So turn your internet marketing into relationship marketing and make it what is exactly is and why it is important for every (small) organisation media, Traffic, Trends and tagged with Customer relationship management. Given the importance of this issue this paper seeks to understand the relational First piece of research to look at relationship benefits in the internet context. of personalized services even across digital platforms like internet banking and mobile Customer Relationship Management is the most efficient approach in It not only serves as an important business tool but also helps in developing a.
The importance of online relationship marketing
Rather than just touch points, marketers should now use social technologies to form meaningful, ongoing relationships that involve frequent online interactions. I ensure you, that little extra effort to keep customers loyal is paying off: Your organisation needs to prove yourself as good listener, especially in this digital age.
Make sure you create positive experiences and outcomes for your customers; answer questions quickly, solve problems, listen to their ideas and support their messages. As we are talking about key online relationships, I cannot leave out this great example of building and maintaining strong relationships by KLM Airlines: Translation Willem Nout customer says: I donts gets how it works!
We reccommend you to… …. KLM greatly matches its language with the customer in order to communicate on the same level.
Master peer-to-peer relationships Another very important aspect of maintaining relationships is the peer-to-peer relationships on the social web. Your customers will not only interact with you, but also with their friends and family or even with random strangers. Customer service; off you go! In the past, interactions between companies and customers happened in closed-off settings.
Customers had to make a phone call or write an e-mail and other was witness of the communication between the company and customer. So in other words, if your organisation is not engaging interactively with the target audience, you are missing an opportunity to nurture the relationship through an open and honest interaction. And at the same time, you get free feedback and have the possibility to improve your business in order to attract more loyal customers.
Applying internet to upsell and cross-sell. Great customer purchase experience.
The internet is used extensively for relationship marketing by integrating customer database and web site. The key benefits of e-CRM are as follows: Customer marketing becomes more cost effective and return on investment is much better as companies are able to develop more focused strategy.
The marketing messages can be made more customized and cost effective with use of emails. Customer can be served in much more in-depth fashion by providing them specific information. This also increases contact frequency between the company and the consumer. Digital technologies like email, online chat, rich web content its help company reduce their overhead cost thus improving their bottom line. The customer relationship management provides key support to marketing activities through the following: Sales forces receive active support in efforts by providing them real time customer related information.
Relationship Marketing Using the Internet
Customer service agents are able to effectively serve consumers as they have a ready database containing customer and their purchase related information.
Customer Lifecycle Management A customer lifecycle management from an organization perspective contains selection, acquisition, retention, and an extension of the customer.
This also includes developing marketing strategies for customer acquisition, retention and extension. This includes targeting high potential and value customers.
- Contemporary Management Research / CMR
- Relationship Marketing Using the Internet
This includes identifying product offering based on customer profile. This includes upsell, cross-sell, re-sell and lead generation. Implementing electronic customer relationship management Organizations execute following strategies to implement e-CRM: But the focus is to attract quality visitors who are likely to make purchases. This increase visibility of the website can be done through online or offline promotion.
They should be able to get the desired information and browse the website for extended periods for sell activity to happen.
Internet Marketing = Relationship Marketing
There should be enough incentives for consumers to make the first purchase. The online forms should be easy to operate for its completion. This is done by sending periodic email highlighting current happenings of the website.
This also includes showcasing specific customer information after logging in, for example, purchase history, related products etc. This group can help in resolving consumer queries and also serve in lead generation. Companies should not get over board with regards to consumer information.