2.3 EXISTING LOYALTY AND RELATIONSHIP MARKETING PROGRAMS……………..9
There are several variations in customer relationship management. Among the most common are sales force automation, marketing, customer service, analytics, integrated and collaborative practices, small business, social media, and non profit or membership based systems. Each will be discussed below.
CUSTOMER LOYALTY AND RELATIONSHIP MARKETING
The company should adopt a more inclusive loyalty program that targets all the segments of its customer base. They should make sure the rewards involved cover more segments of the market. This is only possible if they can invest in more research and technology to connect fully with all their customers.
Taking an organisation with which you are familiar(ZARA), identify and evaluate the different relationships in and around the organisation and the communication tools used to manage these relationships. On the basis of your findings recommend actions that will enable the organisation to develop a full Relationship Marketing strategy, in order to facilitate the effective management of long term, profitable, customer relationships.