Five Levels Of Customer Relationship Management

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a. Customer Relationship Management refers to a general strategy and process that company follows to create relationship with customer and gain their loyalty by offering required values for them and for company accordingly. Customer value will be gained through efficient and effective collaboration between customer service, sales and marketing, and other organisation's department. (Parvatiyar & Sheth, 2001) b. Five levels of relationship management improve customer service and gain their satisfaction. The first level is "Basic Marketing" where the salesman sells directly to the final customer without middleman. The second level is "Reactive Marketing" where the salesman is offering after sales service. The third level is "Accountable Marketing"…show more content…
Microenvironment factors are the close and internal environment of organization, such as the company, suppliers, marketing intermediaries, competitors, publics and customers, that reflects on its capability to reach targeted objectives by achieving strong relationship with customers. For example, the company group that consists from “top management, finance , accounting, operations , purchasing in addition to other departments should be considered while designing a marketing plan. ALDI sent its expert purchasers to get good quality products with low cost and be able to provide its customers the lowest competitive price accordingly . ALDI also bought big quantities from its suppliers to reduce product's cost , they are both somehow partners in delivering superior value to customer . Furthermore, ALDI's customers also get their purchases from other retailer's stores that were competing ALDI by offering a well-known brand. In addition, ALDI persuaded its customer in the equality of its products with famous brands through "like Brand" marketing campaign via marketing intermediaries such as ad TV, printed flyers , facebook , twitter , emails , and jogging with audience to build emotional relationship . Moreover, ALDI considered the easy access and available parking when choosing its stores' location and that refers to the public environment of organization. (Šliogeriene , Kaklauskas , Zavadskas , Bivainis & Seniut,…show more content…
It was obvious that the fundamental purpose of most organization seems as reaping rewards from customer as a result of serving them a superior value. In order to create the perfect marketing mix, businesses have to blind product, place and price using promotion as ALDI did that effectively and efficiently. First of all, ALDI is offering a good quality products which were previously tested by customers and achieved an equal recommendation with other well known brands and found their satisfaction . Secondly, ALDI selected the place of its stores carefully considering number of customers, accessible location for transportation in addition to available car parking. Thirdly, ALDI is offering an competitive price for its goods without affecting its valuable quality. Thus, they reduce all expenses that may raise the cost of products such as buying huge number of goods from suppliers to get special price, and eliminating its stores' decoration; hence, ALDI's prices was more affordable than competitors. Then, superior product, proper place and competitive price of ALDI need to use proper marketing tools to communicate with customers and expand their outlets over the world through promotions like TV Ad, brochures, social media, facebook, twitter
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