Customer Communication Strategies

This assignment delves into the critical topic of customer communication strategies, examining how businesses effectively engage with their target audience. It analyzes various approaches, from traditional word-of-mouth to social media marketing, highlighting their strengths and weaknesses. The document also explores the importance of customer experience management and provides insights into successful implementations in different industries. Case studies and real-world examples illustrate the practical application of these strategies.

Customer communication

Table of Contents
1: INTRODUCTION.......................................................................................................................3
2: Reaching and attracting new customers.......................................................................................3
2.1 Potential journey Leyland trucks customer through a digital campaign..........................3
2.2 Describe the role of segmentation and targeting.............................................................4
3: Capturing and nurturing leads......................................................................................................6
3.1 Define the different types of the customer relationship...................................................6
3.2 Explain the benefits of the managing customer relationship............................................7
3.3 Describe the customer relationship management.............................................................7
3.4 Illustrate how organisation mange and develop customer relationship............................8
4: Converting and Optimising campaign.........................................................................................9
4.1 describe how marketing communication fit within the overall marketing mix................9
4.2 Explain the role and benefits of external marketing communication.............................10
4.3 Describe how to prepare for an external marketing communication campaign............11
5: CONCLUSION..........................................................................................................................11
REFERENCES..............................................................................................................................13

1: INTRODUCTION
The introduction of the many company define the external communication, better planing
and communication, better customization to specific group and targeting customers. The journal
motor company basic manufacturing the car product in the market place. The company applied
the many strategy in the marketing including the relationship marketing, customer relationship
management, segmentation of the customer relation and developing strategy of the customer
relation. The automotive company manufacturing the commercial vehicle in united kingdom
including the Leyland truck and taxis (Gustafsson, Kristensson and Witell, 2012). The
introduction of the company determine the company background. The company promote the
motorcar in united kingdom. The company analysis the target market and market share. The
journal motor company define the relationship between the consumer and customer. The
company determine the organisation name and range of the product and service. The car
manufacturing company use the best data in managing customer relationship and use the
importance of the branding of the product and service.
2: Reaching and attracting new customers
2.1 Potential journey GM customer through a digital campaign
There are many context to define the customer including the market, market share,
relationship between the customers and consumer and relationship between the prospects and
customers. The customer is a party that receive the product and service (Grissemann and
Stokburger-Sauer, 2012). The customer ability to choose the different products and suppliers.
The customer see the buyer ability regarding to the product. Customer determine the market
strategy and determine the the market share available in the market. The market place define the
which place there buyer and seller met together and buying and selling the product and services.
The marketing strategies define the seven pies of the marketing including the product, price,
place, promotion, people, policy of the company. The company determine the relationship
between the customer and consumer. The customer is the one of the people that buy the product

and service and consumer is the uses and consume the product and services. The customer
purchase the product and pay the product price. The customer may and may not use the product.
The consumer is consume and purchase the product and services. The consumer consumer the
product and services is called the consumer. A customer is purchase and pay the product and
services (Bouhafs, Mackay and Merabti, 2012).
A consumer not have paid the product and services. The company also determine the
relationship between the prospects and customers. The prospect is determine the eye overlook at
the one time viewing, screening and out looking for the product. And customer determine the
who purchase and receive a product and services from the car manufacturing company. Prospect
is anyone who is a define or likely customer. A customer is may be who has already buying the
product little thing from you. When someone wants in touch with you mobile or fills in a
contact form details, they are not the customer because they are prospect of the company and
market. The company customer define the company product and services. The company
determine the external communication between the customer and consumer in the organisation.
The better planing and communication determine the planing of the product and services in the
organisation (Ballantyne and et.al, 2011). The communication may be define the
interrelationship between the prospectors and customer.
The customer communication is the most important part of the organisation because the
communication define the market strategies including the promotion techniques like sale
promotion, publicity, personal selling of the product. The customer communication is very
important part for calculating the organisation name, what type the organisation like the national
and global, what is the size of the organisation they define the turnover and number of the
employees. They customer communication determine the high range of the product and service
in the organisation. The communication skill define the business to business and business to
customer and also define the main competitors available in the market. The customer
communication management set the nominatives ideas and plan ans set the information
technology system (Van Vaerenbergh, Larivière and Vermeir, 2012).
2.2 Describe the role of segmentation and targeting.
Segmentation: the market segmentation define the process of the differentiate consumer
and business market. The segmentation consists the group of the consumer. The segmentation of
the journal motor company describe the customer communication. The segmentation is basic

