Customer relationship management (CRM) is a business strategy that aims to understand, anticipate and manage the needs of an organization's current and potential customers. It is a journey of strategic, process, organizational and technical change whereby a company seeks to better manage its own enterprise around customer behaviors. It entails acquiring and deploying knowledge about one's customers and using this information across the various touch points to balance revenue and profits with maximum customer satisfaction.
1"Customer needs"
Identifying and meeting customer needs is seen as the primary goal of relationship marketing. Despite this high ranking, customer needs tracking has the lowest level of usage among measurement tools.
2"Partnership"
Working in partnership with suppliers and customers is the key focus, both in consumer and business-to-business markets.
3"Increasing profits"
Maximising customer retention and value, and so driving up profitability, is the goal. This seems to reflect the popularity of the findings propounded by Frederick Reichheld that increased retention equals substantially increased profits.
4"Loyalty"
Building loyalty with customers, usually defined as maintaining repeat sales, is the central role of relationship marketing.
5"Value"
Managing and enhancing the value to both customer and company within the relationship.
6 "Satisfaction"
The focus on satisfaction received a relatively low level of mentions, yet this is the most popular customer measure.
(Source: Measuring and valuing customer relationships,Business Intelligence
Many customers are buying a technical product such as mobile telephone, they want to know as much as possible about the phone and how it will benefit them, this is why Nokia mainly distribute their phones to mobile shops. As staff are trained so that so that they can give customers advice and information about the mobile phones. All the staffs are friendly, high knowlegde about technology, cam help and explain everything for customers. Nokia have two forms of distribution channel structure this is the direct supply via the Internet as Nokia sell directly to their customers through the Internet. They post clear needed informations in the Internet about the products so the customer can read and easy to choose.Also Nokia have the short channel as the phones go from producer to retailer
1 comment:
Reading all your posts I have learned more about marketing, I think your informations about Nokia is really interesting, that makes me understanding some features of marketing in an easily way.
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