Business Planning
Customer Relationships Plan
In a typical BIG Business Plan, this sub-plan would be the Marketing Plan. This automatically limits the scope and outcome because the traditional definition of marketing (which you can’t change) creates a narrow, short sighted perspective that ignores 50% of the real process — the 50% that produces up to SEVEN TIMES the results!
In other words, just by calling it a “Marketing Plan,” we rob ourselves of most of the leverage possible in this crucial sub-plan.
But we’re not talking about mere choice of words. Marketing is a legitimate part of the Customer Relationships Plan — but it’s only the first four stages of an EIGHT stage process.
This simple booby trap is what gives rise to so many of the current “relationship marketing” strategies and concepts alive and kicking in BIG business… none of which seem to work for very well, or for very long, and most of which amount to little more than buying brand “loyalty”. (The so-called “ethical bribe”.)
An effective Customer Relationships Plan goes way beyond the limited scope of marketing, with its need for quick-fix, patched-on customer “loyalty” programs and "ethical bribes". The topic is too big to adequately consider in this context – see our program titled “The Fulfilment Spiral”.
This sub-plan, coupled with the engine of your vehicle – innovation – are the two most vitally important components of your day-to-day business operation.
Return to Your
Business Vehicle
Business
Mission/Business Vision
• Key Competitive Edge
Basis for Business/Basis for Growth
• Customer Relationships
Finance • Internal
Relationships • External Relationships
