Patterns for Building Customer Relationships in a Pattern Language for Value-Creation Marketing

Takashi Iba, Miho Masai, Yuuri Abe, Yuji Kosaka

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In this paper, we present patterns for building customer relationships in a pattern language for value-creation marketing. This pattern language is a collection of practical knowledge to realize successful business and commerce that offers new value, proposes a deeply wonderful life, and shares excitement with customers through products and services with mutual respect, so that sales will naturally increase as an extension of pleasure. This practical knowledge has been nurtured in Japan for about 20 years in a community of practice comprised of approximately 1,500 participating shops and companies. This pattern language consists of a total of 40 patterns; this paper covers 10 patterns related to building customer relationships, namely, Special Existence, Connect at First Meetings, Approach Just Right, Small Self-Presentation, Behave Naturally, Unforgettable Experiences, Connect to Business, Grow Own Style, Keep Enchanting, and Fan Community. These patterns can be categorized into three groups: BEGIN BONDING (beginner level), OFFER EXPERIENCES TO GROW CLOSE (intermediate level), and MOVE FORWARD TOGETHER (advanced level).

Original languageEnglish
Title of host publicationProceedings of the European Conference on Pattern Languages of Programs 2020, EuroPLoP 2020
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450377690
DOIs
Publication statusPublished - 2020 Jul 1
Event2020 European Conference on Pattern Languages of Programs, EuroPLoP 2020 - Virtual, Online, Germany
Duration: 2020 Jul 12020 Jul 4

Publication series

NameACM International Conference Proceeding Series

Conference

Conference2020 European Conference on Pattern Languages of Programs, EuroPLoP 2020
CountryGermany
CityVirtual, Online
Period20/7/120/7/4

Keywords

  • Business
  • Commerce
  • Customer Relationship
  • Marketing
  • Pattern Language

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Networks and Communications
  • Computer Vision and Pattern Recognition
  • Software

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