In an increasingly competitive world, it is the ideas that will make the difference. Ideas that will open the business doors for us, with a vision based on constant improvement and balance between the objectives of the company and those of the client. It is in this sense that the incorporation of new strategies will require new responsibilities, which will be based on providing solutions with positive and significant results.
Any process that involves companies to adapt to the increasingly demanding customers, requires a constant search for strategies that allow them to be identified, attracted and retained. Thus, it has been necessary to rethink the basic concepts of Marketing, to bring them to Relational Marketing, which will consist of establishing a relationship of mutual benefit, full customer satisfaction and profitability for the company.
a-new-approach-to-customer-loyalty-crm-1The reason for this is to explore the beginnings of strategies such as CRM, a tool that is relatively new and that allows us to know and examine in detail the information of our clients. One of the points related to this work is to highlight the value that a tool that can offer not only monopolize more sales or retain customers, but also tries to increase their level of satisfaction until they achieve their loyalty and loyalty
Today, everyone aspires to outperform the competition, retain customers, and at the same time attract new customers. To achieve this objective and equip companies with long-term competitive advantages, it is necessary to have accurate information about the level of quality of the service we are providing. For this, a gap must be established between the expectations of the clients and the service they receive and their difference will be the service they are really receiving.
For this, it is necessary to identify what customers think of us and what they hope to achieve since this will be the best way to know the type of future that awaits the company.
Customer satisfaction will depend on the perceived performance of a product in delivering value, relative to the buyer's expectations. Companies try to keep their customers satisfied, they always come back, the idea will be that their expectations coincide with the performance of the company.
It is significant to note that companies need to study about the different markets in which customers are located, since we find customers from consumer markets, which will be individuals and households that buy goods and services for their personal consumption. Those of industrial markets that buy goods and services for procedures related to a production process. Those in reseller markets that buy goods and services to resell and make a profit. Those in government markets these are made up of government agencies that buy goods or services to produce public services or transfer goods to those who need it. Finally, those in international markets that are buyers from other countries and have consumers, producers, resellers and the government.
The only thing left to ask is what does a customer really mean for a company?
WHAT IS A CLIENT?
- A client is the most important individual in a company, whether in person or by mail. A client depends on us, we depend on them. The client is not an interruption of our work, it is the purpose of our work. doing yourself a favor; He gives us the opportunity to serve you. A customer is not someone who is debated or discussed, has never won an argument with them; The client is always right. The client is the person who brings his wishes and our job will be to manage it to his advantage and to ourselves.
Customers must benefit in some way, which is why companies that work with a marketing strategy must do it efficiently to forge stronger and personal relationships with them.
THE NEED TO RETAIN CUSTOMERS
In traditional marketing theory and practice, he has focused on attracting new customers rather than retaining existing ones. However, this is changing. In addition to devising strategies to attract and transact new customers, companies are doing their best to retain current customers and forge lasting relationships.
Why emphasize customer retention? In the past, few companies valued their customers. Faced with an expanding economy and fast-growing markets, companies adopt leaky bucket marketing, which means that companies were only engaged in attracting customers, filling and filling the bucket without realizing that it existed somewhere. a leak which causes the abandonment of older customers.
However, today companies are facing new marketing realities. Demographic changes, the growth of the economy, the growing innovation of competition and the capacity of many industries imply a shortage of customers. Companies are struggling for their market share, so the costs of attracting new customers is higher.
Attracting new customers remains an undisputed task, but companies must also focus on retaining existing customers and forging profitable and lasting relationships with them. The key to retaining customers is to provide superior value and satisfaction.
WHAT IS MARKETING?
In practice, marketing is carried around the world and more than any other business function, it cares about creating value and customer satisfaction.
Today this is a tool that every company should know. Marketing is nothing more than making exchanges between a minimum of two parties to form a mutual benefit.
Marketing can be defined as:
"The social and managerial process by which individuals and groups obtain what they need and want, creating and exchanging products and value with others."
The marketing concept says that the achievement of the organization's goals depends on determining needs and desires in the target markets and in turn providing satisfactions more effectively and efficiently than the competitors.
DIRECT MARKETING
This consists of direct communications with carefully chosen individual consumers to obtain an immediate response. Here, there is talk of direct communication with customers often interacting one-on-one.
Direct marketing captures the essence of interactivity between the company and customers, since it uses tools such as direct mail and even the use of the Internet.
Today, most companies that engage in direct marketing see it as something broader than simply selling products and services, but rather as a tool that interacts in the long term, forging relationships.
In this way we can point out that direct marketing becomes what we now call relationship or relationship marketing.
There are a number of ways to do direct marketing, including face-to-face sales, direct mail marketing, catalog marketing, telemarketing, television, kiosk, and online marketing.
- Face-to-face selling: The oldest way to do direct marketing is site visits. Today, most companies rely on sales forces who scour prospects for clients, forging not only more lasting relationships, but also more rapid sales. Direct mail marketing: this involves sending offers, announcements, reminders, etc., to a person at a specific address. This form of direct communication allows a selectivity of the target market. Today there are new ways to make a mail delivery, this is through fax, e-mail, voice mail or text messages. Catalog Marketing:This involves making sales through catalogs that are sent selectively to customers or that can be accessed in stores. For example; There are companies like Avon or Ebel, which are related to the sale of beauty products and which only work with sales by catalogs. Telemarketing: Using the phone to sell directly has become the main tool for direct marketing. Companies use outgoing numbers to sell to consumers and businesses, as well as 800 numbers that are free of charge to the customer and that are to receive orders generated by television, radio or catalog advertisements. Television Marketing:This type of marketing generates purchase channels from the houses. It includes direct response television advertisements where it is possible to interact bidirectionally, this being like Internet shopping a good method for direct marketing. Online Marketing: This is done through interactive online systems, linking customers with companies electronically. The Internet has become the primary service method for online sales, positioning itself as the best medium of electronic commerce.
THE KEY IS: MARKETING TO RETAIN CUSTOMERS
Companies that are developing customer loyalty and retention programs are on the rise. This is why a new way of visualizing marketing is being developed, a vision that involves creating, maintaining and improving solid relationships with customers or other stakeholders, long-term related marketing, the goal of which is to provide value to customers already measure the success of the company in the future. This requires the contribution of all departments in the company, which implies creating relationships at many levels - economic, social, technical and legal - and thus achieving customer loyalty.
With the above, we make a prelude to what we will call: Relationship or relationship marketing.
