In Chinese philosophy, the concept of yin-yang is used to describe how seemingly opposite or contrary forces are interconnected and interdependent in the natural world. Those of us who believe in the concept or Relationship Surplus believe in Yin-Yang of seemingly contrary forces of Happy Customers and Profitable Brand.
We are a group of economists, business leaders, marketing and communication professionals who think about and practice customer engagement. We believe that ‘experience’ lies at the core of brand-customer relationships and is the defining element in determining the Value of this relationship. We call this ‘Relationship Surplus’.