(Solved Homework): Every company gathers information on customer preferences and buying history in order to…

Every company gathers information on customer preferences and buying history in order to improve their long-term customer relationships. Maintaining a customer database requires protecting the confidentiality of the information.

Consider the following scenario:

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Sara is the marketing manager of a small human resource (HR) consultancy firm. She wants to address improving customer relations and understanding and managing consumer behavior.

She would like to implement a process of using a database to assist her company in its marketing efforts. She is also concerned about online privacy versus off-line privacy.

Now, respond to the following:

What are ways in which she might be able to use the database for better understanding consumer behavior and building customer relationships? Provide at least five such ways.

Expert Answer

A company’s great success lies in their ability to learn about the consumers needs and put them into action as soon as they know everything.Having a sound database is the first step for success but that alone is not enough.Good strategies should be planned to understand what the customer expects .Few options to understand consumer behaviour and building customer relationships are

1.A consumers track can be checked of using his database.The marketing department can analyse of what product the consumer is in search of and use software such that giving preference to the consumers search.

2.Few customers will not be tech savy.They would personally like to be updated about the products they search for.This personal communication in many cases will be a success.

3.One best way of communicating a customer personally is through e mail which gets the desired effects.Many customers will leisurely respond to our queries when asked about their particular needs.

4.Informations given about one particular product for many times will make the consumers check out about it.

5.Rewards and motivational factors will surely interest the customers.

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