define the dividing of the work such as a common need ,common interest and lifestyle of the
consumer and customer.
Benefits of the segmentation: the segmentation provide the benefits to the organisation
and customer. There are many benefits of the market segmentation including the determining
the market opportunities, adjustment in marketing segmentation, developing marketing plans and
programs, design the product, media selection, timing of marketing effects, use of the
resources,better services provide the customer, applied and distribution strategies. The market
opportunities determine the customer and organisation objective (Homburg, Müller and
Klarmann, 2011). The market find the satisfaction of the current customers in the organisation.
The media selection of the company journal motor applied the promotion strategies including the
advertisement of the car. The journal motor company provide the better service for the
customers. The better service provide the target customers.
Main method to consumer segmentation and market segmentation: the market
segmentation determine the geographic, demographic, psycho graphic and behavioural
segmentation. The geographic segmentation define the separate market which can impact the
marketing mix of the product, price, promotion and market channel in the organisation. The
demographic segmentation determine the gender, age, household type, income level and
education level of the demographic factor. The next one is psycho graphic segmentation
determine the large target market and lifestyle of the market. The next is determine the
behavioural segmentation for buying behaviour of the product and services (Blazevic and et.al,
2013).
The consumer segmentation is also define the demographic segmentation including the
age, gender, income level of the customer, family cycle and background. The geographic
segmentation of the customer define the different segmentation including the national, states,
regions, cities and neighbourhoods market. The psycho graphic segmentation determine the
personality traits, lifestyle and buying behaviour of the customers. This segmentation consists the
personal characteristics of the customer, lifestyle of the consumer analysis the market. Last one
is define the behavioural segmentation. This segmentation buyer are divided into many groups.
This segmentation main use define the rate loyalty status. Occasion for the product purchases.
They define the user status and usage rate. The segmentation also determine the buyer regarding
status.

Target market strategies: the target market define the group of the customers business.
The journal motor company determine the target market customer in the organisation (Kim and
Ko, 2012). They define the elements of the marketing strategies, product price, product
promotion and product and services in the market place. Target market divided into two parts
first one is primary market and second one is secondary market. The target market strategies also
determine the market segmentation including the geographic, demographic, psycho graphic and
behavioural segmentation. This segmentation refer to the attitude, value, gender, age, income and
education level, relationship to a product and service. The target market developing the effective
marketing company. The primary market define the data of the customers and secondary market
define the primary report of the company.
3: Capturing and nurturing leads
3.1 Define the different types of the customer relationship.
There are main three types that define the customer relationship in the market including
the transaction relationship, long-term relationship and collaborative relationship. The
transaction relationship define the operational customer relationship management (Usman,
2015). This management developing and improvement5ing the product and services. This
relationship applied the marketing automation process. This process determine and evaluating
the communication skill and knowledge. The customer relation provide the sales force and
service automation. The sales force automation determine the journal motor company employees
and customer relation. This type provide the multichannel and environment level. The sales force
automation dealing the new customer and new product.
The second is long term relationship define the long relationship for the customer and
employees to the product and services. This part developing and supporting the organisation and
make the decision making system. The journal company developing and evaluating the customer
relationship management system (Frow and et.al, 2011). The customer relationship analasis the
requirement business sales. Customer relationship successful developing the business objective
and goals. The customer relationship analysis the many strategies regarding to the commitment,
amplifying, requirement of the product. Customer relationship evaluating the smart objectives
including the systematic,maintenance and time bounded project. The relationship the different
channel and sources in the market level. The customer relationship analysis the many sources

