Relationship rules – this is a simple fact that every firm knows but very few firms really act on it.

Profit-maximizing firm focuses on profit above all else, and always wants to win first and fast, even at the expense of positive relationship. Only when firm secures winning will market be given the opportunity to win second. Win-win is not fair, because the second win is controlled by firm. When empathy is absent in relationship, true win-win is unlikely.

Winning firm understands the importance of positive relationship, and is willing to do whatever is necessary to build and sustain this fundamental factor leading to success. But, relationship cannot be measured, how can it be managed? If it cannot be managed, how can firm measure success? To quantify or not to quantify, that is the question.

Relationship is made up of touchpoints. Point is countable, and therefore can be managed. In order to build positive relationship and loyalty effortlessly, winning firm manages touchpoint to deliver positive experience consistently. Managing touchpoint experience thus results in true win-win, where both market and firm get an equal share of the winning outcome. True win-win is not about the sequence, but mutual gain in the long-run.

Along the touchpoint chain, the first touchpoint, or better known as first impression, is usually the most important, as it sets expectations for subsequent touchpoints. However, first impression is usually wrong. In order to gain trust and not to let others down, people make more efforts to deliver positive experience during the first few touchpoints . Once relationship is built, they start to take things for granted, and lack motivation to maintain. They fail to realize that trust building is not a one-time activity, but rather a continuous process. Relationship that was positive in the past can turn negative when there is discrepancy between first impression and touchpoints thereafter. Consistency is therefore paramount to positive touchpoint experience.

Winning firm keeps negative touchpoint to a minimum in order to maximize the opportunity for positive relationship. One negative touchpoint experience can be very costly. All previous efforts in building positive touchpoint chain can go to waste. The old saying "once burned, twice shy" definitely applies.

Every touchpoint makes a difference, and that difference has significant impact on experience.