STRATEGIES FOR BUILDING

RELATIONSHIP

PRESENTED BY:
“SAMYAK”
 INTRODUCTION
CRM is a strategy that focuses on building strong
relationship with customer and potential customer
for creating and maintaing a loyal customer base.

It consist……
• Reduce Costs
• Increase Efficiency and
• Improve Customer Satisfaction.
 STRATEGIES OF CRM

• CUSTOMER RETENTION

• CUSTOMER ACQUISITION

• CUSTOMER LOYALTY
• IMPROVE PRODUCTIVITY
 CUSTOMER RETENTION

• Retaining customers means keeping them

active with you. 
• Action – Reaction – Feedback – Repeat
• Customer lifetime value .

• Retention Rate
 CUSTOMER ACQUISITION
Customer acquisition is a process of
identifying, approaching and developing
new customer relationships.

Customer Acquisition Strategy

• A fully integrated multi channel approach.

• Cultural beliefs and values of the company need

to be highlighted in any acquisition campaign.
 CUSTOMER LOYALTY
The development of loyalty involves building and sustaining
a relationship with a customer, which leads to the repeated
purchase of products or services over a given period of time

• Give customers exactly what they want

• Listen to what customer have to say

• Customer is always right

 IMPROVE PRODUCTIVITY
Companies should use satisfied technologies by investing
in their R&D so that the productivity can be improved
according to the growing customer expectations.

• Engage in two way dialog

• Survey customers
• Use of CRM Software
 DIFFERENCE BETWEEN
TRADITIONAL PROCESS AND
TODAY’S CRM
TRADITIONAL CONCEPT TODAY’S CRM

• Create leads and first-time • Repeat purchasers.

customers
• Short term profitability • Long term profitability
• Now customer is king
• Sales process to sell to
customers is king, not the
customer.
• individual customers in the market
• Addressable market is the are the targets

target.
 Contd…

• Cycle was started from • Cycle extended from

suspect to prospects and customer to being an
ended on customer. advocate for the company.
• A degree of protection is • A degree of protection is
low. high.
SOME NEW CONCEPTS FOR BUILDING
RELATIONSHIP

• COMPARATIVE ADVERTISING

• VIRAL MARKRTING

• COVERT ADVERTISING
• PRODUCT CERTIFICATION
 COMPARATIVE ADVERTISING

Comparative advertising is an advertisement in which a

particular product, or service, specifically mentions a
competitor by name for the express purpose of showing
why the competitor is inferior to the product naming it.
Comparative advertising video
 VIRAL MARKETING

It describes any strategy that encourages individuals to

pass on a marketing message to others.

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 COVERT ADERTISING

Covert advertising embeds a product or brand in entertainment

and media and uses undercover tactics turning ordinary
entertainment into an extended ad. Logos highly visible to the
audience.

EXAMPLES:

MOVIES PRODUCT OR BRAND

• DHOOM HAYABHUSA MOTORBIKE

• 3 IDIOTS AIRTEL
• MINORITY REPORT NOKIA PHONE AND A BULGARI
WATCH Covert advertising video
 PRODUCT CERTIFICATION

Product certification is the process of certifying that

a certain product has passed performance and quality
assurance tests, nationally accredited test standards.

Product certification video