Different significant methods that can be used for relationship marketing are as follows:
1. Customer Satisfaction: The efforts from different activities and functions of an organization will be required in order to obtain a higher customer satisfaction level.
Only relationship managers are not responsible for relationship development.
There are many significant examples of those organizations which are successful in obtaining higher numbers of recommendations from the customers despite not having any significant relationship marketing program.
The higher number of repeat sales can be obtained even by the firms which have poor standards of service by charging low price from the customers in a highly competitive market.
2. Trust: Another method used for relationship marketing is getting the trust of the customers. Many marketers have studied the concept of trust deeply, which can be considered as a trivial multi-dimensional concept.
There are some specific retailers, for example, Boots and John Lewis, who are able to gain higher rankings consistently in the different surveys which are conducted to analyze the customer’s trust in the firms, and thus, it is quite evident that the customer loyalty of these firms is quite high.
3. Value Addition to a Relationship: There must be some value addition for the customers in order to have a sustainable relationship. The following methods can be adopted in order to create some value:
i. Making the Reordering Simple: The value m customer relationship may be added by making the reordering or reacquiring of services simple and convenient for the customers.
For example, many hotels record the preferences and details of their customers so that they need not give complete details again when they check-in in the future.
ii. Providing Privileges to Customers: It includes offering various types of privileges to those customers who want to have a term relationship with the firm.
For example, different especial events are organized by big retailers for their loyal customers as well as official magazines are mailed to them free of cost.
iii. Mutual Cooperation to Solve the Problems: Organisations need to mutually cooperate with the customers so as to help them identify their problems or requirements and then providing their solutions.
For example, at the time of service, the service in charge of the garage may expose some hidden problems in the bike of the customer; thus, it helps in adding value to the relationships with customers.
4. Developing Barriers to Prevent Exit: The companies can make it really very hard for the customers to switch to the competitors and thus, ensure the re-buying from them.
When continuous support is provided by the supplier, the customers are forced to fall prey to these tactics of the marketers.
In the situations where the industrial suppliers are the sole providers of spare parts of consumable items, a long ongoing relationship with the customers is established so that the customers continuously buy their products.
In order to receive preferential treatment from the suppliers, many firms negotiate an exclusive supply agreement with them.
In such situations, customers have a dependency on the suppliers for the short-term.
In fact, these relationships are not everlasting (for example, in the situations where the machines break down or the exclusive supply contract is renewed), and this is the time when the real loyalty of a customer can be tested.