CUSTOMER

RELATIONSHIP
Presented by: Group 3
RELATIONAL MARKETING
Relationship Marketing is a form of
marketing developed from direct response
marketing campaigns that emphasizes
customer retention and satisfaction rather
than sales transactions.
SUKI MARKETING
In marketing, there must always be
customer satisfaction, no buyer's remorse,
and consistent repeat purchases. the
concept of "suki" (continuity marketing)
reflects customer loyalty, a reliable way of
evaluating customer's satisfaction.
CUSTOMER SATISFACTION
AND LOYALTY
Customer satisfaction comes after a trial of
the product or service, while customer
loyalty comes after a repeat purchase. While
customer satisfaction is a prerequisite for
customer loyalty, it is not guaranteed, as the
competition may also try to offer value to the
same customers.
CUSTOMER SERVICE: TREATING
CUSTOMERS HOW THEY EXPECT TO BE
TREATED
Giordano, a Hong Kong-based retail chain with
stores in the Philippines, found that 80% of their
customers do not like to be serviced by sales
assistants in their store. They would rather shop
alone.
BARRIERS TO
EXIT
Continuous customer patronage, however,
may not necessarily reflect customer
satisfaction or loyalty. For one, the switching
cost may force customers to continue doing
business with a firm and temporarily prevent
them from supporting competitive brands.
EXAMPLE:
In the telecom industry, it
may cost businesses more
money and effort (and even
lost opportunities) just to
inform its public of a change
in their office telephone
numbers.
FOUR BRAND BENEFITS
1. FUNCTIONAL BENEFIT - a good functional
benefit offers a compelling reason to switch
preference. This is done by understanding
and contextualizing pain points of consumers
and creating features or attributes that
remove those pain points.
FOUR BRAND BENEFITS
2. EMOTIONAL BENEFIT - the emotional
benefit distinguishes a marketing company
from a mere trading company because of the
effort to consider positive feelings provided to
the customers, and to create an emotional
connection with its customers.
FOUR BRAND BENEFITS
3. SOCIAL BENEFIT - the social benefit
takes into consideration how customers
want to be perceived by others when using
a product or service.
FOUR BRAND BENEFITS
4. ECONOMIC BENEFIT - to the consumers, the
right price is no more than the perceived value,
with the difference between customer value and
customer cost known as surplus.
 FOUR BRAND BENEFITS
Functional Benefit Why should I buy your product or service?

Emotional Benefit How will I feel when I own and use the
product or service?
Social Benefit How will others perceive me when I use
your product or service?
Economic Benefit Why is your offer priced the way it is?
The Value Of Customer
The concept of Customer Lifetime
Value (CLTV) allows firms to look at
customers not on transactional mode
but on relationship mode.
 Relationship Development
Strategies
 There are many ways to develop a good
relationship with customers. Five of the more
popular ways are;
1) Technology
2) Value Chain Excellence
3) Front liner Excellence
4) Account Segmentation
5) Co-opetition.
 Relationship Development
Strategies
1. Technology
 The Microsoft HoloLens headset
can now be used to not just
differentiate an airline's service
but to also create a unique
customer experience.
 Relationship Development
Strategies
2. Value Chain Excellence
 Employees in any company must
realize that customer satisfaction
is the job of everybody, and that a
chain is as strong as its weakest
link.
 e
ategi
t Str
me n
v el o p
h ip De
tions
Rela
 Relationship Development
Strategies
Customer service can be
expanded into 3 parts to
comprise a full cycle instead
of limiting it to the usual
customer complaint, inquiry or
claim. These are:
 Relationship Development
Strategies
 Pre-transaction - marketing, distribution
points, demand forecasting.
 Transaction - order processing, credit,
billing, delivery, product manual, and
installation.
 Post-transaction - warranty, collection,
inquiries, after sales service, parts
availability
 Relationship Development
Strategies
2.1 2ls and 5Cs
 There is a fundamental relationship
between price and service - the higher
the price is paid, the higher levels of
service are expected. If the company is
unable to fulfill these expectations,
customer dissatisfaction would occur.
 Relationship Development
Strategies
3. Frontline Excellence
 Happy and empowered employees make
happy customers, so there is a need to look
into internal people, processes, policies and
practices while formulating plans for
external customers. After all, the internal
customers will be the ones delivering the
service and executing the plan to external
customers.
 Relationship Development
Strategies
3.1 Underpromise-Overdeliver
 If there is one common rule
in marketing, selling, and
customer service, it is never
to overpromise.
 Relationship Development
Strategies
Customer Service
Improvement Cycle
1. Describe and understand the customer's need.
2. Identify specific barriers and room for
improvement.
3. Prepare and test service standards.
4. Modify and adopt
5. Monitor and improve.
 Relationship Development
Strategies
4. Account Segmentation
 Progressive companies segment
their clients. The bigger the
business, the higher the support
level.
 Relationship Development
Strategies
4.1 Partnering Marketing:
Strategic Alliances
 Key trade customers and suppliers
enter into a strategic alliance to attain
some long-term objectives and
mutually improve their position in the
industry.
 Relationship Development
Strategies
5. Co-opetition: Alliances
Among Competition
 A variation of strategic alliance is
among competition to create value for
the customers. Known as Co-opetition,
the aim is to increase the overall
satisfaction of each competitor's
customers, as well as for cost-efficiency.
T H A N K
Y O U
For Listening!