While you should have good relationships with your customers’ people, of course, there are other kinds of relationship important in KAM: Gadde and Snehota’s research identified three layers. In this short article, Diana Woodburn argues that investment in human relationships in KAM is a means to an end, not a result itself. Good relationships can get you more information, but it’s what you do with that information that counts in the long run.
‘Inhuman’ links can be stronger, last longer and be more difficult to exit than a personal relationship. They may even continue to exist after the departure of all the personnel who set them up.