RELATIONAL MARKETING
Relational Marketing begins its operationalization of one-to-one marketing and, as its name suggests, it seeks to create, strengthen and preserve the short, medium and long-term relationships of the company with its buyers, in order to empower them in achieving greater number and possible quality, using marketing, communications and public relations tools.
This is a relatively new concept and essentially develops theories of service marketing, it adopts generalities derived from theories from the general doctrines of marketing and is giving a new approach in which it commits the entire organization to the market, seeking a balance between the objectives of the company and the clients.
From the aforementioned, it leads to considerations related to customer service, quality and marketing, ensuring that so-called Relational Marketing is in vogue.
From reflections as simple as that of looking after the interests and needs of customers, it makes us think that the true business of any company is precisely to make customers, keep them and maximize their profitability.
Relationship Marketing, can be defined as:
From various approaches, it can be established that the main concern of companies is to retain their customers, generating high satisfaction rates without neglecting and trying to recover those unsatisfied customers.
Relationship marketing has key elements that allow optimal results such as: the interest in retaining clients, highlighting benefits that both, client - company, can obtain, establishing long-term cooperation, quality to provide greater value to the client and Lastly, the commitment to include various sectors of the corporation as well as employees, vendors, suppliers and even the clients themselves.
Customer loyalty, engagement and retention are three buzzwords in the area of marketing whose sole desire is to keep the best customers of the company in it. So we can also find another way to see this approach which is related to one-to-one marketing, which in a world where the market and the offer are so changing, it is necessary that the customer is served in the best way; and not in the service, but in the interrelation that exists between the consumer and a company. Knowing the customer is the most important thing since it is essential not to know their name, phone or address, but rather their buying habits, the frequency with which they do it, the quantity of products purchased, their tastes, preferences, queries they have made, etc..All this in order to identify and individualize them and thus make them become a highly valuable objective for the company.
It is important to know how to differentiate customers, since not all are the same, they have different tastes, so, this is where you have to know how to recognize them because there are customers who come to generate a greater margin of purchase and profit in a company. It is to these people that they will be given special treatment and will never be neglected, sending them updated information, inviting them to special events, and carrying out endless personalized activities, which will generate a level of trust and loyalty on the part of the client, making it feel important and do not change your shopping habits or improve them, thus keeping the best consumers.
Interaction with the customer is the stage where a one-to-one marketing strategy begins, because it is here that the customer is contacted in a more personalized way, generating a communication in which you will know which products or Specific services are looking for a consumer. This in order to follow a strategy of sustained growth or continuous process, through a feedback with the information that has been obtained.
At a technological level we find the customization of products and services, since companies can thus provide and contribute their products or services to the needs of each client. As such, for example; if customer X requires certain specifications in the manufacture of one piece and customer Y requires another, the company must be able to have the necessary resources to satisfy the individual requirements of each consumer.
With all the aforementioned, it can be concluded that by implementing a one-to-one Marketing strategy, it is possible to obtain various benefits such as cutting expenses in campaigns, promotions, selling faster, abandoning unprofitable business segments, eliminating bureaucratic costs, since there is such a deep interrelation and having reliable databases, everything is known and all customers are best satisfied.
However, it is important to rescue that just as a company wants loyalty from its customers, there must also be loyalty from a company, seeing this process not as a simple segmentation but as an effective communication that will give benefits and lasting results for both parts. With this, each individual will feel better and may be willing to pay extra money if their most important wishes are fulfilled and if they notice that there has been more special and personalized attention.
All this has an evolution that is directed towards the rebirth of the administration of the relations with the client or also known as CRM, whose only desire is to keep clients in the company.
An excellent administration in the relations with the client can depend on the following aspects, such as:
COMMITMENT TO CUSTOMERS
Today, companies that truly believe in the quality of their products make strong commitments to their customers. The commitments make known the concern that may be felt by our consumers. For example; the company FEDEX, in the USA, is appreciated for its commitment to its clients and precisely for the guarantee that protects them, since if a cargo arrives a minute later, it reimburses its clients for all charges.
SERVICE STANDARDS FOCUSED ON THE CUSTOMER
These are levels of performance or measurable experiences that define the quality of customer contact.
Service standards could include technical standards, such as response times (answering the phone with both rings) or behavioral standards (using the customer's name whenever possible), for example, Cadillac has more than two hundred standards in its annual dealer service evaluation, which measures not only customer satisfaction, but also that of the dealer looking for the effectiveness of the service operation.
TRAINING AND DELEGATION OF AUTHORITY
Good customer relationship management depends on the quality of training of customer contact personnel. Many companies start from the recruiting process, selecting those who show real capacity and desire to develop good customer relationships.
Companies also make sure that their employees know the products and services well enough, as well as develop the ability to listen and grasp problems in order to feel capable of solving and facing the difficulties that arise.
EFFECTIVE ADMINISTRATION OF COMPLAINTS
Complaints are a source of help that contribute ideas for the improvement of products and processes.
Despite efforts to satisfy customers, every business has dissatisfied customers, who if not handled effectively, complaints can adversely affect the business.
An effective complaint resolution increases consumer loyalty and retention.
Companies that focus on managing customer relationships train contact personnel to make it easy for them to deal with pesky consumers. They must know how to listen to handle the client and then respond to provide help.
It is difficult to present a vision of relational activities, identifying what type of relationships are or are not characteristic of the marketing management and its team. If we really consider these factors as means of innovation and dynamism for the course of the company, so too should we not hesitate to consider them as protagonists of the same. In any case, the knowledge of this phenomenon can create the bases to promote any area in the company as well as the necessary improvements and changes to offer superior value to our clients.
Before going into the subject, we will describe other aspects that are linked to the new approach of seduction and customer loyalty.
THE TIME FACTOR
This is linked to the development of a client portfolio which has four steps:
Said evolution does not always follow a linear process, since clients go through different states, in part due to the management of companies such as the Capture and Abandonment process, where in many cases the client is recruited in order to achieve goals.
Thus we also have the Collection - Maintenance and later Abandonment, being these cases the most frequent.
In principle, one in three clients carries out the complete process of being loyal to the company, this proportion varies depending on the market where it operates, since it will be affected by the orientation that companies give to their clients.
The process of evolution of customers shows a high degree of relationship with the evolution of the company itself, which can be followed by four other steps:
As noted above, the evolution cycle of a company can be seen, where in its activities it does not have to show a strict linear evolution between these phases, especially in deterioration.
