1. The role of Customer Relationship Marketing in the 2.0 world
Building more relevant brand relationships in the digitalised lives of customers.
A discussion involving Dickens, Eggs, Amplifiers and the way brands should build customer relationships for tomorrow. . . . . . . .
BrandZeal .

2. What I won’t be talking about…
What the role of relationship marketing was before web 2.0.
e.g. Theodore Levitt, intensifying the relationship, developing a series of valued transactions with the same customer. etc. OR
The rise of social media, blogging, price comparison, information tagging and digital communities.
Because you know all about this already.

3. Before Web 2.0, we’d already experienced digital and relationship marketing co-existing for a decade.
Long term rewards that maximise customer lifetime value
Every contact recorded and measured
Existing loyalty programmes extended point collection opportunities
Recommendations based on your purchases and the purchases of others
Bank customers rarely defect. But this magazine builds the customer relationship and generates cross sales more effectively than DM for RBS/ Nat West
80% of Waitrose profit comes from 20% of customers.
All of whom read Waitrose Food Illustrated monthly
became more personalised over time

4. “The future is already here, it’s just not very evenly distributed.”
So here are some thoughts for the role of relationship marketing in the 2.0 world

5. Customers are more empowered than ever before.
This has given them
Great Expectations.
Brand relationships don’t always live up to these successfully.
So relationship marketing needs to both relate with and market to customers.
Be active and interested in customer preferences, rather than simply segment customers by their preferences.

6. The 20th century was the age of the amplified brand.
The 21st century is the age of the amplified consumer.
One person no longer only influences their neighbours, they may sway the entire crowd.

7. It’s about value and values
Customers expect savings, but choose who they keep company with.

8. Authenticity has worked for heritage brands for decades.
Now authenticity is also being expressed more in terms of shared social values.

9. Some relationships are mutually supportive and empowering
Others may be controlling and overtly seek to profit from your behaviour

10. How you respond when something goes wrong reveals the human face of the brand. This is increasingly important to people.
Relationship marketing, now extends into PR, Corporate Social Responsibility and Customer Service.
Prepare how you respond to customer problems through relationship marketing.
Social media monitoring helps identify problems before they become big problem.

11. It’s also about BIG small

12. Some brands will treat you in a Big way

13. Others in a small, but still highly valued, way
Shared interests
Regular engagement
Valued reward for little cost
A social cause with editorial voice
Real world, with a twist of celebrity glamour
Inviting participation
Offering trial and reward
Sharing views and experiences
Securing peer group approval

14. Being faithful is anti-social
Your consumers will want to try something new, so provide the sizzle of the affair, as well as the long term relationship.

15. Increasingly it involves BUILDING PLATFORMS
– things that become really important in the life of the consumer, but aren’t easy for competitors to replicate or own.

16. Example 2.0 Platform
Platforms run on 2.0 networks and hardware. This example platform from Nike demonstrates a role for relationship marketing that wasn't possible before Web 2.0.
A customer who buys into the Nike+ platform changes their behaviour; the value of the brand relationship grows, with ongoing use, growing relevance and brand support.
Platforms are increasingly becoming more mobile. Apps and browser-based software extend the brand relationship,
wherever the customer
wishes to access and
interact with a brand.
Creating new transaction
opportunities.

17. In summary The role of relationship marketing in the 2.0 world
Customers have Great Expectations
Make the brand active and interested in customer preferences, rather than just segment customers by their preferences.
The 21st century is the age of the amplified consumer.
It’s about value and values
Authenticity is being shared in social values
Develop relationships that are more mutually supportive and empowering
Prepare how you respond for when something goes wrong
Reward Big small as relevant
Being faithful to brands is anti-social. So provide the sizzle of the affair, as well as the long term relationship
Build Platforms that are highly valued and difficult for competitors to replicate.
So that your brand becomes more relevant, recommended and revisited at the next purchase.

18. © 2010 BrandZeal. All rights reserved.
Copyright
© 2010 BrandZeal. All rights reserved.
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