Sunday, February 23, 2020

Modern Marketing Essay Example | Topics and Well Written Essays - 500 words

Modern Marketing - Essay Example More often than not, it is not the intrinsic quality of the product which appeals to the customers but the intangible aspects like brand and image. Having learned the essentials in promoting a specific product, I feel more confident in using it in my future career. The past lessons instilled in me the commitment of helping my business organization communicate its intended message to its customers. Now, I am more conscious and convinced of the fact that it is not just the advertisements and commercials which makes up a brand identity in the market. More importantly, it is how the whole company from the executives to the front line employees performs which make up the brand image. A good example of this is Ritz-Carlton Hotel whose employees embody excellent customer service by developing them to be "ladies and gentlemen serving ladies and gentlemen." In here, excellent service comes from the sales force-the staff-which directly interacts with the customers. The communication of the company's commitment to service excellence and the delivery of the "Ritz-Carlton experience" is through its staff dedication of fulfilling even the "e xpressed desire of the guests." In this highly modern world, the advancement of technology shapes how marke

Thursday, February 6, 2020

Measuring Effectiveness of Customer Relationship Management Essay

Measuring Effectiveness of Customer Relationship Management - Essay Example Don’t waste time on background or definitions. Use this space to help the Senior VP deal with these diverse opinions and get on with the real work of helping customers who lose their cell phones and want Verizon to buy them new ones. Traditionally CRM (Customer Relationship Management) was mainly concerned with maintaining a close relationship with the customer. This was generally perceived as the relationship maintained by a small shopkeeper with his customers from the same street or locality. However, this was practically impossible for the larger corporations. With the advances in technology, CRM systems also grew, making it possible for companies to apply CRM techniques. According to VP Blue who emphasizes only on technology, the CRM system in place will ensure prompt response to the customers and they can utilize these systems to self- serve certain, if not, all services. A number of aspects of CRM which are otherwise impossible have been achieved with the help of technology. Techniques including, data mining, database warehousing and database marketing enable the firms to target specific group of customers. Mooney (2000) says that technology has been applied not only to sales support and marketing processe s but also to planning, trouble shooting, forecasting, campaign management etc. This helps in improving the efficiency of the poor performing processes. The service aspects and the customer interactions also play an important role in CRM, as positive interactions are the most important events in maintaining a positive relationship. It is interesting to note that lesser calls or complaints to the customer care center is not a good sign and is an indication that the company has to improve its service qualities and customer relations. The main reason is that 90 percent of customers do not lodge a complaint after a company delivers a defective product or a poor service (Farrington, 2009). They just ignore the service provider from then on, as they are