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Relationship marketing

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  • 1. RELATIONSHIP MARKETING P.NAMBIAR
  • 2.
    • "Success starts with trust. If both
    • parties feel the same level of trust with
    • one another from the beginning, then it
    • becomes a relationship of value that
    • Allows each partner in the relationship
    • to gain value and use the relationship
    • to become better at what they do individually
    • and together.
    • If I were to leave this hospital
    • and start working at another one tomorrow,
    • the first thing on my agenda would be to
    • start working on a partnership with IHL.”
    • p.nambiar
  • 3. " YOU CANNOT SHAKE HANDS WITH A CLENCHED FIST" GOLDAMIER
  • 4. Background
    • Relationship Marketing became a topic of discussion during 1990.
    • Previously Org. gave importance to Marketing activities.
    • It being proved that attracting new customer is a costly proposition ,when compared to retaining a existing customer. Hence the focus is shifted to RELATIONSHIP MARKETING.
  • 5. Pareto’s Law
    • Or it can called as ABC anaylsis.
    • It says 20% of the customer generate 80% of the revenues to an organisation.If Hospital applied Relationship Marketing to these 20% customers, it could prevent from the switching over to competitors and maintain profitability.
  • 6.   467993                 5360 C-1 MALE YEARS 54 SAMIR DEY IHIP.33879 17   6370 232 MALE YEARS 67 B K NATH IHIP.33876 16   9689 204--A FEMALE YEARS 38 PRATIMA DUTTA IHIP.33824 15   9780 204--H FEMALE YEARS 24 MAINA TERANGPI IHIP.33783 14   9811 204--F FEMALE YEARS 32 RITA AGARWALA IHIP.33872 13   11043 301-F MALE YEARS 34 GULANUR HUSSAIN CHOUDHURY IHIP.33808 12   11440 212 A MALE YEARS 14 GAURAV P HAZARIKA IHIP.33742 11   12073 204--C FEMALE YEARS 63 DIPTI DEB IHIP.33755 10   12203 P3 MALE YEARS 3 SANUL AHMED IHIP.33710 9   15605 P6 FEMALE MONTHS 6 CHEBISA R MARAK IHIP.33692 8   18080 406-1 MALE YEARS 2 LOINOKA ZHIMOMI IHIP.33857 7 325109 21430 308-G MALE MONTHS 3 PRINCE RAY IHIP.33632 6 29130 29130 222-B MALE YEARS 47 BIDYA DHAR SAIKIA IHIP.33598 5 35896 35896 208 MALE YEARS 66 CKM BARUA IHIP.33695 4 44334 44334 219 FEMALE YEARS 32 MANDAKINI PHOOKAN IHIP.33803 3 89243 89243 C-5 FEMALE YEARS 76 SUNITI CHAKRABORTY IHIP.33454 2 126506 126506 412.-A FEMALE YEARS 10 PRAIRIE LEEMA R SANGMA IHIP.33355 1
  • 7. 5360 C-1 MALE YEARS 54 SAMIR DEY IHIP.33879 17 6370 232 MALE YEARS 67 B K NATH IHIP.33876 16 11043 301-F MALE YEARS 34 GULANUR HUSSAIN CHOUDHURY IHIP.33808 15 11440 212 A MALE YEARS 14 GAURAV P HAZARIKA IHIP.33742 14 12203 P3 MALE YEARS 3 SANUL AHMED IHIP.33710 13 18080 406-1 MALE YEARS 2 LOINOKA ZHIMOMI IHIP.33857 12 21430 308-G MALE MONTHS 3 PRINCE RAY IHIP.33632 11 29130 222-B MALE YEARS 47 BIDYA DHAR SAIKIA IHIP.33598 10 35896 208 MALE YEARS 66 C K M BARUAH IHIP.33695 9 9689 204--A FEMALE YEARS 38 PRATIMA DUTTA IHIP.33824 8 9780 204--H FEMALE YEARS 24 MAINA TERANGPI IHIP.33783 7 9811 204--F FEMALE YEARS 32 RITA AGARWALA IHIP.33872 6 12073 204--C FEMALE YEARS 63 DIPTI DEB IHIP.33755 5 15605 P6 FEMALE MONTHS 6 CHEBISA R MARAK IHIP.33692 4 44334 219 FEMALE YEARS 32 MANDAKINI PHOOKAN IHIP.33803 3 89243 C-5 FEMALE YEARS 76 SUNITI CHAKRABORTY IHIP.33454 2 126506 412.-A FEMALE YEARS 10 PRAIRIE LEEMA R SANGMA IHIP.33355 1
