Change Implementation Techniques for Forming Transitional Team, Creating Alignment, Maximizing Connectedness and Creativity

Technique 8.5 Levels of Customer Connection

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There are 5 ascending levels of customer connection.

Identify which of your customers fall in 1 of 5 categories.

Ascending Order of Customer Connection

Names of customers

1. Preference

(let's try them this time)


2. Favour

(all things being equal, they will get the order)


3. Commitment

(they are our suppliers)


4. Reference

(you ought to buy from these guys)


5. Exclusivity

(no one else has a chance to get an order)


The more customers in the higher number category the better. Furthermore, the levels of connection reflect increasing levels of trust and commitment. It is important to know your current level of connection with different customers and to develop strategies for increasing, or at least maintaining, the current level.

Customer Loyalty/Retention

The best customers are those who give you repeat business and refer business to you. Furthermore, you need to focus on those customers who are the most valuable based on profitability and minimum maintenance, ie they are the least difficult to handle.


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