In which of the following situations has a company most actively embraced customer-managed relationships?
A) American Airlines awards frequent flyer points to returning customers.
B) Paige Premium Denim jeans provide superior quality and perfect fit.
C) iRobot invites enthusiastic Roomba owners to develop and share their own uses for the company's robotic vacuum cleaner.
D) Best Buy distinguishes between its best customers and its less profitable customers, stocking merchandise to appeal to each group.
E) Toyota develops a marketing presence on social networks and other online communities.

Question

Quizplus · Accepted Answer

Customer-managed relationships refer to the active participation of customers in the relationship with the company, allowing them to have a greater degree of control over their interactions with the company. In option C, iRobot invites enthusiastic Roomba owners to develop and share their own uses for the company's robotic vacuum cleaner, which is an example of customer co-creation. By involving customers in the development and sharing of their own uses for the product, iRobot is actively embracing customer-managed relationships. In options A, B, D, and E, the companies are engaging in customer-centric strategies, but they are not necessarily actively embracing customer-managed relationships in the same way that iRobot is.

In Which of the Following Situations Has a Company Most