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Saturday, July 09, 2011


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Richard Buitenhek

Great insights Anna.

Obviously the convenient transactional activity between a brand and customer are very important, and in this day and age, one of the 'must do's' - but very quickly this type of relationship becomes non-differentiating.

The personal service and getting to know your customer - as you would in a friendship - is what builds last relationships and allows certain brands to maximise the lifetime value.

I think in many occasions, corporations consider an 'either or' approach. Your example demonstrates that there is a need for both and that customer engagement needs to be embedded into all customer touchpoints.

Anna Catalano

Thanks, Richard, for reading and commenting! Business relationships parallel life in many ways. If you put in the effort to stay in touch and invested, relationships grow stronger!

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