What are the essential characteristics of relationship marketing?

Wei Jiadong/Wen, "Digital marketing Campaign" author, micro-credit public number: weijiadong2013 or search "Wei Jiadong"

The ultimate goal of relationship management is to get the world, the so-called people have the world is this truth, relationship management is to have a variety of interests with the enterprise groups, individuals to establish, and form effective communication, and ultimately achieve corporate interests, value maximization.

What are the essential characteristics of relationship marketing?

1. Two-way communication

Two-way communication is the basis of effective relationship, only a wide range of information exchange and information sharing, it is possible to enable enterprises to win the support of all stakeholders and cooperation. We often see a number of negative occurrences, the reason is that communication is one-way, and even to the contrary, the consequences of the confrontation between the two sides.

2. Cooperative collaboration

Generally speaking, there are two basic states of relationship, that is antagonism and cooperation. Synergy can only be achieved through cooperation, so cooperation is the basis for a "win-all" situation. For example, many open platforms currently have a number of developers, and platform operators are cooperative relations, flow and content of the cooperation can achieve a mutually beneficial situation.

3. Benefit-Win

Relationship marketing is through cooperation to increase the interests of all parties, rather than by damaging one or more of the interests of other parties to increase the interests of others, it is said that it is difficult to do things, such as Taobao C store and B shop, so will have Taobao mall independence for the day cat, although now there will be resources for B shop tilt, This is the game of the ecology, the benefits of a win-take, such as your relationship with suppliers and consumers, damaging the interests of suppliers to win consumers, such a business may be because of monopoly, but not long.

4. Intimate Partners

The relationship between enterprises and users is sometimes like close partners, the relationship can be stable and development, affective factors also play an important role. Therefore, the relationship marketing is not only to achieve the mutual benefit of material benefits, but also to enable the participants to obtain emotional needs from the relationship of satisfaction. The simple interest relation is short, cannot be long, the affective factor becomes one of loyal customer, partner's factor.

5. Effective control

To establish a complete and effective relationship system, we need to set up a special department to track the attitude of customers, distributors, suppliers and other participants in the marketing system, so as to understand the dynamic change of the relationship and take timely measures to eliminate the unstable factors in the relationship and the common growth factor of the interests of the parties. In addition, through effective information feedback, but also conducive to timely improvement of products and services, to better meet market demand.

From two-way communication, cooperation, mutual benefit, intimate partner, effective control five essential characteristics can see the relationship management in the enterprise development, marketing activities of importance, relationship management has not only a behavior, but also should rise to the business philosophy of the enterprise, carry out to every corner of the operation of the enterprise. Relationship Management as marketing the last of the seven-star array, is the finale, there is a series of access to the role, but also can be activated to form a long-term relationship between the interests of the enterprise, such as the most important point of a relationship-users, how to achieve customer loyalty, this is the core of relationship marketing, we first look at a case:

In his official business trip to Thailand, and stay in the Oriental Hotel, the first time when a good hotel environment and services to him was impressed, when his second stay in a few details of the hotel's goodwill quickly upgraded.

That morning, as he walked out of the room to go to the restaurant, the floor attendant respectfully asked, "Do you want to have breakfast with your husband?" "How do you know my last name?" asked Mr. The waiter said: "Our hotel stipulates that we should memorize all the guests ' names at night." "It was a surprise to Mr, because he frequently traveled all over the world to stay at numerous premium hotels, but this was the first time he had ever met."

Pleased to take the elevator down to the restaurant on the floor, just out of the elevator door, the waiter in the restaurant said: "Mr., Inside please," Mr. More puzzled, because the waiter did not see his room card, asked: "You know my surname on?" The waiter replied: "The phone above just came down and said you were downstairs." "Such high efficiency has made Mr again a surprise.

As soon as he entered the restaurant, the service Lady smiled and asked, "Do you want an old seat?" To the surprise of the gentleman again upgraded, thinking "although I am not the first time to eat here, but the last one has been more than a year, is the service here miss so good memory?" Looking at Mr. Surprised eyes, Miss Service explained: "I have just checked the computer records, you last year June 8 in close to the second window of the breakfast," after listening to the teacher excitedly said: "Old seat!" "The old menu," said the Lady. "A sandwich, a cup of coffee, an egg?" Now the gentleman is no longer surprised, "the old menu, want the old menu!" The man has been excited to the extreme.

The restaurant was presented with a dish of vegetables for the meal, and as the dish was first seen by the gentleman, he asked: "What is this?", the waiter back two steps said: "This is our special some side dish," Why should the waiter back two steps first, he is afraid of his words is saliva accidentally fell on the guests food, This kind of meticulous service does not say in the General hotel, is the best hotel in the United States and the gentleman has not seen. The breakfast was a memorable one for Mr.

Later, due to the business adjustment reasons, Mr. in three years of time did not go to Thailand, in the birthday of the husband suddenly received a birthday card from the Oriental Hotel, which also attached a text message, the content is: Dear Mr., you have not been here for three years, we all staff are very miss you, Hope to see you again. Today is your birthday, I wish you a happy birthday. At that time, the man was filled with tears and vowed that if he went to Thailand again, he would never go to any other hotel, must live in the east, and convince all his friends to choose as he did. The man looked at the envelope with a stamp of six yuan. Six dollars to buy a heart, this is the magic of customer relationship management.

Oriental Hotel attaches great importance to the development of loyal customers, and set up a set of perfect customer relationship management system, so that customers can receive meticulous service after arrival, so far, the world's about 200,000 people have checked in there, with their words, as long as one-tenth of the old customers visit the hotel will always be full. This is the key to the success of Oriental Hotel marketing.

Now the concept of customer relationship management is gradually accepted, many enterprises have also started to establish their own customer relationship management system, but can be like the Oriental Hotel in Thailand so the implementation of such a rare, the current understanding of the relationship management is only the initial stage, that the purchase of a set of customer relationship software is in the relationship management, However, is not the real thinking and implementation of every detail, not surface engineering, customer relationship management is not just a software system, but with full service consciousness as the core through all the operating links of a set of comprehensive and perfect service concept and service system, is a corporate culture. In this regard, the Thai Oriental Hotel practice is worthy of many of our enterprises to seriously study and learn from.

Wei Jiadong/Text digest from the campaign of digital marketing

(Wei Jiadong, "Digital marketing Campaign" author, social marketing practitioner, micro-credit public number: weijiadong2013 or search "Wei Jiadong", Welcome to Sohu News Client, today's headline clients subscribe to "Wei Jiadong" from the media. )