The trend is towards change in the marketing sector. After the prominence of transactional marketing, essentially focused on the purchase/sale transaction, the time has come for relationship marketing, where the commercial relationship between the company and the customer becomes one of the centers of strategic concern. And faced with the multiplication of communication channels and the infinite possibilities emerging from the era of connectivity, establishing a sustainable and fruitful customer relationship is a real challenge.
SMS is proving to be a relationship marketing tool with very high potential, and many companies have already seized this set of marketing services, with excellent results (Shoe Zone, 1000% ROI; Lulu Guinness, 56% more subscribers).
What are the challenges of CRM in a marketing strategy today, and what place can SMS marketing take as a solution to meet the challenges of tomorrow’s customer relations.
Current CRM challenges
CRM (Customer Relationship Management) is a “process for handling Therefore, everything related to customer identification, building a customer knowledge base, developing a customer relationship and improving the image of the company and its products with the customer” *.
Unlike transactional marketing that has been the norm for several decades, CRM goes beyond the goal Therefore, of simply making a sale. The company/customer interest lasts over time and goes far beyond the act of buying or selling. The challenge for the company is to succeed in being advertising database perceived by the customer as having total coherence, in a much more global way than the proposal of its products and services. Marketing management focuses much more on the customer, their specificities, and the overall relationship of trust that can be established between a company or a brand and its customers.
This evolution of marketing strategies represents a real challenge for companies
How can a brand with several thousand customers, and using multiple communication channels, individualize its customer relationship?
How can e-commerce meet the customer’s need for proximity, create appropriate interactivity use content grouping to track content performance and personalize their products and services?
The trend that has been emerging for several years, but which is still embryonic, is Therefore, based on the observation in the field that customer loyalty actually proves to be more profitable than prospecting. Relationship marketing is based on an effective and lasting relationship between customers and suppliers, and is based on three fundamentals:
A continuous approach to the relationship, with a long-term aim
Marketing that is resolutely interactive.
A strong relational dimension, focused on the search for solutions.
The goal for the company is to have a deep knowledge of its customers so that it th phone numbers becomes difficult for the competition to compete with the quality of its offer. Marketing becomes more global, and aims to increase profits through improving customer satisfaction.