Most companies have both transactional and relational customers. How should companies treat transactional customers?

Expert Solution

Relational customers are the customers who are usually loyal customers who considers product quality to be utmost important than price, they try to seek expert advice while does not enjoy comparision shopping or negotiation.

Transactional customers are the one who spends lot of time investigating to get good deal, such customers think short term that is care about today's transaction instead of maintaining long term relationship as they consider themselves as expert.

Companies must treat transactional customers in following ways :

a. Employees : The employees of the organization must be motivated and empowered to provide exceptional customer service, while resolving queries of such customers as employees are the best assets who has potential to convert the potential customer into the loyal customer towards a brand or product.

b. Operational and experiential data : Customer data can be used to shift such customers to be relational customers by providing the optimal experience to customers, while the transactional customers must be treated as an opportunity to change their journey towards becoming relational customers.

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keosha answered 1 year ago

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