Relationship marketing
Introduction
One of the most expensive and difficult tasks facing any
business is acquiring new customers. Earning a potential customer's attention,
making a convincing pitch, and then facilitating the accompanying sale can
leads to huge expenses when every step is considered. According to business
authors Emmett C. Murphy and Mark A. Murphy, acquiring a new customer can cost
five times as much as retaining an existing customer.
This presents a serious dilemma for many companies. With
finite resources, is it better to attract new customers or try to hold onto the
ones they already have? According to those same authors, a 2% increase in
customer retention can decrease costs by as much as 10%. No company can survive
and grow if they are not constantly adding to their customer base.
Relationship marketing
Relationship marketing is about forming long-term
relationships with customers. Rather than trying to encourage a one-time sale,
relationship marketing tries to foster customer loyalty by providing exemplary
products and services. This is different than most normal advertising practices
that focus on a single transaction; watch ad A and buy product B. Relationship
marketing, by contrast, is usually not linked to a single product or offer. It
involves a company refining the way they do business in order to maximize the
value of that relationship for the customer.
Relationship marketing mainly involves the
improvement of internal operations. Many customers leave a company not because
they didn't like the product, but because they were frustrated with the
customer service. If a business streamlines its internal operations to satisfy
all service needs of their customers, customers will be happier even in the face
of product problems.
Technology also plays an
important role in relationship marketing. The Internet has made it easier for
companies to track, store, analyze and then utilize vast amounts of information
about customers. Customers are offered personalized ads, special deals, and
expedited service as a token of appreciation for their loyalty.
Social media sites allow business
to engage their customers in an informal and ongoing way. In the past, it would
have been impossible to keep useful records about every single client, but
technology makes it easy for companies to automate their marketing efforts.
Branding is the final component of relationship marketing.
A company can form a long-term relationship with a client if that client feels
like the brand they purchase reflects who they are or who they want to be.
Customers are less inclined to switch to a different brand if they think that
switch makes a statement about their identity.
Why we need to build relationship with clients?
People work with individuals who they like.
So of course our objective as a business is to improve the life of a customer.
The idea here is to tell how important relationship building is and how you can
adopt it in your day-to-day life.
Relationships are not built overnight, it takes
time to nurture. Strong, enduring client relationships are the lifeblood of the
most organization. Understanding what your customers like, dislike or care
helps serving the business. As a solution provider, we also need to think from customers’
perspective in order to better understand “what they need?”
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