Critically Assess Realationship Marketing Ton Increase Customser Satisfaction

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Critically assess how well elements of relationship marketing could help the organisation to improve the level of satisfaction of the European customer group. Style Essay Word count About 1500 words Date 31st October 2012 31st October 2012 1/8 Critically assess how well elements of relationship marketing could help the organisation I’m working for, to improve the level of satisfaction of the European customer group. Introduction The organisation I’m working for offers outsourcing logistics and distribution services to the pharmaceutical industry – a business to business (B2B) environment. The organisations vision is to become the preferred logistics and distribution partner for the pharmaceutical industry. This vision statement already indicates that the organisations sales and marketing approach is based on relationship marketing. This essay assesses how the orgnisation with elements of relationship marketing can improve the level of satisfaction within the European customer group. It evaluates how clients can become supporter and advocate, and what implication the relationship marketing approach has on customer relationship management (CRM). The essay closes with a view on the characteristics of trust building and reaching the partnership level in the client relationship. The relationship marketing approach In 2009 the orgnisation evaluated its customer base and found out that the ‘Pareto principal’ applies to our company (Wikipedia, The Pareto principal), means that roughly 20% off the customers generate 80% of the revenues. This fact resulted in segmenting this 20% of customers in a key customer group called European clients. Further a key account management (KAM) was established and a CRM system implemented. From today’s point of view this was the start of the relationship marketing of the organisation. From customer to client Kotler and

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