LESSON 3

CUSTOMER RELATIONSHIP DEVELOPMENT STRATEGIES

LEARNING OBJECTIVE

The learners shall be able to identify and describe relationship development strategies

When it comes in increasing profits, it's tempting to concentrate on making new sales or
pursuing bigger accounts. But attention to existing customers, no matter how small they are, is
essential to keeping any business thriving. The secret to repeat business is following up in a
way that has a positive effect on the customer

BENEFITS OF DEVELOPING CUSTOMER RELATIONSHIP

Customer relationship is a marketing approach that focuses on creating an ongoing and long-
term relationship with customers. It is geared toward building and nurturing strong
consumer/customer connections and affiliations, rather than pushing sales or purchases.
Building a strong customer relationship is not rocket science. All a company needs to do is to
take into consideration the little things that matters. Creating long lasting relationships helps to
ensure long-lasting customers and repeat sales.

Customers want to know that they are valued and appreciated as an individual. Showing
existing customers that value and appreciation encourages them to refer their colleagues,
friends, and others to the business. So armed with customer relationship strategies, a company
can build a strong customer relationship and outperform the giants

Some of the benefits in developing and implementing customer relationship strategies are the
following:
1. Consistent customer experience - Organizations that are aligned across all touch points
seamlessly share information and work together to ensure customers needs are addressed with
minimum effort. This is particular important when the consumer ise perencing challenge with
the product ar service Quickly resolving Els builds trust and it can improve customer
satisfaction

2. l ickWhen the organization'n culture taciiitates open communication and cooperation

consumer concerts complaints compliments can quickly be addressed. By paying careful
attention positive and negative trends organizations can ue this feedback to make appropriate
adjustments to product or service offerings, enstaring customer satisfaction.

3 Customer profitability - Relevant communications and offers motivate consumers to use the
full complement of product and service offerings Because consumers understand the benefits
of the offerings, they ate typically more compliant and they remain customers for longer periods
of time

4. Customer attes - Consumers who are pleased and enjoy a consistent experience increasingly
sharethis information with each other. Increasingly consumers are tuming to each other for
suggestions and recommendations Make it easy for customers to share their experience, but
first make sure they have a consistently good experience.

5. Intuition Organizations, like Starbucks through MyStarbucksidea com invite their customers
to provide ideas. Consumers are allowed to stare, vote and discuss each others ideas. Most
important, they are kept appraised of the status of ideas. There are other ways organizations
cat invite consumers to share ideas and insights

STRATEGIES IN DEVELOPING CUSTOMER RELATIONSHIP

Customers are known to be indecisive but they are all looking for something in cotmunon,
"valueatufair price." Customers are looking for solutions to their problem and how do
companies know their problems when they have no relationship with them. Customers value
relationship a lot, they are always looking for someone to discuss their problems with and this is
where the company comes in.

1. Makery customer interaction count - The first strategy to build a strong customer relationship
is to make every customer interaction count. Don't take a single customer for granted. Each and
every interaction with a customer is a gift and should be valued. An interaction can be achieved
by setting up a focus group made up of loyal customers. A focus group can be a vital tool to
getting into the mind of customers and knowing their needs.

2. Follow through on commitments and clainta about products or services business must make
a specific promise to the customer and deliver on that promise if it intends to win the heart of
the customer. False claims however should be avoided at all cost as it can harm the company's
credibility.

Desielo epileyes - Customers appreciate service from well trained and friendly customer service
start. Take the time consistently to develop the customer service team and there will be a direct
chain reaction that affects customers 4. Offer benefits and product sale that responds to the
customer's desires-Another

positive step to building a strong customer relationship is to offer value

to the customer. Go all out to let customers know that the company is a

stickler for quality

Treat customers as minidrais we are respectful and more! - All businesses know how hard it is
to find a good customer. Companies must also know that it cost more to find a new customer
than to take care of existing Ones 6. Listen to customers - Even complaints can be a gift if
handled properly
and quickly. Be available and accessible when customers have questions,

concerns, or comments. Humans always look for someone to talk to or share

their problems with. If companies can listen more to their customers, they

will end up knotting the bond between the customer and their business. 7. Build A strong brand
identity - Make it easy for customers to identify ones business or products in the midst of the
crowd. Create a winning slogan tagged with a catchy logo and a unique theme. Most important,
make a specific promise and deliver on that promise.

8. Surround customers with cable information by using emails, website content. social media,
and other methods of outreach but do not be usine - Keep them informed on the latest trend,
price or development Companies must also make it easy for customers to reach them if
possible be their next door neighbor. For best results, it's important to communicate frequently
and vary the types of messages being sent. Instead of a constant barrage of promotions,
sprinkle in helpful newsletters or softer-sell messages. The