What Is Relationship Marketing?

Consultative marketing, also known as relationship marketing, refers to the establishment, maintenance, and promotion of relationships between customers and other partners on the basis of profit, in order to achieve the goals of all parties involved, thereby forming a balance Long-term relationship of mutual interest. Relationship marketing regards marketing activities as a process in which an enterprise interacts with consumers, suppliers, distributors, competitors, government agencies and other members of the public. Correctly handling the relationship between an enterprise and these organizations and individuals is the core of corporate marketing. Is the key to the success of the business.

Advisory marketing

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Advisory marketing

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Relationship marketing is an activity to establish long-term satisfactory business relationships with key customers. The most important thing in applying relationship marketing is to master various strategies to establish long-term good business relationships with customers.

Consulting Marketing Customer Relationship Management Agency

Establish a specialized customer relationship management organization, and select people with strong business abilities as the general manager of the department, and set up several relationship managers. The general manager is responsible for determining the responsibilities, work content, behavior norms and evaluation standards of the relationship manager, and assessing the work performance. The relationship manager is responsible for one or several major customers, is the central point of all customer information, and is the communicator who coordinates various departments of the company to do a good job in customer service. Relationship managers need to be professionally trained, professional and accountable to customers. Their responsibilities are to formulate long-term and annual customer relationship marketing plans, formulate communication strategies, submit reports on a regular basis, implement the benefits provided by the company to customers, and handle possible Issues, maintaining good business relationships with customers. Establishing an efficient management organization is an organizational guarantee for the effectiveness of relationship marketing.

Advisory marketing personal contacts

Personal contact is to promote friendship and strengthen relationships through close communication between marketers and customers. For example, the client's manager is often invited to participate in various entertainment activities to make the relationship gradually closer; remember the birthday of the main customer, his wife, and children, and give flowers or gifts on the birthday as a congratulation; try to help customers who love flowers Get excellent flower seeds and fertilizers; use your own social relationships to help customers solve problems such as enrollment, further education, and employment. The shortcomings of relationship marketing through personal contact are: it is easy to cause enterprises to rely too much on marketers who have long contact with customers, which increases the difficulty of management. Therefore, the application of this strategy should be based on the timely establishment of corporate contacts based on personal contacts, through the long-term personal contacts to enhance corporate intimacy, and ultimately establish a strategic partnership between enterprises.

Consulting Marketing Frequent Planning

Frequent marketing planning is also known as patron marketing planning, which refers to the design planning to provide customers with frequent or large purchases rewards. Rewards come in the form of discounts, gifts, and prizes. Identify, maintain, and increase output from the best customers through long-term, interactive, value-added relationships. Cumulative spending rewards often used by airlines, hotels, and credit card companies. The disadvantages of frequent marketing planning are: first, competitors are easy to imitate. Frequent marketing planning has only a first-mover advantage, especially when competitors are unresponsive. If most competitors follow suit, it will become a burden for all implementers. Second, customers are easy to transfer. Because it is just the attraction of pure price discounts, customers are susceptible to competitors' similar promotion methods and transfer purchases. Third, it may reduce service levels. Price competition alone tends to ignore other customer needs.

Consulting Marketing Club Planning

Club marketing planning refers to the establishment of customer clubs, absorbing customers who purchase a certain amount of products or pay membership fees to become members. In our country, because the form of customer clubs is relatively rare, invited customers often feel satisfied with their reputation and status, so they are very attractive. Companies can not only win market share and customer loyalty, but also increase their reputation. For example, Haier Club provides members with a variety of family-friendly and personalized services, which are very popular. By the end of 2000, it had reached 70,000 members and 8 million associate members, and established a huge customer network for enterprises.

