Customer Relationship Marketing

This presentation discusses the definition, evolution, advantages and disadvantages of Customer Relationship Marketing. It explains how Customer Relationship Marketing is a marketing strategy aiming at retaining the loyalty of the existing customer. The advantages of Value Customer Experience Program are also discussed. The presentation also highlights the benefits of Customer Relationship Marketing to organizations.

CUSTOMER RELATIONSHIP MARKETING
Name:
Institution:
Course:

Customer Relationship Marketing
Definition:
- is the process of
increasing the sales of
a product through
awareness creation
Evolution :Marketi
ng evolved to
customer
relationship
marketing

Cont.’…
Customer Relationship Marketing refers to
marketing strategy aiming at retaining the
loyalty of the existing customer.
For example personalization marketing(Fong
2013,pp.89)

Apple CRM
Apple was developed by Steven Jobs
Applies Customer Value Experience
Positive customer experience builds loyalty

Advantages of Value Customer Experience
Program
Provide opportunity to receive customer’s
views on the product and services.
Ensures consistency with the quality

Cont.’…
Increases
company's sales
resulting into
growth(Scherer,
Wunderlich &
Wangeiheim
2015,pp.180)

Disadvantages of the VCE
Multiple customers views are difficult to
consolidate for satisfaction
Expensive to the Apple company


Benefits to Organizations
Receive more customers as a result of
referrals from the existing loyal customers.
Increases number of loyal customers.
Provide ready population for product
research.

Cont.’…
Improves sale volume hence increased
revenue collection.
Improves on the organization’s reputation.
Customer’s feedback important for
improvement and growth.

References
Fong, J 2013, 'Preparing Marketing for the Future: Strategic
Marketing Challenges for Continuing Education', New
Directions For Adult & Continuing Education, 2013, 140, pp.
89-100, Academic Search Premier, EBSCOhost, viewed 27
May 2018.
Scherer, A, Wünderlich, N, & von Wangenheim, F 2015, 'The
Value Of Self-Service: Long-Term Effects Of Technology-
Based Self-Service Usage On Customer Retention', Mis
Quarterly, 39, 1, pp. 177-200, Academic Search Premier,
EBSCOhost, viewed 27 May 2018.