Simply
put, relationship marketing is a
strategy that systematically builds customer
preference for a product or service at
every touchpoint. It is an approach to
marketing designed to not only acquire
and retain customers, but the right customers
— and turn them into lifetime assets.
Relationship marketing is not just
frequency; it's not just loyalty. It's
about becoming customer-driven, and
planning to protect and build each customer's
lifetime value. Studies show that reducing
churn or customer defection by just
5% per year can boost profitability
by 125%*. In a real-world example, we
developed a retention campaign for a
telecommunications client that increased
profits by 75% over the past year.
Relationship marketing is the umbrella that makes it
possible. Wiken International's ability to focus on the
individual builds barriers to customer loss by putting
customers and their concerns on top. In the example above,
we used Strategic Consulting to develop the appropriate
customer-driven strategies; Marketing Technology to build
the systems and software that identified customer value and
risk; Zing! Smart Shopping, our timely new Coalition Marketing
program that gave consumers Savings and Rewards that were most
relevant to their specific needs; and smart Creative Execution
to communicate effective messages to every individual.
Relationship marketing is the umbrella
that makes it possible. Wiken International's
ability to focus on the individual builds
barriers to customer loss by putting
customers and their concerns on top.
In the example above, we used Strategic
Consulting to develop the appropriate
customer-driven strategies; Marketing
Technology to build the systems
and software that identified customer
value and risk; and smart Creative
Execution to communicate a relevant,
timely and effective message for each
customer.
