Relationship marketing

Definition
Marketing activities that are aimed at developing and managing trusting and longterm relationships with larger customers. In relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database, and an account executive is assigned to one or more major customers to fulfill their needs and maintain the relationship.

Advantages & Disadvantages of Customer Relationship Marketing

Customer relationship marketing relies on customer data.

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The goal of customer relationship marketing is to develop loyalty between a particular brand or company and a targeted customer base. This type of marketing is also called direct marketing, customer relationship management

and database marketing. From a small-business perspective, this strategy may help differentiate the company's level of service and attention. It might also keep customers aware of special promotions and inform them of new services or products.

Customer Value
An advantage of customer relationship marketing is that it tends to identify the customers who are more likely to be of higher value to a company. This saves the company time and money in terms of its sales and order-fulfillment efforts. Customer relationship marketing also helps pinpoint customers who are too costly to maintain relationships with, as well as opportunities for growing underdeveloped potential. For example, a customer who is unprofitable for the company might become a long-term account once he is encouraged to buy more of the same product.

Communication
Communication and customer satisfaction tend to increase when customer relationship marketing is used, according to Phillip Kotler and Kevin Lane Keller, authors of the book "Marketing Management." Businesses find it easier and more efficient to obtain and keep their customers. Databases and customer relationship management software help companies keep track of who is buying what and how often. There is more of a two-way interaction between the company and the person who wishes to make a purchase. Promotional incentives such as loyalty discounts and perks help foster a sense of appreciation and reward for repeat business.

Costs
Direct marketing is typically more expensive per customer than other forms. Because there is a higher level of personalization, it might be more time-consuming for a small business to communicate with its customers on an individual basis. It might also be difficult to decide what type of customer information to capture and store, since only some of it may prove useful. A small-business owner and his staff might need to receive training on how to interpret customer data and buying behavior.

Security
The security issues associated with maintaining sensitive data are a major disadvantage of customer relationship marketing. Personal customer information is often stored on servers and in computerized databases, which puts the business at risk for liabilities. Some customers will refuse to share some of their information, making it more difficult to take full advantage of the concepts behind customer relationship marketing. Protecting personal data is costly for businesses because electronic security measures must be executed. In addition, companies need to tell customers how their data is used, when it might be shared and why.

Advantages & Disadvantages of Customer Relationship Marketing

Customer relationship marketing is the process of establishing a solid customer base and consistently appealing to this group. Through this method of marketing, your company is able to directly communicate with customers and meet their needs. There are many advantages of this type of marketing. However, there are some disadvantages to customer relationship marketing, so it's best to exercise balance when implementing this form of promotion for your business.

You'll Increase Your Profits

With customer relationship marketing, you've already established your main demographic. This means you can concentrate your promotional efforts on customers who have already proven their loyalty to your company. This results in significant profit for your company, since you can market to clients based on the type of items they purchase most from your company. Loyal customers are also more likely to go for the up-sells that you promote, or to try new products that your company has introduced, which also results in more of a profit for your business.

You'll Save Money

When you know who you should market to, you don't have to spend extra advertising dollars marketing to individuals who may not be interested in your company. Customer relationship marketing can be as simple as sending a short email to established customers to remind them of an upcoming sale or using word of mouth to tell clients about a new product in the store when they visit your establishment. Neither one of these marketing tools will cost you any money.

Word-of-Mouth Marketing

The customers who have been patronizing your business for a while are likely to tell their friends and family about your company. This will prompt more people to inquire about your business, without your marketing team having to spend money to get the word out about your company. The more you establish a positive relationship with your customers and continuously meet their needs, the greater the chances are that your clients will tell everyone they know to purchase from your business.

You May Miss Out on Customers

Since customer relationship marketing focuses on the customers who are already purchasing goods and services, you may miss the chance to market to possibly interested customers. Conducting smaller marketing efforts that attract potential clients is best, so you can create an even larger customer base.

You May Over-Advertise

Even though your clients love hearing about new products and sales, don't overdo it when it comes to advertising. A monthly newsletter is a way to let customers know about discounts without sending out daily or weekly emails. Don't overwhelm your customers with text messages or direct mail fliers. Regular customers like to be kept up to date on new items and promotions, but don't overwhelm your clients, as this may turn them off to your company and reduce your sales.

