Last week, I came across this vet who treated the dog of my neighbor and asked him how he markets his clinic? His answer was "What?". My neighbor being a marketer himself then pitched in and took care of the rest. Here is the excerpt from his talk - Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. This customer relationship management (CRM) approach focuses more on customer retention than customer acquisition. Relationship marketing is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication. This approach often results in increased word-of-mouth activity, repeat business and a willingness on the customer’s part to provide information to the organization and in this case - vets. Relationship marketing contrasts with transactional marketing, an approach that focuses on increasing the number of individual sales. Most organizations combine elements of both relationship and transaction marketing strategies. Finally, he promised the vet that with marketing and building relationships with the customers the vet could keep a loyal base of people to his animal hospital who bring in their pets for treatment or checkup - all thanks to some techie like me and the marketer neighbor!
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