FREE online courses on CRM -
The Importance of Customer Relationship
FREE online courses on CRM - The Importance of Customer Relationship - Who
is a Customer
A customer is the
actual or potential buyer of a product. Different roles can be identified in
the context of consumers, namely, buyer, decider, initiator, influencer,
user, disposer.
The Need For Customer Relationship Marketing
Today's companies are
going head over heels to retain customers. The fact is that the cost of
attracting a new customer is far more than keeping a current customer happy.
The task of creating strong customer loyalty is called relationship marketing.
It is basically a philosophy of doing business in a highly competitive market
with strategic orientation focusing on improving relationship with existing
key customers to develop lifetime customers.
“Customer Relationship Management (CRM)”
is changing the way everything, from cars to detergents, is being sold.
Soon, the shoppers at Super markets will wait to watch personalized
advertisements for chocolates, toothpaste and tea at checkout counters
equipped with video screens.
Marketers are finding new ways to communicate with their customers and
capitalizing on long-term relationship. This is made possible as marketers are
maintaining database on consumers to customize and target their messages more
precisely. On the other hand, consumers signal their needs and preferences and
ensure that the products are tailored to those desires.
Asian Paints has understood the
service aspect early. In April this year, the company launched its help line
as a consumer forum where one can call in with paint-related queries. This
forms a direct communication platform between the company and consumer,
bringing Asian paints closer to the consumer. Consumers have now become
increasingly conscious of home décor. They seek information on:
·Different kinds of paints;
·Finishes;
·Budgeting;
·Prices;
·Advice on shade combination;
·Maintenance tips
Asian paints say that it is tailoring its offerings to Indian tastes and
preferences, local lighting and climatic condition. Its aim is to change the
role of a consumer from a passive onlooker to an active participant.