Although the lack of reaction and response of the company to the needs of its consumers as well as its own evolution in the market could irrevocably lead to a slow deterioration of the same offers. This assumption is especially followed by some companies that do not want a premature disappearance, which allows them to establish processes in a shorter way in order to avoid the loss of customers in the launch of products and services, such as: launch-development- maturity-release and release-development-release.
In order to establish a correlation between the processes of customer evolution in the company and the maturation of the activities or products offered by it, we will see below a parallel (fig. No. 3) where the premises on which strategic planning is based are seen influenced by said process. Both contemplate differences that act on the processes of recruitment and maintenance (less travel necessary in time) until the acquisition-maintenance and loyalty, maintenance and loyalty or only loyalty for relationships (greater travel in time
LAUNCH PHASE
At this stage the company must define what level of importance will be given to maintaining the client portfolio in the future, or the part that is identified as profitable within it, otherwise, the errors that are may commit based on short-term results as well as the absence of differentiation between customers and sales, would have a negative impact on both retention and customer loyalty.
Capturing customers is a pleasant activity, especially if it coincides with the start time of the company, at which time there is a virgin market. If the launch is adequate, if the means are available for others to feel interested and willing to pay for it, and especially if permanence in the market (margin, sales, customers,…) is guaranteed, the company, understood as the sum of individuals with common goals, will live in full success.
Launches in the company may never end, as it will be if it is dynamic or at least as non-conformist as some of its clients or at least as ambitious as its competitors, whether it be for new subsidiaries, new business units, new brands New products or new services will always be required of buyers.
IMPROVEMENT PHASE
Once the launch phase was passed and considering a long-term business assumption, we reached the improvement phase.
The transition from the launch phase to the improvement phase is perhaps one of the most significant moments in the evolution of the company; after contrasting the so-called "entrepreneur's dream" or "business idea" with the reality of the group to which said dream or idea is directed, a new exercise in creativity, ingenuity and adaptation to needs is required, in the phase of improvement.
Perfecting a product or service is nothing more than anticipating possible differences before customers do it, since they usually do it on their own initiative or encouraged by others.
Technological improvement, focused on a new generation of more profitable products and services for a company, usually means a competitive improvement in the launch phase in which the company has more financial resources and does not face a renewal that can often be expensive for this.
Growing and improving is a necessity in today's company, since these do not remain with the initial intuition or with the market research carried out that led to the emergence and continuity of the company, but must seek the necessary support from customers.
Planning for the future means, in certain aspects, having relevant information on current events, in order to plan better. A launch without sufficient information means a loss of sales opportunities, as well as the abandonment of customers, which causes a logical delay in the evolution of the company. Reaching consolidation means completing a cycle. Which means obtaining a reward for our "proposal".
CONSOLIDATION PHASE
Basically it differs from the other two previous phases by the recognition of both competitors and customers. This does not mean stopping work every day to maintain it, but on the contrary, it means having found the right way to achieve it.
Remaining accessible to the interests of those who lead companies to achieve their consolidation (customers) is as important as making or maintaining the cycle of offers active. Since in this way we have managed to associate customers with their needs to the company and trust in the delivery of their requirements not with quality, but also in the time required and that they feel that now they are not listened to but are also understood.
THE TRUST FACTOR
Trust is a main value in retention and loyalty.
Certainly, the most advanced relationships are based on the firm hope that each party places in the other.
Relationship marketing affects trust in people as well as the ideas that motivate CRM, which is to manage the relationship with the customer.
Trust is generated from the first transactions or primary relationships between the company and the customer. In their development, they will depend on two factors:
The level of expectations generated in the client, which must be:
- High enough to incentivize your hire Realistic, to avoid mistrust Flexible, to allow us to keep growing over time
The level of customer expectations, which we must know in advance to offer:
- What is really demanding: adjustment to interests A response that avoids associations with previous inappropriate experiences: adjustment to disinterest
TRUST AND NEGOTIATION
A direct association between trust and negotiation can be established if it is considered that negotiating is a way to advance in the achievement of interests through mutually determined action.
Either way, a good deal is one that satisfies both parties. Where the game of negotiation forces to evolve from mistrust to trust.
A difference between a transactional agreement and a relational one is in the possibility of its continuity in the future. However, in relational agreements it is not so much the intention to reach the agreement, but rather to continue moving towards the point of optimal satisfaction of the parties. It is this journey of mutual satisfaction and predisposition to achieve what generates trust and from it loyalty can be achieved.
CUSTOMER LOYALTY
In this section we will define the scope of loyalty or loyalty programs or systems within marketing. For this, we will analyze and differentiate the concept of loyalty from others, such as bonding and retention, establishing a theoretical field within relationship marketing to obtain customer loyalty as a consequence of a global performance of the company. The search for information about the client and the establishment of relationships is developed through a planning process in which the recognition of the client does not intervene so much, but also influences the orientation of the company to the needs of its clients and the search for differentiation through emotional factors outside the business transaction.
Currently, there are various marketing activities that are included within the term loyalty or fidelity. Linking, retention, personalization, and even sales promotion and direct marketing are terms used interchangeably as synonyms for loyalty. There are also companies that adopt a proactive attitude towards creating value for the consumer and managing loyalty by specifically identifying strategies to generate commitments by anticipating and effectively responding to consumer needs.
To establish the identification and valuation of customer loyalty, companies usually resort to some of the following variables or a mix of them, depending on the type of business, sector, type of products offered or the customer portfolio itself. available (see next page).
Loyalty therefore constitutes the measure of the client's link to the brand or company; It reflects the possibility that the client changes its brand, especially when a feature in operation or price is modified, or when the recruitment actions of competitors manage to penetrate the perception that the consumer has of the satisfaction index to achieve proof of product and its subsequent reiteration in the purchase.
Lastly, there is a tendency to associate loyalty with reward, privilege, discount or point programs, and with this, to turn a strategic objective for the company into a mere tactical tool.
| CUSTOMER LOYALTY VARIABLES |
| Level of contracting of products and services |
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| Frequency in the renewal or use of products and services |
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| Customer interaction with different sales channels used by the company |
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| Company or product recommendation to family and friends |
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| Participation in communication and promotional activities |
Ø Responses to questionnaires for adaptation and updating of information Ø Participation in revitalization activities not necessarily aimed at the sale Ø Request for information about the company or its products Ø Communication channels used: mail, telephone, etc.
