Friday, October 26, 2007

Relational Customers: post explains the difference between a one time customer and a customer advocate:

“Transactional customers:

  • Consider only the current transaction when making a decision
  • Are generally willing to switch suppliers, stores, etc., for reasons of price alone
  • Prefer to be their own expert

Relational customers:

  • Consider any transaction to be one in a series of interactions with a given business/expert
  • Generally will not comparison shop once they’ve found their expert
  • Are searching for an expert they can trust”

Restaurateurs need to be resources for their guests, not just providers of a service. Restaurants need to add value to their guest’s life and in so doing develop Relational Customers!