You need to be logged in to see your course progress.

Customer Relationship Types

Innovation and Business Model


Complete the units, enroll in new courses, answer survey questions

By gaining points, you can win a personalised one on one coaching session

Complete the course to see how your learning has improved and gain 10 points

Answer the questions in each unit to generate your custom action plan and gain points

Collect points to be able to ask an expert any question you may have

Unit Video

Unit Summary

The five common customer relationship types:
  1. Self Service or Automated relationships
  2. Personal Relationships
  3. Co-Creation Relationships
  4. Transactional Relationships
  5. Switching Cost

Build Your Action Plan

In this video you will determine what are the possible customer relationships you can develop.
Your customer relationship will influence the experience that they will have with you and the frequency of engagement with them.
Here are 5 commonly used customer relationships:
  1. Self Service or Automated relationships where clients can conduct most or all of the service they need without assistance by anyone in your business. A lot of monthly subscription or online services follow this model
  2. Personal Relationships where your direct teams are involved in selling and servicing your clients. This is common in physical retail, high value and corporate sales.
  3. Co-Creation Relationship where clients contribute to the growth of your business, such as the case with social media sites
  4. Transactional Relationship where the client can use your product and service once and might never have the need to return to you and use it again
  5. Switching Cost are sticky relationships where it becomes difficult for a client to change a service since they have invested so much time and effort into the relationship. First movers in this type of relationship have the most to gain
Determine which one of these relation types has the most value to your business and to your clients’ experience.

The golden rule for every business man is this: Put yourself in your customer’s place. Orison Swett Marden