customer relationships

1. USTOMER RELATIONSHIP:
USTOMER SERVICE
By: Regina Munsayac Silverio

2. Learning Objectives:
Students must be able to
• Define “ relationship marketing”;
• Explain the value of customers;
• Identify and describe “relationship development
strategies”
• Illustrate successful customer service strategy in the
Philippine business enterprise.

3. The first three steps in the marketing process
1. Understanding the marketplace and customer needs
2. Designing a customer-driven marketing strategy
3. Constructing a marketing program

4. RELATIONSHIP MARKETING
• It is a strategy designed to foster customer loyalty,
interaction and long-term engagement
• It is aimed to develop strong connections with
customers by providing them with information directly
suited to their needs and interest and by promoting
open communication.

5. RELATIONSHIP MARKETING CONCEPT
“Relationship marketing is a facet of customer
relationship management (CRM) that focuses on
customer loyalty and long-term customer engagement
rather than short-term goals like customer acquisition
and individual sales.

6. RELATIONSHIP BUILDING BLOCKS: CUSTOMER VALUE AND SATISFACTION
Customer Value
Attracting and retaining customers can be a
difficult task.
A customer buys from the firm that offers the
highest customer-perceived value – the
customer’s evaluation of the difference between
all the benefits and all the costs of a market
offering relative to those of competing offers.
Importantly, customers often do not judge values
and costs “accurately” or “objectively.” they act
on perceived value.
Customer Satisfaction
Smart companies aim to delight customers
by promising only what they can deliver and
then delivering more than they promise.
Delighted customers not only make repeat
purchases but also become willing
marketing partners and “customer
evangelists” who spread the word about
their good experiences to others.

7. THE CHANGING NATURE OF CUSTOMER RELATIONSHIPS
Significant changes are occurring in the ways in which
companies are relating to their customers.
Yesterday’s big companies focused on mass marketing to all
customers at arm’s length.
Today’s companies are building deeper, more direct, and
lasting relationships with more carefully selected customers.

8. RELATING MORE DEEPLY AND INTERACTIVELY
Two-way Customer Relationships
• New technology have profoundly changed the ways
in which people relate to one another.
• New tools for relating include everything from e-
mail, web sites, blogs, cell phones, and video sharing
to online communities and social networks such as
facebook, you tube and twitter.
• “People today want a voice and a role in their brand
experiences. They want co-creation.”
Consumer generated marketing
• A growing part of the new customer dialogue
is consumer-generated marketing, by which
consumers themselves are playing a bigger
role in shaping their own brand experiences
and those of others.
• This might happen through uninvited
consumer-to-consumer exchanges in blogs,
video-sharing sites, and other digital forums.

9. RELATIONSHIPS DEVELOPMENT STRATEGIES
1. Networking
2. Cherish each Customer
3. Listen to your customer
4. Build a brand identity
5. Give your customer free
information
6. Loyalty rewards
7. Communicate often
8. Special events
9. Face – to- Face time

10. CONCEPT APPLICATION
In a small group, conduct a SWOT analysis, develop
objectives and create a marketing strategy for your school,
a student organization you might be involved or a local
business.