Customer Relationship Marketing | Data-Web Analysis.
Dr.Arindam Ballav (BDS, MBA HHM)
EHR/EMR consultant | US healthcare | BDS, Master's in HHM.
Customer Relationship Marketing | Data-Web Analysis.
Customer Relationship Marketing is an important asset to sustain the goodwill of the organization. Through various tools and techniques of CRM, credibility is created among the customers. A marketing team has various tentacles in the form of strategies to reach their customers. One of them is Customer Relationship Marketing. This article is a brief statement about the impact of CRM on the daily life of a customer.
Dr.Arindam Ballav.
[Author’s Note
The names of the organizations mentioned in this article are purely selected based on an example. The strategies explained are verified and recognized. This article is not meant to objectify or locate any fault in the organizations that are mentioned here.]
Introduction
The marketing strategy which is centrally focused on maintaining a relationship with the customer is called Customer Relationship Marketing[1]. The main objective is the sustainability and propagation of the relationship between a company and a customer.
The 5c Analysis[2] is a tool for collecting data. It consists of five important components:
1.Company
2.Customer
3.Collaborators
4.Competition
5.Climate
As it can be clearly understood that these five components should be analyzed and utilized for running an organization. One of the factors is Customer.
Customer Relationship Marketing is a part that falls under this particular factor. The following case study shall explain the various ways CRM affects our day to day life.
Keyword
Customer Relationship Marketing, Data Web, Product Injection Strategy, Customer Diversification Strategy.
A case study:
Medha is a student of Symbiosis Institute of Health sciences. She lives in a rented flat in Pune with three of her friends. Like all other millennials, she loves to place her bids in online shopping. Myntra is the application of her choice. Her Facebook details are linked to her Myntra account. Her Facebook account is linked to her Google account. She prefers to use the application because it has got a wide range of products. On the contrary, the application takes perfect care in the form of an algorithm to analyze her needs, preferences. Her priorities are sorted based on her lifestyle and budgetary demands.
A brief analysis:
Customer Diversification Strategy
The Big-data web is as mythical as Dark Web[3]. As soon as Medha has enrolled herself as a customer of Myntra, she came into an array of constant surveillance. Her account is continuously monitored based on the following:
- The websites she visits outside Myntra.
- Her most searched items on Google.
- The keywords she uses on various online platforms like Facebook.
With the help of complex algorithms, these digital data are sterilized. The processed data gives a clear cut idea about the priorities of Medha in the fashion platform. This is the reason for Medha to prefer Myntra over any other online applications.
The analysis of all these factors helps Myntra to create a suitable dashboard for Medha. All her preferences, her searches related to the products offered by Myntra, broadcasted in one place.
Imagine, this similar strategy is employed in millions of other customers like Medha. This way of increasing the variety of customers, following a chain reaction, is called the Customer Diversification Strategy.
Product Injection Strategy
A data matrix is formed where all her data is used to keep her informed about any recent upgrade that Myntra makes. It is achieved in the following ways:
- Medha gets text messages that inform her about any new discount that will be made available.
- Her mailbox is flooded with infographic schemes, making her aware of the ‘big day sale’.
- If she gets busy once in a while, she is greeted with a ‘we miss you’ text.
- Even the folks at Myntra places her a scheduled call to make sure she is still important to the community of Myntra.
This is a strategy that constantly gets her attention without Medha realizing about it.
This is the marketing strategy of an organization to introduce their products. Some of the products are those that the company wants Medha to see. These are not a part of the query placed by Medha. This form of introduction of products, resulting in demands from the customer, is termed as Product Injection Strategy.
This is a symbiotic relationship. The sustenance of this relationship through combined efforts of all these factors is anonymously termed as Customer Marketing Relationship. This is achieved in the form of analysis and collection of data through various tools and techniques.
One of the most important techniques is Search Engine Optimisation[4]. SEO is the way where keywords are picked from the query of customers. These keywords are matched and linked with the database. Once it is found, the results are displayed on the page. This is how Google search engine functions.
There are various other tools such as SQL [5](Structured Query Language) which is employed by Google and Amazon web services for producing results as soon as the customer puts a query through the keywords.
Conclusion:
Customer Relationship Marketing is defined and properly explained by various websites. But it is important to understand and locate its impact on our day to day life. We are consumers and customers at the same time. The biggest curse of marketing is to force us to work in a simulation. A simulation where we are forced to think in a way that they want us to think. For Medha, it was not her charming personality that got her under the radar of Myntra. It is an entire matrix where she is just a number from the millions of users. Hence, it is always important to be specific to our choices as well as our conscience.
References
[1] https://www.ngdata.com/what-is-customer-relationship-marketing/
[2] https://www.smstudy.com/article/5c-analysis
[5] https://www.infoworld.com/article/3219795/what-is-sql-the-first-language-of-data-analysis.html