The complexity of managing relationships is increasing rapidly as more relationships are generated and they mutually reinforce each other. For an individual to manage a personal relationship, skills and the right attitude are required. For an organization to manage the complexities of multiple relationships, capabilities are required in addition. The critical capabilities required for effective relationship management are described in this chapter.

First we will cover the data management capability. Data allows the organization to steer, monitor, and improve relationship building. Having the ability to collect relevant data, draw insights from the data, and act upon those insights is a valuable capability allowing the organization to effectively develop relevant relationships with stakeholders.

As concluded previously in Chapter 1.12, to build trust in the relationship it is important to deliver on commitments made and be consistent in communication to stakeholders. However, when managing multiple (communication) channels it can be challenging for the organization to ensure consistency let alone allocate the best message to the most appropriate communication channel. Therefore, omnichannel management is included in this chapter as a key relationship management capability.

Lastly, as reputation is a fundamental building block for establishing sustainable relationships, the capability of managing communication and media is briefly discussed. In the last paragraph we provide examples of how to strenthen relationships via earned media versus paid or owned media.

Data management

At a Tourism and Travel event, a journalist told the story of his visit to a boutique hotel in the Sahara Desert. It was a small hotel, not part of one of the larger hotel chains, and would occasionally be visited by international guests although it catered primarily to the local market. When he stepped out of the taxi, the bellboy took care of the luggage. The journalist approached the reception desk and, when he gave his name, the journalist was warmly welcomed “Ah, Mr. Baker, welcome back to our hotel. It is so good to see you back after such a long time!” The journalist, Mr. Baker, was very pleased although also somewhat astounded—he had stayed in the same hotel probably ten years previously. How did this small hotel keep up with his records? They must have a great database. It was only when he turned around to check the whereabouts of his luggage that he understood.