Who is the King in the business? Joan Claramunt 1. Customer focus: the customer is King. This is the concept on which turns the rest of the philosophy of relationship marketing. He has been living in an economy in which the Center was the product to move to an economy centered on the client. 2.
Customer intelligence: you need to have knowledge about the client in order to develop products/services focused on their expectations. Databases and rules are used to convert data into knowledge. 3 Interactivity: The communication process passes a monologue (Enterprise to customer) to a dialogue (between the company and customer). In addition, is the client that directs dialogue and decides when it starts and when it ends. 4 Customer loyalty: is much better and more profitable (in the order of six times less) to gain the loyalty of customers who acquire new customers. The customer loyalty becomes very important and therefore the management of the life cycle of the client. 5.
The axis of communication is focused direct marketing to individual customers rather than in mass media (TV, press, etc.). Moves to develop campaigns based on profiles with products, offers and messages directed specifically to certain types of customers, instead of using mass media with non-differentiated messages. 6 Customizing: Each customer wants communications and custom offerings so you need great efforts in intelligence and customer segmentation. Customization of the message, in background and shape, increases drastically the effectiveness of communication actions. 7 Think of customers as an asset whose profitability is often in the medium and long term and not always in short-term revenue. The client becomes reference to develop marketing strategies to capture its value over time.