CRM software
Definition
An acronym for Customer Relationship Management software, which refers to software products that allow organizations to store, organize, synchronize, and search records relating to customer interactions. CRM Software may also include automation for business rules and business processes, such as contacting customers or sending outinventory replacement reminders.

Relationship marketing
From Wikipedia, the free encyclopedia

Marketing
Key concepts

Product marketing

Pricing

Distribution Service

Retail

Brand management Account-based marketing

Ethics Effectiveness

Research

Segmentation Strategy

Activation

Management Dominance

Marketing operations Social marketing

Identity

Promotional contents

Advertising

Branding

Underwriting spot Direct marketing

Personal sales Product placement

Publicity

Sales promotion

Sex in advertising Loyalty marketing

Mobile marketing Premiums

Prizes

Corporate anniversary On Hold Messaging

Promotional media

Printing

Publication

Broadcasting

Out-of-home advertising

Internet Point of sale

Merchandise Digital marketing

In-game advertising Product demonstration

Word-of-mouth Brand ambassador

Drip marketing Visual merchandising

Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions.[citation needed] As a practice, relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.[citation needed] With the growth of the internet and mobile platforms, relationship marketing has continued to evolve and move forward as technology opens more collaborative and social communication channels. This includes tools for managing relationships with customers that goes beyond simple demographic and customer service data. Relationship marketing extends to include inbound marketing efforts, (a combination of search optimization and strategic content), PR, social media and application development.
Contents
[hide]

1 Development 2 Scope 3 Approaches

o o

3.1 Satisfaction 3.2 Retention

4 Application

o o o

4.1 Internal marketing 4.2 The six markets model 4.3 Live-in Marketing

5 See also

4.3.1 History 4.3.2 Premise

6 References

[edit]Development
Relationship marketing refers to a short-term arrangement where both the buyer and seller have an interest in providing a more satisfying exchange. This approach tries to disambiguiously transcend the simple post purchase-exchange process with a customer to make more truthful and richer contact by providing a more holistic, personalised purchase, and uses the experience to create stronger ties. According to Liam Alvey,[1] relationship marketing can be applied when there are competitive product alternatives for customers to choose from; and when there is an ongoing and periodic desire for the product or service. Modern consumer marketing originated in the 1960s and 1970s as companies found it more profitable to sell relatively low-value products to masses of customers. Over the decades, attempts have been made to broaden the scope of marketing, relationship marketing being one of these attempts. Arguably, customer value has been greatly enriched by these contributions. The practice of relationship marketing has been facilitated by several generations of customer relationship management software that allow tracking and analyzing of each customer's preferences, activities, tastes, likes, dislikes, and complaints. For example, an automobile manufacturer maintaining a database of when and how repeat customers buy their products, the options they choose, the way they finance the purchase etc., is in a powerful position to develop one-to-one marketing offers and product benefits. In web applications, the consumer shopping profile can be built as the person shops on the website. This information is then used to compute what can be his or her likely preferences in other categories. These predicted offerings can then be shown to the customer through cross-sell, email recommendation and other channels. Relationship marketing has also migrated back into direct mail, allowing marketers to take advantage of the technological capabilities of digital, toner-based printing presses to produce unique, personalized pieces for each recipient through a technique called "variable data printing". Marketers can personalize documents by any information contained in their databases, including name, address, demographics, purchase history, and dozens (or even hundreds) of other variables. The result is a printed piece that (ideally) reflects the individual needs and preferences of each recipient, increasing the relevance of the piece and increasing the response rate.

