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What is Customer Relationship Marketing? By PETER RIVETT-JONES
Customer Relationship Marketing is all about building customer relationships that increase customer retention and growing customer value through strategies and communications driven by optimizing customer data and insight. It is based on the idea that a brand using their knowledge about a customer can create a deeper emotional bond which results in increased order value or frequency. Customer Relationship Marketing is about getting, growing and keeping customers by enhancing engagement across all touch points to build deep, lasting and profitable relationships.
It involves segmenting and targeting customers with relevant communications to create strong brand engagements. It must have content driven by customer wants, needs and interests with the right balance of emotional and rational messaging. It is about building long term relationships rather than just seeking single transactions to increase customer lifetime value (CLV). A customer is not just a sales target, they are people, just like you or I and respond better if you treat them as such. Understanding the differences between the kinds of customers you have and the relationship
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