RELATIONSHIP MARKETING IN THE ONE-TO-ONE SOCIETY
Course Aims: This course will explore ways to achieve lasting and profitable relationships with clients and will cover the key
techniques which have proved successful in relationship marketing. The program draws upon examples in business and
industry to illustrate successful approaches and participants are encouraged to share their own experiences and insights.
The seminar is highly interactive and you will be asked to work on individual exercises as well as in syndicates with others.
Objectives: You will learn how to:
• Develop your own relationship marketing program
• Create opportunities to communicate with clients and customers on a personal level
• Identify the reasons why customers buy and develop ways to foster a learning relationship with them
• Benchmark your own operation against current standards of industry best practice
Course Structure:
Module One: What is relationship marketing?
How RM differs from traditional marketing
Learning relationships with customers and clients
Hurdles to overcome
Getting started – exercise
Module Two: Four Key steps in setting up a program
Identify your customers and clients
Differentiate them
Interact with them
Customize them
Module Three: The customer and marketing dimensions
Gravitational forces – company and market
Market sharing versus market driven
Battle for the customer’s mind
How it feels to be your customer
Research
The buying process
Quality service
Module Four: Marketing communications
Internet strategy
Creating a web site which supports your RM program
Brands
Advertising
Other marketing communications activities
Group work
Formal Evaluation:
At the end of the session you will be able to:
• Define relationship marketing
• Understand how it can contribute to organizational goals
• Take the first steps in developing a program
• Sell-in the concept to management
• Create a marketing communications program which supports your organization’s RM goals
One-day workshop.
Course Aims: This course will explore ways to achieve lasting and profitable relationships with clients and will cover the key
techniques which have proved successful in relationship marketing. The program draws upon examples in business and
industry to illustrate successful approaches and participants are encouraged to share their own experiences and insights.
The seminar is highly interactive and you will be asked to work on individual exercises as well as in syndicates with others.
Objectives: You will learn how to:
• Develop your own relationship marketing program
• Create opportunities to communicate with clients and customers on a personal level
• Identify the reasons why customers buy and develop ways to foster a learning relationship with them
• Benchmark your own operation against current standards of industry best practice
Course Structure:
Module One: What is relationship marketing?
How RM differs from traditional marketing
Learning relationships with customers and clients
Hurdles to overcome
Getting started – exercise
Module Two: Four Key steps in setting up a program
Identify your customers and clients
Differentiate them
Interact with them
Customize them
Module Three: The customer and marketing dimensions
Gravitational forces – company and market
Market sharing versus market driven
Battle for the customer’s mind
How it feels to be your customer
Research
The buying process
Quality service
Module Four: Marketing communications
Internet strategy
Creating a web site which supports your RM program
Brands
Advertising
Other marketing communications activities
Group work
Formal Evaluation:
At the end of the session you will be able to:
• Define relationship marketing
• Understand how it can contribute to organizational goals
• Take the first steps in developing a program
• Sell-in the concept to management
• Create a marketing communications program which supports your organization’s RM goals
One-day workshop.
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COMMUNICATIONS TRAINING AND CONSULTING FOR
BUSINESS, EDUCATION AND NON PROFIT
BUSINESS, EDUCATION AND NON PROFIT