2. • Customer relationships plays central role in creating sales for the organization. Customer relationships include all
activities that a company uses to engage with current and potential customers. As a result, the business creates a long-
term connection that retain customers and turn them into loyal. More customers lead to more sales. The connections
can be enabled by websites, social media, telephone calls, chatbots, emails, regular mail, marketing materials.
• The customer value chain is important. Customer value chain reflects customer needs and how a product/service meets
these needs and adds value in their lives. The function of the value chain is delivering more value for less cost. This, on
the other hand ,creates competitive advantage for a business.
• Managers need to ensure that resources are allocated in a way that both sales and marketing are able to achieve their
objectives. The right allocation of resources is critical for sales and marketing teams to achieve their goals. Otherwise, it
will be a reason for arising conflict which can trigger lack of cooperation. . The competition over funding is not healthy
for the work environment. Therefore, every manager has to allocated resources fairly and both teams must know about
that.
• Managing the sales funnel requires sales, marketing, and senior managers to have an open dialogue. The general
knowledge provides us with the fact that sales own the customer and marketing-the sales funnel. When the web plays a
role of the marketplace, marketing can also convert leads and close sales. It is better marketing and sales to work
together. Managers have to keep in mind the possible hidden sales when analyze marketing with sales. Also, marketing
has to understand the sales journey which increases the conversion rate of leads to sales.
3. Email Marketing
E-mail marketing is a powerful tool that every business has to use. The following tips
can ensure customer engagement and retention.
1. Promote Your Brand
2. Personalize Your Message
3. Find Your Audience
4. Use Polite Language
5. Maintain a Consistent Voice
6. Try Subject-Line Marketing
7. Ask for Feedback
8. Identify Reasons for Disengagement-reasons could be too many e-mails,
irrelevant content, lack of interest
4. Target segmentation
Customers in target segmentation can be identified and connected through:
1. Surveys
2. Research competitors and their customers
3.TargetAds
4. Smart Social Media
5. Respond to every e-mail, social media posts, blogs, comments ,phone calls.
6.Affiliate Marketing
7. EstablishTrust by publishing reviews, likes, articles
8. Communicate with the right influencers
9. Post relevant content on blogs
10.Create an engaging newsletter to the leads
5. Variable sales communications and
personalization
• Optimize your website-better design, useful content, life support, introductory calls,
instructional videos, customers testimonials
• Offer personalized service-customers want services and products that are tailored to
them and their needs
• Implement a chatbot
• Use analytics-only data can define customers needs and wants
• Use visual engagement tools-Cobrowsing is a technology that allows support agents to
view and interact with a customer’s web browser in real-time. Video chat can make up
for the lack of personable connection on the internet, where most interactions are text-
based. Live video communication with customers provides tons of value and businesses
should take advantage of this feature.
• Offer conversational service
6. • Timing is important metric during customer interaction. Average time spent
on site/page shows visitors’ attention and interest.They are going to stick
around for not just completing an intended task, but also for the sake of exploring
what your website or app has to offer and thereby, uplifting your engagement
rate.
• It is significant factor in customer relations.
• Long term relationships exists in businesses that are focused on people, engage
them more time, and provide customization.
7. Best Practices
Customer engagement strategies vary depending on an industry, company
size, and goals, but successful plans always include the following best
practices:
• Identifying the Ideal Customers
• Creating an Attractive Content
• Developing a Customer-Centric Approach
• Utilizing the Right Tools
• Gathering a Feedback
• Modifying/Changing Strategies
8. The fundamentals of loyalty marketing
Loyalty marketing operates through loyalty programs.
The basic benefits of using a loyalty programs are :
- Acquire new customers
- Increase the spending of existing customers
- Improve the natural rate of customers
- Shift spending to higher margin products
Successful loyalty programs always support customer experience.
9. Organizations need to consider the formalization of processes to ensure that communication is sufficient and effective.
Formalization of processes is important because it gives a clear guidance about organization’s policies, procedures, rules, job duties
and expectations. Thanks to formalization employee behavior is more predictable because is defined by written rules. In this context,
the roles of marketing and sales department are clearly stated and people from each department know their duties and
responsibilities.
Sales and marketing need to work together not only to understand customer’s needs, but also to create an environment where the
value proposition can be communicated. communication regarding the value proposition is essential because it is the driving selling
force for a business. Marketing has to promote a clear and concise value proposition. Through communication with sales the
effectiveness of the value proposition can be reported and analyzed. Team members have to be able to communicate the value
proposition when answer questions about what and where they work. Also, when they speak with prospects ,customers and
suppliers.
Cooperation and the development of people, skills, and knowledge are essential to success. Cooperation is essential factor in every
team work. When members are cooperative the job is done fast and results are sufficient. Professional development helps employees
to be more competent and excel in what the do. When people improve their skill ability, they feel more confident when use these
skills. Knowledge is a power. Based on their knowledge, people can plan accordingly in order to achieve success.
Process alignment relates to lead generation and the sales funnel pipeline. Marketing and sales alignment is a system of shared
communication, strategies, and goal that allows marketing and sales to operate as an unit. Once determine that sales can focus on
higher-quality leads and reduce the lead response time. At the same time marketing will generate the right leads and attract the best
prospects. The sales funnel represent the process of turning the prospects into customers. It is a significant road map for marketing
and sales activities. In addition, It helps with the sales forecast and capacity planning.
10. Winning practices and strategies
to turn casual customers into
loyal customers
• Create a customer loyalty program worth everyone’s time
• Devote extensive time and resources to customer service- Train new employees,
conduct group training, provide guidance.
• Use email to deliver personalized, valuable content
• Use social media to communicate, not just broadcast
• Provide exceptional environment
• Make sure that your website is fast, mobile-responsive, and easy-to-navigate.The
consistent use of your brand theme and colors across your site, social channels, and
emails will help your business leave an impression on customers.
