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Cultivating Customer Relationships and Retaining and Attracting Customers

This document discusses various strategies for cultivating customer relationships and retaining existing customers while attracting new ones. It outlines focusing on customer touchpoints through CRM to maximize loyalty, using personalized marketing like Dominos' build-your-own pizza feature, gaining customer permission for marketing, empowering customers who now have more power, using customer reviews to establish relationships and attract new customers, managing the customer base by reducing defection and increasing longevity, and building loyalty through interaction, programs, and institutional ties.

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38 views14 pages

Cultivating Customer Relationships and Retaining and Attracting Customers

This document discusses various strategies for cultivating customer relationships and retaining existing customers while attracting new ones. It outlines focusing on customer touchpoints through CRM to maximize loyalty, using personalized marketing like Dominos' build-your-own pizza feature, gaining customer permission for marketing, empowering customers who now have more power, using customer reviews to establish relationships and attract new customers, managing the customer base by reducing defection and increasing longevity, and building loyalty through interaction, programs, and institutional ties.

Uploaded by

anon_409285199
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CULTIVATING CUSTOMER

RELATIONSHIPS AND
RETAINING AND
ATTRACTING
CUSTOMERS….
HOW??
Customer Relationships
a
Building
strong long
term
relationships
is very
important
Customer Relationship Management
a

Focuses on
customer’s
TOUCH POINTS
to maximize
loyalty
Personalized Marketing
a

Dominos has introduced a new “build your


own pizza” feature on its website that allows
customers to watch a simulated photographic
version of their pizza
Permission Marketing
a

Involves gaining permission of


consumer for marketing
ONE TO ONE MARKETING
a
Customer Empowerment
a

The power is with the customer, marketers and


retailers are scrambling to keep with it
Customer Reviews
a
Recommendation from
customers is an important
factor in establishing customer
relationships and attracting
new customers
a
Marketing Funnel
a
Managing Customer Base
a
Reducing the rate of customer defection

Increasing longevity of customer relationship

Enhancing growth potential of each customer

Treating low profitable customers smartly

Focusing disproportionate effort on high profit


customers
Building Loyalty
a

Interacting Developing Creating


with Loyalty Institutional
customers Programs Ties
a
Disclaimer
Created by Palak Goyal, IIT
Kharagpur during an internship by
Prof. Sameer Mathur, IIM Lucknow
IIMInternship.com

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