We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The Emotional Relationship Between Company and Client.
- Authors
Gheorghe, Mariana-Simona
- Abstract
Through the implementation of Customer Relationship Management (CRM) systems, multinationals today manage to control globally the quality of customer experience. The fluidity of information flowing within organizations through CRM systems brings businesses very close to the customers. Nowadays, customer satisfaction is less important for businesses than client-company emotional bonding. Customers, today, are seeking for emotional positive experiences, not only to buy something. In order to improve the relationships with today's customers, businesses need to diversify their marketing methods. Exploring the business-client emotional link is a marketing technique currently used to reach customers with messages that matter to them. Current CRM systems have not yet developed the capability of identifying, storing and using psychometric data, relying so far on storing and using demographic information. The paper proposes an informatics model for improving the client-company relationship, based on the emotional marketing approach through specific marketing processes. The utility, architecture, how to use, im - plement and test the IT model to improve the client- company relationship are presented. The proposed IT model can be implemented independently as a marketing tool or integrated as a marketing model in the CRM system. The proposed IT system is designed to collect and use relevant customer in formation, supporting companies that do not have marketing budgets in offering personalized experiences that form long-term business-client relationships.
- Subjects
CUSTOMER relationship management; CUSTOMER satisfaction; BUSINESS failures; MARKETING models
- Publication
FAIMA Business & Management Journal, 2019, Vol 7, Issue 4, p54
- ISSN
2344-4088
- Publication type
Article