[edit]Scope
Relationship marketing has also been strongly influenced by reengineering. According to (process) reengineering theory, organizations should be structured according to complete tasks and processes rather

than functions. That is, cross-functional teams should be responsible for a whole process, from beginning to end, rather than having the work go from one functional department to another. Traditional marketing is said to use the functional (or 'silo') department approach. The legacy of this can still be seen in the traditional four P's of the marketing mix. Pricing, product management, promotion, and placement. According to Gordon (1999), the marketing mix approach is too limited to provide a usable framework for assessing and developing customer relationships in many industries and should be replaced by the relationship marketing alternative model where the focus is on customers, relationships and interaction over time, rather than markets and products. In contrast, relationship marketing is cross-functional marketing. It is organized around processes that involve all aspects of the organization. In fact, some commentators prefer to call relationship marketing "relationship management" in recognition of the fact that it involves much more than that which is normally included in marketing. Martin Christopher, Adrian Payne, and David Ballantyne[2] at the Cranfield School of Management claim that relationship marketing has the potential to forge a new synthesis between quality management, customer service management, and marketing.

[edit]Approaches [edit]Satisfaction
Relationship marketing relies upon the communication and acquisition of consumer requirements solely from existing customers in a mutually beneficial exchange usually involving permission for contact by the customer through an "opt-in" system.[3] With particular relevance to customer satisfaction the relative price and quality of goods and services produced or sold through a company alongside customer service generally determine the amount of sales relative to that of competing companies. Although groups targeted through relationship marketing may be large, accuracy of communication and overall relevancy to the customer remains higher than that of direct marketing, but has less potential for generating new leads than direct marketing and is limited to Viral marketing for the acquisition of further customers.

[edit]Retention
A key principle of relationship marketing is the retention of customers through varying means and practices to ensure repeated trade from preexisting customers by satisfying requirements above those of competing companies through a mutually beneficial relationship[3][4] This technique is now used as a means of counterbalancing new customers and opportunities with current and existing customers as a means of maximizing profit and counteracting the "leaky bucket theory of business" in which new customers gained in older direct marketing oriented businesses were at the expense of or coincided with the loss of older customers.[5][6] This process of "churning" is less economically viable than retaining all or the majority of

customers using both direct and relationship management as lead generation via new customers requires more investment.[7] Many companies in competing markets will redirect or allocate large amounts of resources or attention towards customer retention as in markets with increasing competition it may cost 5 times more to attract new customers than it would to retain current customers, as direct or "offensive" marketing requires much more extensive resources to cause defection from competitors.[7] However, it is suggested that because of the extensive classic marketing theories center on means of attracting customers and creating transactions rather than maintaining them, the majority usage of direct marketing used in the past is now gradually being used more alongside relationship marketing as its importance becomes more recognizable.[7] It is claimed by Reichheld and Sasser[8] that a 5% improvement in customer retention can cause an increase in profitability of between 25 and 85 percent (in terms of net present value) depending on the industry. However Carrol, P. and Reichheld, F.[9] dispute these calculations, claiming they result from faulty cross-sectional analysis. Research by John Fleming and Jim Asplund indicates that engaged customers generate 1.7 times more revenue than normal customers, while having engaged employees and engaged customers returns a revenue gain of 3.4 times the norm. According to Buchanan and Gilles,[10] the increased profitability associated with customer retention efforts occurs because of several factors that occur once a relationship has been established with a customer.

The cost of acquisition occurs only at the beginning of a relationship, so the longer the relationship, the lower the amortized cost.

Account maintenance costs decline as a percentage of total costs (or as a percentage of revenue). Long-term customers tend to be less inclined to switch, and also tend to be less price sensitive. This can result in stable unit sales volume and increases in dollar-sales volume.

Long-term customers may initiate free word of mouth promotions and referrals. Long-term customers are more likely to purchase ancillary products and high margin supplemental products.

Customers that stay with you tend to be satisfied with the relationship and are less likely to switch to competitors, making it difficult for competitors to enter the market or gain market share.

Regular customers tend to be less expensive to service because they are familiar with the process, require less "education", and are consistent in their order placement.

Increased customer retention and loyalty makes the employees' jobs easier and more satisfying. In turn, happy employees feed back into better customer satisfaction in a virtuous circle.

