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Relationship Marketing

Marketing Public Relations Yudhie Setiawan, M.Si

+Relationship marketing?

+Relationship marketing?

+Relationship marketing?

Marketing Public Relations

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Marketing Public Relations

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Relationship Marketing

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follow up, follow up, follow up

+ From transaction-based marketing to relationship marketing…

+“4 Eras” of Marketing

+Building long term relationship is important…. But,

n  We need to determine which consumers we want this relationship with!! n  Target Market

n  “Costly” Consumers:

n  Difficult to attain

n  Difficult to retain

+Customer Relationship Management (CRM)

The combination of strategies and tools that drive relationship programs, re-orientating the entire organization to a concentrated focus on satisfying customers

+ Strategies for Building Customer Relationships

n Affinity Programs n a marketing effort sponsored by an organization

that solicits responses from individuals who share common interests and activities

n Example: Credit Card ILUNI FEUI

+ Strategies for Building Customer Relationships

n Frequency Marketing n frequent-buyer or user marketing programs that

reward customers with cash, rebates, merchandise, or other premiums

n Examples: Garuda Frequent Flyer, Matahari Club Card

+ Strategies for Building Customer Relationships

n Database Marketing n software that analyzes marketing information,

then identifies and targets messages toward specific groups of potential customers.

n Examples: Telco operator (Telkomsel, Satelindo, etc)

+Strategies for Building B2B Relationships

n Strategic alliance n a partnership formed to create a competitive

advantage n These more formal long-term partnership

arrangements improved each partner supply-chain relationships and enhance flexibility

n Example: SkyTeam (Garuda with other airlines e.g. Etihad)

+Relationship Lifecycle

Customer relationship lifecycle

Baines, et al, 2011, p. 568

Five Different Levels of Relationships (I)

Ø  Basic. The company salesperson sells the product, but does not follow up in any way.

Ø  Reactive. The salesperson sells the product and encourages the customer to call whenever he or she has any questions or problems.

Ø Accountable. The salesperson calls to the customer a short time after the sale to check whether the product is meeting customer expectation.

Five Different Levels of Relationships (II)

Ø  Proactive. The salesperson or other in the company phone the customer from time to time with suggestions about improved product use or helpful new product.

Ø  Partnership. The company works continuously with the customer and with other customers to discover ways to deliver better value