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| Explicit loyalty |
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LOYALTY AND RELATIONAL MARKETING
Knowledge of the consumer, adequacy of the offer, perceived value and duration and intensity in relationships constitute the bases on which relational marketing resides. Loyalty is nothing but the reflection on the client of all this.
The connection between relationship marketing and loyalty is produced through the intervention of the former in the processes of customer satisfaction, which will have as a counterpart their loyalty.
The expression of the desire for satisfaction implies a high level of knowledge of the individual's needs. This is where the company's offer comes in, taking as its own the customer's need to offer an answer that the customer cannot or does not want to solve on his own.
The qualities of the products or services, their promise to make up for a lack, are a call to the buyer and it is relational marketing that will help us materialize that “something” that allows us to detect the relationship between the expression of desire and what is expected.. With fidelity: turning the promise of satisfaction into a sustainable reality over time.
There are loyalty programs that affect emotional values, they are somehow called reward programs. Among other things, because they stimulate the client's choice, offering benefits that affect what is truly motivating, such as; a trip, an agenda, a birthday call, etc.
Loyalty has to do with gratitude, with the assurance that the desire to improve something and to see that it will be fulfilled. Relationship marketing puts in the hands of the company the mechanisms to influence it.
The role of the company, in terms of customer needs, should focus on tailoring the offer based on the experience it has of consumer behavior. Establishing relationships is nothing more than knowing the client to offer a wide range of suitable offers, understanding him as an individual, making him feel different and treating him as a friend.
LOYALTY AND INVESTIGATION
A loyalty program supposes, in addition to a high value support for its compilation and updating of important information about the client, an authentic analysis of the same.
There are some keys to ensure a loyalty program such as:
- Innovation, Creativity, Technology Program Motivation Active Headline Participation Program Penetration Level / Total Clients Influences Copraction Values Perceived for Participation Adjust Purchase / Reward Level
It is indisputable that the correct articulation of a loyalty program must incorporate the implementation of a system that allows:
- Acquire information, permanently Facilitate decision-making, in the short term Correctly plan the future, in the medium and long term.
- Acquire information
The main sources through which we can acquire knowledge from our clients, through a loyalty program are:
- Program registration forms, these generally include personal information about the individual, family data, etc.
The importance of designing these forms is the future utility of the data.
- Forms that are subsequently addressed to the client in order to complete or update the information obtained from the registration form. These types of forms generally arrive together with the new loyalty programs of the companies, collecting their needs, as well as the information derived from the relations maintained with the client, both communicative and economic, where it appears strongly and Infinite possibilities Customer Relationship Management (CRM) understood as a tool, or a set of them, capable of managing, storing and facilitating decision-making to strengthen relationships with the customer. This is possible through relationship channels such as telephone service, the Internet, conventional mail, etc.either by any area within the company but independently to maintain a certain categorization.
In order to make the information operational, we will have to consider that most of the relationships with customers provide us with information expressed in a qualitative way, rich in personal nuances but difficult to process statistically.
Said information must be grouped, classified and synthesized in the database in order to be processed and processed.
Finally, a loyalty project must meet the company's need to increase its knowledge of the customer in those aspects to which it is least accessible, especially in those personal, emotional, etc., data, therefore It is necessary to generate a context of trust and relaxation in which communication flows differently, hoping that it is friendly to the client.
2.- Facilitate decision making
The business information system fostered by the loyalty program reflects only part of its potential. In effect, the program is designed in order to respond to the objective of strengthening relationships of trust with the client and this is how it becomes a relationship system. This means that the program must include the potential to choose the best of the possible alternatives so that this relationship becomes a reality. Currently, we are faced with large client portfolios that can hardly be assigned personal managers to be able to give them as much individual treatment as possible, which leads to having databases with such amount of information that many times they are not knows what to do. However, although the field of information technology advances,It is still necessary to go to decision trees, decision systems that are normally built from the description of a problem. They provide a graphic view of the necessary decision making, specify the variables that are evaluated, what actions should be taken and the order in which the decision will be made. Every time a decision tree is executed, a path will be followed depending on the current value of the evaluated variable.a path will be followed depending on the current value of the evaluated variable.a path will be followed depending on the current value of the evaluated variable.
By analyzing customer databases, companies have a significant advantage over the competition. First, because you can detect the changes and needs of a universe of clients for whom we have relevant information that is difficult for our competitors to access. The effort for the competition to be able to detect all or part of our portfolio and establish a minimum of relationships to achieve what has been obtained so far, involves a large financial investment. Secondly, the competitive advantage will come derived from the capacity of reaction that the advanced relations provide us to face up to our competitors.
With a good loyalty program we will be able to detect the arrival of new competitive proposals to our customer base, which will offer us a greater margin in determining maneuvers if our relational strategies together with CRM work correctly.
In a relational system which has the support of a database aimed at providing valid information for decision-making in the short term, two levels can be differentiated for this:
- those derived from the action that is required to face a certain type of client and that will require a new approach or evolution in a treatment to what will be called tactical evolution of relationships. those derived from the company's tactical actions, defined in its strategic plans, in which there must be a certain flexibility in adapting to the environment to ensure objectives, which will be called tactical adaptation to the relational environment.
Finally, this is how we will begin to obtain results of a well-worked trust, because we will be able to develop barriers to possible customer leaks long before these occur, and ultimately things will be more difficult for the competition.
3.- Plan the future correctly
The evolution in relationships is influenced by the experience and customer management of the company. Since the client presents a logical evolution over time as a whole to the company and does so based on variables that the loyalty program must detect. In order to offer a valid response to them, this process can be incorporated into the relationship system based on the experiences that the company has with customers who show a high degree of affinity in their behavior. The model has to be perfected over time until errors tend to zero. Said process of tactical evolution of the relationship with the customer must be generated automatically by the customer database,understood as a dynamic tool that does not contain information but rather contributes the highest degree of knowledge to achieve a good relationship, being here a CRM strategy the most appropriate or successful.
LINKING OF CUSTOMERS
It is necessary to differentiate bonding loyalty; Although there may be a relationship, the relationship includes elements of dependency and obligation that loyalty does not make them see much more subtle through the commitment that can unite the parties in a relationship where it is understood not to disappoint the trust achieved and deposited in the parts. Even though it is already a recognized truth that the objective of any for-profit organization is to make a profit, so is the fact that the way to achieve it and maintain it in the future is through the satisfaction of external customers. However, the idea that every worker within an entity is a client to be satisfied and that both types of clients are inextricably linked is not equally accepted.
