Direct and Relationship Marketing Case Study Example | Topics and Well Written Essays - 1500 words

Direct and Relationship Marketing - Case Study Example In the light of the preceding nuances this report presents an explanation and exploration of the principles and application of relationship marketing and retention planning in relation to the case scenario presented on the Dwyers Bathrooms Company. The relationship marketing model holds that service providers can capitalise on offering a broad ranging list of services and products. The model can be well applied when there are alternatives for clients to choose from. Dwyers Bathrooms have created a feasible range of services and products that provide a working foundation for the more intensive implementation and enhancements of the relationship marketing stratagem. Upon providing the core services comprising the supplying and installing of mid-range bathroom suites, Dwyers have also developed a new make-over service which focuses on repairs on bathroom fixtures, tiles, seals and grouting. Dwyers can cash in on this development by enlightening their clients on the new services and products that they are now offering. The application of relationship marketing in various services and product provision domains has been characterised by the development and use of various customer relationship management schemes that allow the observation and assessment of each customer's preferences and dislikes. Dwyers still has a long way to go in tapping the merits of this relationship marketing dynamics. The only element of this kind that Dwyers have implemented has been the customer satisfaction surveys carried out after an installation. The company has to develop and broaden the satisfaction assessment scope of the satisfaction assessment instrument. Also the company has to find means of soliciting information from clients their specific needs that Dwyers can supply upon the range of the products and services they are already offering. The company may consider applying a company tracking service schedules and contacting customers directly on product or service recalls. Dwyers has also not tapped the merits of the other effective element of relationship marketing, personalized marketing. In personalized marketing the main preference is given to the customer. This dimension entails building customer shopping or service purchasing profiles. Information obtained and compiled on customer shopping trends preferences and dislikes, etc, is used to compute and deduce the likelihood of the customer interest and/or preferences in other product/service categories. The likely preferences are conveyed to the clients through various communication channels that a company has in lace for contacting its clients. Although this is typically an internet tailored relationship marketing model, Dwyers is well suited to customize this model and cash in on the huge customer listings they already have. Dwyers must adopt means of conveying computed likely customer references through a way of making recommendations to the clients in via customers email listings, mail postages and any feasible communicative avenues that the company may devise. "Personalized market