Companies have realized that it costs 5 to 10 times more to attract a new customer than to keep an existing one satisfied.
They recognize that they are interested in maintaining loyal customers and not only in the conquest of new buyers. They seek to generate a total approach, an identification.
Successful companies have managed to transform themselves into market-oriented organizations, continually feeling it and anticipating market changes. They seek to become partners of their clients (preferred supplier) to increase value.
Through Relationship Marketing they try to make their anonymous and automated transactions become an exchange of added value and not a simple commercial transaction, achieving a complete cooperation and integration of the provider with the client or channel. The latter are those that have direct arrival to the final consumer.
More and more companies are turning to loyalty programs with the aim of achieving the loyalty of their customers, who are permanently disputed and exposed to the action of the competition, in order to avoid their defection.
These programs are not only aimed at final consumers, but also at their direct customers. They can be of the most varied as discount cards, prizes, participation in raffles, invitation to events, etc.
At the same time the market is becoming more and more global, with more demanding and sophisticated customers. These clients need to professionalize to continue advancing in the management of their businesses.
The trend towards training clients not only in the characteristics of the products but also in management competencies is becoming stronger.
The latter has become an innovative practice, which many companies are already including on their agenda. Cosmetic companies that train beauticians and hairdressers, pharmaceutical companies that invite pharmacy owners and dispatchers to training courses. In general, these types of programs are focused on topics such as customer service, communication skills, marketing and sales, finance for non-financial people, etc.
The objective is to generate differential tools for the marketing strategy. The result is to create an environment with immediate business opportunities and feedback, contributing to the construction of solid and long-term relationships.
The benefits are:
+ Sale
+ Loyalty
+ Professionalism in the channel
+ Customer profitability
+ Business opportunities
+ Corporate Image
+ Indirect arrival to the final consumer
+ Defense of your products in the POP
+ Brand visibility
+ Immediate channel feedback (opportunity cost).
