Professional Documents
Culture Documents
Submitted By : Group 4
1.Ankur Tunaak
2.Gagandeep Singh
3.Kamal Malik
4.Modak Priy
5.Rupane Sharma
6.Sudeep Kumar Kundu
7.Vineet Dixit
GROUP NO. 4 1
WHAT IS RELATIONSHIP MANAGEMENT
GROUP NO. 4 2
GOAL OF RELATIONSHIP MANAGEMENT
Satisfying
Acquiring
GROUP NO. 4 3
BENEFIT FOR BUYERS AND SELLERS
GROUP NO. 4 4
BENEFITS FOR SELLERS
GROUP NO. 4 5
CUSTOMER PROFITABILITY SEGMENT
• Company may want to treat all customers with excellent service, but
the relationship value differs and it would not be profitable to meet all
customers expectation
• 80/20 Rule : 20% of the customers produce 80% of sales / profit.
Most Profitable
customer Platinum
Gold
Iron
GROUP NO. 4 6
RELATIONSHIP DEVELOPMENT MODEL
Relationship Outcomes
Drivers
Customer
Relationship Benefits
Bonds Confidence Benefits
Social Benefits
Financial Bonds
Special treatment Benefits
Social Bonds
Customization Bonds Customer
Structural Bonds
Relationship
Firm
Core Service Benefits
Economic Benefits
3.Customization
Customer
Relationship Management
Frequency
Satisfaction
4.Rewards Programs /Loyalty
Programs
Rewards
Programs
5.Community Building
Customization
GROUP NO. 4 8
RELATIONSHIP CHALLENGES
The assumption that all customers are good customers is very compatible
with the belief that “The customer is always right” yet the statement is not
always true and it may be preferred for a firm to discontinue their
relationship.
Wrong segment : A company can not target its services to all customers, it
would not be beneficial to either the company or the customers for a
company establish its relationship with a customer whose needs the
company can not meet
GROUP NO. 4 9
When a purchase cycle is long - People in the
organization change, and in all livelihood the entire
upper level management also changes but the idea
of building relationship bonds lasts forever.
GROUP NO. 4 10
THANK YOU
GROUP NO. 4 11