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It is crucial to understand the complete product life cycle before introducing a new product or service in the market. One needs to understand that every product goes through certain stages starting from inception to its manufacturing, marketing, branding and finally losing popularity in the market. It is essential for the organizations to manage the […]
The Power and Perils of Influencers in a Social Media Driven World
What Makes Influencers So Powerful in our Social Media Driven World? We live in a world where social media has become indispensable and where content goes viral within no time if it engages the readers. Indeed, our lives are so dominated by Facebook, Instagram, and Twitter that we just cannot imagine a day where we […]
Designing Marketing Programs to Build Brand Equity
At core of building brand equity is marketing programs or strategies. Marketing activities can facilitate in increasing brand awareness as well as in creating the right brand image. Marketing activities can be weaved around product, pricing and distribution channel. But the way these marketing activities are carried out has gone under revolutionary change owing to […]
Importance of Relationship Marketing
The recent trend seen in the Organizations across the world is that they are faced with changing times and the changing economies and business is forcing them to change themselves too. Organizations today have no option but to change and evolve. The change has to do with every aspect of business and not limited to […]
Industrial Advertising – Business to Business Advertising
The most popular terminology used for industrial advertising is Business to Business advertising. This type of advertising generally includes a company advertising its products or services for the companies which actually uses same or similar products or services or we can say that the advertising company should produce the products which the other company needs […]
Customer Relationship management is a two way interaction. The Organisation has got to devise ways and means to reach out to the customer and more importantly receive the feedback received from the customer.
There are two important aspects to be considered in a Customer Relationship Management. First is the customer interaction in terms of quality of communication as well as service delivery.
It is important to ensure that the Customer is happy with his interaction with the representatives of the Company. Secondly the process followed or the delivery of information and communication too has an impact on the Customer relationship.
In a B2B as well as B2C business scenarios, it is not only the sales person that comes in touch with the Customer.
Customers may interact with employees of different functions coming from the same Organisation. There can be persons from technical services, supply chain or finance department executives who happen to interact with the customer at various times.
Each of these interactions by different functions is looked upon as coming from the Organisation and the Customer automatically builds his mental image and impressions about the Company and product largely by the quality of such interactions.
Therefore it is important for the Marketing Managers to recognise that Customer Relationship Management is not marketing or customer services function alone. It is important for the Customer Relationship agenda to be owned by the Business Organisation as a whole. When it comes to implementing Relationship Management strategy the Management needs to drive the Relationship Management philosophy through HR function too.
When an Organisation chooses to be customer centric, it needs to have its eyes and ears open to learning from and all about the Customer on an ongoing basis.
RM implantation strategy thereby needs to involve building a Customer friendly culture within the Organisation across all functions especially where the employees get to interact with the Customer.
Secondly it needs to build a culture where the information is gathered from the markets, received and managed by the Organisation.
The starting point of sensitizing the employees to Managing Customer Relationship begins with HR function. Hiring the right workforce with the required attitude is very important. Secondly orienting employees to the Organisational culture and values of treating Customer as the king is imperative.
Going further the HR as well as Marketing functions would need to train and sensitize all the employees that are involved in interaction with the Customers in caring for the customer as well as to be able to learn from the Customer.
Many Business Organisations have developed the strategy of matching the employee profile to that of the specific Customer needs.
In case of major and key customers, many Organizations are known to select and offer the prospective employees for Customer approval to enhance the value of the relationship and operational effectiveness. Matching the customer expectation then becomes the first step towards building and extending relationships.
Thus we see a role for HR and training in the Marketing Strategy implementation and Customer Relationship Management. In the modern day business organisations, all the functions are required to contribute to and be a part of the business and contribute to the business growth.
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