Customer relationship management (CRM) Is one of the most Important concept of modern marketing. It Is a model for managing a company’s connections with excellent and upcoming customers and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Nowadays, significant changes are occurring in the ways companies relate to their customers. Big corporations are using Interactive customer relationships to reach their carefully selected customers, and new technologies have changed the marketing relationships In which customers Interact with companies.
Email, Web sites, Cell phones, Blobs, Social Networks are all new Internet capabilities that help a company manage customer relationships In an organized way. The Integrating Email marketing is a good example of customer relationship management, it has so many benefits for corporations such as Real time connection, greater segmentation and sales visibility. Besides, it also helps companies to create customer loyalty, satisfied customers remain loyal and talk favorably to others about the company and Its products and services.
On the other hand, there are many strategies for building long term customer loyalty and legislations: because customers are different and they always come with a variety of different desires, needs and expectations, the most important strategy is to know first your customer and to treat every single one with concern and compassion. The second strategy is to make sure the company provides true customer service because it is important to understand that customer service is now a base line expectation and not considered an added value. 2.
The element of social factors Is a major part of consumer buyer behavior. Human beings are social and they always need people to interact with and to exchange ideas to reach better solutions. These social factors consist of the consumers small groups, their family and their social status Reference groups influence the consumer by serving as direct or indirect points of comparison. In a reference group with direct influence, many characters may be part of the purchase decision: The Initiator, the influencer, the decider, the buyer and the user.
Family groups are considered to be the most Important buying organizations wealth a given society. For example In Morocco, the wife Is usually the primary buyer for the family unit, primarily in the product categories of food, household products and clothing. Social class influences many aspects of our lives. Deferent social classes will tend to desire different categories of products as part of their consumer buyer behavior. For example, an upper middle class consumer will tend to buy luxury cars Mercedes Benz or BMW, whereas a consumer from middle to lower income groups will go with a Handy or even a Aka. 3.
A manufacturer of tents and camping equipment may create value experiences for consumers by first being successful in sales, and this success depends on the ability of its salesperson to make themselves affable in order to create a positive experience for customers. The Salesperson of the manufacturer should love what they sell, the company they work for and the customers they serve products they sell and the companies they work for. Besides, being honest, open and empathetic to the customers’ needs will help any salesperson to build an excellent reputation, and when customers remember that, it is very good for the manufacturer name.
Customer value is the relationship between the customers perception of benefits they will derive from a purchase compared to the price that will be paid. Thus, building a unique customer experience is one of the best ways to accomplish maintainable progress for the manufacturer, and an enthusiastic customer service will not only fascinate customers but keep them around, pleased and happy. A distinctive and charming advertising campaign can also be a good strategy to deliver value for customers before creating value experiences with them. . Companies nowadays realize that they can’t attract all buyers in the market using the same strategy because there are too many buyers with different needs and buying practices. Thus, most companies use target marketing which is the process of evaluating each market segments attractiveness and selecting one or more segments to enter. Market segmentation provides businesses with the possibility of customizing the ups (product, price, place, and promotion) for specific target markets.
The goal of the market segmentation is to reach the maximum of buyers by dividing a market into smaller segments of buyers with distinct needs, characteristics and wants. Furthermore, a market segment should be easily identifiable, measurable and stable. Concerning the variables that can be used to segment both consumer and business markets, the geographic segmentation which calls for dividing the market into different geographical units, such as nations, states, cities, countries or even spinsterhood.
The example of Mac Dona’s in North Africa and the Middle East, the company’s advertisements reassures its customers that all products served in every Mac Dona’s restaurant in North Africa and the Middle East are Hall, inspected and approved by local authorities. The demographic segmentation divides the market into segments based on variables such as age, gender, income, occupation, education, religion, ethnicity and generation. Age plays an important role in how corporations promote their products and services. When a company is segmenting a market by age, it always diversify colors to attract more buyers.
Let’s take the example of Pepsi Cola, the company prefers to segment itself as the beverage of the New Generation or the Pepsi Generation or the Generation X. These terms adopted by Pepsi s advertisements campaigns in addition to celebrities (Lionel Mess, Beyond, David Beckman) are reported to attract teenagers (12 to 18). The behavioral segmentation divides buyers into segments based on their knowledge, attitudes, uses or responses to a product. The Valentine’s Day chocolates and flowers gifts and the Hallmark cards are two examples of targeting buying on occasions.