These can be found linked by at least two fundamental elements:
- Although workers are the source of the entities 'profit generation, this does not materialize but through exchanges with external customers, while maintaining and increasing the acquisition of the entities' products or services by part of external clients depends on their satisfaction, this is directly linked to the satisfaction of the internal client (worker).
For the measurement of customer satisfaction, it is based on considering satisfaction under an additive approach, that is, considering satisfaction as the result of the sum of satisfaction with each of the attributes by which customers value the quality of the product received.
The valuation that the clients carry out on the different attributes is obtained through surveys applied to them once the products have been purchased. These surveys present a list of attributes as well as an evaluation scale, which is generally expressed in numerical terms in order to Note the service or the product.
To carry out an analysis of the levels of satisfaction of internal customers (workers), the following indicators can be used:
- Job content: referring to the attractiveness of the job content, the level of feedback of the results that it enables, the social meaning conferred, the level of autonomy that the position allows. Group work: relative to the degree to which the work allowed group work to be carried out, promoting the participation and satisfaction of the affiliation needs of this type of clients. Stimulation: concerning the degree to which the existing remuneration system satisfies the needs of sufficiency, justice, equity and is linked to the results of the work and efforts carried out. Working conditions: referring to the degree to which the prevailing conditions in the work area are safe, hygienic, comfortable and aesthetic. Welfare Conditions: relative to the group of conditions that the entity establishes with a view to facilitating a better working environment such as transportation, food, working hours, etc.
The study of the satisfaction levels of external clients can be carried out by using three types or groups of attributes:
- Linked to the Person: such as bearing and appearance, treatment, language proficiency, diligence, etc. Linked to the Product: such as temperature, presence, variety, quantity, price, size, etc. Linked to the Local: such as hygiene, order, technical condition, comfort, temperature, aesthetic appeal, etc.
It is important to note that these three attributes could be considered fundamental in the level of customer satisfaction, as well as pointing out that the relationship between bonding and loyalty originates from a strong relationship obtained with the customer due to the cause-effect between both. For example; that from a situation of strong relationship with a client such as a bank, it places us in such a privileged position as to develop a loyalty policy and to achieve acceptance and efficient response to the needs of services related to the bank so that a once the obligations that have been acquired are finished, they will continue to consider us potentially as good clients.
CLIENT RETENTION
Many link or use the term retention to refer to certain customer loyalty activities. However, retention refers to a reaction by the company to avoid the loss of a client by adapting the service or offer, such actions can be carried out in a more punctual way to maintain a certain portfolio of clients or to counter recruitment actions by others Business. Given this, the client will assess whether or not to decide to stay or leave.
Loyalty actions must serve to create a climate of trust that favors the resolution of conflicts that may exist. It is for this reason that it is basic in a planning of the retention of our clients to know in some way what are the causes that cause the loss of these. The reasons can be synthesized in the following causes:
- Actions of the competition aimed at improving their current situation Non-relationship factors: changes in the city, socioeconomic, employment or simply death Complaints and claims many times that do not have explanations from the client and that cause abandonment Complaints and claims explained by the client and that They are not attended by the company Progressive disassociation generated by a relationship without incentives Accumulation of unfavorable situations that without generating direct complaints end up disassociating the client from the company Errors in the communication procedures necessary to create links between the company and clients
The above reasons may have different incidences throughout the customer relationship cycle. It is possible to speak, effectively, of a set of negative events, of which the last is the one that companies frequently consider with certainty to be the reason for abandonment.
Investing in the knowledge of the process that has generated the loss is as important as knowing how to successfully relate to our clients. Below we will outline some basic procedures for managing crisis or abandonment situations.
- establish automated procedures that allow signaling the critical points of the relationship. In this way, the company will be able to focus resources on a smaller number of clients, contributing quality and deepening the client's demand. It is necessary to carry out a historical analysis to establish the process that finally produced the abandonment. This evaluation allows the creation of adaptations in advance that can lead to the beginning of the abandonment process. From the above, a category of clients should be drawn up according to whether they are prone to abandonment. This will allow a monitoring program to be applied depending on the risk of abandonment and the value of the customer. It should not be forgotten that, although the ultimate goal is customer retention, the company must assess the situation where there are no losers or winners. Identify where a problem appears,Regardless of how it is solved, it should be considered an opportunity, since every process leads to learning that will represent a more pleasant change of vision for companies. Do not forget that this is not a second opportunity granted by the client, but rather that it will be the last. The staff must be trained to know how to listen to the client and know how to offer the best option to their problems. The resolution to the problem begins with having qualified managers, with decision-making capacity and trained to provide quick and definitive solutions. The solutions must be flexible and fully agreed by the client, so the problem that caused the conflict can be terminated.In the face of other more complex processes, it will be necessary to carry out supervisions in a methodical way and, together with this, keep the client informed about the progress of the client, with the aim of a prompt solution.
MARKETING DATABASE
Businesses that know the characteristics and needs of individual customers can customize their offers, messages, delivery methods, and payment methods to maximize value and customer satisfaction.
Currently, they have a powerful tool to access names, addresses, preferences and some other pertinent information, we are talking about the customer database.
A database is an organized collection of comprehensive customer data that can be used to locate potential customers, tailor products and services to the special needs of consumers. Database marketing is the process of building, maintaining, and using customer and non-customer databases to contact them and transact.
Database Marketing can be defined as:
" A customer-centric strategy that seeks growth in profits by providing greater value to it ."
“ CRM is essentially a way of providing optimal value for customers. Through the way used to communicate with them, commercial exchanges or the provision of services; as well as through the means used by traditional marketing: Product, Price, Promotion, Place or distribution ”
Although their definitions are somewhat simple and easy to understand, their application is the one that requires a greater degree of care by the company, since they must analyze their current situation and relationship with their clients in both directions, such as analyze who our clients are, how they are seen by the company, how the organization is seen and valued by them, in order to offer them the best services, mentioning for example the so-called call centers or service centers telephone which, despite being a telephone contact, are means of personalized attention.
Any CRM strategy must be based on a change in the orientation of every company. It is not about implementing a new technology since it must go much further, it must involve an entire organization.
