Integrated Relationship

Marketing Strategies
in the Millennium
We are living in a time that has variously
been called
 Information age
 Knowledge economy, and
 Age of discontinuity

Continuous improvement is being applied

more to processes than products
The add-on selling organisation focuses on

 cross selling expertise,

 effective communication of its offerings and

their
benefits to consumers
 development of a coherent brand personality
Building a customer base and brand
equity is a long-run process of
raising awareness, inducing trial and
usage as a precursor to gain
customer loyalty, and then tightening
the relationship
STRATEGY OF IMPROVING CUSTOMER RELATIONSHIP
THE FOUR STEP PROCESS

Identifying the customer

Identifying customer needs and

expectations

Measurement of customer
satisfaction level, and

Developing an improvement plan

FOUR SUB-STEPS IN DEVELOPING AN IMPROVEMENT PLAN

Gap analysis matrix

Complaint handling system

Preventing recurrence of problems

Appraisal of employees
It is essential that people at all management levels
should commit to a single overriding purpose for
the business to create a satisfied and loyal
customer by delivering superior value

The process of relationship building and loyalty

management begins with the market targeting
decision

Contd..
The company’s mission statement should
incorporate the overall definition of customer
relationship focus and value

Building and managing brand equity is a key

part of building customer relationship and
managing customer loyalty

Marketing is no longer a separate management

function, but a market-focused leadership for
creating superior customer value and
profitability such as adoption of CRM,
innovation management and value chain
management