Relationship Process Map in services: a tool to enhance the management of relationship interactions
Valuing regular customers is key to building strong, lasting relationships. This creates loyalty and allows companies to offer personalized service and anticipate future needs. However, the available service management tools do not consider how interactions are shaped and how the information record...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Nove de Julho - Uninove
2025-02-01
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| Series: | Exacta |
| Subjects: | |
| Online Access: | https://periodicos.uninove.br/exacta/article/view/26677 |
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| Summary: | Valuing regular customers is key to building strong, lasting relationships. This creates loyalty and allows companies to offer personalized service and anticipate future needs. However, the available service management tools do not consider how interactions are shaped and how the information recorded during continuous and medium to long-term relationships. This article proposes a tool called "Relationship Process Map" (RPM) that aims to describe the service process, considering how the relationship is formed. The RPM tool helps manage services by depicting the company's customer relationship. It identifies the recorded actions and suggests changes to improve customer relationship management. It can be used to improve service quality management and provide a rational basis for external marketing. The RPM tool highlights that it can identify deficiencies in the service process and gaps in monitoring customer interactions, which can help develop new checking mechanisms to strengthen monitoring practices.
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| ISSN: | 1678-5428 1983-9308 |