This unit is about how to retain your customers and attract more customers, and developing a good relation with your customers. By providing good product/services that you competitors don’t have and a good customer service. this will lead to customer loyalty ,retained business and new business. B...
ASSIGNMENT UNIT 11
THE PURPOSE OF A
BUSINESS IS TO CREATE
AND KEEP A CUSTOMER
Mr Patrick Ohlen
NUWAIRA AGYIRI
NOVEMBER 2015
,BOOKS4SH BOOKS4SCH
OOLS OOLS
THE INTRODUCTION
This unit is about how to retain your
customers and attract more customers, and
developing a good relation with your
customers. By providing good
product/services that you competitors don’t
have and a good customer service. this will
lead to customer loyalty ,retained business
and new business. Business are using
concept such as the marketing mix,
reputation, value and brand but also the role
of technology that support the relationship
marketing.
All these concept(and more) must be applied
to the business called BOOKS4SCHOOL.
Pagina 1 van 28
,TABLE OF CONTENT:
P1 - page 3-5
P2 – page 6-10
M1- Page 11
P3 - Page 12-15
M2 - Page 16-17
P4 - Page 18-20
M3 - Page 21
P5 - Page 22-25
BIBLIOGRAPHY Page 25
Pagina 2 van 28
,TASK1.1 P1: Describe the development of the relationship marketing:
What is Relationship marketing is creating a long term relationship
relationship with your customers.to create trust and loyalty on both sides.
marketing? The outcome has to be beneficial for the customer and the
business, so that their customers keep coming
back[ CITATION Btecp2unit11 \l 1043 ]. Business do that by
making sure that the are providing good quality and service.
Why is Relationship marketing has developed because of the Macro
relationship environment(external influence which you don’t have control
marketing over). customers know what their needs are.
developed?
They expect that businesses also know what their needs and
expectations are[ CITATION BTECPAGE3 \l 1043 ],otherwise
they will get a lost customer. A lost customer is a customer
that doesn’t want to do business with the company. And it’s
difficult to win them back and to attract new customers.
It is not only important anymore to sell the right product but it is
also important to provide good customer service. Nowadays
customers will easily come back if your business provides good
customers service that only providing good products
Relationship marketing is also developing because the use of
internet became a really important nowadays. A lot of
consumers are buying their products online that’s why it is
important that the websites are easy to use and it is very
important that if customers have any question and complaint
that they can easily search for help.
That is the reason why businesses need to look if their they are
using the
7p’s(price,product,place,promotion,people,procces,physic
al evidence) efficient By doing this they will retain customers. .
(further information about the 7p’s in P2)
Give three 1. Bol.com is using relationship marketing by emailing their
examples of customer if they have a birthday. And delivering on a short
relationship period of time.
marketing.
2.The Albert Heijn uses loyalty cards to develop their
relationship marketing. They give them for free and customers
can get discount on a large range of products. From food to
hygiene products.
3. the mac Donald is using free Wi-Fi to develop their
relationship marketing they give their customers food and make
Pagina 3 van 28
, it available to use the internet/Wi-Fi for free.
Describe life- Describe life-time value of customers:
time value of Customer life-time value is the profit that the customer gives to
customers, the business or organization over his/her whole life.
How it is used How is customer life-time value used in relationship
in relationship marketing:
marketing, The You can use the customer life-time value to get a lot of
cost of losing information over your customers such as when the customer
customers and does a purchase in your company and how much it cost
cost of (Customer acquisition cost). You can see what the cost are
attracting new for each purchase that the customers make(Cost per
customers. acquisition), and by doing all these factors and making a
ladder of customer loyalty( further information about the
ladder of customer loyalty in p2)[ CITATION Pat \l 1043 ]
Your relationship marketing will improve.
What are the cost of losing customers:
A lost customer is someone who don’t want to do business with
a company. It is really hard for a business to win their lost
customers back. Because it is difficult to track them and it cost
a lot of money. [ CITATION Bte \l 1043 ]
You can have a lost customer because:
1. They had a bad experience, for example the staffs
weren’t that kind or helpful, they don’t have money to
buy your products
2. You don’t have any information of their buying habits or
you lost their information.
The consequences are that the lost customer can talk badly
over your business to other people. And you can have a bad
impression in the media because of that.[ CITATION Pat \l
1043 ]
The cost of attracting new customers:
The cost of attracting new customers are lower than winning a
lost customer back but there are some steps that you have to
make to attract new customers.
1. Your products need to be from a good quality and it
needs to be easy to use for your customers.
2. Make sure that everyone knows what your business is
by using social media, folder an flyers.
3. Make sure you are listening to your customers and they
must feel appreciated and they need to feel that they are
taken seriously.
4. Make sure that if you make a promise to your customers
that you always keep that promise
Pagina 4 van 28
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