Relationship marketing has several definitions that have evolved over time, but perhaps the key ones that have remained consistent are those related to two characteristics: attracting and satisfying customers, aiming to generate benefits for both parties, and building long-term consumer trust.
Quoting Manuel Alfaro, author of Key Issues in Relationship Marketing , we could understand relationship marketing as “the strategic management of collaborative relationships with customers and other stakeholders, with the aim of creating and distributing value equitably.” This is nothing more than using techniques that allow for feedback in communications and that focus products on the benefit of both the customer and the company . In other words, the company will win when it sells a product to its customer, but that customer also wins when they purchase the product.
While the definition of relationship marketing seems very clear with these concepts, putting it into practice to achieve customer loyalty can be considerably more complex. If you’re a freelancer or an SME, the keys to building customer loyalty with relationship marketing outlined below can be very helpful:
Create a database that helps you identify each of your customers
If you own a hair salon, you could, for example, create personalized customer profiles, noting the services they request each time they visit your shop. This would allow you to anticipate their purchasing decisions . You could, at a given time, send them a specific offer based on the treatments they repeat over a specific period. This will add value to the customer because it’s something they’re interested in, and you’ll build loyalty, which is exactly what you were looking for.
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Know your customer and let them know they are unique.
For example, in the case of a bar, you could offer them their morning drink in advance, asking if they’d like the same. This closeness will let your customer know they’re really important to you.
Explain to your client the extras you offer
If, for example, a new customer has just arrived at your transport company, gain their trust by showing them all the products you have available and offering your help in choosing the one that best suits them. They may have asked you for something specific, but if you take this opportunity to give them a brochure and briefly explain all your services in a friendly tone, you’ll ensure they get a positive impression of you, that you’ve established a direct and close communication with them that will yield benefits, and that they know your company is committed to helping customers.
Be available just when your client needs you
It may not be easy to predict when a customer will need you. However, if you’re able to gather enough information about them, you can anticipate their decisions and offer a solution to their needs. If, for example, you own a gift and accessories store and know your customers’ birthdays, you can communicate directly with them (for example, via email) to congratulate them and invite them to purchase a product from your catalog. This product can be offered at a discount, be an exclusive item, or be part of your newest catalog as added value.
Although relationship marketing is closely linked to customer relations , there is no reason for small businesses, freelancers, and SMEs not to take advantage of the many benefits that come with building customer loyalty .
