The 9 Characteristics of Every Relationship

At the heart of all business transactions (that includes marketing) is a relationship. It might be love. It might be hate. It might be indifference. And it may only be fleeting. But it can also be life-long. Whenever a person has contact with an organization, a relationship is formed. The goal, of course, is to have positive relationships. Only what goes into making them? What ingredients, when mixed correctly, create the opportunity for deep and meaningful relationships?


The illustration above, which is from Recommend This! Delivering Digital Experiences People Want to Share (Wiley, February 2014), depicts the 9 characteristics that play a part in every relationship between consumers and organizations. Which are you doing best…or worst?

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