BUILDING CUSTOMER

Relationship
LOYALTY THROUGH marketing
CUSTOMER SERVICE
LET’S DISCOVER
Nike + and the Active Lifestyle
In 2010, the global sports brand Nike
developed technologies that allow users to
live an active lifestyle and keep track of their
performance in their respective sports. Nike
organized a Digital Sport division which
created applications that help its customers
maintain an active lifestyle.

Questions:
1. How do Nike+ applications help
customers maintain an active lifestyle?
2. Do you see these applications
reinforcing the relationship between
Nike and its customers? Support your
answer.
LEARNING OBJECTIVES

•Define relationship marketing, enumerate the levels of relationship marketing;

•Explain the value of customers and the tiers of customer value;
•Discuss the different types of customers; and
•Identify and describe relationship development strategies.
LET’S LEARN

One of the ways for companies to remain competitive is to provide superior customer
service. This in essence is relationship marketing; a company builds customer
loyalty by making customer satisfaction its top priority.
 Relationship marketing is the
RELATIONSHIP MARKETING process if building and
maintaining profitable customer
DEFINED relationships by delivering
superior customer value and
satisfaction.
LEVELS OF RELATIONSHIP
MARKETING
1. Basic marketing- This is also called “direct sales” and is the most basic level of
interaction between the company and the customer service.
2. Reactive marketing- The transaction moves to a higher level because the sales
person tells the customer that he or she can be contacted to answer any inquiry.
3. Accountable marketing- In this level, the salesperson voluntarily contacts the
customer to ensure that the products is in perfect condition and asks if it met the
latter’s expectations.
4. Proactive marketing- The company works closely with a group of regular
customers who provide constructive feedback for the improvement of the product or
service.
5. Partnership marketing- In the final level, the company has already built a loyal
group of customers who can help in improving its performance and offerings.
BUILDING
CUSTOMER
VALUE
Customer value is defined as
the satisfaction derived from
what a customer may
experience or expect to
experience.
LEVELS OF CUSTOMER VALUE

Basic and expected levels Desired customer value Unanticipated customer value

These levels include the basic This involves what the It pertains to an unexpected
requirements of conducing a customers want from the purchase or service experience
business. purchase or service experience. that may go beyond what the
customers desire.
TYPES OF CUSTOMERS

Are customers whose needs do not fit the

company’s offerings.
STRANGER
S

FREELOAD TYPE BUTTERFLI

Are loyal but not profitable because of the
limited fit between their needs and the
ERS
S ES Are not loyal to a specific brand because they
keep on looking for the best deals which may
lead to patronizing other brands.
company’s offerings.

TRUE
FRIENDS
They make repeat purchases and patronize the
brand so long as it satisfies their needs.
 1. Communicate with customers
frequently and effectively.

RELATIONSHIP 2.
3.
Offers customer rewards.
Conduct special events an provide

DEVELOPMENT STRATEGIES 4.
sponsorships.
Enhance customer service.
5. Utilize languages to reach a wider
customer base.