Relationship Marketing Strategy and implementation

320 Relationship Marketing

SHARED VISION

DECISIONS

intentions goals and objectives approval

STRATEGY DEVELOPMENT

VALUES THINKING (logic and assumptions) INFORMATION

assessment development evaluation

benchmarking research and analysis

diagnostic 'fact-finding'

STRATEGIC GOAL DEPLOYMENT

subdivision of corporate objectives

specific actions identified

responsibility and resources allocated (facilitation)

collective what? → how?

conclusions and communication opportunities

for contribution provided

process-based customer-focused operational

PLANNING

of customer-supplier value chain

process objectives; teamwork strategies; structure; service preparation

individual/group what? → how? (action plans)

key result areas

ACTION

by internal alliances of P/T marketers; value-adding service delivery

communication of promises/expectation management

role design/review/HRD/job design; solicitation of feedback

measurement of process results/recognition of failures

continuous improvement of internal service quality

process simplification/capability development

flexing structures adaptive to needs of service deliverers

rewards for productivity – visible performance measures

INTERFACE

service encounters/interaction/relationships with customers

in targeted alliances

latitude for discretionary decision-making and behaviour

in response to customer and competitor action/reaction

EXTERNAL ENVIRONMENT

customers, targeted prospects, competitors, opportunities and threats

CONSULTATION

dialogue

cross-functionaldecentralized
problem-solvingshared→ 'total
business concept'

back office/support

frontline

Internal servicequality (ISQ)

(voice of theinternal

customers andprocesses)

External

quality (ESQ)service

(voice of the

customerscompetitors)and

output

processesand

climate, relationships, processes, emplo

yee satisfaction

scanningenvironmental

movescompetitor

satisfactioncustomer

and expectations

Critical Success Factors

Sustainable Competitive Advantages

PROCESS

Figure 5.3 Integrated market-oriented management.