What is meant by relationship marketing?

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Relationship marketing is one of the strategies in the field of marketing that is implemented by companies to create a privileged relationship with their customers. It is no longer about devoting oneself to the product (transactional marketing strategy), but to the appreciation of these same customers. Applying belgium phone data these principles in a company means developing customer loyalty . And this presents different roles for companies.

The number one goal of relationship marketing is to meet customer needs in order to ensure their long-term satisfaction. The relationship marketing strategy is to preserve this customer relationship. This strategy has become essential today with the rise of new technologies and the diversification of activities within more and more companies.

The main goal of relationship marketing is to establish a close relationship with customers, whether they are potential or already present. These communication actions can then use different channels, such as, for example, social networks or emailing. This strategy aims above all to target consumers, even when they are not in the process of buying.

There are 5 types of relationship marketing that will establish and enrich the customer proximity relationship:

Basic marketing which primarily encourages purchases using the conversion funnel;

Reactive marketing which involves post-purchase interaction (soliciting customer feedback: opinions, suggestions, recommendations, etc.);

Responsible marketing that requires the company to communicate deeply with the customer. It will then be necessary to carry out many actions: responding to comments, recalling a purchase, the importance of customer feedback;

Proactive marketing which involves regular exchange between the company and customers aimed at improving the quality of products and services. The brand image is then reinforced;

Partnership marketing is the most important connection with customers. Actions then depend on the company's objectives.

When competition is increasingly tough, it is necessary to be able to stand out. And relationship marketing is an optimal choice for this since it strengthens the credibility and image of the company. It also allows the company to develop. It will thus be possible for it to cultivate a good relationship with customers and to engage its customers to buy. This network marketing first designates all the actions taken into account to develop this relationship with each customer. Its concept is the implementation of loyalty tools.

To do this, it is first necessary to optimize the channels and media for dialogue:



Relationship marketing is therefore based on customer relations or CRM (Customer Relationship Management).

This relational marketing is used for different reasons. It is above all essential for building loyalty to the company, but also for strengthening its image on the market. Several points are then retained.