Keeping Customers for Life


  • Select the right customers through market research.
  • Know your purpose for being in business.
  • Move customers from satisfaction to loyalty by focusing on retention and loyalty schemes.
  • Develop reward programs.
  • Customize your products and services.
  • Train and empower your employees in excellent customer service.
  • Respond to customers’ needs with speed and efficiency.
  • Measure what’s important to the customer – always add value.
  • Know exactly what customers want in their relationship with you.
  • Know why customers leave your enterprise by producing customer exit surveys.
  • Conduct a failure analysis on your enterprise.
  • Know your retention improvement measures – have a strategy in place.
  • Use market value pricing concepts.
  • Do what works all over again.

Remember:

96 percent of unhappy customers never complain; but if their problem remains unsolved, they usually tell ten other customers!

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Partnering for Increased Value


A business marketer becomes a preferred supplier to major customers by working closely as a partner, developing an intimate knowledge of the customer’s operations, and contributing unique value that customer’s business. Business marketing programs increasingly involve a customized blend of tangible products, service support, and ongoing information services both before and after the sale. Market-driven firms place a high priority on customer-linking capabilities and closely align product decisions—with the customer’s operations.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Changing Buying and Selling Processes


Winning companies are all focused on speed to market, cost reduction, and customer satisfaction—whether buying or selling goods, services, and solutions. Today, many leading companies are changing their selling processes and tools, including the following actions:

  • Expanding self-service sales via Web-based sales catalogs of products and related services available to buyers.
  • Creating customized electronic interfaces between themselves and their strategic customers to facilitate rapid order receipt and order processing. Typically, sellers provide their most favored customers with preferred pricing or large discounts.
  • Offering multinational companies global pricing policies for products and services with economic-related adjustments, i.e., variations due to labor rates in specific countries or regions, inflation or deflation, value-added taxes, etc.
  • Developing standard statements of work, acceptance criteria, and standards intervals for consistent on-time delivery worldwide.
  • Understanding the buyer’s business needs and budget in order to develop customized solutions priced to fit the buyer’s desired business case.
  • Providing financing to buyers to help them purchase products when required.
  • Offering extended payment terms to customers, well beyond the usual net—15 days, or net—30 days to net—90 days or net—180 days.
  • Developing Web portals to facilitate rapid and direct communications between sellers and their strategic partners.
  • Providing countertrade, offsets, or counter purchases, in order to secure large purchases.

These actions are just a few of the many innovative process changes, tools, or unique business arrangements that sellers are using to build successful partnerships with their best buyers.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Creating an Integrated Marketing Communications Program (IMC)


a)        Use zero-based budgets. Most companies use incremental approaches in allocating promotional budgets. A preferred approach is the objective and task approach. Start with a zero budget and force all promotional managers managers to justify their investment.

b)        Focus primarily on current customers. Many organizations direct 80% or more of their advertising and selling effort activities to trying to win new business (conquest marketing).  An Integrated Marketing Communications (IMC) program recognizes the importance of retention marketing and inverts that ratio so that a majority of the promotional activity is earmarked for relationship building with existing customers. This reduces customer defection, upgrades business relationships, and creates advocates for the firm’s services.

c)        Use highly targeted mass promotion. Direct mail, specialized lists, trade publications, and the Internet can be used effectively to reach prospects rather than suspects. A website has become an indispensable marketing technology for 21st century companies. It has evolved into a one-stop, online corporate information source, customer support tool, distribution channel, order taker, product catalog, price list, promotional vehicle, research technique, segmentation source, and a strategic and tactical marketing differentiator.

d)        Build marketing relationships. Strategic partnering is a major part of a good IMC program. In addition to Internet and intranets (protected corporation information resource centers), progressive companies are creating extranets which link an enterprise’s extended family of suppliers, distributors, retailers, and partners. Hence, customer, channel, referral, and stakeholder relationships can all be nurtured through carefully conceived promotional efforts.

