Continuous relationships

Companies with the Continuous Relationship business logic have a contractual relationship with their clients. The duration of the relationship is either based on a legal contract (e.g. subscription) or on high switching barriers (e.g. difficulty to change provider). Companies in this segment operate, for example, in the banking, media and telecommunications, utility or logistics industries and can be active in both business-to-business and business-to-consumer fields.

Typical business challenges

Typical business challenges of Continuous Relationship companies are:

• Differentiation. How to differentiate from competitors in saturated and relatively homogeneous markets?
• Business model innovation. How to extend the current business model to generate new revenue streams?
• Multi-channel customer experience. How to innovate and manage customer experience in encounters, across multiple channels?
• Service innovation. How to create modular service offerings and service work practices that support the desired customer experience?
• Loyalty. How to build loyal customers and prevent churn?

Continuous Relationship business models are characterised by saturated markets and the need for permanent redefinition of earnings logics. Innovation cycles are decreasing, industry borderlines are fading and new players are entering markets. In this dynamic environment the customer remains one stable factor. The understanding and management of different customer needs and financial values becomes key in strengthening competitive advantage, innovating new earnings logics and in increasing shareholder value. Companies have to permanently re-innovate their business models, capabilities and processes to successfully acquire the most attractive customers and to maximise customer value.

Vectia’s offering to companies with continuous relationships:

• Strategy definition
• Business model innovation
• Customer experience design
• Service work practice design
• Customer segmentation models & segment management system
• Loyalty concept design

For more information on our offering to customers in this business segment, please contact Mr. Mika Rytkönen (firstname.lastname@vectia.com) or the Vectia office.