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Customer Relationship Management Customer Relationship Management(CRM) • In marketing literature, the term Customer Relationship Management(CRM) and Relationship Marketing(RM) are used interchangeably. • We have seen the shift of focus in the field of marketing from customer need to customer centricity. • The technique which deals with the formation and nurturing of such long-term relationship through paying individual attention is called customer relationship management. • It has been known to marketers for a long time that it is important to retain existing customers before looking for new customers for expansion. Continuation • In an ongoing business situation, the goal of the marketer is considered to be long-term business gains or profits. • Therefore, it is necessary to enjoy not just a single-time patronage of a customer. • The customer if satisfied with the service will continue to patronize the same service provider. • This is like the services of a family doctor or physician. • If satisfied, more than three generations of a family may patronize him and his successor. Continuation • For the marketer, in this case the family doctor, the value of fee charged for each visit, the average number of such visits per year and the number of years for which the relationship can continue would give the life time value of a customer. • Thus, if there are 4 family members who visit the doctor about 4 times a year, the doctor charges Rs.50 per consultation, and the relationship continues for a period of 10 years until the family moves out of the area, this would represent 4members x 4 visits per year x Rs.50 x 10 years, which is equal to Rs.8000 at a minimum. Continuation • In the past, companies strived very hard to acquire new customers. • Example: The mobile phone service companies that continue to make very attractive offers for new subscribers. • Thus, the cost of advertisements, registration of new customers, and sops offered to those joining in represent a sizable investment for the company. • While it is true that growth in the customer base is necessary, it costs much less to retain an existing customer than trying to attract new customers who may or may not stay with you. Continuation • After considering both the aspects, it has been concluded by most marketers that it is better to develop a long-term relationship with existing customers that will turn out to be mutually beneficial. Lifetime Value of a Customer • In relationship marketing every customer is considered as a special target. • Relationship marketers tend to convert potential buyers into customers and then build a long-term alliance with them. • Powering RM is the concept of lifetime value of a customer. • It means if the customer keeps buying the same product over his entire lifetime, it adds up to a tidy sum. • Hindustan Thomson Associates research shows that the lifetime value of a one cigarette smoker is Rs.1.10 lakh over a10 year period. Continuation • The continuing relationship with customers over a long period helps an organisation to gain values in four different parameters: 1. Monetary value: The loyal customer contributes to the profit of the organisation by purchasing products and services over a period of time for himself, his family and/or the organisation he represents. 2. Value through economies in business: A sound customer base eases the pressures of maintaining the market and saves precious managerial time. The top management can think confidently of the future of the business and pursue growth and expansion strategies. Continuation 3. Referral value: • Word-of-mouth communication is very effective in marketing. The consumers of the company will refer the products to prospective buyers. • If the company has to create a customer through its marketing efforts, it costs heavily while a loyal customer word-of-mouth communication is free for the company. Continuation 4.Synergic value: • The general consumer psychology is that he or she chooses what the majority chooses. • Consumers are often short of product information, have insufficient knowledge and capability to judge the product while making a purchase decision. • As a way to solve the problem, they follow the majority decision. • This is the treason why success makes further success and failure makes further failure Foundations of CRM – Relationship Marketing • Relationship marketing or relationship management is a philosophy of doing business, a strategic orientation, that focuses on keeping and improving relationships with current customers rather than on acquiring new customers. • This philosophy assumes that many consumers and business customers prefer to have an ongoing relationship with one organization than to switch continually among providers in their search for value. • Building on this assumption and the fact that it is usually much cheaper to keep a current customer than to attract a new one, successful marketers are working on effective strategies for retaining customers. Continuation • It has been suggested that firms frequently focus on attracting customers (the first act) but then pay little attention to what they should do to keep them(the second act). • James L.Schorr, the executive vice president of marketing at Holiday Inns was famous for what is called the “bucket theory of marketing” • By this he meant that marketing can be thought of as a big bucket. • It is what the sales, advertising and promotion programs do that pours business into the top of the bucket. • As long as these programs are effective, the bucket stays full. Continuation • However, “There’s only one problem,” he said, there’s a hole in the bucket.” • When the business is running well and the hotel is delivering on its promises, the hole is small and few customers are leaving. • When the operation is weak and the customers are not satisfied with what they get, however, people start falling out of the bucket through the holes faster than they can be poured in through the top. The Evolution of Customer Relationships 1. Customers as Strangers: • Strangers are those customers who or not aware of or, perhaps, those who have not yet had any transactions with a firm. • At the industry level, strangers may be regarded as customers who have not yet entered the market. • At the firm level, they may include customers of competitors. • Clearly the firm has no relationship with the customer at this point. Continuation • Consequently, the firm’s primary goal with these potential customers (strangers) is to initiate communication with them in order to attract them and acquire their business. • Thus, the primary marketing efforts directed towards such customers deal with familiarizing those potential customers with the firm’s offerings and subsequently encouraging them to give the firm a try. 2. Customers as Acquaintances • Once customer awareness and trial are achieved, familiarity is established and the customer and the firm become acquaintances, creating the basis for an exchange relationship. • A primary goal for the firm at this stage of the relationship is satisfying the customer. • In the acquaintance stage, firms are generally concerned about providing a value proposition to customers that is comparable with that of competitors. Continuation • For a customer, an acquaintanceship is effective as long as the customer is relatively satisfied and what is being received in the exchange is perceived as fair value. • With repetitive interactions, the customer gains experience and becomes more familiar with the firm’s product offerings. 