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         4        Customer Relationships


                  The Customer Relationships Building Block                  In the early days, for example, mobile network operator Customer
                  describes the types of relationships a company             Relationships were driven by aggressive acquisition strategies
                  establishes with specifi c Customer Segments                involving free mobile phones. When the market became saturated,
                  A company should clarify the type of relationship it wants to   operators switched to focusing on customer retention and increas-
                  establish with each Customer Segment. Relationships can range   ing average revenue per customer.
                  from personal to automated. Customer relationships may be     The Customer Relationships called for by a company’s business
                  driven by the following motivations:                       model deeply infl uence the overall customer experience.
                  }  Customer acquisition
                  }  Customer retention
                  }  Boosting sales (upselling)









































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