Some authors say that relationship marketing is the art of knowing your customers and being able to develop a relationship with them before asking them for something. They are not without reason, to create that perfect relationship between company and client it is necessary to develop skills that allow one to stop focusing attention on the product or the act of purchase, to focus on knowing the client and being able to communicate what the client wants to know
The key to relationship marketing is the trust that the customer places in your company. We can say that the act of purchase goes through three stages. The first is the moment the client meets you; the second, when you decide that you are interested in your brand and that you want your products; and the third, occurs when the customer places his trust in your company and performs the act of purchase.
The evolution of these stages does not happen from one moment to the next, but it takes time to develop the necessary activities that help you create a relationship with the client.
Therefore, we define relational marketing, also known as relationship marketing, as the set of processes and strategies that aim to retain customers to achieve a lasting and long-term relationship. It is the opposite of traditional or more transactional marketing, focused on customer acquisition and sales.
In this post we tell you more about relationship marketing and its characteristics. Keep reading.
Objectives of relationship marketing
Its main objective is clear: to generate and maintain relationships with customers through their satisfaction. However, building this relationship involves getting to know the client in depth, generating interest and creating a solid relationship of trust. This can only be achieved with good customer service.
It considers the relationship with the customer the best way to ensure that a customer not only consumes, but is also satisfied thanks to the quality of the service and treatment, and that they feel confident in recommending a brand, product or service.
The current trend is to bet on making this relationship with customers profitable by creating long-term relationships. It is what is known as Customer Experience. This strategic discipline seeks to favor the memory that is generated in the consumer’s mind as a consequence of their relationship with the brand, that is, to build loyalty.
Carrying out a transversal relationship marketing practice, involving all the company’s departments, it is guaranteed that the client will return in the future and in this way, be able to make this relationship profitable.
Advantages of Relationship marketing
If we look at the objectives of relationship marketing, we can already be clear about the long-term advantages that this practice brings to our company. However, these are the main ones:
Convert visitors into customers
The first contact with a user who visits your company is the first opportunity that arises to apply a relationship marketing strategy and start interacting with him. And not only that, but it’s the perfect time to make a good impression.
This interaction can be that they follow us on social networks or that they “like” our fan page, everything is valid to start a positive relationship and start creating a brand image in their mind.
Some examples of how to convert visitors into customers through relationship marketing are promotional marketing through direct-to-consumer promotions or gamification to build first party data and personalized communications to achieve an omnichannel shopping experience and be present throughout the entire journey. customer buying journey.
Convert customers into prescribers
“A satisfied customer is the best promotion of a company.” This frequently used phrase shows very well the idea of building loyalty and converting a customer into a prescriber but, above all, the need to create such a strong relationship of trust that a customer feels confident in recommending a brand, product or service. to another person.
Members get the member programs or telemarketing, within our prospecting and customer acquisition solutions can be very beneficial in this regard. However, to get to know the customer in depth, their behavior and greatly enhance their relationship with the brand, techniques such as segmentation, points programs or subscription models can be very useful.
Achieve higher sales profitability
With a better understanding of customer needs, you will be closer to increasing sales or the average ticket. Making conversations with your customers personalized and individualized will be the first step to creating a good relationship and not being invasive, because let’s not forget that the ultimate goal of relationship marketing is to achieve long-term profitability.
All of the above does not make sense without seeking greater profitability from sales. Relationship marketing, in its different applications, also has areas that favor the profitability of sales. For example, business expansion strategies can significantly improve the benefits of a company supported by geomarketing. On the other hand, greater profitability can be achieved by optimizing commercial activity through geolocation or activity mapping.
To take advantage of all the advantages offered by relationship marketing, it is necessary to carry out some strategies related to consumer behavior and customer relationship management systems, among others.
Examples of relationship marketing
There are many brands with great relationship marketing. Let’s highlight some of them.
Patagonia commits to a deeper level
Patagonia engages with customers on a deeper level that goes beyond regular communication about the brand’s products, as part of its relationship marketing strategy. Clients engage in sustainability issues with Patagonia, and their feedback is incorporated into future sustainability programs.
Patagonia found a core segment of its customer base who are people who value high quality products. They strengthen their relationship with customers based on that. His famous “Don’t Buy This Jacket” ad, asking customers not to buy a new jacket when the old one is still good enough to wear, is a case in point. People are investing in your products, educating, engaging, and building a loyal fan base along the way.
Dollar Shave Club puts the spotlight on its members
Dollar Shave Club is known for its amazing videos and popular commercials, both online and offline. But his videos aren’t just about promoting his razors. They have an attractive corporate blog with a strong relationship component that fits into their relationship marketing strategy.
They also present the stories of their members. These are not regular stories about DSC products, but stories about customers’ businesses and activities. The Dollar Shaving Club was able to create a community and provide a sense of belonging for all its members. It is an important part of your strategy that you refer your clients as members. Such a small detail, but important, because the way you address someone can quickly change how they feel about you. Overall, the company, by giving its members the ability to promote their personal endeavors, became a broader lifestyle brand.
Starbucks and Disney create memorable experiences
Another good example of relationship marketing is the case of Starbucks, known for its employees who strike up casual conversations with customers, write their names on coffee cups, and make everyone feel like they belong there. Even if someone orders a coffee and sits there for hours, it’s totally fine. In fact, people often go there to work part-time or have a business meeting. Add fancy drinks to that and it’s easy to have a nice experience.