Relationship Equity

operational

customer relationshipsloyaltybusiness strategy

In Brief

Relationship Equity refers to the accumulated trust, goodwill, and preference clients have for your business over competitors. It is specific to individual client relationships and grows over time through consistent positive experiences.

Relationship Equity is the accumulated trust, goodwill, and preference clients have for your business over competitors. Unlike brand awareness, which exists in the abstract, relationship equity is specific to individual client relationships and compounds over time through consistent positive experiences.

Defined byChristy Rexroth

Founder & Strategic Architect

Credentials

BS Business Management, Indiana University Kelley School of Business•Business Excellence Program (Accelerate), Allergan•Fundamentals of Digital Marketing, Google Digital Academy

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Quick Answer

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Key Terms

financial

Discount Dependency

Discount Dependency is the trap of relying on discounts to retain clients during downturns. This trains clients to expect lower prices permanently and compresses margins during recovery, when profitability is needed to reinvest in growth.

financial

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Predictable Revenue refers to the consistent revenue streams from retained clients. This predictability becomes essential infrastructure for survival during economic uncertainty, often the difference between weathering a downturn and going out of business.

operational

Retention Dashboard

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