including the financial,proportional,distribution of the product and determine the strategies. The
customer relation achieve the project team in the organisation. Requirement analysis the high
level of the sales and successful target management.
3.2 Explain the benefits of the managing customer relationship.
Customer loyalty: The customer define the customer loyal of the product and company
policy. Customer loyalty is a positive relationship for the product. The term loyalty is determine
the customer satisfaction of the product. The loyalty of the product define the product brand in
the organisation (Maklan and Klaus, 2011).
Benefits of the loyalty: The benefits of the loyalty define the financial and non financial
program. The profit may be define the Stop competing on price with competitors, Retain existing
customers, Increase Customer Lifetime Value, Build personal relationships,Create brand
advocates etc. this benefits define the price and brand of the product. The most important
benefits of the loyalty from the business are brand ambassador is define the traditional market.
The word of mouth is define the promotion of the product. The word of mouth is a direct
relationship between the supplier and the buyer. The company creating the benefits regarding to
the loyal customers and provide the customer satisfaction in the marketing process.
Loyalty of ladder: the loyalty of ladder is a model of the business and organisation. This model
determine the steps of the people taking the loyal brand of the product, this model also determine
the stages for the client, customers, consumer, manufacture, and prospectors of the product and
services (Gungor and et.al, 2011). Ladder of loyalty model define the partners, advocates,
supporter,and purchaser for the business.
Customer relation and benefits: customer relation is very important part of the
company because the customer relationship define the management process. Customer relation
define and evaluating the customer experience in the company. They reduce the marketing
efforts. They create the automated analytical and reporting system. The company create the life
time relationship and value of the customers.
3.3 Describe the customer relationship management
The customer relationship management define the role and impotence of the customer
relationship management. The customer relationship management determine many sources of the
marketing. This relationship evaluating the communication skill and knowledge of the3 product
and services (Chen, Ou and Sun, 2011). The customer relationship management determine the

role. The role of the CRM is define the many role regarding to the product and services in the
business and marketing. The role is define the data of the company and number of the customer.
The manager role is evaluating the organisation objective and goals. Role of the manger is
planning and implementing the sources of the organisation. Customer relationship management
is also define the importance of the relationship. This important is using the equality of the
product and define the best product. The CRM is viewing the historical analysis of the market.
The CRM consists the small details of the customers in the organisation. CRM importance in the
many factors including the social. Political, financial, environment and apply the market factor.
The customer relationship management create the profitability ratio for the company. The CRM
is create t5he demand of the supplier (Wang, Xu and Khanna, 2011). The customer relationship
also increasing the sales techniques in the market place including the sales promotion, publicity
ODF the product, advertisement of the product and services. The customer is the main part of the
organisation they evaluating the business objective.
3.4 Illustrate how organisation mange and develop customer relationship
There are many ways to develop and mange the customer relationship in the organisation.
Using of the segmentation of the customer relationship management and data also create and
mange and develop the customer relationship. The company applied The importance of a clear
customer experience policy, Selecting and training the correct person, Developing,evaluating,
motivating and managing your person, Establishing effective service delivery processes,
Building project in continuous improvement, define managers are the key change-agents and
prospectors of the company. Company selecting the correct person in the organisation.
Developing in strategies in the business. Define the customer satisfaction for the product and
services. Evaluating the objectives and new plan for sale the product and services. The
organisation manage the customer relation they provide the many facility for the target customer.
customer satisfaction is very important part of the organisation (Hoda, Noble and Marshall,
2011). The manger develop the data of the customer and evaluating the sources of the customer
satisfaction. Company provide the effective services for the customer including the coo pans,
free sample ,gift ,one time using facility. Company provide the satisfaction for the customer, they
determine the relationship between the customer and its product in the organisation. The
company provide the marketing strategies including the marketing mix(product, price, place,
promotion, people, policy and process.)

4: Converting and Optimising campaign
4.1 describe how marketing communication fit within the overall marketing mix.
Marketing communication is related with the marketing mix where the company try to
promote their products and services in the market and try to create awareness in the public
(Gustafsson, Kristensson and Witell, 2012). The marketing is having four important elements
which can include product, price, place and promotion of the business organization. In the
context of General Motors there are following marketing mix as given below:
Product: GM is one of the largest auto manufacturer and well known brand in the world.
The company is having various brands like, GMC, Opal, Chevrolet, Buick, Cadillac etc. they
provide a wide range of car with the high quality and innovation. They allow to its customer
customization facility in the latest product and offer different uniqueness. The firm's having a
middle class segment products in terms of advanced technology, innovative and creative design,
high quality and best services (Grissemann and Stokburger-Sauer, 2012).
Price: GM is having a variety of products to its customers. They are using various pricing
strategies for their product in order to increase sales of the company. For example, competitive
pricing strategy where they can sale their products at the lower price in to various segment like
Sedan, SUV, Hatchback etc. they can also use premium pricing strategies where they can
provide luxury vehicles with customization to their customers. It can help to increase customer
loyalty which can create a ideal image of the public.
Place: The cited business organization is operating 6 continents which having a large
pool of human resource. They operating more than 125 countries which can provide a strong
presence at the global level. They having approx. 20000 dealers which can provide a competitive
advantage over its rival companies (Bouhafs, Mackay and Merabti, 2012). Their production
operation is more than 37 countries worldwide.
Promotion: This is another and most important element in the marketing mix. General
Motors is spending billion of dollars in the advertising and promotion. They also promote
various sports and other events in the world. They have good presence in the print media,
electronic media. Apart from that they also using social media platforms such as Facebook, You
Tube and Instagram in order to promote their product and services.

