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Several researchers from various backgrounds, however, have discovered patterned, directional stages or phases in relationships. Researchers Altman and Taylor (1973) proposed their “theory of social penetration” after studying many different types of relationship partners—from prison inmates to college roommates to marital partners—to explain communication and intimacy. Altman and Taylor found relationship development to be pervasive, and they uncovered four stages in the relationship journey, which they called (1) orientation, (2) exploratory affective exchange, (3) affective exchange, and (4) stable exchange.
The default CRM model, however, tends to assume a more cognitive, buyer-behavioral view of the consumer’s steps. There is a notion of the buying cycle and even a customer lifecycle; however, the process may include steps from the company’s point of view, rather than the customer’s: some common CRM steps include reach, acquisition, conversion, retention, and loyalty. A customer-centric view, however, might include more emotional-relational phases.
Futhermore, CRM software alone does not ordain the values of building long-term relationships with customers. Therefore, instead of using CRM as a guideline to help managers remember customer stage, CRM steps become metrics for the next sale alone, completely subverting the entire philosophy of long-term success through meaningful relationships. All too often, customers’ emotional needs are not explicitly addressed via the CRM lens and are lumped into “internal processes.” However, emotions deserve a central role as relationship-stage drivers.
After reviewing the literature, a general pattern of relationship development emerged as the four stages of awareness, exploration, growth, and commitment.