What Are the Best Tips for Customer Relationship Management in Marketing?

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  • Written By: Sheri Cyprus
  • Edited By: Heather Bailey
  • Last Modified Date: 02 October 2019
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The biggest tip for effective customer relationship management in marketing is for consulting firms and agencies to remember that these clients expect results from their campaigns. Marketing is a results-driven activity and clients who hire consultants or agencies are looking for a good return on each advertising dollar spent. On top of this, account executives who are prompt and attentive in communicating with their assigned clients can help maintain a good customer relationship. Marketing managers must carefully strategize the best techniques for each unique client rather than use a "one size fits all" approach.

Relying mainly on marketing technology rather than specific strategies for each customer is a common and usually costly mistake. Marketing customer relationship management ultimately depends on client satisfaction and the latest technology alone isn't likely to create that. Clients want and expect marketing experts to analyze their particular business needs and goals in order to come up with the best solutions. In this respect, developing effective listening skills is crucial in good customer relationship management in marketing. If agencies or consulting firms don't meet their clients' expectations, overall satisfaction as well as repeat business will be affected.


A multi-departmental approach to customer relationship management in marketing is often a smart idea. Customers tend to feel valued when they know that the company they are working with to promote their products or services is thoroughly committed to giving them the best possible outcome for a project. This means efficient coordination from website development to choosing ad space to providing prompt campaign results to the client. Each department from information technology (IT) to shipping should be aware of the needs of the client as it affects the agency or consulting firm's different departments.

Not waiting for clients to contact them is an important tip for agencies and consulting companies. Sales can increase when clients feel valued by having their marketing needs anticipated and receiving attention from their account managers. A good customer relationship can't be achieved without effective communication, even if it's only a quick email or phone call to keep in touch. Clients who feel kept in the dark about progress on their marketing campaigns may start to resent dealing with that agency or company, which will of course affect the working relationship. Sending small but thoughtful gifts as a part of customer relationship management in marketing can create a personal approach that is often very well received by clients.


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