This is a summary of question 3 of 4th chapter , creating customer value and relationships. This was done as a part of internship with prof. Sameer Mathur, Marketing professor, IIM lucknow

1. CREATING CUSTOMER VALUE AND
RELATIONSHIPS

3. Customer Relationship Management –
is the process of carefully managing detailed information about
individual customers and all customer touch points to maximize
customer loyalty.

5. CONCEPTS FOR
PERSONALIZATION

6. Permission Marketing-
It is a practice of marketing to consumers only
after their expressed permission

7. Identify prospects and
customers
Differentiate
customers by need
and value to company
Interact to improve
knowledge
Customize for each
other
One-to-One
marketing

8. Reduce the
rate of
defection
Enhance
share of
wallet
Terminate
low profit
customers
Focus more
effort on
high profit
customers

10. Loyalty is build by:
Interacting with customers
Creating Institutional Ties
Developing Loyalty program
Win backs

11. Credit
• http://www.t2achieve.com/tag/customer-service-training/
• http://www.dreamstime.com/royalty-free-stock-images-crm-image19394569
• http://group-era.com/distribution/en/crm/
• http://blog.gemalto.com/blog/2011/08/10/opt-in-for-mobile-permission-
marketing-2/
• http://www.mrgoodacre.com/attracting--retaining-customers.html
• http://www.dplindbenchmark.com/employee-loyalty-a-huge-benefit/
https://oneboldmove.com/loyalty-brings-business-longevity-and-stability/