How to manage customers in this 21st century


By
Shaini Beegom S
S2 MBA
Institute of Management in Kerala
Thiruvananthapuram
E-mail:
ainsbee_2004@yahoo.co.in
 


Customer retention and relationship marketing is the buzzword in this information age. It has never been as difficult as in this millennium. Customers are much smarter and have enough knowledge to out smart you in any discussion. Customer is your best friend. What is required is to identify the customer correctly. Customer power has increased as we moved from the production based economy to knowledge based economy in the last 30 years.

A customer is a person who is party to transaction with the marketer. Consumer behavior determines how we select purchase and dispose product to satisfy our needs and wants. The three roles a consumer plays are those of the user, the payer, and the buyer. Whether they are users, payers or buyers, consumers have needs and wants. A need is an unsatisfactory physical condition of the consumer that leads him or her to an action that will satisfy or fulfill that condition. A want is a desire to obtain more satisfaction that is absolutely necessary to improve an unsatisfactory condition.

Some of the underlying processes that consumer use to make product and brand choices are perception, learning, motivation, and attitude formation. The characteristics of the stimulus or incoming information, the context and the consumer themselves all influence the perceptual process

Until the customer senses some attachment to the company, then no relationship can be said to exist. At best it is a satisfying encounter, which, if reoccurs often enough could become a relationship. This relationship is born of successive experience of customer satisfaction. What, then, drives customer satisfaction? Surely it is the ongoing creation of value in the mind of the customer. Customer will not be satisfied unless some form of value is created.

After the purchase, the customer wants to hear from the brand they choose to do business with. They want confirmation that they have made a good decision and that their business is valued. The firm need to talk to the customers and deliver relevant information to create a connection that will initiate a relationship between the customer and the brand.

The fundamentals of marketing have not changed; it is still above brands. What has changed, however, is the willingness of the customer to accept a brand message and the tools marketers have available to execute and communicate with an effective CRM strategy marketers are now in the business of helping buyers buy.

The 3 important points a marketer should consider are

Humility and generosity-Never praise yourself or criticize a competitor.
Sacrifice- Give something up and you will get more
Openness - Reveal yourself

Scarifies tell clients that you can, which make them care more in return, your satisfaction transform the relationship. 

Now you no longer are service. Tell everyone the truth. Even when it hurts, it will assure clients that you will ask yourself to tell them the truth, and earn their trust-the foundation of every relationship.

When you tell the truth, people know what to expect. They feel more confident-a welcome feeling is this age of mistrust. They can rest assured and worry about something else. Build integrity throughout your organisation. Hire for it, reward it, demand, deliver, and tell it-fearlessly.

Perceived expertness comforts people, clarity comforts, expressing your genuine interest in people comforts than too. Even your passion comforts people. Everyone loves comfort-comfort above all else, we admire excellence and every superiority, but it is simple comfort that capture and keeps us.

The marketers need to embrace the right attitude for customer retention and relationship management in the new millennium.
 


Shaini Beegom S
S2 MBA
Institute of Management in Kerala
Thiruvananthapuram
E-mail:
ainsbee_2004@yahoo.co.in
 

Source : E-mail April 2, 2005

 
 
 

 

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