What is relationship marketing and how to use it?
Feb. 25, 2019, 9:51 a.m.
Relationship marketing focuses on individual communication with each client. It aims to build, develop and maintain a relationship between the customer and the company. It is easier and cheaper to maintain the loyalty of an existing customer than to win a new customer.
A loyal customer will rather return to you instead of turning at the competition. It increases the possibility that he will recommend your brand to a friend as he has positive associations with it. Thanks to relationship marketing, communication primarily captures information important from the point of view of the client, not yours. In this relationship, the customer is the most important part of your activities. How to use it properly?
Improve your customer service – you must make this a part of your company’s values. Train your customer service employees so they will talk to clients more effectively and handle any difficult situations. You can also encourage them to deliver high customer satisfaction by rewarding those who give outstanding service.
Create a loyalty program for your customers – this is also a reward, but for loyal customers. It makes the real bond between you and your clients and encourages them to feel more special and exclusive. Use some tools to personalize fit your offer to their actual needs.
Give your customers the best content – This the perfect way to educate the audience and give them some extra added value to your traditional offer. You can make a blog (which can improve your Google position as well), create a helpful video series or sent valuable content by e-mail newsletter (such as e-books, podcasts etc.).
Ask people for feedback – nothing makes people more connected to the brand than answer for their needs and suggestions. If you can apply them to your offer, it makes it even more accurate and irreplaceable.