3. Customers as Friends • As a customer continues to make purchases from a firm and to receive value in the exchange relationship, the firm begins to acquire specific knowledge of the customer’s needs, allowing it to create an offering that directly addresses the customer’s situations. • The provision of a unique offering, and thus differential value, transforms the exchange relationship from acquaintance to friendship. • This transition from acquaintanceship to friendship, particularly in service exchange relationships, requires then development of trust. 4. Customers as Partners • As a customer continues to interact with a firm, the level of trust often deepens and the customer may receive more customized product offerings and interactions. • The trust developed in the friendship stage is a necessary but not sufficient condition for a customer-firm partnership to develop. • Thus, in order to move the relationship into a partner relationship, a firm must use customer knowledge and information systems to deliver the highly personalized and customized offerings. • At the partnership stage, the firm is concerned with enhancing the relationship. Services marketing & CRM Traditional Marketing Vs Relationship Marketing: • Traditional marketing is transaction oriented and as such it is also called transaction marketing. • The changing business scenario has forced many business organizations to shift their focus from transaction oriented to customer relationship orientation. Traditional Marketing • • • • • • • • Focus on making sale. Product features are focused. Short-term focus. Little emphasis on customer service. Customer commitment is low. Moderate customer contact. Quality is primarily a concern of production. Customer satisfaction. Relationship Marketing • • • • • • • • Focus on making a customer loyal. Product benefits are focused. Long-term focus. High customer service emphasis. Customer commitment is high. High customer contact. Quality is the concern of all. Customer retention. Benefits for Customers and Firms • Both parties in the customer-firm relationship can benefit from customer retention. • That is, it is not only in the best interest of the organization to build and maintain a customer base, but customers themselves also benefit from long-term associations. I. Benefits for Customers • Customers will remain loyal to a firm when they receive greater value relative to what they expect from competing firms. • Value represents a trade-off for the consumer between the “give” and the “get” components. • Consumers are more likely to stay in a relationship when the gets (quality, satisfaction, specific benefits) exceed the gives (monetary and non monetary costs). • Beyond the specific inherent benefits of receiving service value, customers also benefit in other ways from long term associations with firms. 1. Confidence Benefits • Confidence benefits comprise feelings of trust or confidence in the provider along with a sense of reduced anxiety and comfort in knowing what to expect. • Across all the services studied in the research just cited, confidence benefits were the most important to customers. • Human nature is such that most consumers would prefer not to change service providers, particularly when there is a considerable investment in the relationship. • The costs of switching are frequently high in terms of dollar costs of transferring business and the time related costs. 2. Social Benefits • Over time, customers develop a sense of familiarity and even a social relationship with their service providers. • These ties make it less likely that they will switch, even if they learn about a competitor that might have better quality or a lower price. • This customer’s description of her hair stylist in a quote from the research just cited illustrates the concept of social benefits: “I like him…. He’s really funny and always has lots of good jokes. He’s kind of like a friend now… it’s more fun to deal with somebody that you’re used to. You enjoy doing business with them.” 3. Special Treatment Benefits • Special treatment includes getting the benefit of the doubt, being given a special deal or price, or getting preferential treatment as explained by the following quotes from the research: • “You should get the benefit of the doubt in many situations. • For example, I always pay my VISA bill on time, before a service charge is assessed. • One time my payment didn’t quite arrive on time. • When I called them, by looking at my past history, they realized that I always make an early payment. Therefore, they waived the service charge. “ II. Benefits for Firms • The benefits to organizations of maintaining and developing a loyal customer base are numerous. • In addition to the economic benefits that a firm receives from cultivating close relationships with its customers, a variety of customer behavior benefits and human resource management benefits are also often received. 1. Economic Benefits • The first economic benefit is, over the long run, relationshiporiented service firms achieve higher overall returns on their investments than do transaction oriented firms. • Another economic benefit is lower costs. • Some estimates suggest that repeat purchases by established customers require as much as 90 percent less marketing expenditure. Continuation • Many start-up costs are associated with attracting new customers, including advertising and other promotion costs, the operating costs of setting up new accounts, and time costs of getting to know the customers. • So, it is to the firm’s advantage to cultivate long-term relationships. 