CUSTOMER RELATIONSHIP 3

RELATIONSHIP DEFINED

• Relationship Marketing:

  • Process of building and maintaining profitable customer relationships.

  • Involves delivering superior customer value and satisfaction.

  • Ensures brand loyalty through customer satisfaction; satisfied customers are more likely to remain loyal.

LEVELS OF RELATIONSHIP MARKETING

Basic Marketing (Direct Sales)

• Also known as direct sales.

• Most fundamental interaction between company and customer.

• Involves a salesperson selling products/services directly to consumers.

Reactive Marketing

• Transaction advances to a higher level.

• Salespersons inform customers they can be contacted for inquiries about products or services.

Accountable Marketing

• Salesperson proactively contacts the customer post-sale.

• Ensures product satisfaction and condition.

• Encourages customer feedback and suggestions for improvement.

Proactive Marketing

• Company collaborates closely with regular customers.

• Customers provide constructive feedback for product/service improvements.

• Aids in development of new products/services.

Partnership Marketing

• Final level; involves loyal customers.

• Customers assist in enhancing company performance and offerings.

BUILDING CUSTOMER VALUE

• Customer Value:

  • Satisfaction derived from actions taken relative to costs.

  • Costs may include money, time, knowledge, data, etc.

LEVELS OF CUSTOMER VALUE

Basic and Expected Levels

• Include essential business requirements.

• E.g., restaurants must provide clean dining areas and utensils.

• Failure to meet these results in poor customer value.

Desired Customer Value

• Represents customer expectations from the purchase/service experience.

• Opportunity for businesses to differentiate themselves.

• E.g., retail shops offering friendly and helpful staff.

Unanticipated Customer Value

• Involves unexpected experiences that exceed customer expectations.

• E.g., a gas station attendant cleaning car windows free of charge.

TYPES OF CUSTOMERS

• Strangers:

  • Their needs don’t align with the company's offerings.

• Butterflies:

  • Not loyal; frequently seek best deals.

• True Friends:

  • Needs match the company offerings.

• Freeloaders:

  • Loyal but not profitable; limited fit between their needs and offerings.

RELATIONSHIP DEVELOPMENT STRATEGIES

• Frequent Communication:

  • Use e-mail and social media for consistent contact.

• Rewards Programs:

  • Introduce customer loyalty programs with discounts and perks.

• Special Events & Sponsorships:

  • Host events to promote interaction with loyal customers.

• Enhance Customer Service:

  • Outsource services to address complaints and promote new offerings.

• Multilingual Marketing:

  • Create promotional materials in various languages to broaden reach.

CUSTOMER SERVICE IN THE PHILIPPINES BUSINESS ENTERPRISE

• Successful local businesses focus on quality offerings and customer service.

• Utilize proper tools tailored for customer-oriented culture and technology use.

Customer Hotlines

• Customers can make inquiries or receive technical support.

• Example: PLDT provides troubleshooting assistance via call.

Email and SMS

• Facilitate easy communication with customers.

• Example: BeautyMNL updates customers on order status via text/email.

Social Networking Sites

• These platforms serve as channels for customer support inquiries.

• Example: Globe Telecom handles complaints and inquiries on Facebook and Twitter.

Real-time Correspondence

• Provides immediate communication between customers and company representatives.

• Example: Companies like Camella and Dragonpay utilize this tool for efficiency.

Mobile Applications

• Companies leverage mobile apps for enhanced visibility and customer value.

• Example: BPI Mobile app offering services like balance inquiries, fund transfers, and locators.

QUESTIONS?