Role of Data in Improving Relationship Marketing and Customer Expectations

Marketing Management
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Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................3
A. Evaluation of the role of data in improving relationship marketing and how it improves
customer expectations and service excellence............................................................................3
B. Explain segmentation, targeting and positioning specific to a product or service.................5
C. Provide the rational for innovation in product and service design.........................................6
D. Analyse the market and provide solution and review the effectiveness of meeting
customer's need...........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Management is the process of getting activities and operations done in well organised and
effective way within the organisation (Adams, Freitas and Fontana, 2019). Marketing
management is the part of management which helps in decision making process, planning and
controlling in order to provide better results within the marketing system. Marketing is one of the
important aspect of business which is responsible for identifying and controlling the demand for
goods and services in marketplace. Basically marketing management determines the taste and
preferences of customers and accordingly develop strategies for sales teams for business
development. The organisation chosen for this report is Airdri ltd. The company is operating at
small level that is only in UK market and dealing in hand dryer and air purifiers from very long
time that is from 40 years.. The company was established in year 1974 by Peter Philipps and is
recognised as a top design and manufacture of wash room essentials. The topics covered in
report are role of data in improving relationship marketing and how these data help in improving
customer expectations, concept of segmentation, targeting and positioning specific to product,
role of innovation in product and service design in meeting the needs of customers with help of
organisational strategy and develop viable solution within a specific target group to review their
effectiveness in meeting customer's needs and wants.
MAIN BODY
A. Evaluation of the role of data in improving relationship marketing and how it improves
customer expectations and service excellence.
Data is becoming one of the important element in the marketing process as it help in
gathering information about performance of company and its customer base. These informations
provide grate support to company in building its brand name by making changes and improving
the marketing channels, products and customer services (Aghazadeh, 2015).
Role of data in improving relationship marketing is as follow-
Relationship marketing is the part of customer relationship management(CRM) which is
responsible for regulating and maintaining customer loyalty and long term relationship with
customers. The primary goal of relationship marketing is to build strong connections with the
customers in order to help company in attaining the success in marketplace.
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 Higher customer lifetime value(CLV): Data acquisition help in building loyal
customers which lead to increase in repeated purchases and high customer lifetime value.
Moreover, loyal customers are like brand ambassadors to company as they do mouth
publicity and recommend the brand products to their known people.
 Reduction in marketing and advertising spend: Spending money on promotion
activities and advertising in order to gain new customers leads to huge expenses. Here,
data play an important role as with the help of data company can directly contact to
customers that is no role of middle person (Beverland and Lindgreen, 2010). This helps
in building relationship with customers and satisfied customers do the marketing for the
brand as customers tell other people about the good quality of brand's products and
services which might convert to sales.
 Stronger organizational alignment around the customers: The organisations which
focus on developing relationship marketing lead to strong organisational alignment
around the customer. This can be achieved by organisations with the help of proper data
collection.
Role of data in improving customer expectations and service excellence
Relationship marketing is the key factor which provide support in maintaining and
developing customer relationship.
 Trust: Trust is one of the important factor in development and maintenance of long-term
relationship with organisation. Airdri ltd. has able to develop trust in UK market by
providing quality products at affordable prices. Therefore, the experience of high value
lead to trust and representing the basis of solid trust.
 Affective and rational commitment: Data collection and proper use of data has helped
Airdri ltd. in building and maintaining customer loyalty and their commitment. The
affective commitment is basically an emotional factor which company has developed by
providing personal attention and involvement in clients satisfaction which result in high
degree of trust and commitment (Gustavo, 2013).
 Fidelity: The data has played a crucial role in building fidelity as company has taken the
set of measures within the operations with the purpose of obtaining stability and progress
in the customer relations.
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