Introducing 5 examples of relationship marketing
Posted: Wed Dec 04, 2024 7:09 am
In recent years, " relationship marketing ," which increases sales by strengthening relationships of trust with customers , has been attracting attention along with the rise of subscription businesses (it is sometimes called customer marketing to express the same term).
It is not uncommon for companies to have long held philosophies such as "We cherish relationships of trust with our customers...", "We place the utmost importance on customer satisfaction...", "We are your partner...", etc. However, expressing such philosophies and actually putting them into practice are two completely different things.
In reality, there are many companies that take an approach that seems to say, "Sales First." From the customer's perspective, far from building a trusting relationship, they may feel that there is no room for complacency.
Confusing pricing structure, and descriptions that seem to expect customers to make mistakes
Salespeople who are only interested in sales and ignore questions and complaints
Endless customer support
Corporate websites that intentionally make the cancellation page less noticeable, etc.
Companies are profit-making organizations, so it is natural that they pursue profits. For companies where "sales expansion" is a higher concept than "customer satisfaction," relationships with customers may be nothing more than a slogan.
However, in reality, building good relationships with customers leads to results. Relationship marketing is a highly effective strategy that has been studied and proven for many years.
In this article, we will introduce some list of switzerland consumer email success stories of relationship marketing (overseas).
What is Relationship Marketing?
Relationship marketing is a type of marketing that invests in building relationships of trust with customers to achieve results. Rather than one-time sales or short-term transactions by acquiring new customers, it places emphasis on maximizing LTV (customer lifetime value) per customer by maintaining a long-term connection with the customer.
According to a recent Referral Rock blog post, there are five stages to relationship marketing (note that this example focuses on B2C):
Basic Marketing
Marketing aimed at increasing customer purchasing desire.
Reactive Marketing:
Inbound marketing that focuses on post-purchase reactions.
Accountable Marketing:
Checking customer status even after purchase and listening to their honest opinions about products and services, realizing relationship marketing.
Proactive marketing: A type
of marketing that involves regularly communicating with customers and improving products and services based on information obtained from them.
Partnership marketing:
Marketing that increases customer satisfaction through mutually beneficial contracts with customers. For SaaS products, this would include having customers directly participate in the development to create a custom-made product.
(Citation: Referral Rock | Blog )
Why Relationship Marketing is Important
In recent years, we have been living in what has been called the VUCA era; an era of rapid change, complexity, ambiguity, and uncertainty, in which past successes are no longer of any use and we are living in a period of discontinuous growth.
Technology evolves so quickly, hit products have such a short shelf life that rival companies exist not only within the same industry but across a wide range of industries. It is entirely possible that one day an unexpected company will come up with a revolutionary service that will take market share away from your own industry.
In order to stabilize sales in this situation, we must first increase the satisfaction of customers who currently use our products and services and maintain their contracts. Furthermore, we must be sensitive to changing customer needs and continue to update our products and services based on their feedback. Understanding our customers and building relationships of trust with them will be the foundation of our business more than ever before.
Relationship marketing , which strengthens relationships with customers , has the following benefits:
Maximizing profits per customer
Obtaining stable revenue from existing customers
Increase in new customers through referral effect
Rapidly update customer opinions into product development
Above all, in today's SNS and network society, loyal customers who have become fans of your products and services will actively spread the word about them through word of mouth and SNS. The cycle of improving the satisfaction of existing customers → acquiring new customers continues, so increasing the satisfaction of each individual customer leads to attracting not just two or three times, but dozens of times as many customers.
It is not uncommon for companies to have long held philosophies such as "We cherish relationships of trust with our customers...", "We place the utmost importance on customer satisfaction...", "We are your partner...", etc. However, expressing such philosophies and actually putting them into practice are two completely different things.
In reality, there are many companies that take an approach that seems to say, "Sales First." From the customer's perspective, far from building a trusting relationship, they may feel that there is no room for complacency.
Confusing pricing structure, and descriptions that seem to expect customers to make mistakes
Salespeople who are only interested in sales and ignore questions and complaints
Endless customer support
Corporate websites that intentionally make the cancellation page less noticeable, etc.
Companies are profit-making organizations, so it is natural that they pursue profits. For companies where "sales expansion" is a higher concept than "customer satisfaction," relationships with customers may be nothing more than a slogan.
However, in reality, building good relationships with customers leads to results. Relationship marketing is a highly effective strategy that has been studied and proven for many years.
In this article, we will introduce some list of switzerland consumer email success stories of relationship marketing (overseas).
What is Relationship Marketing?
Relationship marketing is a type of marketing that invests in building relationships of trust with customers to achieve results. Rather than one-time sales or short-term transactions by acquiring new customers, it places emphasis on maximizing LTV (customer lifetime value) per customer by maintaining a long-term connection with the customer.
According to a recent Referral Rock blog post, there are five stages to relationship marketing (note that this example focuses on B2C):
Basic Marketing
Marketing aimed at increasing customer purchasing desire.
Reactive Marketing:
Inbound marketing that focuses on post-purchase reactions.
Accountable Marketing:
Checking customer status even after purchase and listening to their honest opinions about products and services, realizing relationship marketing.
Proactive marketing: A type
of marketing that involves regularly communicating with customers and improving products and services based on information obtained from them.
Partnership marketing:
Marketing that increases customer satisfaction through mutually beneficial contracts with customers. For SaaS products, this would include having customers directly participate in the development to create a custom-made product.
(Citation: Referral Rock | Blog )
Why Relationship Marketing is Important
In recent years, we have been living in what has been called the VUCA era; an era of rapid change, complexity, ambiguity, and uncertainty, in which past successes are no longer of any use and we are living in a period of discontinuous growth.
Technology evolves so quickly, hit products have such a short shelf life that rival companies exist not only within the same industry but across a wide range of industries. It is entirely possible that one day an unexpected company will come up with a revolutionary service that will take market share away from your own industry.
In order to stabilize sales in this situation, we must first increase the satisfaction of customers who currently use our products and services and maintain their contracts. Furthermore, we must be sensitive to changing customer needs and continue to update our products and services based on their feedback. Understanding our customers and building relationships of trust with them will be the foundation of our business more than ever before.
Relationship marketing , which strengthens relationships with customers , has the following benefits:
Maximizing profits per customer
Obtaining stable revenue from existing customers
Increase in new customers through referral effect
Rapidly update customer opinions into product development
Above all, in today's SNS and network society, loyal customers who have become fans of your products and services will actively spread the word about them through word of mouth and SNS. The cycle of improving the satisfaction of existing customers → acquiring new customers continues, so increasing the satisfaction of each individual customer leads to attracting not just two or three times, but dozens of times as many customers.