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Types and forms of customer relationships

Pasquale Schifino
forms of customer relationships
Table of Contents

Table of contents

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In an increasingly competitive economy, establishing and maintaining customer relationships is a key success factor for companies.

Customer relationships describe the interactions and bonds between companies and their customers—before, during, and after a purchase.

They can be divided into different types and forms, which can vary depending on the industry, business model, and target group.



🎯 The most important summarized:

  • Customer relationships can be divided into different basic types – from short-term transaction-oriented to long-term loyalty-based to personal support, automated interactions, and co-creation models in which customers are actively involved in product development.


  • The intensity of the relationship varies from loose contact without trust to stable use to emotional attachment, where customers identify with the brand or company.


  • In the digital age, new forms of customer interaction have become established – such as self-service portals, social networks, CRM systems, and AI-supported personalization – which are reshaping efficiency, scalability, and customer engagement.


  • The choice of suitable relationship forms should be based on corporate strategy, target group needs, and resources, with long-term and emotional customer loyalty ensuring sustainable success.

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Table of Contents

1. Types of customer relationships
2. Types of customer relationships according to intensity
3. Customer relationships in the digital age
4. Conclusion
5. More on Customer Relationship

Types of customer relationships

a) Transaction-oriented customer relationship

This type of customer relationship is short-term and primarily aimed at one-time sales.

There is no strong interest in long-term loyalty.

Examples can often be found in retail or discount offers.

Types and forms of customer relationships

Characteristics:

  • Low customer loyalty
  • Focus on price and availability
  • Hardly any individual contact

b) Long-term customer relationship

Here, the focus is on long-term cooperation.

Companies invest in service, consulting, and customer satisfaction to promote repeat purchases and loyalty.

Characteristics:

  • High customer loyalty
  • Regular communication
  • High value per customer

c) Personal customer relationship

This type is based on direct, often human contact.

It is particularly common in consulting-intensive industries such as financial services, B2B sales, and healthcare.

Characteristics:

  • Individual support
  • Personal contact person
  • Trust-based interaction

d) Automated customer relationship

In digital business models, customer relationships are often automated, for example via email, chatbots, or personalized web offerings.

The goal is efficiency and scalability.

Chatbot Casper

Characteristics:

  • Use of digital tools
  • Low personal contact
  • Standardized processes

e) Co-creation relationship

Here, the customer is actively involved in the development of products or services.

This strengthens customer loyalty and improves the offering.

Example: User feedback, crowdsourcing, community platforms

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Types of customer relationships according to intensity

a) Loose relationship

The customer only has occasional or one-time contact with the company.

The bond is weak and the risk of churn is high.

b) Stable relationship

The customer is regularly active, uses products or services frequently, and shows a certain degree of brand loyalty.

Promoting customer loyalty strategies for long term customer retention

c) Emotional connection

The customer identifies with the brand or company.

This relationship is based on trust, shared values, or a special experience.

Customer relationships in the digital age

Digital transformation and social media have given rise to new forms of customer interaction:

  • Self-service portals and apps for self-management of customer accounts
  • Social networks as platforms for dialogue and customer service
  • CRM systems for targeted analysis and management of customer relationships
  • Artificial intelligence for personalizing offers and communication

Conclusion

The right type of customer relationship depends on the company’s strategy, the expectations of the target group, and the available resources.

While transaction-oriented relationships focus on short-term sales, long-term and emotional relationships enable sustainable business success.

In times of digital networking, it is more important than ever to understand customer needs and choose the right type of relationship—whether personal, digital, or a combination of both.

More on Customer Relationship

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