Relationships and marketing communications (MC, unit 4)

The greater the level of customer satisfaction with a relationship, the greater the likelihood that the customer will stay with and be retained by the organisation

Customer relationship marketing (CRM) is about aiding customer retention (see retention management for why). Relationships rely on effective communications to survive. Marketing Communications plays key role in providing consistent coordinated messages.

Basis of relationships is the way in which the supplier creates expectations. In creating these expectations, you can determine nature and tone of the relationship. Consider the importance of the purchase decision-making process.