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Relationship Marketing

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By: Michaela Louise Burnett Tutor: Barry Forrester Understanding Relationship Marketing BTEC NATIONAL DIPLOMA Submission Date: June 2008 Terms of Reference * Set By: Barry Forrester * Produced by BTEC NATIONAL to help us understand the different aspects of setting up your own business, and the different aspects of relationship marketing within an organisation and how this helps achieve business strategic aims and objectives through providing excellent customer service and retaining customers. So in the future, I will have the knowledge to be able to set up my own business if I wish to and understand the importance of building good customer relationships. * Date Due In: June 2008 Procedures I produced this assignment by investigating relationship marketing within a selected business and describing how this could be applied to the organisation. I did this by exploring different loyalty methods that can be used to help attract and retain customers and how effective they were. This report is word-processed using Microsoft word and will be produced in a report format. Contents * SECTION A: RELATIONSHIP MARKETING AND CUSTOMER SERVICE. -Describing and applying relationship marketing to a selected business (P1) -Identifying and describing customer service functions (P2) -Analysing relationship marketing activities and strategies (M1) * SECTION B: CUSTOMER AND QUALITY -Different methods used to attract and retain customers (P3) -Description of quality systems operative (P4) -Analyses of the effectiveness of different methods (M2) * SECTION C: CONTRIBUTION OF RELATIONSHIP MARKETING -Evaluation on the contribution of relationship marketing activities (D1) * Bibliography Michaela Louise Burnett ******************** * SECTION A: RELATIONSHIP MARKETING AND CUSTOMER SERVICE. -Describing and applying relationship marketing to a selected business (P1) Date: 9 April 2008 Report on: Relationship marketing applied to a selected business. Introduction This report is being produced to help further my understanding of relationship marketing within a selected organisation. This section will cover the different aspects of relationship marketing and how it is used to help build on going customer relationships to help generate on going sales. ...read more.


Customers need to be made to feel that the company wants their business. If they don't feel valued, they will take their business elsewhere. It's easy to understand how companies send the wrong message when they don't pay enough attention to customers, when commitments are not met, and when calls are not returned etc. One of the ways Boots the Chemist reach out to its customers is by periodically rewarding them for giving the company their business e.g. loyalty scheme and promotional offers This tells customers that Boots have noticed that they do repeatedly comeback to do business again, and it also shows that they appreciate their custom. This element of recognition is important. It satisfies a fundamental human need for appreciation. But, such recognition is much more effective when it appears to the customer to be spontaneous and not part of a contrived customer-rewards program. Delivering extraordinary service is one of the more obvious, but seldom perfected, ways in which Boots endear the business to their customers - by providing a positive service experience every time. This involves performing beyond customers' zone of tolerance; adding value for customers by exceeding expectations and surprising them with exceptional service e.g. offering free expert advice on their products etc. The service itself, though, cannot create the desired emotional attachment between customers and the business. However, as Boots customers continue to receive exceptional service every time they come in contact with the business, they will come to accept this as the norm. This is the initial, requisite stage of trust and commitment. The businesses customers trust that they will have a quality experience each time they interact with the company and they know that they are committed to providing this high quality service. Merely satisfying customer is not enough. Boots the Chemist must get beyond satisfaction to surprise and delight them. There is a significant difference between satisfied customers and completely satisfied customers. ...read more.


As this adds value to their products and makes customers recognise their businesses logo and products they sell. Which means more people will want to buy their brand as they know that they offer good quality value for money. So will trust them to get what they want from their products. This will raise awareness of the business as well as its products. It helps them create a good image as they are offering value for money which will make customers want to come and buy from the store in the future, and promote their business from word of mouth, which might make other consumers visit their business. So the business can building on there brands growing success internationally and maximize the values of the company from this. * Promotion of unique selling point Conclusion From the findings I have found that Boots the Chemist have many promotional activities to help the business promote its self and attract and retain customers. Through this the business can achieve the aims of the company and continue to be successful and progress further. Boots use many different types of media to promote their business, products and services. The selections of the media used are very effective in raising awareness and attracting attention. Overall I think Boots have a very successful promotional campaign that has allowed them to grow over the years and become a respected well known brand * SECTION B: CUSTOMER AND QUALITY -Description of quality systems operative (P4) Date: 19th May 2008 Report on: The quality systems in place in a selected organisation Introduction This section will describe the quality systems in place in a selected organisation and will identify what strategies they use to overall maintain and improve the quality of their products/services. This will include the activities used to help measure quality and how the organisation track customer satisfaction. This will be done by researching the information required to complete this assignment and to help further my understanding of relationship marketing and the other aspects involved in building relationships with customers. ...read more.

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