Relationship marketing customer loyalty for long term and maximum profitability

The human resource as fundamental to achieving fairness.

To achieve deep and lasting relationships with customers, necessary to go beyond the traditional “4Ps” of marketing and involve people.

Relationship marketing or CRM (Customer Relationship Marketing) consists basically of creating, strengthening and maintaining business relationships with clients, seeking to achieve a long term relationship and maximum profitability.

The objective is to identify the most profitable customers to establish a close relationship with them that allows to know in depth and therefore offers products tailored to their needs and preferences.

The term CRM is a response to the growing technology firms need to strengthen relationships with their customers through different management tools. For this, many companies have developed technological solutions in order to manage the relationship with customers through a software that allows to manage all contact points and transactions, and thus, track customer by customer.
Lasting and profitable

In the current context whereby companies crossing in the world is becoming ever more important and necessary to apply these marketing tools that allow customers to manage as a strategic asset.

It is very important to build and strengthen a long-term relationship with the client, add value to it and thus achieve higher rates of profitability and sustained growth.

A successful business depends on its ability to implement the foundations on which relationship marketing is based, such as reducing the cost of obtaining new clients to increase fluid retention, treating customers properly, recognize their individuality and satisfy their unique needs.
From “4P” to “5P”.

But all is not focused solely on the external customer. Internal customers are a key part in achieving the success. A well thought out marketing strategy, that aims to develop a lasting relationship with each of the clients of a business and which is conducted by a team of professional human resources will prove, without doubt, a real plus.

This involves incorporating people to what is traditionally known as the marketing mix or the “4Ps” (product, price, promotion and place) by Philip Kotler, and transform it into a pattern of “5P”, where people are key resource to implement customer relationship strategies.

In relationship marketing, employees know the customers by name and loyal customers are treated as an asset or a key strategic resource, as someone who must be preserved and defended. In turn, loyal employees are also essential to improve efficiency in the process of delivering value and building long term relationships with customers.
The success of the internal client’s hand

Some say that employees are what make a company is successful or not. The customer loyalty and employee loyalty are related, one strengthens the other. Experienced employees can better serve customers because they understand the needs of each. This knowledge is an essential part of continuous improvement.

However, it is common to hear employers saying that the success of their firms are focused on the enormous potential of their team and they are the ones who day by day, offers the best of themselves to raise levels of customer satisfaction external, increase their productivity and, obviously, increase their income. But contrary, several of these companies, there is no clear internal customer orientation is seen in such cases, as an element of production.
Differentiator

Ideally, top management will succeed in identifying the true differentiators of a business is not based on technology acquired or tools of production but in its people.

The important thing is that in this approach, knowledge, understanding and commitment to the customer are the sole responsibility of the marketing department, but must share the entire organization. This is achieved as marketing becomes part of organizational culture and knowledge systems to guide decision making at all levels.