Relationship management

Relationship management - the basic objective of managing business relationships is to establish and maintain personal relationships with the important people or contact groups in a company and to use them effectively for the company. Relationship management is particularly productive in the business-to-business area and when selling complex products. Here the seller does not sell the product because it does not exist before the service is provided and therefore cannot be checked, but he sells trust.

As part of relationship management, an attempt is now made to tie the customer to the company by analyzing the relationship structures, profiles and perspectives with various partners of a company (customer loyalty). By being closer to the customer, companies hope to gain a competitive advantage and replace product quality with trust.

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