The Customer Relationships Building Block describes the types of relationships a company establishes with specifi c Customer Segments A company should clarify the type of relationship it wants to establish with each Customer Segment. Relationships can range from personal to automated. Customer relationships may be driven by the following motivations: • Customer acquisition • Customer retention • Boosting sales (upselling) Customer Relationships In the early days, for example, mobile network operator Customer Relationships were driven by aggressive acquisition strategies involving free mobile phones. When the market became saturated, operators switched to focusing on customer retention and increas- ing average revenue per customer. The Customer Relationships called for by a company’s business model deeply infl uence the overall customer experience. Cr 4 bmgen_final.indd 28 6/15/10 5:32 PM