Relationship Marketing

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.


References (APA)

Akers, Helen. (2017). Advantage and disadvantages of customer relationship marketing. Retrieved from

Survey Monkey. (2017). How to identify your customer touchpoints. Retrieved from

Payne, Dennis. (12 July 2011). How many contacts does it take before someone buys your product? Retrieved from

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