SiR (Service integrated Relationships) is a value logic that builds on the Service Dominant logic of marketing (Vargo, 2004) and the Customer Engagement logic (Brodie, 2010). Moving beyond frictionless (Don Peppers) and personalized (Joe Pine) customer problem solution, in-use coaching and customer experience delivery, SiR posits that customer experiences should be cumulative, co-creative and co-owned for optimized customer and business value.

Customer Goodwill is the single most important criterion for customer segmentation and for business differentiation.