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Unit 6 Customer relationship management marketing

Touch Point
any point of contact between a buyer and a seller.
Brand
a toolbox of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers.
brand promise
is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company.
consumer behavior
the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
customer perception
A marketing concept that encompasses a customer’s impression, awareness and/or consciousness about a company or its offerings.
customer relationship management
a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth.
customer experience management
is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle.
customer-centric strategy
Creating a positive consumer experience at the point of sale and post-sale.
continuous improvement
an ongoing effort to improve products, services or processes. These efforts can seek “incremental” improvement over time or “breakthrough” improvement all at once.
business process management
a systematic approach to making an organization’s workflow more effective, more efficient and more capable of adapting to an ever-changing environment.
customer intelligence
is the process of gathering and analyzing information regarding customers
cross-selling
sell (a different product or service) to an existing customer
up-selling
is a sales technique whereby a seller induces the customer to purchase more expensive items, upgrades or other add-ons in an attempt to make a more profitable sale.
informed consent
permission granted in the knowledge of the possible consequences, typically that which is given by a patient to a doctor for treatment with full knowledge of the possible risks and benefits.
integrity
the quality of being honest and having strong moral principles; moral uprightness.

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