  • 8. 89243 C-5 FEMALE YEARS 76 SUNITI CHAKRABORTY IHIP.33454 17 12203 P3 MALE YEARS 3 SANUL AHMED IHIP.33710 16 15605 P6 FEMALE MONTHS 6 CHEBISA R MARAK IHIP.33692 15 5360 C-1 MALE YEARS 54 SAMIR DEY IHIP.33879 14 126506 412.-A FEMALE YEARS 10 PRAIRIE LEEMA R SANGMA IHIP.33355 13 18080 406-1 MALE YEARS 2 LOINOKA ZHIMOMI IHIP.33857 12 21430 308-G MALE MONTHS 3 PRINCE RAY IHIP.33632 11 11043 301-F MALE YEARS 34 GULANUR HUSSAIN CHOUDHURY IHIP.33808 10 29130 222-B MALE YEARS 47 BIDYA DHAR SAIKIA IHIP.33598 9 11440 212 A MALE YEARS 14 GAURAV P HAZARIKA IHIP.33742 8 9780 204--H FEMALE YEARS 24 MAINA TERANGPI IHIP.33783 7 9811 204--F FEMALE YEARS 32 RITA AGARWALA IHIP.33872 6 12073 204--C FEMALE YEARS 63 DIPTI DEB IHIP.33755 5 9689 204--A FEMALE YEARS 38 PRATIMA DUTTA IHIP.33824 4 6370 232 MALE YEARS 67 B K NATH IHIP.33876 3 44334 219 FEMALE YEARS 32 MANDAKINI PHOOKAN IHIP.33803 2 35896 208 MALE YEARS 66 CKM BARUAH IHIP.33695 1
  • 9. INCOME GENERATED FLOOR WISE 100% 4,67,993.00 TOTAL 6% 27,808.00 PAED.WARD 5 20% 94,603.00 CARDIO WARD 4 31% 1,44,586.00 4 TH FLOOR 3 7% 32,473.00 3 RD FLOOR 2 36% 1,68,523.00 2 ND FLOOR 1 PERCENT AMOUNT(Rs.) FLOOR S.No.
  • 10. DEFINITION
    • Relationship Marketing involves interacting with customers,collecting database and leveraging on it to offer personalised services to them, the enhancing customer satisfaction and increasing profitability.
  • 11. In today's session we are going to cover:
    • 1. B enefits of Relationship Marketing
    • 2. D ifference between Relationship Marketing and Transactional Marketing
    • 3. M arkets Model
    • 4. R elationship strategies
    • 5. C ustomer Retention
    • 6. S ervice Recovery
  • 12. 1.BENEFITS TO Organisation :
    • 1. C ustomer will continue our services without moving to competitors.
    • 2. R esearch found that people tend to increase the amount of money they spend on services with each visit they make to a service provider. Thus increase in revenue.
  • 13.
    • 3. A ttracting new customers is costly.Money spend on advertising,promotional campaigns and discount offers.
    • 4. E xisting customers will become repeat customers and even provide word-of- mouth publicity, which will bring in more customers and additional revenues.
  • 14.
    • 5. S ervice provider has to put in considerable time, effort and resources to win the confidence of a new customer and build up a relationship with him. However when we establish and strengthen the relationship, it become easy to retain customers.
    • 6. T here is less pressure on employees to attract new customers. Because of this employee turnover is also lower and organization saves a lot in terms of the costs of recruitment and training employees.
  • 15. BENEFITS TO CUSTOMERS
    • 1. S aving of time and effort.
    • 2. A s customer is already known personalized services and sometimes specials services can be enjoyed by the customer.( No waiting time in queue )
  • 16. RELATIONSHIP MARKETING & TRANSACTIONAL MARKETING
    • Relationship Marketing:
    • When an organisation seeks to establish and maintain a long-term relationship with its customers, it is known as Relationship Marketing. Because of constant contact with customer, the employees get to know the customer better, and having understood his expectations , offer improved service when he comes to them for repeat service.
