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Relationship marketing essentially represents aparadigm shift within marketing - away from an acquisitions/transaction focus toward a rententions/relationship focus. Relationship marketing is a philosophy of doing business, a strategic orientation, that focuses on keeping and improving relationships with current customers rather than on acquiring new customers.

How You Will Benefit

• Understand relationship marketing, its goal, and the benefits of long term relationships for firms and customers
• Understand why and how to estimate customer relationship value
• Understand the concept of customer profitability segments as a strategy for focusing relationship marketing efforts
• Present relationship development strategies - including quality core service, switching barriers, and relationship bonds
• Indentify challenges in relationship development

Who Should Attend

The seminar is designed for decision-makers and leading executives across functional areas including senior vice presidents, vice presidents, directors of operations, strategic planning professionals, directors of sales, marketing and customer service and all others involved in developing the total customer experience

What You Will Cover

• Why relationship marketing is important
• Factors that influence relationship value of customer
• Estimating customer lifetime value
• Linking customer relationship value to firm value
• Customer Profitabilities Segments
• Relationship Development Strategies
• Relationship Challenges