Relationship marketers speak of the "relationship ladder of customer loyalty". It groups types of customers according to their level of loyalty. The ladder's first rung consists of "prospects", that is, people that have not

purchased yet but are likely to in the future. This is followed by the successive rungs of "customer", "client", "supporter", "advocate", and "partner". The relationship marketer's objective is to "help" customers get as high up the ladder as possible. This usually involves providing more personalized service and providing service quality that exceeds expectations at each step. Customer retention efforts involve considerations such as the following: 1. Customer valuation Gordon (1999) describes how to value customers and categorize them according to their financial and strategic value so that companies can decide where to invest for deeper relationships and which relationships need to be served differently or even terminated. 2. Customer retention measurement Dawkins and Reichheld (1990) calculated a company's "customer retention rate". This is simply the percentage of customers at the beginning of the year that are still customers by the end of the year. In accordance with this statistic, an increase in retention rate from 80% to 90% is associated with a doubling of the average life of a customer relationship from 5 to 10 years. This ratio can be used to make comparisons between products, between market segments, and over time. 3. Determine reasons for defection Look for the root causes, not mere symptoms. This involves probing for details when talking to former customers. Other techniques include the analysis of customers' complaints and competitive benchmarking (see competitor analysis). 4. Develop and implement a corrective plan This could involve actions to improve employee practices, using benchmarking to determine best corrective practices, visible endorsement of top management, adjustments to the company's reward and recognition systems, and the use of "recovery teams" to eliminate the causes of defections. A technique to calculate the value to a firm of a sustained customer relationship has been developed. This calculation is typically called customer lifecycle value. Retention strategies may also include building barriers to customer switching. This can be done by product bundling (combining several products or services into one "package" and offering them at a single price), cross selling (selling related products to current customers), cross promotions (giving discounts or other promotional incentives to purchasers of related products), loyalty programs (giving incentives for frequent purchases), increasing switching costs (adding termination costs, such as mortgage termination fees), and integrating computer systems of multiple organizations (primarily in industrial marketing). Many relationship marketers use a team-based approach. The rationale is that the more points of contact between the organization and customer, the stronger will be the bond, and the more secure the relationship.

[edit]Application

Relationship marketing and traditional (or transactional) marketing are not mutually exclusive and there is no need for a conflict between them. A relationship oriented marketer still has choices at the level of practice, according to the situation variables. Most firms blend the two approaches to match their portfolio of products and services.[citation needed] Virtually all products have a service component to them and this service component has been getting larger in recent decades.[citation needed]

[edit]Internal

marketing

Relationship marketing also stresses what it calls internal marketing, or using a marketing orientation within the organization itself. It is claimed that many of the relationship marketing attributes like collaboration, loyalty and trust determine what "internal customers" say and do. According to this theory, every employee, team, or department in the company is simultaneously a supplier and a customer of services and products. An employee obtains a service at a point in the value chain and then provides a service to another employee further along the value chain. If internal marketing is effective, every employee will both provide and receive exceptional service from and to other employees. It also helps employees understand the significance of their roles and how their roles relate to others'. If implemented well, it can also encourage every employee to see the process in terms of the customer's perception of value added, and the organization's strategic mission. Further it is claimed that an effective internal marketing program is a prerequisite for effective external marketing efforts. (George, W. 1990)

[edit]The

six markets model

Christopher, Payne and Ballantyne (1991) from Cranfield University goes further. They identify six markets which they claim are central to relationship marketing. They are: internal markets, supplier markets, recruitment markets, referral markets, influence markets, and customer markets. Referral marketing is developing and implementing a marketing plan to stimulate referrals. Although it may take months before you see the effect of referral marketing, this is often the most effective part of an overall marketing plan and the best use of resources. Marketing to suppliers is aimed at ensuring a long-term conflict-free relationship in which all parties understand each other's needs and exceed each other's expectations. Such a strategy can reduce costs and improve quality. Influence markets involve a wide range of sub-markets including: government regulators, standards bodies, lobbyists, stockholders, bankers, venture capitalists, financial analysts, stockbrokers, consumer associations, environmental associations, and labor associations. These activities are typically carried out by the public relations department, but relationship marketers feel that marketing to all six markets is the responsibility of everyone in the organization. Each market may require its own explicit strategies and a separate marketing mix for each.

[edit]Live-in

Marketing

Live-in Marketing (LIM) is a variant of marketing and advertising in which the target consumer is allowed to sample or use a brands product in a relaxed atmosphere over a longer period of time. Much like product placement in film and television LIM was developed as a means to reach select target demographics in a noninvasive and much less garish manner than traditional advertising.