The most important asset of a company is precisely the customer base that it has, as well as the information contained about its needs. In the process of adapting companies to the customer's needs, it is when relational marketing concepts such as:
- Focus on the customer: "the customer is king" This concept revolves around the philosophy of rational marketing. Where product-centric economies have been neglected to move to a customer-centric economy. Customer intelligence: you need to have customer intelligence to be able to develop products / services focused on your expectations. In order to convert data into knowledge, databases and rules are used. Interactivity: the communication process goes from a monologue (from the company to the client) to a dialogue (between the company and the client). Furthermore, the client is the one who directs the dialogue and decides when to start and when to end. Customer loyalty: it is much better and more profitable to build customer loyalty than to acquire new ones. This becomes important and valuable in the customer life cycle. Individual clients: Direct marketing communication is precisely individual clients instead of developing massive campaigns for all types of clients. Personalization: each client wants both communication and personalized offers, which requires effort, intelligence and customer segmentation. Where the message in depth and form increases the effectiveness of communication actions. Medium and long term: the client is often seen as a projection where he must become a reference to develop marketing tactics and be able to capture him over time.
As relationship marketing objectives and CRM solutions, we have:
- Maximize customer information Identify business opportunities Improve customer service Processes are optimized and personalized Improve offers and reduce costs Be able to identify potential customers that will benefit the company the most Loyalty to the customer Invest in the customer
In the context, the technological impact of the use of the Internet has been of great help, since its contribution to relationship marketing can be highlighted as follows:
- Significant decrease in interaction costs Bi-directional communication Greater effectiveness and efficiency of communication actions
- Customer intelligence More segmented audience detection Personalization and one-to-one marketing
- Ability to communicate anywhere or from any placeImproves service with services 24 hours a day, 365 days a yearImproves business processes
However, even if the Internet is a tool in development, a CRM project cannot be developed with these means, for which it is important to highlight that there are four factors that must be considered by the company and that will be a pillar in CRM development..
- STRATEGY: the implementation of a CRM tool must be linked to a corporate strategy and be aware of its tactical and operational needs, the idea is that CRM is the answer to the requirements of a strategy in relation to customer relationships. PEOPLE: the implementation of technology is not enough, because the results will come with the correct use that people have. For this, the organizational culture that exists in the company must focus its customer service, where elements such as culture, training or internal communication of the organization are tools for changing vision. PROCESSES: processes must be redefined here with the idea of optimizing customer relationships, achieving efficient and effective processes. TECHNOLOGY: here the technology will depend on each organization, which will depend on its needs and resources.
To summarize a little, it is important to be clear on how significant it is to have the business objectives you want to achieve, but how do you make a CRM work?
“CRM is first of all a business strategy. To create and form a better customer relationship and experience, for which companies will need to adapt all the processes, attitudes, behavior and technologies that support customer interactions throughout the business. “For example, it doesn't matter how clients manage to contact the company, whether via email, telephone, fax, or face-to-face, what really matters is that the client is attended without being processed and taken by different departments since the only thing that will be achieved is their discontent ”.
- Integration: The development of a CRM solution starts from the information that the company has about its clients. Such information will be given under a defined structure, which gathers the relevant business data after an effort to integrate available data through the different sources, departments and channels to which the company has access, resulting in a centralized source of information. relevant client from which to execute the processes of analysis and extraction of business knowledge. This process is also known as the identification stage, where it is about passing all those customers to a data set in order to recognize them and thus be able to offer products and services.These identification methods allow to interact with the client in a known friend in order to offer a good service.Analysis: The analysis of customer information allows to extract the knowledge of these, which makes it possible to design and direct from such knowledge specific marketing actions to specific segments of the total number of customers linked to the company. This phase is also known as classification, since part of the identification construction and feeding of a database in which the information of each of the clients is processed, which tries to get to know a certain profile that allows estimating a value for the company of said client. Through this classification, we try to characterize the clients and separate those that we are truly interested in loyalty. Any CRM strategy aimed at customer loyalty must necessarily start from a select group that constitutes the best.Action: The CRM solution is effective if the knowledge acquired during the analysis stage is materialized in concrete actions on business processes, therefore the review and modification of said processes to accommodate the conclusions drawn from the analysis of customer information (what has been learned about customer preferences, needs and behavior) constitutes the stage that closes the cycle of the CRM solution. All this results in the fact that it is at this stage of the CRM cycle that the tactical and strategic decisions adopted are actually applied: business processes and organizational structures are refined based on a better understanding of the behavior and needs of the client acquired through analysis of previously collected data.Business and financial planning is also reviewed and integrated in all those activities that involve dealing with the client, including, among others, customer service, marketing and sales. The application of such measures will allow the benefits for the company of implementing the CRM solution to be realized. The result obtained through the actions taken will become part of the information collected in the data repository and will be processed in a next iteration, closing the life cycle of the system.The application of such measures will allow the benefits for the company of implementing the CRM solution to be realized. The result obtained through the actions taken will become part of the information collected in the data repository and will be processed in a next iteration, closing the life cycle of the system.The application of such measures will allow the benefits for the company of implementing the CRM solution to be realized. The result obtained through the actions taken will become part of the information collected in the data repository and will be processed in a next iteration, closing the life cycle of the system.
BENEFITS OF IMPLEMENTING THE CRM SOLUTION
The CRM solution pursues a final purpose: the increase in company profits through a better relationship, based on greater knowledge, with the customer.
This starting proposition is specified in various aspects that cover the broad spectrum of business strategy and operations:
- The improvement of the efficiency of the relationship processes with the company's clients, both those that already exist and those that may be so in the future (potential clients). The increase in the knowledge available in the company about such clients and, therefore, the degree of differentiation and individualization between different clients. The detection of new marketing and sales opportunities derived from the knowledge acquired about each client (one-to-one marketing). The best adaptation of offers and services to the client's needs or wishes, a consequence derived directly from the greater knowledge about it acquired by the company. The reduction of costs associated with sales and marketing campaigns.The knowledge acquired from the customer allows the company to personalize its campaigns so that those customer segments that may respond to a given promotion are the subject of it, reducing the cost associated with massive recruitment campaigns.
Under what has been previously described, it should be noted that CRM involves a male rather than what is discussed, since it can also be described that if companies have the following, many more opportunities for contact between the client and the provider will be generated:
- Sales and Administration FunctionalityTelemarketingTime ManagementService and Customer SupportMarketingInformation Management for Executives ERPS IntegrationData SynchronizationServices in the Sales Field
- CRM IN BUSINESSES
The application of the CRM concept requires a company with a philosophy and a customer-focused business culture. This in order to effectively support new efforts in marketing, sales and new practices in service processes.
