Customer relationship management

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 customer relationships 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

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

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