It shows you how to gain capability and competitive advantage cumulatively through increasing knowledge of the consumer and then turning your competitive advantage into profit. The RelModel identifies five levels of competitive advantage which organisations can develop through consumer knowledge. Those that use each stage as a learning process to get closer to consumers and learn more about them, will find that they can move on to the next level more quickly. The consumer database is basic with limited information. Marketing spend is used inefficiently without measurable accountability.
Marketing plan is product driven and short term.
All consumer information from marketing programmes is held in one central database to enable interactive communication with the consumer. Promotions and mailings can be co-ordinated and responses entered into a single consumer database. Loyalty motivators are known. All previous sales, transaction and contact history are held in the consumer database. Buying needs and purchasing cycles are increasingly understood.