e)        Note that everything an organization does send a message. Image and atmospherics are very important in communicating value to customers. The little things, such as stationery, signage, telephone greetings, and website design, etc., should all reflect professionalism and a consistent message to the marketplace.

f)          Two-way dialogue is key. In an over-communicated society, the marketing challenge is to establish a meaningful dialogue with customers as to how the firm’s service mix can provide maximum benefits/value. Interactivity and involvement on the part of the customers is important for sharing information and creating firmer bonds. The Web is an ideal medium to accomplish this objective. Its selectivity and flexibility create a customized business experience for each user.

g)        Use 21st century communication technologies. In today’s changing marketplace, companies must seek new and better ways to stay in touch with their target markets. Appropriate communication options include e-mail, electronic commerce, fax-on-demand, telemarketing, point-of-sale promotion, special events, multimedia, etc.

h)        Measure promotional effectiveness. Traditionally, advertising executives competed with sales managers for their “fair share” of the corporate promotional budget. Today, management requires accountability and demands to know and justify the return on investment of limited resources—they will no longer accept the non-measurable communications methods used by marketers in the past. A marketing information system/database is the key tool for effectively monitoring and measuring the success of an IMC program. As part of this process, job descriptions and reward systems are likely to be redesigned. In a strong IMC-centered environment, in-house competition is replaced with cooperation and teamwork. Joint rewards help the organization do what is best, rather than just project individual turfs.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Transaction-based Marketing Vs. Relationship Marketing


As marketing has entered the 21st Century, a significant change is taking place in the way companies interact with customers. The traditional view of marketing as a simple exchange process—a concept that might be termed transaction-based marketing—is being replaced by a different, longer-term approach.

Traditional marketing strategies focused on attracting consumers. The goal was to identify prospects, convert them to customers, and complete sales transactions. But today’s marketers realize that, although it remains important, attracting new customers is truly an intermediate step in the marketing process. Marketing efforts must focus on establishing and maintaining mutually beneficial relationships with existing customers. These efforts must expand to include suppliers and employees, as well.

The concept, called relationship marketing, refers to the development, growth, and maintenance of long-term, cost-effective exchange relationships with individual customers, suppliers, employees, and other partners for mutual benefits. It broaches the scope of external marketing relationships to include suppliers, customers, and referral sources. In relationship marketing, the term customer takes on a new meaning. Employees serve customers within an organization as well as outside it; individual employees and their departments are customers of and suppliers to one another. They must apply the same high standards of customer satisfaction to inter-departmental relationships as they do to external customer relationships. Relationship marketing recognizes the critical importance of internal marketing to the success of external marketing plans. Programs that improve customer service inside a company also raise productivity and staff morale, resulting in better customer relationships outside the firm.

Relationship marketing gives a company new opportunities to gain a competitive edge by moving customers up a loyalty hierarchy from new customers to regular purchasers, then to loyal supporters of the company and its goods and services, and finally to advocates who not only buy the  company’s products but recommend them to others. by converting indifferent customers into loyal ones, companies generate repeat sales. The cost of maintaining existing customers is far below the cost of finding new ones, and these loyal customers are profitable ones.

Effective relationship marketing relies heavily on information technologies such as computer databases that record customers’ tastes, price preferences, and lifestyles alongwith the increase of electronic communications. This technology helps companies become one-to-one marketers that gather customer-specific information and provide individually customized goods and services. The firms target their marketing programs to appropriate groups, rather than relying on mass-marketing campaigns. Companies who study their customers’ preferences and react accordingly gain distinct competitive advantages.

Firms in service industry, from retailers to hotels to airlines, are among the leaders in relationship marketing. Their staff members have many opportunities to meet customers personally and build loyalty and repeat business. Rewards for frequent buyers of a firm’s goods or services, such as hotel programs that reward frequent visitors with free room stays and other travel documents, are another form of relationship marketing.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight