Running head: CUSTOMER VALUE PROPOSITION 1
Customer value proposition
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MARKETING AND CUSTOMER RELATIONSHIPS 2
Customer value proposition
As an employee of a firm in the banking industry that seeks to provide financial services
to the customer value proposition is essential in influencing the consumption of the services
provided. The firm is PNC Financial Service Group and has been ranked as the highest in
regards to customer services which is based on the extensive use of customer value proposition
through the use of relevant, believable, flexible and emotional messaging aimed at positioning
the firm above the competitors in the market (PCN.com, 2018b). The concepts of the customer
value proposition as well as relationship marketing have been implemented to enhance the
growth of market share as well as the increased use of services such as loans and deposits. For
instance, the customer value proposition is defined by its customer focus which is on offering
services, products, and experiences that fulfill the financial needs and goals of the customers in a
clear and transparent way in addition to delivering the commitment made to the customers
(PCN.com, 2018b). This messaging has an emotional appeal, is believable, flexible as well as
relevant to the consumers. The phrase “Our customer is number one” is prominently displayed
within the working environment thus promoting the development of a unique relationship
between the customer and the company (PCN.com, 2018a). The development of customer-
focused marketing campaigns that include the diverse group of employees to help interact better
with the customers is an effective approach to developing relationships with the customers. The
increased development of bilingual employee in the various branches has been effective in
creating a safe and accommodating financial services environment which strengths the
relationship marketing initiatives. These approaches could be including different languages that
align with the preferences of the consumers as well as developing call lines dedicated to
maintaining contact with the customers after sales efforts.
MARKETING AND CUSTOMER RELATIONSHIPS 3
Personal brands links in the firm’s customer value proposition
Personal branding as noted by Rasul (2018) refers to the process of establishing and
promoting what one stands for. My personal brand can be summed up as “Energetic, driven and
a servant of the customer.” This statement defines my personal brand, and this can be linked to
the customer value proposition that seeks to provide for the financial needs of the customer. The
customer value proposition seeks to prioritize the needs of the customer, and this is aligned with
my personal brand that further seeks to serve the needs of the customers. Customer value
proposition as defined by my personal brand can be used in appealing to the executives to gain
professional development by differentiating myself from the rest of the employees when an
opportunity to become a manager arises. Additionally, relationship marketing can further be used
to position me within the firm by developing a personal link and communication channels with
the executives and management team within the organization. By interacting with the higher-ups
within the organization can help to better position myself for consideration when promotion
opportunities arise.
MARKETING AND CUSTOMER RELATIONSHIPS 4
References
AMA. (2013). Marketing. Retrieved from https://www.ama.org/AboutAMA/Pages/Definition-
of-Marketing.aspx
Baker, M. J. (2016). What is marketing? In The Marketing Book (pp. 25-42). Routledge.
Hartley, S.W. & Kerin, R.A. (2016). Marketing (13th ed.). McGraw-Hill Education
Lecours, M. (2017). Developing a Framework to Craft a Value Proposition. Journal of Financial
Planning, 30(3), 23-25.
PCN.com (2018a). Corporate Responsibility. Retrieved from https://www.pnc.com/en/about-
pnc/corporate-responsibility/diversity-and- inclusion/customer-relationships.html
PCN.com (2018b). Company Profile. Retrieved from https://www.pnc.com/en/about-
pnc/company-profile/corporate-values.html
Rasul, T. (2018). Relationship Marketing's Importance in Modern Corporate Culture. Journal of
Developing Areas, 52(1), 261-268.
