Updated
Relationship marketing aims to build long term relationships with customers rather than just closing individual sales. It centres on trust, satisfaction and repeat purchases.
Why relationship marketing pays off
Keeping an existing customer usually costs far less than winning a new one. Loyal customers buy more often, spend more, recommend you and leave reviews. All of this increases customer lifetime value.
Relationship marketing tools
- Personal communication backed by data in a CRM.
- Email marketing with useful content rather than pure promotion.
- Loyalty programmes and perks for regular customers.
- Fast, friendly customer service.
- Regular satisfaction surveys, for example with the Net Promoter Score.
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