Relationship Marketing

Relationship marketing is the working back to relationships with suppliers and customers.

The fierce competition in the current market forces companies to look for differences in order to stand out in the business environment. Relationship marketing looking for a personalized relationship, offering advice, recommendations and products adapted to each type of client.

The main characteristics of relationship marketing are:

Interactive: the customer interacts more with the company;
Personalized: actions are formulated differently for each client or group of clients;
Memorized: purchases, interactions and customer behavior must be recorded;
Customer-centric: the business must focus not only on products and services, but on customers and their needs.
It is a question of developing actions which make it possible to create an emotional and captivating bond between all the individuals who have a relation with the institution.

In the relationship marketing course, you will discover the main market trends, the correct use of CRM, the role of social media, as well as the loyalty, retention and bonus mechanisms of customers.

The main subjects of the relationship marketing course are:

Unit 1 - The Marketing Revolution

Presentation
Traditional marketing versus relationship marketing
The customer
Customer orientation and strategy development
Create customer values

Unit 2 - Mkt concepts and main processes. Relationship and CRM

Direct marketing
Database Marketing
Relational channels
Case analysis
Cultural Marketing

Unit 3 - Understanding, implementing and applying CRM in the company

What is CRM?
Types of CRM
Implementation of CRM
CRM features

Unit 4 - Types of CRM and loyalty

Loyalty program
Customer enchantment
Lifetime value
Conclusion

Cours certifié OHC