Think about the relationship your customers have with your company
Captive
Customers feel like a captive or a prisoner, with little or no choice
Transactional
Customers feel like they're making a transaction
Partnership
Customers feel like a partner with a fair and equitable value exchange
Synergistic
Customers feel like the brand or company is necessary to their identity and/or achieve their life goals
Our company has better “customer intuition” than our competitors
Our customers trust us – we are on their side
Our customers feel like we’re "in their corner" – we have their back
Our customers feel proud to choose our company
Our company “speaks customers’ language” (we talk in terms that are meaningful to them)
Captive
Customers feel like a captive or a prisoner, with little or no choice
Transactional
Customers feel like they're making a transaction
Partnership
Customers feel like a partner with a fair and equitable value exchange
Synergistic
Customers feel like the brand or company is necessary to their identity and/or achieve their life goals