Customer Relationship Management - Balancing It the Right Way

Rajul Kulshreshta
Thursday, February 11, 2016
Rajul Kulshreshta
Xposure is a Media Consulting company that assists its clients to get the best ad spaces at the best rates. It helps the brands to make the best use of those ad spaces by understanding and identifying their needs and implementing media planning & buying strategies.

"A customer is the most important visitor on our premises. He is not depending on us. We are depending on him. He is not an interruption to our work, but the purpose for it. He is not an outsider, but a part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to do so". - M.K. Gandhi.

Customer Relationship Management was originally devised as a way to optimize sales by gathering intelligence on customers and targeting them with tailored campaigns. Given today's competitive scenario, what we have as a differentiator is not the physical aspect of the brand but the ability of the brand to offer something more eclectic; something that stays with the consumer. This is the ability of the brand to interact with the consumer and provide a better consumer experience. Customer relationship dynamics have dramatically shifted as customers have learned that they can utilize social media to engage brands directly.

Traditional marketing theory and practice have always focused on attracting new customers and making the sale, but today the emphasis is shifting. Companies now are leaving no stones unturned to retain their current customers and build lasting customer relationships. Given the plethora of spends during the festive season, even today as we see the e-Commerce industry space, Flipkart for instance has a higher brand presence and better download rate of their apps only because the consumer experience has been great. Amazon, despite being an international brand, experience on Amazon.in is very different than the experience on Amazon.com. In a similar way, Snapdeal continues to be positioned as a deal site and it may offer the cheapest rates, but it does not offer the same consumer experience that Flipkart does.

What is this experience that we are talking about?

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