Here are the four main focus of marketing department in CRM…..
In my previous article, I have tried to establish the fact that the organizational structure that works for a customer-centric enterprise will not work for a product-centric enterprise.
In this article, I want to narrow it down by looking at the customer relationship management marketing plan.
That is, what the focus of marketing departments is in a customer-centric enterprise.
In a product-centric enterprise, the focus of the marketing department is to create awareness about products and services.
These are products that the organization have for sale. In a customer-centric enterprise, the department is more interested in advising the organization to develop products and services based on customers’ feedback.
It is also all about one on one marketing, unlike mass advertising which is the most common technique used in a product-centric enterprise.
Having said that, I want to look at some of the factors that make the marketing department in a customer-centric enterprise different from their counterpart in a product-centric enterprise.
Follow me as we do this together.
One of the basic things that the customer-centric enterprise marketing department does differently is that they try to find out both nuclear and extended value to their customers.
They do not judge customers on their face value.
They are more interested in finding out the relationship that their customers keep and how this can help them to increase the profitability of their customers.
customer satisfaction survey
Also, Customer-centric enterprise marketing departments also carry out customer satisfaction survey on regular basis in order to know how satisfied their customers are with their products or services.
They want to know what rate customers are leaving their organization which is an indicator that customers are not satisfied with their products or services.
In addition, Customer-centric enterprise marketing departments also concentrate much on activities that will help them to retain their hard-earned customers.
Marketing departments try to identify the risks involved in customer retentions. They also identify other negative trends that can make the organization to lose customers.
They also work on other activities that will boost customer retention.
Is it also the focus of marketing departments to identify the wallet share of their customers. The wallets refer to how much will a customer be willing to spend on their products and services.
That will help them to know the next best product to introduce to a particular customer.
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