Relational
Marketing Strategy
Relational
marketing requires a planning process with a series of fundamental
stages:
1. Analysis
of the situation.
Carry out a study on the clients and on the relationship the company
has with its clients.
2.
Determination of the company's client activity.
Study the company's activities that interact with the clients.
3.
Managing communication. A fundamental
aspect is the communication within the company and with its clients.
Internal communication to improve the service the client receive
and obtain synergies and fluid and interactive communication with
the clients.
4.
The relational marketing plan. Applying
the relational strategy requires a detailed plan which specifies
objectives, a plan of action, responsabilities, resources and a
control system.
The relational
marketing plan treats the loyalty, link and retention of the company's
best clients.
