The document discusses relationship marketing and building customer relationships. It outlines strategies for developing relationships including communicating effectively with customers, learning about their needs, addressing complaints, staying in regular contact, and building trust. Maintaining long-term relationships with existing customers is emphasized over acquiring new customers. Challenges and benefits of relationship marketing are also presented.

1. Ma Swe Zin Lei
Dip.Marketing 2nd Batch
Building
Customer Relationship

2.  Relationship Marketing
 Relationship Value of Customers
 Customer Profitability Segments
 Relationship Development Strategies
 Relationship Challenges

3.  Communicate like a human-being
 Learn about your customer
 Live for customer complaints
 Stay in regular contact with customers
 Build trust with customers
 Practice inbound marketing

4.  Philosophy of doing business
 Strategic orientation
 Focuses on keeping
 Improving current customer rather than acquiring
new customer.
 Must make long term commitment to maintaining
relationship with quality, service and innovation.
 Customers become partners
 Shift from a transaction to a relationship focus in marketing

6.  To build and maintain a base of committed customers
who are profitable for the organization.
 Customers goals of relationship marketing :
getting customer, satisfying customers, and enhancing
customers.
 Loyal customers can be even better customers

8.  Confidence benefits
 Social benefits- social support benefit resulting
from these relationship are important to
consumer quality of life.
 Special Treatment Benefits

9.  Increased revenues
 Reduced marketing and administrative cost.
 Free advertising through word of mouth
 Employee retention

10.  Length of an average life time.
 Average revenue generated
 Sales of additional products and services
over time
 Referral generated by customer over time.
 Cost associated with serving the customers

18.  When speaking with your customers :
 Try to get face-to-face
 Make sure you use their names
 Make jokes
 Be polite But conversational
 Avoid
 looking like a zombie and actually empathize and
emote with customers.

19.  Building customer relationships is much like building
rapport as a salesperson.
 Remember the client’s name, their needs and wants
 After the sale, do a little research .
 Value – Added
 Will go a long way to improving customer service

20.  Negative feedback
 Customer complaints
 Give you the opportunity to hear what your customers
really think about your service.
 Actually like to look at customer complaints in a
positive sense
 Customer keeping all their problems inside
 Want the opportunity to fix your customers’ problems

21.  Keeping in regular contact
 96% of unhappy customers don’t complain when
they’re unhappy, and 91% will simply leave and never
return.
 try using Client Heartbeat.

22.  some ways you can stay in regular contact with customers:
 Follow up with customers after meetings by phone, email,
or even social media
 Send customers friendly reminders to show that you are
 Forward through blog posts and videos that would be
valuable to your customers
 Send customers a monthly email to keep them up to date
with what’s going on at your company. Include product
news, company news and links to interesting content

23.  Increased customer satisfaction and reduced churn
 Three tips to build trust in your customer
relationships:
 Show compassion in your actions affecting the
relationship
 Be honest, credible and keep your integrity (if you say
something, make sure you do it, on time!)
 Show you have the competence to act for the mutual
benefit of your relationship

24.  Pull-Marketing
 Push-Marketing
 Use analytics to find out who your customers
 improve lead conversion rates.
 Provide value.
 Build trust.

27.  Customer service
 Content
 Social media
 Email
 Loyalty programs
 Surveys

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