Maintaining a cordial relationship with you customers is most important aspect of consumer behaviour

1. Customer
Relationship
Management
Vijyata
Ranchi Women’s College

2. Relationship
Marketing
Relationship marketing involves creating,
maintaining and enhancing strong relationships
with customers and other stakeholders. The goal
is to deliver long–term customer satisfaction and
value to customers.

3. Levels of customerrelationships
Basic. The company salesperson sells the product, but does not follow
up in any way.
Reactive. The salesperson sells the product and encourages the customer to
call whenever he or she has any questions or problems.
Accountable. The salesperson phones the customer a short time after the sale to check
whether the product is meeting the customers expectations. The salesperson also solicits
from the customer any product improvement /suggestions and any specific
disappointments.
Proactive. The salesperson or others in the company phone the customer from
time to time with suggestions about improved product use or helpful new
products.
Partnership. The company works continuously with the customer and
with other customers to discover ways to deliver better value.

4. HIGH MEDIUM LOW
MANY ACCOUNTABLE REACTIVE BASIC
MEDIUM PROACTIVE ACCOUNTABLE BASIC
FEW PARTNERSHIP ACCOUNTABLE REACTIVE
Relationship levels as a function of profit margin
and number of customers
Profit margins
Number
of
Customers

5. Steps in establishing a relationship-marketing program
Identify the key
customers meriting
relationship
management.
Assign a skilled
relationship manager to
each key customer
Develop a clear job
description for
relationship managers
Have each relationship
manager develop
annual and long-range
customer- relationship
plans.
Appoint an overall
manager to supervise
the relationship
managers.

6. Customer Relationship
Marketing
CRM is the core business strategy that integrates
internal processes and functions, and external
networks, to create and deliver value to targeted
customers at a profit. It is grounded on high-
quality customer-related data and enabled by
information technology.

7. Types of CRM
• Strategic CRM is a core customer-centric business
strategy that aims at winning and keeping profitable
customers.
Strategic CRM
• Operational CRM focuses on the automation of
customer-facing processes such as selling, marketing and
customer service
Operational
CRM
• Analytical CRM is the process through which
organizations transform customer-related data into
actionable insight for either strategic or tactical purposes.
Analytical CRM

8. THANK
YOU!!!
Write to me at
Vijyata.rwc@gmail.com