Introduction
Relationship marketing essentially represents paradigm shift within marketing - away from an acquisitions/transaction focus toward a retention/relationship focus. Relationship marketing 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.
How you will benefit
- Understand relationship marketing, its goal, and the benefits of long term relationships for firms and customers
- Understand why and how to estimate customer relationship value
- Understand the concept of customer profitability segments as a strategy for focusing relationship marketing efforts
- Present relationship development strategies - including quality core service, switching barriers, and relationship bonds
- Indentify challenges in relationship development
Who should attend
RBNC designed the course for decision-makers and leading executives across functional areas including senior vice presidents, vice presidents, directors of operations, strategic planning professionals, directors of sales, marketing and customer service and all others involved in developing the total customer experience
What you will cover
Module 1: Relationships
- The current state of marketing
- Antecedents to relationship marketing (RM)
- The development of RM
- Defining RM
- RM's context within marketing
- Hybrid marketing and portfolios of marketing strategies
- Relationship drivers:
- Risk, salience and emotion
- Trust and commitment
- Closeness
- Customer Satisfaction
Module 2: The Core Firm and Its Relationships
- Customer partnerships
- Internal partnerships
- Supplier partnerships
- External partnerships
Module 3: Managing and controlling the Relationship
- The management of relationships
- The marketing plan
- High/low involvement management
- Managing personal information
- Criticism of RM