  • 17. TRANSACTIONAL MARKETING
    • In this method the service provider or employees communicate with the customer only when he approaches it for service.He does not make any effort to get to know whether the customer is satisfied with the service , whether he needs some other service or would like to come back again for the service.He is not interested in gaining the loyalty of the customer.
  • 18. SIX MODELS OF RELATIONSHIP MARKETING ORGANIZATION Customer Markets Internal Markets Influencer Markets Recruitment Markets Referral Markets Supplier Markets
  • 19.
    • An org.needs to maintain good relations not only with its customers,but a host of other members in the network. The org.has to maintain a relationship with its employees, the different channel members, recruiters and agencies which influence customer’s decisions. They are categorized into six markets as:
  • 20. CUSTOMER
    • “ GONE ARE THE DAYS WHEN PATIENTS ALLOWED TO BE TREATED LIKE PATIENTS. TODAY, THEY WANT TO BE TREATED LIKE CUSTOMERS”
    • SANJAY RAI
    • DIRECTOR-SALES & MARKETING
    • MAX HEALTHCARE.
  • 21. CUSTOMER MARKETS
    • 1.customer identification
    • 2.interaction- front office
    • 3.process/quality service
    • 4.act on customer complaint/feed back
    • 5.corrective action/inform party
    • 6.customer satisfaction/delight
    • 7.follow up/retention
  • 22. 2.INTERNAL MAREKETS
    • 1.Employees/front level
    • 2.improve QWL
    • 3.interaction with external .customers
    • 4.HR role/
    • motivate/train/competency.
    • 5.good work place
  • 23. 3.SUPPLIER MARKETS
    • 1. P ROVIDE INFRA STRUCTURE
    • 2. C OURIER SERVICE USING COMMON FLIGHT FOR PARCEL
    • 3. L AUNDRY/CATERING/
    • HK ETC.
  • 24. 4.REFERRAL MARKETS
    • 1.IMP.FOR BUSINESS DEVP.
    • 2.EXISTING CUSTOMERS/
    • 3.INTERNEDIARIES/CONSULTANTS CONSTITUTE REF.MARKETS
    • 4.GOOD RELATIONS
    • 5.REWARD/GIFTS ETC SUITABLY TO MOTIVATE.
  • 25. 5.RECRUITMENT MARKET
    • 1. GOOD RELATIONS WITH EDN.INSTITUES
    • 2.WORKING WITH OTHER ORG./RICH EXP.
    • 3.PLACEMENT AGENCIES/HRD HUNTERS
  • 26. 6.INFLUENCER MARKETS
    • 1.SHAREHOLDERS/FINANCIERS/CPA ENVIRONMENT/GOVT/MEDIA/TRADE UNION /PUBLIC
    • 2.MAINTAIN GOOD RELATIONS.
    • 3.CSR/WELFARE/SPONORSHIP
    • 4.TO AVOID ANY NEGATIVE IMPACT ON THE REPUTATION OF AN ORG.
  • 27. STRATEGY IN RELATIONSHIP MARKETING MGT.
    • WHAT IS STRATEGY?
    • Is a Greek word STRATEGIA means General or Military Commander. War & Strategy are inseparable.
    • Strategic management enables a org.to survive in the long run. it is thru strategic mgt. that the long term vision for the firm is set which provides the org.with an indication of its growth direction.
  • 28. Basic Questions
    • In Strategic thinking 3 basic questions are asked.
    • 1.Where are we now?
    • 2.Where do we want to go in the future?
    • 3.How will we get there?
  • 29. TRANSACTIONAL MARKETING RELATIONSHIP MARKETING IMMEDIATE BUSINESS GAINS LONG TERM RELATIONS WITH CUSTOMERS TRADITIONAL ORGANIIZATION SERVICE ORGANIZATION
  • 30. MISSION & VISION
    • The first step in strategy formulation is determining the mission of the organization. It provides the direction for its progress and guides its future plans and strategies. In the absence of a mission statement, the members of an organization may not understand the purpose of the organization and so may work in different directions and fail to achieve the org’s goal.
