Using Permission Based Marketing For Repeat Business

One of the major benefits of the digital transformation is the ability for businesses to achieve a much closer relationship with the customer. Businesses must make critical adjustments to their customer experiences that align with the digital shift to remain relevant in the eyes of the customers, partners and employees.

Chui, M. (2011, November). Mckinsey & Company. Retrieved June 10, 2014, from Inside P&G's Digital Revolution: http://www.mckinsey.com/insights/consumer_and_retail/inside_p_and_ampgs_digital_revolution

With the rapid development of information technology, the world is increasingly connected and the gap between companies and consumers is shrinking. Meanwhile, with a

A positive effect of obtaining permission from consumers allow organizations to have accurate information for marketing activities. In addition to that, consumers’ responses are crucial for the company to grow and expand, based on the

The article of “The Complex Challenge of Repairing Customer Trust” written by Paul Korzeniowski is published in June 1, 2013 by Customer Relationship Management (CRM) Magazine. The article is describing how the social media affects on the relationship between company and customers, as well as on row to ensure their relationship to become much better and customers’ pledge of their loyalty towards the company. Social media is using technology to improve the business process and customers’ trust. There are many types of factor that are discussed by different authors. Besides that, there are also many points of view on the complex challenge of

Charlene Li and Josh Bernoff found comparable customer behavior dynamics and a strong re-ordering of the balance of power in customer relationship due to the Internet when they were researching their best-selling book Groundswell (Bernoff, Li, 2008). The marketing concepts of customer lifecycle management and customer lifetime value (CLV) in addition to the mindset emerging in marketing of seeing relationships with customers more important than transactions (Edelman, 2010). Unifying all of these concepts is a strong orientation towards delivering an excellent customer experience, especially online where customers are drastically redefining how websites are used

Given the fragmentation, it is no surprise retailer face the challenge to manage marketing, sales, and customer service within the tradition stores, the web, and call centers (Wolter and Haselden, 2006). To conquer this difficulty, the retailer must find a way to leverage single version of customer data, create a holistic view of customer data, and harness the overflow of interactive data through social media(Wolter and Haselden, 2006).

Who purchases our products? Who are the users of our product? Who influences the purchase of our product? Are the needs of these groups different?

Unlike consumer buying, where the consumer, alone or with assistance or influence from acknowledged opinion leaders, makes his or her own purchase decisions, in business buying a group often determines which PRODUCTs or SERVICES are purchased. (Marketing, 2009)

Companies of all types and sizes depend on their customer base for revenues and continuously work toward earning the largest market share percentage attainable. The foundations of businesses are its customers, and unless that company is a monopoly, competition between businesses will drive customers and revenues to one business or another. Unless it is properly managed, maintaining customer relationships can be expensive. While some companies invest heavily in their public image and customer management strategies, other companies succeed despite poor customer relationships. The wishes of the customers are also continuously evolving with new generations and social environments. Moving on from the “boomers”, to the “gen x”, and now the

This study examined the effects of a company not investing in the proper technology. A company not being able to market themselves in the digital world, would greater their chances of missed opportunities to invite, connect and interact with their customers. Since everyone is connected to the internet; it has allowed consumers and business to communicate at a faster pace. Thus it can be said that if an organization is not keeping up with technology, then they will continue to miss opportunities for growth. This will lead to poor performance and loss of sales. A company that has been around for 70 years would surely know how much of an impact not keeping up with time and not employing the right technology has in the marketplace. Wakefern Food Corp. has not only increase their sales but also made their customer’s shopping experience pleasant and up to date. This is why they are leading in the digital world. Their success can be measured by their rival and competitors closing their stores because they were not able to attract new customers.

Businesses today are undertaking digital transformations rethinking what customer’s value most and creating operating models that take advantage of what’s newly possible for competitive variation. The test for most businesses is how fast and how far they can go. Business leaders have extensively used information technology to improve productivity and efficiency, to reach new markets and optimize supply chains. What’s innovative about today’s century is that customer expectations have also changed. Most of the population are now using social networks to find restaurants, jobs, new partners and lost friends and, as citizens, to achieve common political aims. They are using the Internet for shopping, socializing, entertainment and even household management. How can businesses best respond to this shift? How can they take advantage of this opportunity to innovate, distinguish and grow? A cost efficiently manner would need to take place, optimizing the newest information technologies as part of their overall physical operations? In the case of IBM and their work with clients, they have found strategies for integrating digital and physical elements so they can successfully transform their business models and set new directions for their entire industry. IBM focus on two complementary activities: reshaping their customer value propositions and reconfiguring operating models using digital technologies for greater customer and partner interaction and collaboration. To do so, they are

B2B buying decisions are no longer simple matters that the company president or purchasing manager decides based on long-term loyalty, cronyism or the ability to get a good deal. Customers are following a more complex decision-making process that involves using platform-enabled support services and assessing each B2B company’s credibility, ordering convenience, ability to customize products, social chatter about the company, customer reviews, business ratings and customer service processes for providing quick answers to product questions to assuage increased product skepticism. The authority to make decisions has drifted from single key company officers to multiple business stakeholders and buying committees. However, a classic loyalty-generating strategy still works in the digital environment as well as it ever did in wholesale and retail sales in face-to-face encounters. Offering customers in-house accounts for making B2B purchases offers strong incentives for companies to do business with any given eCommerce platform, and software customizations and automations update this classic practice for the digital age of instant communications.

Technology has dramatically changed the customer service landscape within the last decade. The exploding popularity of smartphones and tablets has changed the way consumers interact with brands, prompting many companies to focus on adding and optimizing digital channels in order to keep pace with changing customer habits. But such a concentrated digital focus is causing many organizations to inadvertently overlook one very important channel – voice.

An informed consumer is self sufficient to look after her/his own interests than an uninformed consumer. Appropriate information on the products is very important for e-consumers as that can help the consumers to assess the benefits and risks of entering into a particular transaction. If the consumer is already aware of such information then there will not be unnecessary disappointments, hence subsequent disputes, are avoided.