What actions it is recommended to implement in order to maintain our customers?
Do we notice different kind of relationships with the customers that prefer us because of the social impact?