CRM technology applications can enable effective customer relationship management, as long as the company has the correct leadership, lives the culture and the philosophy of focusing on the Customer, In this strategy, all the functional dependencies of an organization have as their main objective; Customer service, given that the relationship with it occurs through different points of contact, the organization must ensure that it has the means that allow it to meet the needs of that increasingly demanding Customer at each point. CRM is more than a discrete process that can be added to the organization without affecting the rest, it is a chain reaction. Therefore, the application of the concept forces a design of the functional activities, and this generally implies a reengineering of processes and the acquisition and implementation of technology oriented towards CRM.
That is why it must be understood that the implementation of the CRM philosophy produces an extension of the concept of sale from a discreet act executed by a seller, to turning it into a continuous process that involves each person in the company. It is the art / science of gathering and using all available information about your Clients, as an individual, to build, strengthen and maintain that Client's loyalty and thus increase their value to the company. With the current state of information technology and the high expectations of customer service, it is practically impossible to consider these processes without thinking about technology, but it is important to remember that customer relationships are the most sophisticated force of attack
The CRM philosophy is a management model that puts the Client at the center of the company's processes and practices. The CRM concept is based on the use of the most advanced information technology tools, because it integrates strategic planning, the most advanced techniques and market tools, in order to build internal and external relationships that increase profit margins. of each Client and in this way, assess the relationship established with that Client in the long term, The implementation of the CRM concept in an organization implies a very serious technological and organizational commitment. A company focused on the Client with the information generated by technology, can come to the application of models that allow determining what that Client is going to demand in the future, this premise is terrifying but well worth the effort.
Clients are the dominant force in today's economic network. The battle for market leadership can be won by those who have a deep and dynamic understanding of their needs, as well as their behavior patterns, and who can develop with it and thus generate long-term relationships based on loyalty.
To achieve success in establishing a CRM strategy, senior management must implement a corporate strategy that combines a realignment of corporate initiatives in different areas: the sales force, Internet business, new service and care processes. to the Client, the planning of the relations with the Clients (CPR), the Planning of the resources of the company (ERP) and the management of the chain of Suppliers or also known as supplies (SCM), with the creation of a corporate culture that privileges and rewards the good behavior of the employees, in all the points of contact with the Client, all of them centered around the creation of value towards the Client, will be a good starting point for a new CRM strategy
DIFFERENT NAMES FOR THE SAME PHENOMENON
It is very possible that in the future there are indications of a change in the term CRM. This is especially derived from the problems that have arisen around the implementation of solutions and the management through this technique, tool or business philosophy of all the publics with which companies interact, not the consumer or client.
To the extent that the evolution or development of CRM is a verifiable fact, both from the point of view of the improvement of companies that offer the necessary tools to implement a new business philosophy, and the companies that include it or internalize within their management systems, we will attend a true specialization of the sector.
This will lead to CRM solutions dedicated to banking or finance, and other specifications in small or medium-sized companies. Even application models are differentiated according to the strategy of the companies of their distribution channels, future projects or other variables in the business. Along with these specializations will appear categories and subcategories, products and by-products that presumably differ with different names or denominations. None of this will affect the essence of relationship marketing collected mechanically or instrumentally in the CRM, we refer to the orientation of the company to the market.
CRM is to relationship marketing as the calculator is to mathematics. At first it is amazing to see how quickly problems are solved and a little later it is discovered that you have forgotten to give solutions without using a working tool. It is important to remember that the results in the CRM efforts will depend on the data that is entered as well as the correct application.
The application of the premises of relationship marketing has come to the company largely through CRM. From a strategic point of view, the differentiating nuances of CRM with respect to the relational strategy itself are practically non-existent. Like relationship marketing, it arises from the need to value, control and act on transactions and relationships between the company and its customers, placing it as the axis of the company's activity, to evolve towards an integrative strategy of relationships of the company with all the people with whom it interacts.
No consumer, client or person who is related in an increasingly industrialized world will remain oblivious to the incorporation of new technologies or means of communication. Relationships, whether between individuals or organizations, will be increasingly influenced by these technologies; configuring new and complex scenarios.
Currently, there is no company that does not aspire to technology as a means of producing greater quantities of better quality in less time, distributing its products, ensuring payment for them or massively spreading messages among customers. If marketing has relied on such enrichment in order to improve market research, segment demand, optimize costs, get promotions, value prices or propose product improvements, etc., now customers and companies, producers and distributors Men and women, individuals and families face a change that will influence two of their most precious assets: their intimacy and the way of establishing exchanges.
According to research carried out by authors, it is strongly desired and believed that business ethics and individual values will influence positively not on evolution but also on the well-being of the client.
This shows that more than a fashion or a redefinition of some of the activities or processes in the business world, Customer Relationship Management is causing important and transcendental changes in organizations.
CONCLUSION
We currently live in a truly global environment and we increasingly have more information at our disposal, with the help of the Internet and information systems it is almost possible to buy anything, anywhere, this is how companies must find new ways to attract to the clients, pamper them and treat them with such delicacy, that they find out that we are interested in having long-term business relationships, that is, to achieve their loyalty.
With the use of information systems that support the CRM philosophy, many companies will be able to increase their market and continue to grow in this global market. You can no longer think of customers with a single purchase, but rather customers that last for many years.
During the information gathering process for this work, the interest and expectation generated by the implementation of new tools for companies has been denoted. Where it has been seen that the time technology takes to finally park in organizations will be a very important factor that can be decisive for their existence and survival.
It is true that many companies live today without the use of a technology that allows them to exceed their expectations and it is a matter of time for their clients to seek new horizons, with new suppliers who treat them personally and can thus obtain benefits from a long-term customer-supplier relationship.
It is important to note that more than a fad or a redefinition of some of the activities that were already being carried out by companies, it follows that CRM is not new. The CRM philosophy is always: be close to customers, identify them, differentiate them, define interaction points, personalize the deal, retain them. This has been done for years in corner grocery stores, today thanks to information technologies that this concept helps large corporations in the personalized market (one-to-one marketing). CRM is bringing about important and far-reaching changes.
Initially CRM is entering with great force in areas such as computing and marketing. CRM is not a department initiative. It is a global approach of the company.
Like many other CRM trends, it is a great promise since this tool will no longer be an added value in the future and become a commodity that any company that wants to progress must have.
Relationship Marketing and CRM are business strategy tools and not a software program and it must involve principles such as:
- Align corporate strategies around customers The exchange of customer information in the company should be centralized in an environment that consciously manages it. The information obtained must serve to understand, anticipate and satisfy customer needs.
