Assignment no. 13 - Competing Through Superior Service and Customer Relationships
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Course
Entrepreneurial Marketing Strategies (ENTR20053)
Institution
Polytechnic University Of The Philippines
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Marketing Strategy and Competitive Positioning PDF eBook
Answers to the following questions are available in this document:
1. Do you believe that using social media could help in connecting and building relationships with customers? Depend your answer.
2. Why is there a close relationship between marketing and CRM? What is involved in buildi...
Assignment no. 17 - Corporate Social Responsibility and Ethics
Assignment no. 16 - Strategy Implementation and Internal Marketing
Assignment no. 15 - Strategic Alliances and Networks
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Entrepreneurial Marketing Strategies (ENTR20053)
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13 - Competing Through Superior Service and Customer Relationships
1. Do you believe that using social media could help in connecting and building
relationship with customers? Depend your answer.
There's value in engaging customers
"the customers are our marketing team"- Daniel Priestley, Triumphant’s founder and
chief executive
Engaging with customers can prove to be profitable
Yes. As far as I'm concerned, social media's ubiquitousness is sufficient reason
for it to become the most preferred channel of communication between customers and
companies these days. Since practically everyone is on Facebook, Instagram,
Twitter, Youtube, etc., why not take advantage of it to reach out to customers.
Although it is not in-person customer service, engaging with people online can be
as rewarding as traditional customer service or even more for its convenience.
Being responsive to customer queries/complaints, posting things online that are of
value (on social media), among others can help connect and build relationship with
customers.
2. Why is there a close relationship between marketing and CRM? What is
involved in building the customer experience?
CRM is a tool used to store information about the customer, including personal
information, products/service availed and customer interactions. It is a part of
marketing because It is involved in communicating, delivering and exchanging
offerings that have value for customers.
CRM stands for Customer Relationship Management. In building the customer
experience, creating personal relationships with customers is key.
3. What can organizations learn from their customer database to serve these and
other customers better?
Customer database contain customer information including their purchases; as well
as interactions with the company. It gives valuable insight on customer's needs and
wants, which is helpful in futher improving product/service offerings. Furthermore,
the database enhances customer experience by personalizing the interaction between
customer and the company, creating trust and better connections with customers.
4. Discuss the complications for an organization of having a customer-focused
culture.
An organization having a customer-focused culture can have many complications.
First, it is competitively risky and very expensive. I say risky because good
sservice doesn't always amount to loyalty and can sometimes come across as
overbearing from the customers's viewpoint. For intance, Walmart's expansion in
Germany didn't go as planned because their customer-focused culture blindsided
them. Second, it is expensive because sustained customer interactions require time
and resources.
5. Discuss the meaning and importance of ‘Relationship Marketing’.
Relationship Marketing aims to build ties between the organization and its
customers to improve feedback enhance the likelihood of customer loyalty. It's
focus is moving customers up the relationship ladder and find ways to enhance the
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