Consulting MarketingCustomized Marketing

Customized marketing, also known as customized marketing, is to manufacture products and carry out corresponding marketing activities according to the different needs of each customer. Its superiority is to meet customer needs and improve customer loyalty by providing unique products, excellent quality and value-added services. Relying on the latest modern science and technology to create a flexible production system, large-scale and efficient production of non-standardized or non-fully standardized customized products can be produced at a small cost, allowing enterprises to accept different orders from a large number of customers at the same time and provide different Products and services, at a higher level, "production and sales meet" and "production by sales." Enterprises that implement customer-oriented marketing must attach great importance to scientific research, technological development, equipment updates and product development; they must establish complete customer shopping files, strengthen contact with customers, set up after-sales service outlets reasonably, and improve service quality.

Consulting Marketing Database Marketing

The customer database refers to various data related to customers. Database marketing refers to the process of establishing, maintaining, and using customer databases for communication and transactions. Database marketing is highly targeted and is a "one-to-one" marketing with the help of advanced technology. It can be considered as a special form of customer marketing. The data in the database includes the following aspects: general information of actual customers and potential customers, such as name, address, telephone, fax, email, personality characteristics and general behavior; transaction information, such as order, return, complaint, service consultation Etc .; promotional information, that is, what activities the company has carried out, what it has done, what questions have been answered, how the final results are, etc .; product information, what products customers buy, how often and how much. Database maintenance is a key element of database marketing. Companies must frequently check the validity of data and update it in a timely manner. On the one hand, companies must design effective ways to obtain this information. On the other hand, they must understand the value of this information and the methods for processing and processing this information.

Consulting Marketing Exit Management

"Exit" means that the customer no longer purchases the company's products or services and terminates the business relationship with the company. Exit management refers to analyzing the reasons for customer withdrawals, and improving products and services accordingly to reduce customer withdrawals. Exit management can be performed as follows:

(1) Measure the customer churn rate.

(2) Find out the cause of customer churn. The exiters can be divided into the following categories according to the reasons for exit: price exiters refer to customers who transfer purchases for lower prices; product exiters refer to customers who find better products and transfer purchases; service exiters refer to customers Transfer purchases due to dissatisfaction with the services of the company; market exiters refer to customers withdrawing from the area; technology exiters refer to customers turning to more advanced alternative products; political exiters refer to customers who are not satisfied with the company Social behavior or think that the company withdraws from the purchase without bearing social responsibility, such as boycotting companies that do not care about public welfare undertakings, and companies that pollute the environment. Enterprises can draw a distribution chart of customer churn rate, showing the proportion of withdrawals for different reasons.

(3) Measure the loss of company profits caused by the loss of customers. The loss of corporate profits caused by the loss of a single customer is equal to the customer's lifetime value, that is, the profits brought to the company by lifetime purchasing. The loss of company profits caused by the loss of a group of customers should be calculated carefully.

(4) Determine the costs required to reduce churn. If the cost is less than the lost profits, it is worth the expense.

Develop measures to retain customers. Some reasons for customer withdrawal may be unrelated to the company, such as customers leaving the area, but customer withdrawals due to the company or competitors should cause vigilance and take corresponding measures to reverse the situation.

Enterprises should regularly test the effects of various relationship marketing strategies, the strengths and weaknesses of marketing planning, achievements and problems in the implementation process, etc., and continuously improve planning to establish and strengthen customer loyalty in a highly competitive market.

Implementing relationship marketing is a systematic project. It is necessary to comprehensively and correctly understand the content of relationship marketing. To achieve the ultimate goal of establishing a long-term and stable relationship between customers and customers, it is inseparable from the support of establishing good relationships with affiliated companies and employees. The relationship between enterprises and customers is the core of relationship marketing. The basis for establishing this relationship is to meet the true needs of customers and achieve customer satisfaction. Without this, relationship marketing has become a source of water without a source. To establish a long-term cooperative relationship with an affiliated company, it must start from mutual benefit and agree with the affiliated company in the pursuit of the target. High welfare does not necessarily achieve a good relationship between the company and its employees, and sincerely caring for each employee can effectively stimulate their work enthusiasm and sense of responsibility, thereby providing a guarantee for achieving the company's external goals.