  • 31. OUR MISSION STATEMENT
    • Our mission is to improve the health of our community through a caring partnership of patients, physicians and employees.
    • Our goal is to offer quality services that sets community standards and exceeds expectations in a caring, committed, affordable and accessible manner.
  • 32.
    • The mission statement should be short and simple so that employees at even the lowest level can easily understand.
    • The mission statement of a service org. should invariably emphasize focus on the customer and commitment to quality customer service.
  • 33. SWOT Analysis
    • In this, org.examine:
    • STRENGTH
    • WEAKNESS
    • OPPORTUNITY
    • THREAT
    INTERNAL EXTERNAL
  • 34. SWOT ANALYSIS
      • 1.Will developments in technology change this market beyond our ability to adapt?
      • 2.A small change in focus of a large competitor might wipe out any market position we achieve.
    1.Healthcare business is expanding, with many future opportunities for success in the Northeast India. 2.Assam Government wants to encourage local businesses . 3.Our competitors may be slow to adapt new technologies . THREATS OPPORTUNITIES
      • 1.Our hospital has no market presence or reputation .
      • 2.We have a small staff with a shallow skills base in many areas .
      • 3.We are vulnerable to vital staff being sick, leaving, Nursing staff leaving etc.
      • 4.Our collection takes more time
      • 5. Inventory turn over is less.
      • 6.Internal communication/training is poor.
      • 1.We can respond very quickly as we have no red tape, no need for higher management approval on routine matters, etc.
      • 2.We can give really good customer care, as we have plenty of time & planned programmes to devote to customers .
      • 3.We can change direction quickly if our approach isn't working .
      • 4.We have little overhead, so can offer good value to customers.
    WEAKNESSES STRENGTHS
  • 35. QUALITY & RELATIONSHIP MARKETING
        • Quality needs to be given the
        • topmost priority by service org.
        • because any deterioration in the
        • quality standards can reduce
        • their credibility and affect the
        • customer’s perception of the
        • firm.
  • 36. Quality standards
    • By implementing:
    • TQM
    • ISO 9000 series certification
    • 5S
    • 6 Sigma
    • Kanban
    • Poka-Yoke
    • Kaizen and customer needs mapping ,the org. can ensure high standards of service.
  • 37. CUSTOMER RETENTION
    • A service org.attempts to retain customers by providing quality service consistently,thereby winning over the customer.Another important aspect of service marketing is providing personaaalized attention and customized service to the customer.,
  • 38. 4 levels of Retention Strategy Continuous Quality Service to CUSTOMER FINANCIAL BONDS SOCIAL BONDS CUSTOMIZATION BONDS STRUCTURAL BONDS
    • DISCOUNTS COUPONS
    • GIFTS
    • MEMBERSHIP
    • BENEFITS
    SPL.ATTENTION,NEW SERVICE INFORMATION,WISHING CUSTOMERS WISHINGBIRTH.D,MARRIAGE.D ETC PERSONILISED SERVICES, CUSTOMER SPECIFIC SERVICES INTEGRATING SYSTEMS WITH CUSTOMERS,MAKING J.V SHARING PROCESS OR EQPT.
  • 39. EVALUATE CUSTOMER RELATIONS
    • 1.MONITORING RELATIONSHIPS
    • 2.VALUE ADDITION TO THE SERVICE
    • 3.INCREASED CUSTOMER CONTACT
    • 4.ENHANCED CUSTOMER SERVICE
  • 40. SERVICE RECOVERY DEFINITION
    • SERVICE RECOVERY IS A PROCESS THAT IDENTIFIES SERVICE FAILURES , EFFECTIVELY RESOLVES CUSTOMER PROBLEMS, CLASSIFIES THEIR ROOT CAUSES AND YIELD DATA THAT CAN BE INTEGRATED WITH OTHER MEASURES OF PERFORMANCE TO ASSESS AND IMPROVE THE SERVICE SYSTEM.
  • 41.
    • SERVICE ORG.SHOULD HAVE A PROPER SERVICE RECOVERY SYSTEM IN PLACE TO PACIFY DISSATISFIED AND DISGRUNTELED CUSTOMERS.