[edit]History
While LIM represents an entirely untapped avenue of marketing for both big and small brands alike it is not an all that novel an idea. With the rising popularity of experiential and event marketing[11] in North America and Europe, as well as the relatively high ROI in terms of advertising dollars spent on experiential marketing compared to traditional big media advertising, industry analysts see LIM as a natural progression.

[edit]Premise
LIM functions around the premise that marketing or advertising agencies go out on behalf of the brand in question and find its target demographic. From that point forward avenues such as sponsorship or direct product placement and sampling are explored. Unlike traditional event marketing, LIM suggests that end-users will sample the product or service in a comfortable and relaxed atmosphere. The idea behind this technique is that the end-user will have as positive as possible an interaction with the given brand thereby leading to wordof-mouth[12] communication and potential future purchase. If the success of traditional event and experiential marketing is shared with LIM then it could indicate quite a lucrative and fairly low-cost means of product promotion. However, due to the fact that this means of advertising is still in its infancy more research is required to determine the true success of such campaigns. Because LIM is a fairly new concept many agencies are only now beginning to incorporate it into their advertising and marketing portfolios. The first such company to explicitly offer LIM services was Hostival Connect in late 2010. It is expected that more and more agencies will begin to sell LIM type campaigns.

[edit]See

also

Personalized marketing

[edit]References

1.

^ Berry, Leonard (1983). Relationship Marketing. American Marketing Association, Chicago. p. 146. ISBN 0-87757-161-9.

2.

^ Relationship Marketing. Butterworth-Heinemann, Oxford. 1991. p. 264. ISBN 0-7506-4839-2.Unknown parameter |unused_data= ignored (help)

3.

a b

Gale, B.T.,Chapman., R.W. (1994) Managing Customer Value: Creating Quality and Service That

Customers Can See New York: Free Press

4.

^ Gordon, Ian (1999). Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever. John Wiley and Sons Publishers. p. 336. ISBN 0-47164173-1.

5.

^ Kotler, Philip, Armstrong, Gary, Saunders, John and Wong, Veronica. (1999). "Principles of Marketing" 2nd ed. Prentice Hall Europe.

6. 7. 8.

^ Kotler, Philip, Armstrong, Gary, Saunders, John and Wong, Veronica. (1999)., p482 ^
a b c

Kotler, Philip, Armstrong, Gary, Saunders, John and Wong, Veronica. (1999)., p483

^ Reichheld, F. and Sasser, W. (1990) "Zero defects: quality comes to services", Harvard Business Review, SeptOct, 1990, pp 105111

9.

^ Carrol, P. and Reichheld, F. (1992) "The fallacy of customer retention", Journal of Retail Banking, vol 13, no 4, 1992

10. ^ Buchanan, R. and Gilles, C. (1990) "Value managed relationship: The key to customer retention and profitability", European Management Journal, vol 8, no 4, 1990 11. ^ Ad, Marketing Spending to rise 3.9% in 2008, Media Post, Erik Sass 16 July 2008 12. ^ EMI Strategic Insights Report : The Viral Impact of Events, Event Marketing Institute 2007

Dawkins, P. and Reichheld, F. (1990) "Customer Retention as a Competitive Weapon", Directors and Boards, vol 14, no 4, 1990

George, W. (1990) "Internal marketing and organizational behavior: A partnership in developing customerconscious employees at every level", Journal of Business Research, vol 20, no 1, 1990, pp 6370 Levitt, T. (1983) "After the Sale is Over", Harvard Business Review, SeptOct, 1983 McKenna, R. (1991) "Marketing is Everything", Harvard Business Review, JanFeb, 1991, pp 6570 (ebook) Schneider, B. (1980) "The Service Organization: Climate Is Crucial", Organizational Dynamics, vol 9, no 2, 1980, pp 5265

Christopher, M., Payne, A.F.T. and Ballantyne, D. (1991) "Relationship Marketing: Bringing Quality, Customer Service and Marketing Together", Oxford, Butterworth-Heinemann

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