Customer Relationships in Services Marketing

Services are essentially intangible. It is often not possible to taste, feel, see, hear or smell before buying. You can search in advance opinions and attitudes, a repeat purchase may rest on previous experience, the customer can give you something tangible to represent the service, but ultimately the purchase of a service is the acquisition of something above intangible. It follows that the intangible is the definitive characteristics that distinguishes products and services intangibility means both palpable and mental. These two aspects explain some of the features that separate marketing of the product of service or e-marketing services.

Many companies fail to understand their customers precisely because their approach to customer relationships is wrong. When companies focus on new customers easily fall into the trap of short-term promotions, price discounts or flashy ads that attract customers but not enough to bring them back. This is because these types of promotions are to attract customers but do not create image or positioning.

On the other hand, when companies begin to understand customers over time, with increasing depth, and are better prepared to respond to changing needs and expectations. However it should be noted that companies should also focus on existing customers, because their company is too focused on the needs and requirements of new customers, you may lose existing customers because it no longer meets your needs.

The construction relationship with the customer was not previously a priority. Today, with the advent of more informed customers, more educated and more demanding, this is a demanding process also in the care of executives of companies. Now that technology allows customers to initiate and conduct their own transactions, a mechanism virtually no boundaries, no limits and no barriers. The balance of power has shifted to the customer.

The processes of management customer relationship should help the company to acquire, hold and cultivate long-term, profitable customer target.

Success in business today is based on building long term relationships with their customers. Hence, the current business focuses on customer satisfaction, customer loyalty and management of customer relationships. Recognize the importance of customer relationships is not enough. It's really convenient to measure the strength of these relationships, especially when implementing marketing strategies into business to business commerce.