    RECOVERY OF CUSTOMERS
  • 42. BENEFITS
    • BY ADOPTING SERVICE RECOVERY SYSTEM,
    • 1.ORG.GETS A SECOND CHANCE TO RECTIFY ANY MISTAKE THAT OCCURRED DURING SERVICE DELIVERY IN THE FIRST INSTANCE.
    • 2.IF PROBLEM IS SOLVED THE CUSTOMER IS SATISFIED.
  • 43.
    • 3.GIVE UP SWITCHING OVER TO COMPETITORS.
    • 4.IF QUALITY SERVICE IS CONTINUED BY ORG.,SUCCEED IN EARNING LOYAL CUSTOMERS.
    • 5.LOYAL CUSTOMERS-WORD OF MOUTH,MORE BUSINESS, POSITIVE IMAGE OF ORG.AND PROFITABILITY .
  • 44. GUIDELINES FOR RECOVERY
    • 1.TRACK AND ANTICIPATE RECOVERY OPPORTUNITIES
    • 2.SOLVE PROBLEMS QUICKLY.
    • 3.TRAIN AND EMPOWER FRONT LINE EMPLOYEES
  • 45. TWO WAY COMMUNICATION
    • RELATIONSHIP BECOME FRUITFUL WHEN THE ORG. HELPS THE CUSTOMER UNDERSTAND HIS ROLE IN SERVICE PROCES TO OBTAIN PROMPT AND DESIRED SERVICE, GIVES HIM ALL INFORMATION HE NEEDS AND EXTENDS COMPLETE SUPPORT WHENEVER REQUIRED.
  • 46.
    • CONTINUAL AND CONSTRUCTIVE
    • TWO WAY COMMUNICATION IS THE
    • KEY FOR SUCH A RELATIONSHIP.
  • 47. CASE STUDY
    • Customer retention programs may
    • include such activities as after
    • marketing & post treatment satisfaction
    • services, frequent user benefits, patient
    • focused care programs, data base
    • maintenance, support for ongoing
    • relationship with customers.
  • 48.
    • For instance at GNRC hospital
    • Guwahati, GNRC relationship plan
    • (GRP) was introduced in December 2000.
    • This scheme announced that
    • each rupees spent at GNRC was to
    • be counted as a loyalty point. For
    • each point so earned and
    • accumulated the patient would
    • received 5% incentive price on 
    • his / her next billing.
  • 49.
    • The loyalty points were to be freely
    • transferable and redeemable  at
    • any time. The loyalty incentive
    • coupons were handed out while the
    • bills were settled in addition a
    • computerized record was also
    • kept  of these customers to
    • generate periodical Statements.
  • 50.
    • The GRP of GNRC hospitals encouraged word of mouth referrals two. Thus if GNRC patient referred the hospital to his or her friends/relatives, he or she earned 200 points that could be redeemed at the time of payment/settling the hospital bills.
  • 51.
    • Each suggestions given by the GNRC guests/patients was also rewarded with an incentive worth 50 points. The objective of the GRP was to link pricing with relationship. It was to encourage patients to recommend other friends and relatives induce more referrals and to thank the existing customers for their patronage.
  • 52.
    • When hospitals are interested in leveraging the resources of their partners they may engage in, joint marketing/training programs, joint product/process development cross distribution arrangements, logistics/facility sharing, co-providing services, joint ventures and alliances.
  • 53.
    • Friends of GNRC (FOG) scheme health care providers are dependent on the referral feed and support of general physicians (GPS). It is true for the world and India, where 30 to 45% of health care demand comes from referrals. GNRC received on an average 40 to 50% patients recommended by the general physicians and the city doctors through out northeast.
  • 54.
    • A majority of the referring doctor and physician received incentive from most of the receiving hospitals as finders fee. Their referrals to a supper specialty hospital were more often based on the monetary considerations while the lure of incentives are cuts prompted the general physicians, primary health care centers and nursing homes to refer to a super specialty hospital, many of them had a genuine anxiety as well.
  • 55. CONCLUSION ALL THE BEST THANQ P.NAMBIAR

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