RELATIONAL processes are connected to the two types mentioned above. They are so because transactions and communications with customers and suppliers shape our relationships with both groups. Relational processes do not have a direct economic result to be recorded, but they are as or more important than the others. Relational processes give us a holistic view of the element whose relationship we want to analyse (a customer or a supplier, for example). They allow us to record and analyse our "relationship history" and make decisions about the approach we should take to our future promotional and transactional processes with that customer (e.g. is it appropriate to launch a specific communication, should we change our order conditions with them, etc., etc., etc.). Your interactions with our customers and suppliers are the backbone of these processes, underscoring their importance in our overall operations.
Deep Dive into Key Topics
The relational processes aim to collect, organise and analyse all the information derived from the relationship with the customer, which may affect both the customer's satisfaction with the service received and the company's satisfaction with the objectives achieved through the provision of the service (growth, profitability, future sustainability, etc.).
1. Pre-sales
Informing and preparing the customer for delivery or use.
2. Service journey
Learning to read customer service journeys to improve design and service.
3. Engagement and Loyalty
Digitise the communication, administration and accounting of the company's loyalty programmes. Connect loyalty programmes with purchasing discounted or free products or services from the customer's balance.
4. Post-sales
Managing digital complaints, incidents and suggestions.
5. Customer Life-Value (CLV)
Managing digitally the customer's life and its value to the business.
1. Pre-sales
Informing and preparing the customer for delivery or use.
2. Service journey
Learning to read customer service journeys to improve design and service.
3. Engagement and Loyalty
Digitise the communication, administration and accounting of the company's loyalty programmes. Connect loyalty programmes with purchasing discounted or free products or services from the customer's balance.
4. Post-sales
Managing digital complaints, incidents and suggestions.
5. Customer Life-Value (CLV)
Managing digitally the customer's life and its value to the business.
Interactive exercises/reflective questions
Exercise: Reflection
After reading the PONT SEC Restaurant and MYRENTGO cases, discuss if it has been sense to invest in relational processes digitalization in both cases. In case you think these process digitalization has sense, analyse and discuss which should be the target group of relational activities in each case.
Based on the themes presented choose the right answers to the below question:
After reading the PONT SEC Restaurant and MYRENTGO cases, discuss if it has been sense to invest in relational processes digitalization in both cases. In case you think these process digitalization has sense, analyse and discuss which should be the target group of relational activities in each case.
Exercise: Multiple choice
Exercise: Multiple choice
Further resources: videos and/or useful links
References
Digitalization as a growth driver in after-sales service.
https://www2.deloitte.com/content/dam/Deloitte/ch/Documents/energy-resources/deloitte-ch-digitale-services-maschinenbau-EN_KS6.pdf
https://www2.deloitte.com/content/dam/Deloitte/ch/Documents/energy-resources/deloitte-ch-digitale-services-maschinenbau-EN_KS6.pdf
