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New media technology, the umbrella philosophy and relationship marketing - Essay Example

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In order to fully understand whether relationship marketing can be successfully considered an umbrella philosophy that encompasses more than just marketing strategy, it is necessary to identify the different CRM and relationship marketing efforts in real-life business environments…
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New media technology, the umbrella philosophy and relationship marketing
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Download file to see previous pages Issues of customer relationship management, internal politics and customer-centric strategies will be identified. New media technology
The most significant outcome of relationship marketing is the connection between marketer and the customer that is based on understanding the long-term motivations, desires and values of customers to provide them with a trusted and valuable proposition (Cameron, Miller & Frew, 2010). This requires segregating the tangible benefits of the product with the attitudes and behaviours of potential or loyal customers by providing extended non-product offerings that fit their psychological, sociological or cultural principles. For example, ISS Facility Services’ Healthcare, a cleaning organisation for medical environments, identifies the importance of giving employees an image that is not perceived subordinate by design. The company therefore only employs what are referred to as healthcare cleaning assistants when working with hospital staff in a critical role that involves complex cleaning dimensions (hefma.org.uk, 2010). If the employees are given a reputation as cleaning crew or other subordinate labels, the staff in the hospital will respond to employees under this perception and thus impact long-term relationship or cooperative strategies. Now that the elements of relationship marketing and understanding customer attitudes and perceptions have been identified, it is important to isolate the different new media technology tools that are utilised to improve sales revenues and meet with customer demands and lifestyle. British Airways and other large-scale airline companies utilise the Internet as a means of incentives marketing that assists in building more loyalty and brand preference as a long-term outcome. One current reward methodology that takes advantage of interactive self-service website provision is an airline reward strategy from British Airways where e-ticketing, priority check-in and transferrable points can be redeemed or structured online (Whyte, 2003). Some customer segments require a rapid transaction in order to be satisfied based on lifestyle or their personalized preferences regarding interaction with online or physical support tools. The Internet provides this quality interactive forum that maintains the ability to house significantly different, yet related services to meet multi-market demands. New media technology can include secondary links to benefits redemption sites hosted by the company in a forum with interactive videos such as YouTube. Any web-based media source or outlet that provides extended value, negating the costs associated with set-up and monitoring, give companies an opportunity to build more brand loyalty if they first understand what drives customers to choose one airline (or other industry brand) over another. As customer relationship management (CRM), tools to support this effort are necessary in order to efficiently sell and promote product. New media technologies to support electronic CRM are an inbound and outbound chat strategy that allows for personalized service. “With outbound chat, you can see that someone is trying to make contact and can send out a message before the customer even begins to draft a ...Download file to see next pagesRead More
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