Relationship Marketing

1. CHAPTER 8: Relationship Marketing:
Issues and Future Trends

2. Criticism/Issues In Relationship
Marketing
 Is RM really a new phenomenon?
 Is RM a management fad?
 RM is merely based on selective research.
 RM is prone to corruption/ being unethical.
 RM tend to favor loyal customers/ higher
spending individual over other customers.
 RM is not suitable for all businesses especially if
it involve generic commodities, low value
products, low customer involvement or
customer prefer single transaction.

3. Trends in 2016
 Chatbots are the new wave of digital transformation.
It is being developed for every digital channel including messaging, social,
web and mobile.
 Technology is making anticipatory service possible across all channels
companies are using smart software to streamline or even automate
proactive service.

4. Trends in 2016
 Usage of real-time insights is expanding
beyond social
service professionals will use real-time voice of
the customer dashboards to keep a pulse on
consumer sentiment and feedback.
 Self-service is becoming more accessible and
more intelligent
companies are making it available on every
digital channel and accessible from every
device-including form the product when
they're part of the IoT.

5. Trends in 2016
 Video chat
Video technology is evolving as means of delivering personalized video
forstronger customer service and marketing targeted at each specific
customer's needs.

6. Trends in 2017
 Less story telling more story doing
Instead organizations are allowing customers to step forward with their
own stories about the brand. While there is still a frame for the story
within the brand, it is now described from the point of view of the
customers. Rather than talking at customers, they let customers do
the talking to each other.

7. Trends in 2017
 Customer centricity
 Chatty AIs
More tech companies are presenting their own branded play on intelligent
systems: IBM Watson, Salesforce Einstein, Amazon Alexa, Microsoft
Cortana, and OK Google are just the beginning. The report focuses
specifically on the rise of "Conversations as the new UX" enabled by AI
Chatbot technology.

8. Trends in 2017
 Personal Branding & Humanization
Personal branding is highlighting a real person as a (or the) face of your
company.
Personal branding is the first step that leads towards completely
humanizing your brand, other steps being writing like a human, giving
your brand a fictional character.
With Google and Facebook, the biggest traffic sources of most brands,
have now started favoring individual faces over brands.

9. Trends in 2017
 Big Data Approach
With time and advanced technology, big data is not a thing for big brands
anymore. You don’t need to hire heavily paid data miners anymore.
With cheap software, now even smaller brands with low budget can
also invest in big data and reap results.

10. THANK YOU