Strategic Customer Relationship Marketing (SCRM)

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 Strategic Customer Relationship Marketing (SCRM):
The perfect form of Relationship Marketing is to deliver the distended values to the customers/travellers over and above the regular products and services offered by the organisation. SCRM allows company to overcome the hassles such as obtaining global competitive advantage, adopting the rapidly altering technologies and also minimising time and efforts to market the new products.
SCRM is a strategic business process whose vital objective is to build long term relationship with its customer/traveller, to ensure customer/travellers loyalty along with enhancing the brand image and its value and increase customer satisfaction. SCRM can also be considered as organisation’s philosophy, to enthusiastically …show more content…

Now a days it is rare to get someone who does not use internet for communication as the modern technology has almost rule out the old communication system of all age group. Though there is always some people who still prefer to visit in person for information and purchases.

The strategy involves activities like creating, promoting, pricing goods and services. Sometimes even distribution of certain types of products through the internet.

E-marketing thus aims at generating integrated communications with both existing customers/travellers and prospects and generates loyalty.

British Airways as a leading industry has well enough active in this area of marketing. They have taken a number of effective action such as launched and continuously developing website, mobile massaging to send promotional offers to all customer group and communicating with executive customers, advertising electronic Medias. Maximum customer of BA is booking online on ba.com.

 Role and effectiveness of Viral Marketing activities and …show more content…

It is very cost effective compare to traditional form of marketing. It is more trustworthy form of marketing for customers/travellers as it can be recommended by their know people.

However, incentives given to the people for the spreading messages may increase fake customers. Also it cannot be controlled by the organisation as it could also reach those people to whom organisation do not want to convey such message. The content and the motive of the message may get entirely altered as it passes along person to person.

In November 2013 British Airways unveiled an advertisement billboard named “look up” that can identify the real plane flying overhead. About the add Abigail Comber, head of marketing at British Airways, said: 'This is a first, not just for British Airways but for UK advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them’.
( Author: fra30774 | Filed under: Ambient, Digital, Installation, UK)
[http://www.digitalstrategyconsulting.com/intelligence/2013/11/british_airways_look_up_outdoor_campaign_identifies_real_planes_in_the_sky.php

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