Thought Leadership: Relationship Surplus

Relationship Surplus SM is a subject matter for experts and thought leaders in our core business, i.e. Customer Engagement and Customer Relationship Management.

We firmly believe that the depth and rigor of knowledge is equally important as strong practices in the field. Given the relative nascence and fast evolving nature of the concept of Relationship Surplus SM , especially in our markets, we wish to continuously bridge the gap with a strong theoretical understanding of the dynamics related to the our business.

A metric still in the crucible, but pregnant with immense potential is what we see in Relationship Surplus SM, which attempts to break the clutter of existing concepts that are either very qualitative or quantitative in their origins.Image credit:

Image credit:

Relationship Surplus SM is built on the premise that the traditional definition, expression, or derivation of Customer Value through the equation Value = Quality/Price is incomplete.

To our mind, authentic Value is a function of Quality, Price, and Customer Experience. This definition of Value is represented in the equation: Value = Quality/Price + Є   [where Є is customer experience]

Nowadays, customers are interacting with brands, across multiple media, much before its purchase and continue the interaction much after the purchase. Thus, the key drivers of our audacious quest to contemporize ‘Consumer Surplus’ can be summarized as follows:
– Track multiple touch-points at each stage of the relationship (Pre, During, and Post-Sales).
– Track multiple transactions over time.
– Quantify the RoI on CRM efforts into one number which can be benchmarked and tracked, while embracing the tangible and intangible investments

We know we cannot do this alone. To this end, we have constituted an open, online forum for thought leaders from academia and fellow practitioners in the form of a blog – a place where thought, theory and practice come into live action.


3 thoughts on “Thought Leadership: Relationship Surplus

    • Thank you for your comment.

      And, as the customer’s investment in the brand and his/her relationship with the brand doesn’t end with the purchase, it is equally important to understand the customer-brand relationship in a holistic manner.

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