资源简介

(共16张PPT)
Chapter 3
Relationship Marketing
Introduction
Learning Objectives
From Traditional Marketing Approach to Relationship Marketing
Relationship Marketing: Organizational Pervasive Approach
Managing Customer Emotions: A Tool for Relationship Marketing
Relationship Marketing in Consumer Segment v/s Service Segment
Consumer Segment & Relationship Marketing
Service Segment & Relationship Marketing
Brand Building through Relationship Marketing
Service Level Agreements (SLA)
Recap
Chapter 3: Relationship Marketing
After going through this chapter, the students will be able to:
Understand the reasons for a shift from Marketing Mix Approach to Relationship Marketing
Differentiate between Traditional Marketing and Relationship Marketing
Understand significance of Managing Consumer Emotions
Differentiate the concept of Relationship Marketing in Consumer Segment v/s Service Segment
Know the significance of Relationship Marketing for Brand Building with the help of corporate example
Understand the concept of Customer Life Time Value and its significance
Understand the concept of Service Level Agreements (SLA)
Learning Objectives
With revolution in IT and Telecom Industry in India, the accessibility has significantly increased.
This has brought about paradigm shift in the game of marketing.
The organizations which were focusing on creating their USPs by specialized products or price offerings, are feeling the heat and their strategic advantage is lost very quickly.
Customer is able to compare products and prices from various manufactures and make more informed decisions.
An effective and strong relationship with the customers is key to success for any organisation.
The shift from traditional marketing to relationship marketing
Introduction
Traditional Marketing Approach
The organizations cannot survive on the basis of mere good products and price offerings.
The market situations have changed and it is hard to retain the customers without strong relationships.
Integrated Marketing Communication is used as a strong tool to be connected with the customers. Multiple and highly innovative media are explored by the organizations to connect with the customers.
Relationship Marketing
Relationship Marketing
Traditional Marketing v/s Relationship Marketing
Parameter Traditional Marketing Relationship Marketing
Marketing Focus Marketing Mix Approach with emphasis on isolated multiple interactions, highlighting product quality Integrated Marketing Communication with series of inter-related interactions highlighting customer service
Customer Focus Acquiring New Customers Making Existing Customers Happy & Satisfied
Managing Consumer Emotions
Road to Abyss
Road to Success
Ecstasy
Disgust
Disdain
Delight
Satisfaction
Dissatisfaction
The relationships are created and established through brand equity, marketing communication and media.
Personal contacts are rarely used to create relations. Quality and Superiority of the product established in the market help the organisations in long lasting relations with the customers.
Consumer Segment & Relationship Marketing
The service segment still demands higher efforts for relationship marketing.
Only brand equity, marketing communication and media are not sufficient here.
Effective Service Delivery Process with personal contacts is strong tool for relationship marketing.
Customer Touch Points, ‘Moments of Truth’ and Customer Data Base Management are most important aspects for relationship marketing.
Service Segment & Relationship Marketing
SLA is a tool for formalising the relationships with the customers.
It is mainly used for enterprise customers and high value customers.
The Service Level Agreement is a contract between Service Providing Organization and its customer or between two organizations, in which one is getting some service from the other.
It is a means to quantify and define the expectations from each other.
The service level agreement (SLA) is that part of a service contract where the level of service is formally defined.
Service Level Agreements (SLAs)
Identifying key Service Parameters that are linked to Service Level
Defining Service Level Objectives
Defining Target Level of each parameter
Establishing accountability for meeting these Parameter Levels
Establishing Linkage of these parameters to Commercial Reward and Payment System
Defining Actions and Liabilities for non-compliance
SLA Preparation
Scope and Objective
Description of Service
Service Level Matrix
Roles and Responsibilities of Service Provider
Roles and Responsibilities of Customer
Performance Tracking and Reporting Method
Escalation Procedure
Compensation in case of non-compliance
SLA Contents
Relationship Marketing is an ongoing process of continued interactions with the customer through multiple touch points and channels so as to build up a bond between customers and organization.
Sustainable business in current marketing scenario requires Relationship Marketing.
Managing Customer Emotions effectively can be a strong tool for Relationship Marketing.
Recap

展开更多......

收起↑