Customer Relationship Marketing

To inspire good customer service behaviour, we must be able to measure customer experiences meaningfully.

by John Hawkins

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Enhance your customer support and truly differentiate yourself from your competition! There is no question about the impact great customer service has on an organisation. How to understand customers’ needs will give you the tools to make a connection and build a relationship with your customer base. Today we may be providing a service, tomorrow we may be a receiving one; it is the beauty of this that makes good customer service a truly human endeavor. Customer Relationship Marketing Strategies: * Attract the right customers for the right reasons * The most crucial time is the beginning * In established relationships continually reinforce the decision to buy * Good customers expect to be rewarded * The second most crucial time is when the relationship is at risk * Consider the Customer's View * All Customers Aren't Equal * Customer Relationship Marketing Takes Time * Creating Relationships Customer Relationship Marketing Priorities that Drive Profitable Growth: * Focus on Best Customers. Typically a small percentage of your customers contribute the majority of your volume and profit. These are your best customers. They are also typically heavy category users and generate the majority of the category's volume. Understand who they are and what they need. It's not what the majority needs. * It's a commercial relationship. It is easy and often useful to associate the principles of personal relationships with relationship marketing. There is a key flaw in this thinking. There are significant differences between the relationships we have with friends and family, and our commercial relationships. For example, in a commercial relationship an exchange of tangible value is expected. Keep this in mind as you develop your customer relationship marketing strategy. * Relationships don't just happen. You have to work at it. They need to be built over time. Relationship equity is achieved when value is delivered that's beyond the functional benefits of your product or service. This is the heart of branding and is often misunderstood. There are a lot of products with names masquerading as brands because they haven't delivered additional value to constituents; they haven't built relationship equity with heavy category users. * Relationships are dynamic. They go through stages. And each stage has a unique degree of intensity. This is obvious from your experience with personal relationships. Commercial relationships also go through stages. Each requires different emphasis on contact frequency and content. Use the following to describe the stages: Prospecting, Consideration, Purchase, Connection and Loyalty. Note, the purchase happens in the middle, between Prospecting and Connection, not at the end. Connection is the most important stage in terms of ROI and probably the least understood and exploited. * Maintain the relationship. Once the relationship is established maintaining it is vital. It isn't hard but it does require active involvement. Good customers, and they know who they are, expect to be rewarded. And it's rewarded, not bribed. Relationship marketing doesn't preclude sales messages. In fact, because it's a commercial relationship, targeted, relevant sales offers add value and can contribute to building relationship equity, but they have to be targeted and relevant, or it's just noise. and many more.... ORDER NOW!

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Knowledge Elements

Reading Intent

Purpose: Skills
Reader's Existing Knowledge: Beginner (introduction)
Target Audience Age/Stage of Life: Everyone (no target age)

Example Forms

Author's Personal Anecdotes: None
Citations: None
Examples and Case Studies: Occasional examples or case studies
Exercises and Reader Questions: Some questions or exercises

Writing Style

Humor: Serious
Narrative: First person


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About the author

John Hawkins

John skill's with IT industry has propelled him into many different online businesses, including book publishing, affiliate marketing, Clickbank Product Launch, niche business sites and SEO work. He helps people to make money working through the internet. John is also a budding author, with self-help being his favored genre. His titles to date include, Affiliate Marketing Blueprint, Facebook Marketing Mastery, YouTube Marketing 101, Clickbank Success Secret, Adsence Cash Cow, Ultimate Passive Income, Email Marketing Secret, CPA Marketing Success Secret, Career in Freelancing, Blogging Success and many more. He plans to follow these with even more titles in the future, to help as many people as he can to find the same success that he has. You can contact John here:

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