Business to Business Marketing Case study: Managing the Customer Relationship

BUSINESS TO BUSINESS MARKETING

Table of Contents
Case study:.......................................................................................................................................3
1.0 Introduction................................................................................................................................3
2.0 Importance of managing the customer relationship...................................................................4
Requirements for successful implementation of projects............................................................5
3.0 Utilising employees’ time efficiently........................................................................................8
Differentiation and identification of the worthy client..............................................................10
4.0 Conclusion...............................................................................................................................12
Teaching Notes..............................................................................................................................13
1.0 Relationship portfolio..............................................................................................................13
2.0 Unprofitable customers and whale curves...............................................................................15
References:....................................................................................................................................17
Page 2 of 18

Case study:
1.0 Introduction
The relationship between business and clients or customers is considered as one of the most
imperative factors in determining the future prospect of the business. In the statement of Kumar
and Reinartz (2018), it can be stated that companies those are unable to treat their customers well
usually left out with unsatisfied or disloyal clients. This specifically hampers their trading future
and creates scope for competitors to convert this set of disloyal clients into loyal ones. Hence, the
sustainability of the firms comes into a big question. Therefore, maintaining positive relations
with the customer has become the become mantra for any business to thrive in the long run.
For the specific project, Agency X, one of the integrated media agencies has been chosen. The
name of the company has been kept confidential for the privacy concern; however, the data of
the company would be discussed in relation to customer relationship management. The brand
offers services like campaign designs, market analysis, brand analysis, strategy and budgeting,
web marketing, media coverage and planning, etc. By far it has worked with reputed clients like
Diamond Arabia, Taj Dubai, Middlesex University, Sofitel Dubai Downtown, Adipec Social,
etc. The project aims to discuss the importance of proper customer relationship for the
organisation and the effort it takes to retain their multiple customer bases.
Page 3 of 18

2.0 Importance of managing the customer relationship
Powerful customer service is relatively essential to this business. As it deals with multiple
clients, therefore, the possibility of this business to face issues in terms of customer handling is
quite high (Soltani and Navimipour, 2016). It has been identified that the brand is dealing with
the media segments and has reputed organisations at its client base. Therefore, forming
meaningful relationships with this multiple client base is effectively important to get future
assignments. In the considerations of Nyadzayo and Khajehzadeh (2016), forming meaningful
relationships with client’s demands for efforts, time, dedication, faithfulness and trust. Hence, it
can be determined that maintaining a positive relationship with the multiple clients has been the
primary agenda for Agency X in the Dubai market to experience future sustainability in the
future.
Furthermore, it has been determined from the corporate website of Agency X that the brand
usually looks are the marketing creative sides, it has expanded its service lines from ATL (Above
The Line), BTL (Below The Line) to Social sites, which indicates the fact it generally covers
majority of media and marketing designs (Agency X, 2018). Hence, the brand needs to be abrupt
in terms of maintaining its relationship with the customers. On the contrary, Khodakarami and
Chan (2014) determined that the market is considerably saturation in terms of offering media-
based services; hence, the numbers of the competitor are quite high. This imposes a major threat
towards Agency X and encourages the management of the brand further in maintaining positive
relationships with its clients to ensure a good retention rate. Hence, the possibility of conversion
by the rivals is quite high in this sector. Thus, to ensure such discrepancy, the brand is relatively
getting sincere with their customer service management approach to ensure a high satisfaction
rate amongst its major clients.
Page 4 of 18