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.