Building cutsomer relationship
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Transcript of Building cutsomer relationship
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BUILDING CUSTOMER RELATIONSHIP
Presented by
Deepak KhandelwalDeepak Khandelwal
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RELATIONSHIP MARKETING
• Relationship marketing is a philosophy of doing business, a strategic orientation that focuses on keeping and improving current customer rather than on acquiring new customer.
• Bucket theory of marketing
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• Marketing relationships could take any form, including promotion, sales, rivalry relationship.
• Relationship marketing is focus on cooperative and collaborative relationship between the firm and its customers.
Relationship Marketing v/s
Marketing Relationships
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• The primary goal of relationship marketing is to build and maintain a base of committed customer who are profitable for the organization.
GOALS OF RELATIONSHIP MARKETING
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GOALS OF RELATIONSHIP MARKETING
GettingGetting
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o Effectiveo Efficiento Enjoyableo Enthusiastico Ethical
5 E’s RELATIONSHIP MARKETING
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BENEFIT FOR CUSTOMER
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BENEFIT FOR ORGANIZATION
Reduced marketing and administrative cost. Increase revenue over time. Increase purchase over time.Lower cost.Free advertising.Employee retention.
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Relationship development Strategies
• Leonard Berry and A. Parasuraman have developed a framework for understanding various types of retention strategies.
• The framework suggest that relationship marketing can occur at different levels and each successive of strategy result in ties that bind the customer
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LEVELS OF Relationship Strategies
StructuralBonds
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1.Financial Bond
• Volume and frequency reward
• Bundling and cross selling.
• Stable pricing
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2.Social bond
• Continuous relationship
• Personal relationship
• Social bond among customer
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3.Customization Bond
• Customer intimacy
• Mass communication
• Anticipation/innovation
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4.Structural Bond
• Integrated information system
• Joint investment
• Shared process and equipment
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