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BUILDING CUSTOMER RELATIONSHIP Presented by Deepak Khandelwal
RELATIONSHIP MARKETING <ul><li>Relationship marketing is a philosophy of doing business, a strategic orientation that focu...
<ul><li>Marketing relationships could take any form, including promotion, sales, rivalry relationship. </li></ul><ul><li>R...
<ul><li>The primary goal of relationship marketing is to build and maintain a base of committed customer who are profitabl...
GOALS OF RELATIONSHIP MARKETING Getting
<ul><li>Effective </li></ul><ul><li>Efficient </li></ul><ul><li>Enjoyable </li></ul><ul><li>Enthusiastic </li></ul><ul><li...
BENEFIT FOR CUSTOMER
BENEFIT FOR ORGANIZATION <ul><li>Reduced marketing and administrative cost. </li></ul><ul><li>Increase revenue over time. ...
Relationship development Strategies <ul><li>Leonard Berry and A. Parasuraman have developed a framework for understanding ...
LEVELS OF Relationship Strategies Structural Bonds
1.Financial Bond <ul><li>Volume and frequency reward </li></ul><ul><li>Bundling and cross selling. </li></ul><ul><li>Stabl...
2.Social bond <ul><li>Continuous relationship </li></ul><ul><li>Personal relationship </li></ul><ul><li>Social bond among ...
3.Customization Bond <ul><li>Customer intimacy </li></ul><ul><li>Mass communication </li></ul><ul><li>Anticipation/innovat...
4.Structural Bond <ul><li>Integrated information system </li></ul><ul><li>Joint investment </li></ul><ul><li>Shared proces...
 
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Building cutsomer relationship

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Building cutsomer relationship

  1. 1. BUILDING CUSTOMER RELATIONSHIP Presented by Deepak Khandelwal
  2. 2. RELATIONSHIP MARKETING <ul><li>Relationship marketing is a philosophy of doing business, a strategic orientation that focuses on keeping and improving current customer rather than on acquiring new customer. </li></ul><ul><li>Bucket theory of marketing </li></ul>
  3. 3. <ul><li>Marketing relationships could take any form, including promotion, sales, rivalry relationship. </li></ul><ul><li>Relationship marketing is focus on cooperative and collaborative relationship between the firm and its customers. </li></ul>Relationship Marketing v/s Marketing Relationships
  4. 4. <ul><li>The primary goal of relationship marketing is to build and maintain a base of committed customer who are profitable for the organization. </li></ul>GOALS OF RELATIONSHIP MARKETING
  5. 5. GOALS OF RELATIONSHIP MARKETING Getting
  6. 6. <ul><li>Effective </li></ul><ul><li>Efficient </li></ul><ul><li>Enjoyable </li></ul><ul><li>Enthusiastic </li></ul><ul><li>Ethical </li></ul>5 E’s RELATIONSHIP MARKETING
  7. 7. BENEFIT FOR CUSTOMER
  8. 8. BENEFIT FOR ORGANIZATION <ul><li>Reduced marketing and administrative cost. </li></ul><ul><li>Increase revenue over time. </li></ul><ul><li>Increase purchase over time. </li></ul><ul><li>Lower cost. </li></ul><ul><li>Free advertising. </li></ul><ul><li>Employee retention. </li></ul>
  9. 9. Relationship development Strategies <ul><li>Leonard Berry and A. Parasuraman have developed a framework for understanding various types of retention strategies. </li></ul><ul><li>The framework suggest that relationship marketing can occur at different levels and each successive of strategy result in ties that bind the customer </li></ul>
  10. 10. LEVELS OF Relationship Strategies Structural Bonds
  11. 11. 1.Financial Bond <ul><li>Volume and frequency reward </li></ul><ul><li>Bundling and cross selling. </li></ul><ul><li>Stable pricing </li></ul>
  12. 12. 2.Social bond <ul><li>Continuous relationship </li></ul><ul><li>Personal relationship </li></ul><ul><li>Social bond among customer </li></ul>
  13. 13. 3.Customization Bond <ul><li>Customer intimacy </li></ul><ul><li>Mass communication </li></ul><ul><li>Anticipation/innovation </li></ul>
  14. 14. 4.Structural Bond <ul><li>Integrated information system </li></ul><ul><li>Joint investment </li></ul><ul><li>Shared process and equipment </li></ul>

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