The partnering route: Innovate and Integrate with your customers


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Relationship Marketing

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The partnering route: Innovate and Integrate with your customers

  1. 1. The Partnering RouteInnovate and Integrate with your customer Akash C.Mathapati
  2. 2. Collaborate on Design1st Model Nypro collaboration with vistakon There would be no innovation without uncensored complete sharing of knowledge, insight and inspiration Customer improvement teams from both companies meet formally every 6 weeks Since 1989, Nypro’s automated system has manufactured more than 2 billion defect free plastic molds for vistakon Vistakon is a industry giant with more than 40% of the US market Akash C.Mathapati
  3. 3.  Focus on customer’s customer  GE plastics worked in partnership with Delphi Interior and Lighting Systems (Delphi-I), a GM component supply division Akash C.Mathapati
  4. 4. Synchronize your operations2nd Model Nypro – Abbott Lab  New plastic blood-test pack Synchronized technology and integrated systems Nypro tied the control processes of its manufacturing system Abbott tied Nypro directly to its customer order information Helped both the co’s by providing a platform for their continuing joint search for product, process & cost improvement Akash C.Mathapati
  5. 5. Make Teamwork Work Two crucial aspects for successful joint operational partnering  Supplier & customer must sync their info & tech  Needs to designate certain of its employees to work on cooperating teams NovaCare – National Health Care Affiliates, Inc (NHCA)  Acquisition of InSpeech  NHCI represented about 20% of total business  Planned & managed rehab therapy operations together  NovaCare has assigned members to work with NHCA’s rehab Akash C.Mathapati
  6. 6. Shift To Business Integration3rd Model Marshall Industries US’s fourth larget distributors of electronic components Diagonastic Instrument Corporation Akash C.Mathapati
  7. 7. Relationship Marketing in Services Akash C.Mathapati
  8. 8.  Relationship marketing terminology in the services literature 1983 Recognition of the need to market formally to existing customers appeared earlier Prof.Levitt emphasized the need for firms to engage in constant reselling efforts Akash C.Mathapati
  9. 9. Relationship Marketing in Services What accounts for the accelerated interest in relationship marketing in services ?  Four convergent influences have propelled the current focus on relationship marketing  a. Maturing of services marketing  b. increased recognition of potential benefits for the firm and customers  c. technological advances Akash C.Mathapati
  10. 10.  Implication of marketing a performance rather than an object are well understood today Reality of many services being rendered on an ongoing or periodic basis coupled with the reality of customers forming relationship with people rather than goods paves the way for relationship marketing Repeated contact between customers and service providers Services often requires reselling efforts Akash C.Mathapati
  11. 11. Benefits to the firm Service industries competition has been fierce since 1990’s  Banks, Airlines  Marketing to protect customer base has become imperative  Reduce customer defection, duration of the relationship doubles Akash C.Mathapati
  12. 12. Benefits to the customers High involvement services also hold relationship appeal for customers Services illustrate some or all of the significant characters – importance, complexity, involvement etc Causes many customer to desire continuity with same service providers Risk reduction benefit of having a relationship with a supplier, customer can reap social benefits Akash C.Mathapati
  13. 13. Technological Advances Marketers are likely interested in relationship marketing if its affordable and practical United services automobile asso (USAA)  1994 2.6 million members & associate member Walgreen fills more than 7% of all prescriptions in USA  Intercom satellite based computer sustem Akash C.Mathapati