At this level the seller is greatly aware of the customer' needs and customizes goods and services to ensure that they are met. The customer receives personalized service and is treated as a unique individual. Due to this treatment, buyers hesitate to switch to a new firm because they don t want to educate a new seller about their specific needs. Customer Relationships A company needs to acknowledge every customer, but the high-value customers need to be targeted and the relationship nurtured. There are four tools a firm can use to help these relationships grow and to develop relationships with less valuable buyers.
Marketing is the first tool and the most popular.
This includes techniques, in which the business can build and protect customer relations. One of the techniques is to reward purchasing with cash, merchandise or rebates. This is known as frequency marketing. It makes the customer feel as if they are getting more value by shopping at your firm. An affinity program is a good way to build emotional links with a customer.