What is Customer Relationship? Online-Marketing Lexicon | RH-Webdesign
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What is Customer Relationship?

Customer relationship means customer relationship, i.e. the contact between customer and company. It is important to cultivate this relationship, whereby the personal contact of the company with the customer is of primary importance. Excellent customer relationships are still a central factor for success in business.

  • Customer relationships must be maintained
  • Development pays off, because they are profitable in the long term
  • Turns new customers into satisfied regular customers
  • Done via Customer Relationship Management (CRM)

Why customer relationship is so important

Most companies build customer relationships and maintain them with strategic CRM so that consumers prefer to shop with them rather than with competitors. The customer is the focus of all entrepreneurial activities. For this purpose, all useful information about the customer is collected and then used in the areas of marketing and sales. If the management of such customer relationships is successful, then former new customers almost always become satisfied regular customers. The care of all customer relations is of great importance in particular, so that a lasting customer satisfaction can be achieved. Customer satisfaction is therefore always the basis. Because if the products no longer meet their requirements, if the service or the price-performance ratio is no longer right, then there is a danger that the customer will turn away from the company. New customer acquisition is much more time-consuming and costly than good customer relationship management. So how can entrepreneurs make their customer relationships more successful? You should give your customers a reason to establish an emotional connection to the company. Good customer relationships are based on (many) positive customer experiences.

Customer Relationship in Practice

Recent research has shown that the "normal" satisfaction of customers alone is not enough to guarantee their return. So customer relations are all about exceeding customers' expectations. In cafes, for example, regular customers want to and should feel like part of the family. As a car parts manufacturer, you want to take into account the fact that your own customers expect very high quality and responsive service. How do entrepreneurs exceed customer expectations in practice? By well understanding what their customers value and desire. To find out, as an entrepreneur you always have to listen to what customers say and how they say it, and then adapt your approach to meet those expectations. Some customers may want a much more personal contact with the company. Others are less interested in getting too much attention. Some consumers may be very price-conscious, while others may prefer to look for all sorts of extras. So you always have to do your best to keep listening. It's also worth being friendly and personal to customers in every situation. For example, you should find out what you have in common with your customers. The key is to always be authentic, because nowadays customers can usually tell when it's not real. In addition, you should adapt to the customer's pace. Branding and marketing are a promise for the customer experience and it is important for the organization or the company to keep these promises. All employees must reflect what the company stands for. The way superiors treat their employees, in turn, shows how customers should be treated. So managers also have a vital role to play in this respect. It is also important to remember that all these relationships are built over time, which requires patience, consistency and precision. Some companies use sophisticated CRM software to manage their relationships with consumers. This information can be quite helpful, especially in larger companies with large customer relationship programs. However, it is not always essential to achieve exceptional customer experiences.