The principles of relationship marketing
There is nothing new to retain a customer is more profitable to get a new one, but some companies appear to have understood and others are rediscovering, that is why Hugo Brunetta subject matter expert and director of nexting.com site, tells us fundamental principles of relationship marketing and relationship marketing rather serves as a fundamental tool for building long term relationships with customers and consumers.
Hugo B. says: because of intense competition, the maturity of the markets and increasingly demanding consumers, companies have rediscovered that treating customers well is the best source of profitability and sales growth.
The strategic principles are:
Loyalty: Loyalty is built on collaboration, trust and mutual understanding. The CRM strategy contributes to the retention of customers and acquiring new, due to positive viral causes fidelity.
Dialogue: The customer relationship is built through an ongoing dialogue over time. Communications are no longer only company to consumers. Customers will also be able to communicate with the organization through the widest possible diversity of channels: toll free, fax, mail, email, website, SMS, Facebook groups, etc. Every interaction is a new opportunity to strengthen mutual understanding.
Report: Traditionally, communication between the brand and the customer is based on the needs of the company. Its purpose was to persuade the customer about the merits of our offer. Today, marketing is aimed at building an ongoing relationship with customers, under the premise of mutual benefit, where the exchange of information plays a key role in the creation of value.
Asking permission: The marketing consent (permission marketing) is the usual practice in the relational approach. Organizations must obtain permission from the client before establishing a dialogue.
Knowledge: A CRM strategy is a valuable tool for understanding basic aspects of our clients: personal data, preferences, buying habits, favorite channels of interaction, or responses to promotions. Access to this information regularly, is a powerful competitive weapon that helps increase sales, improve customer relationships and provide each user with a more personalized and better.
Thinking of medium and long term value and profitability of a satisfied customer to increase over time. Therefore, developing a relational project, the benefits are emerging as the program progresses. Projects are built with a medium to long term, not a tool to get immediate results.
Differentiate: In a world that tends to uniformity, where products are increasingly similar, and promises related to concepts such as quality, leadership and innovation are losing their meaning by abuse in its use, dealing with the client and the service is becoming one of the few differentiators between brands.
Customize: traditional advertising channels of mass marketing are losing their effectiveness due to the high level of saturation. We are exposed to more than 2,000 impacts per day. Thus, we have developed methods of filtering to retain only what interests us, impacts us or it relates to our emotional thought.
Relationship marketing aims to recognize each customer as an individual, or even better as a person with your specific needs. This is the basis for customizing each user interaction with the knowledge we have of their preferences.
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Posted in Business Info | 
Tags: customer relationship, relationship marketing, traditional advertising