Relationship Marketing and the Customer Experience

R950.00

With the expansion of the Internet, organisations have been given the opportunity to build and maintain long-term relationships with customers by appreciating each customer as an individual and communicating with them in a relevant way. Brands can remain relevant to a vast, ever-changing group of individuals, each with their own specific tastes and values through the innovative use of data. Social intelligence combined with transactional data, can provide a deeper understanding of the customer.

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With the expansion of the Internet, organisations have been given the opportunity to build and maintain long-term relationships with customers by appreciating each customer as an individual and communicating with them in a relevant way. Brands can remain relevant to a vast, ever-changing group of individuals, each with their own specific tastes and values through the innovative use of data. Social intelligence combined with transactional data, can provide a deeper understanding of the customer.

Traditional segmentation based on age, gender, location and transaction history alone no longer provides the necessary granular insight required. In the digital era, we need to segment differently by analysing a customer’s passions, motivations and mindsets so as to understand and predict their lifestyle choices and spending decisions.

The customer journey is no longer linear. Gone are the days when you could easily walk alongside your customers, guiding them all the way to the checkout page. Today, your prospects can unexpectedly jump in or out at any point in the buying process. Since every customer has different expectations and needs, digital marketers need to consistently test and adjust their efforts while keeping their target audience in mind.

CRM involves understanding concepts that include the key factors of generating more revenue at lower costs and bringing in more profits. It involves developing strategies that can be used to reach customers and keep them for life. Effective communication plans need to be developed in order to attract and retain customers. This process requires permission from the customer, without which, communication strategies would be ineffective, resulting in customers becoming angry and emotionally unsubscribed.

Marketing is changing as customers move from selecting brands that offer products and services to brands that offer compelling experiences. In the digital age, great quality and service are no longer enough for brands to build sustainable relationships with customers. The design of an effectively branded and personalised customer experience ensures that brands are engaging and relevant in ways that build acquisition, retention and advocacy.