Relationship Marketing and Contact Points
Relationship marketing can be called direct marketing, customer relationship marketing, and database marketing (Akers, 2017).
This type of marketing may
- help distinguish the company or organization’s level of service and attention
- identify the customers who are likely of higher value to the company
- increases communication and customer satisfaction
- is typically more expensive per customer than other forms as it is more personalized and time-consuming
- can pose security issues associated with maintaining sensitive data
Customer satisfaction can be improved by looking at all contact points, or touchpoints (Survey Monkey, 2017)
- Definition of a touchpoint: A touchpoint is any time a potential customer or customer comes in contact with your brand – before, during, or after they purchase something from you.
- Find customer touchpoints before, during, and after purchase
- Put yourself in your customer’s shoes
For each company, organization, or individual, how many contacts it takes before someone buys the product or idea is different (Payne, 2011).
- Blend advertising and public relations, which will eventually bring customers and salespeople together.
Akers, Helen. (2017). Advantage and disadvantages of customer relationship marketing. Retrieved from http://smallbusiness.chron.com/advantages-disadvantages-customer-relationship-marketing-45503.html
Survey Monkey. (2017). How to identify your customer touchpoints. Retrieved from https://www.surveymonkey.com/mp/identify-customer-touchpoints/
Payne, Dennis. (12 July 2011). How many contacts does it take before someone buys your product? Retrieved from http://www.businessinsider.com/how-many-contacts-does-it-take-before-someone-buys-your-product-2011-7