2. Customer Behaviour Benefits • The contribution that loyal customers make to a service business can go well beyond their direct financial impact on the firm. • The first, customer behavior benefit that a firm receives from long-term customers is the free advertising provided through word-of-mouth communication. • When a product is complex and difficult to evaluate and when risk is involved in the decision to buy it - as is the case with many services - consumers often look to others for advice on which providers to consider. Continuation • Satisfied, loyal customers are likely to provide a firm with strong word-of-mouth endorsements. • This form of advertising can be more effective than any paid advertising that the firm might use, and it has the added benefit of reducing the costs of attracting new customers. • Example: At a physical therapy clinic, a patient who is recovering from knee surgery is likely to think more highly of the clinic when fellow patients provide encouragement and emotional support to the patient during the rehabilitation process. • Finally, loyal customers may serve as mentors. 3. Human Resource Management Benefits • Loyal customers may also provide a firm with human resource management benefits. • It is easier for a firm to retain employees when it has a stable base of satisfied customers. • People like to work for companies whose customers are happy and loyal. • Their jobs are more satisfying, and they are able to spend more of their time fostering relationships than scrambling for new customers. Essentials of Relationship Marketing In order to make relationship marketing workable, service companies need to do the following: 1. Identify the need for relationships in different areas of business operations. 2. Collect data and information relating to the prospects. 3. Carefully scrutinize the list of prospects. 4. Design programmes for building relationships. 5. Develop plans for approach and reapproach. 6. Develop packages for maintaining relationships. 7. Develop packages for enhancing relationships. Continuation 8. Train personnel in relationship marketing. 9. Design the system, infrastructure and support services that facilitate relationships. 10. Execute the programme. 11. Design a feedback system. 12. Collect feedback and make necessary improvements. Relationship Marketing Strategies – Customer Retention • The trend in marketing towards building relationships with customers continues to grow and marketers have become increasingly interested in retaining customers over the long run. • Companies do spend a lot of money through different media to attract new customers to the business. • Attracting new customers requires substantial skill and effort. • However, these skillful efforts will be of little use if the company suffers from high customer churn(gaining new customers only to lose many of them). Continuation • Unless organisations pursue customer retention strategies, the problem cannot be solved. • Every company needs to define and measure its retention rate. • Each company must also the distinguish the reasons for losing customers and identify those causes that can be managed better. • It is important to know how much loss the company makes when it loses customers. Continuation • The key to customer retention is to offer continuous satisfaction to customers. According to Philip Kotler, a highly satisfied customer 1. Stays loyal longer. 2. Buys more as the company introduces new products and upgrades existing products. 3. Talks favorably about the company and its products. 4. Pays less attention to competing brands and advertising and is less sensitive to price. Continuation 5. Offers product or service ideas to the company. 6. Costs less to serve than making new customers because transactions take place in a routine manner. Continuation • It is necessary, therefore, to measure customer satisfaction regularly by surveying the customers to know whether they are highly satisfied, satisfied, indifferent, dissatisfied or highly dissatisfied. • Customer complaints are one of the important sources to track the level of customer satisfaction. • The speed and manner in which the company responds to the complaints made by the customers makes a vast difference in consumer perceptions. Continuation • Customers who had complained to an organization and have had their complaints satisfactorily resolved, usually tell an average of five people about the good treatment they received. • Acquiring new customers can cost five times more than the costs involved in satisfying and retaining current customers. – Frederick. • The key to customer retention is relationship marketing. Continuation The following are the 3 levels of retention strategies: 1. Level One: Financial bonds 2. Level Two: Financial and social bonds 3. Level Three: Financial, social and structural bonds. 1. Financial Bonds • At this level, customers are offered financial incentives either for greater volume purchases or for continuation of relationship for a long time. 2. Financial and Social Bonds • At this level, the firm intends to develop long-term relationships with customers through social as well as financial bonds. • The customers are identified by name and services are customized to fit individual needs. • Marketers are looking for ways to keep in touch with their customers by providing a personal touch and building informal relationships. 3. Financial, Social and Structural Bonds • The strategy is to develop structural bonds along with financial and social bonds. • Structural bonds are created by providing highly customized service to the clients. • Specific customer needs are brought into the organizational system to design new ways and to improve offerings to the clients. Continuation • In service business, sometimes there is a possibility of things going wrong. • Under such circumstances, a recovery strategy needs to be designed for retaining customers. • Effective recovery is essential to save and even build relationships. • The service firms should develop an orientation that ‘the customer who complains is your friend’. Do Customers Look for Relationship • Yes. Customers do look for relationship with business people. They also gain some benefits through the relationship with the seller. They are: 1. Reliability: Customers want to build relations to find a reliable source of supply and service. 2. Time: When consumers find a reliable seller they need not waste time searching for various other sellers. 3. Search: The information search costs and energy costs get minimised. Continuation 4. Exchange: A known seller accepts return of defective goods or executes recovery in the case of service without any difficulty. 5. Support: Many a time, customers seek sellers support in taking purchase decisions. The advice of a known seller provides greater support to the consumer. 6. In absentia purchase: A continuous rapport with the seller enables the customer to communicate his/her likes, dislikes or preferences. He may manage to get the products at home, without personally going out for the service. Continuation 7. Credit: Customers may seek liberal credit without security from a known seller. 8. Social value: Consumers are social beings and they look for identity and recognition in society. When sellers wish them at various social occasions, they feel very happy and delighted.