The CRM strategy must be backed by a disciplinary group made up of people from all levels and areas of the organization, must have the support of senior management, in order to direct the processes, adjust the needs and implement a successful solution, according with the needs of the company. We must also point out that, to do CRM, specialized software is not necessary, since CRM can be done with a simple Excel, Access, or even through agendas and physical files.
It should be noted that a methodology through a process such as CRM requires following steps such as: the planning of CRM's own activities, which involves training staff, defining processes and acquiring the technology that best suits the form of interaction. of the company with its client.
Finally, what is recommended is that the implementation of CRM be a structured, analytical process and well grounded in the ideology of the company, that is, the software must be adapted to the company and not the company to the software. Which means that it should be done and planned gradually, to avoid risks in the results. This will help companies to increase success stories, through a good implementation of their CRM philosophy.
BIBLIOGRAPHY
1.- MBA Notes, Master Business Administration, 2005, Universidad Padre Alberto Hurtado Cede Santiago
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GLOSSARY
- Total Quality Management: (TQM) Programs designed to continually improve the quality of products, services, and marketing processes. Sales force management: Analysis, planning, implementation and control of the activities of the sales force. It includes establishing and designing a strategy for the sales force, and recruiting, selecting, training, supervising, compensating and evaluating the company's salespeople. Marketing Management: The analysis, planning, implementation, and control of programs designed to create, forge, and maintain profitable exchanges with target buyers and thereby achieve the goals of the organization. Portfolio analysis:Tool with which management identifies and evaluates the various businesses that make up the company. Competitor Analysis: Process of identifying key competitors; assess your goals, strategies, strengths and weaknesses, and reaction patterns; and select competitors to be attacked or avoided. Statistical Demand Analysis: A set of statistical procedures used to discover the most important real factors that affect sales, and their relative influence: the factors that are most commonly analyzed are price, income, population and promotion. Marketing audit:Thorough, systematic, independent and periodic examination of the environment, objectives, strategies and activities of a company to determine problem areas and opportunities and recommend an action plan that improves the company's marketing performance. Customer Database: Organized collection of comprehensive data about individual customers or prospects; including geographic, demographic, psychographic, and behavioral data. Benchmarking: The process of purchasing the company's products and processes with those of the competition or those of leading companies in other industries, in order to find ways to improve quality and performance. Value chain: An important tool to identify ways to create more value for customers.Quality: The totality of characteristics of a product or service that influence its capacity to satisfy explicit or implicit needs. Direct Marketing Channel: This one has no intermediate levels. Hybrid Marketing Channel: A multi-channel distribution system in which a single company establishes two or more marketing channels to reach one or more customer segments. Indirect Marketing Channel : Channel that contains one or more levels of intermediaries. Product life cycle: (PLC) The course of sales and profits of a product during its existence. It consists of five well-defined stages: product development, introduction, growth, maturity and decline. Buyer:The person who makes an actual purchase. Integrated Marketing Communications: (IMC) Concept whereby a company carefully integrates and coordinates its multiple communication channels, to provide a clear, consistent and compelling message about the organization and its products. Marketing concept: Management philosophy according to which the achievement of the organization's goals depends on determining the needs and desires of the target markets and providing the desired satisfactions more effectively and efficiently than the competitors. Social marketing concept:The idea that the organization must determine the needs, desires and interests of the markets and provide satisfaction in an effective and efficient way than the competitors, so that the well-being of the consumer and of society is maintained or improved. Marketing control: The process of measuring and evaluating the results of marketing strategies and plans and taking corrective measures to ensure that marketing objectives are achieved. Demands: Human desires backed by purchasing power. Development of a marketing strategy: Design of an initial marketing strategy for a new product based on the concept of the product. Demarketing:Marketing to reduce temporary or permanent demand; the goal is not to destroy demand, reduce it, or displace it. Marketing environment: Actors and forces outside of marketing that affect marketing management's ability to create and maintain profitable transactions with its customers. Marketing strategy: The marketing logic with which the business unit hopes to achieve its objectives. Competitive Marketing Strategies : Strategies that position the organization against competitors and give it the strongest possible strategic advantage. Internal sales force: Internal salespeople who work from their offices either by phone or receiving visits from potential buyers.Marketing implementation: Process that converts marketing strategies and plans into actions to achieve objectives. Marketing: Social and managerial process by which individuals and groups obtain what they need and want by creating and exchanging products and value with others. Concentrated Marketing: Market coverage strategy in which a company tries to obtain a significant participation in a sub-market or a few sub-markets. Niche Marketing: Focus on subsegments or niches with distinctive characteristics that might be looking for a special combination of benefits. Relationship Marketing:the process of creating, maintaining and intensifying firm, value-charged relationships with your customers or stakeholders. Direct Marketing: Direct communication with carefully selected individual consumers, in order to obtain an immediate response Target market: Group of buyers who have common needs or characteristics that companies decide to serve. Marketing Mix: The set of controllable marketing tactical tools - product, price, place, and promotion - that the company combines to produce the desired response in the target market. Micromarketing:The practice of tailoring marketing products and programs to the tastes of specific individuals and places; including local and individual marketing. Marketing process:
The process of:
- Analyze Marketing Opportunities Select Target Markets Develop Marketing Mix Manage Marketing Work
- Customer satisfaction: Degree to which the perceived performance of a product agrees with the buyer's expectations. If the performance of the product does not meet expectations, the buyer is unsatisfied. If the performance meets or exceeds expectations, the buyer is satisfied or delighted. Market segmentation: Divide a market into different groups of buyers based on their needs, characteristics or behaviors and which may require different products or marketing mixes. Marketing Information System: (MIS) Personnel, Equipment and Procedures to obtain, order, analyze, evaluate and distribute necessary, timely and correct information to those who make marketing decisions. Horizontal marketing system:Channel agreement in which two or more companies of the same level join to take advantage of a new marketing opportunity. Vertical Marketing System: (VMS) Distribution channel structure in which wholesale and retail producers act as a unified system. Telemarketing: Use of the telephone to sell directly to the customer. Value to the client: The difference between the values that the client obtains when owning and using a product and the costs of obtaining the product. Total Customer Value - The total value of products, services, staff, and image that a buyer receives from a marketing offer.
As a complement to what has already been exposed in the document, we suggest the following series of videos (3 videos, 54 minutes) in which through the opinion and teachings of renowned experts in loyalty, relationship marketing and CRM, you can learn why it is profitable customer loyalty, what are the fundamental components of any loyalty strategy and about devotional marketing that goes one step further and seeks to reinvent loyalty.
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