Building cutsomer relationship
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Building cutsomer relationship Presentation Transcript

  • 1. BUILDING CUSTOMER RELATIONSHIP Presented by Deepak Khandelwal
  • 2. 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
  • 3.
    • 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
  • 4.
    • 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
  • 5. GOALS OF RELATIONSHIP MARKETING Getting
  • 6.
    • Effective
    • Efficient
    • Enjoyable
    • Enthusiastic
    • Ethical
    5 E’s RELATIONSHIP MARKETING
  • 7. BENEFIT FOR CUSTOMER
  • 8. BENEFIT FOR ORGANIZATION
    • Reduced marketing and administrative cost.
    • Increase revenue over time.
    • Increase purchase over time.
    • Lower cost.
    • Free advertising.
    • Employee retention.
  • 9. 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
  • 10. LEVELS OF Relationship Strategies Structural Bonds
  • 11. 1.Financial Bond
    • Volume and frequency reward
    • Bundling and cross selling.
    • Stable pricing
  • 12. 2.Social bond
    • Continuous relationship
    • Personal relationship
    • Social bond among customer
  • 13. 3.Customization Bond
    • Customer intimacy
    • Mass communication
    • Anticipation/innovation
  • 14. 4.Structural Bond
    • Integrated information system
    • Joint investment
    • Shared process and equipment
  • 15.