4.2 Explain the role and benefits of external marketing communication
The external marketing communication may be determine the types of the
communication. The external marketing communication take the many verity of the product and
communication factors. The simple marketing communication define the communication
between the two people regarding the product and services. External marketing communication
including the many factor are television advertisement, radio advertisement and simple factor of
the advertisement. The company provide the many communication channel (Ballantyne and et.al,
2011).
Role of external marketing communication: The role is determine the business policy
and objective of the organisation. The external marketing communication provide the help of the
increasing the number of the journal motor company sales. The main role is increasing the sales
and marketing objectives in the organisation. Increasing the the awareness of the product and
services. Company highlight the benefits of the branded product. The new market take the new
product for the external communication. The main part is customer aware the what is the product
and what is the quality of the product. The external communication make and improve the
relationship with the product. The role of the marketing communication is increasing the loyalty
of the product and sale (Van Vaerenbergh, Larivière and Vermeir, 2012). The external marketing
communication provide the many sources including the advertisement, direct marketing,
publication, events and online marketing of the product. The company use the better resources
for advertising the product.
Benefits of the external marketing communication: the company provide the cost,
access, time, and experience benefits for the customers. The cost benefits is define the less cost
of the price for the product. The access is defined the inside data of the customers and the
company. The time benefits may be determine the internet marketing field. The experience of the
business is the positive thing of the company. The experience is making the team building of the
customers and provide the marketing channel. The company applied the AIDA model for
creating the external communication . AIDA model define the awareness, interest, desire, and
action of the advertisement process. This model used are marketing and advertising process and
describe the company product strategy (Homburg, Müller and Klarmann, 2011).

4.3 Describe how to prepare for an external marketing communication campaign
The external marketing communication prepare the external environment factor. The
external factor are as follows competition, government policy, natural forces, social and cultural
resource, demographic factor and technological factor. The competition refer to the number of
the comparative product. The competition is making the size of the capitalisation. The
government policy of the journal motor company is refer to the low. The government policy is
the most important part of the organisation that operational the new business. The natural factor
consists the physical environment of the company. Social and culture factor determine the
individual group behaviour and believe of the lifestyle. The demographic factor determine the
study of the people including the sex, age,marital status of the person. Last on factor define the
technological factor in the organisation (Blazevic and et.al, 2013). They also define the
competition factor. The external marketing communication refer to the communication strategies
including the pull strategies, push strategies, profile strategies.
Push strategies: push strategies determine the customer for personal sale in the
marketing process. The personal sale show the objective of the company. Push strategies create
the customer for provide the low brand loyalty product. Company altercate the customer for the
purchase of the product. This strategies create the consumer knowledge for the product.
Pull strategies: pull strategies is the part of the marketing strategies. This strategies
make the marketing efforts in the market. Pull strategies use the lot of promotion of the product
(contests, free samples, social activities, advertisement, publicity, personal sealing and online
selling.
Profile strategies: profile strategies define the public relation, sponsorship and charity,
corporate advertising. The international and foreign market applied the official strategies
(Gungor and et.al, 2011).
5: CONCLUSION
As per the above mentioned report it is conclude that applied the many strategies in the
organization. The company applied the customer communication satisfaction. The company use
the external marketing communication skill and knowledge. The company use the marketing mix
strategies including the seven pies of the product, price, place, promotion, people, process, and
police of the company. The manager mange the customer relationship management in the
organisation. Company use the branded product in the organisation. The company define the

many types of the customer relationship in the organisation. The company use the pull, push and
profile strategies in the marketing.

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