1. Customers are no longer loyal. The marketing world is changing so is the behavior of customers. Customers are seeking new and better ways on daily basis to shop for products/services. This has placed the never satisfied customer in a position to control the selling process, as he has the freedom to bolt away at any time particularly with better offer from competitors.
2. Customers don’t really want a relationship, but companies do. Today’s’ customers are under a lot of pressure from advertisement in radio, television, web pages, etc. to the point that they do not want a relationship. However, companies want them because acquiring new customers is expensive and Relationship Marketing can extend the life span of a customer. This has placed a demand on companies to emphasize important relationship drives which are built on trusted products and customer services that exceeds the customer’s expectation through the understanding of the maxim “That every customer has potential, Your best customers can leave, Your marginal customers can buy more, Consumers can become customers.”
3. Customers want information. A company that controls flow of information and keep its name in front of customers has a chance to extend the customers lifecycle. Companies need to expand their communications network to cover alternative paths that customers may use through a process of testing and evaluation of messages/information sent to customers.
4. Customers not only want to be thanked for their patronage, they expect it. Not many companies are aware of this fact so there is no program that gives “thank you” letter/card/sms/ after a first or major purchase has occurred.
5. Customers control the selling process. Price sensitivity makes the customer to negotiate until an acceptable price of product/service has been offered him/her. Companies can no longer fix the prices of product/service as this can prove as serious disincentive particularly for generic products that have easy substitutes.
6. Organizations are beginning to experience lifetime value paradigm shift. The earlier view that the lifetime value of a customer is not relevant rather; it is the lifetime value of the company has relevance to the customer is changing. This shift has become pressure points for organizations to initiate Relationship Marketing programs.
7. Overly complicated program fail to keep customers because of lack of understanding. For example, promos that emphasize cash rewards for different spending levels hardly get the customer to spend more.
8. Keep reporting simple and focused on the customer. This is because companies often get caught up in analysis paralysis and loses sight of the reporting focus. A clear and measurable reporting benchmark is necessary to understand customer behavior and how customers are shifting their buying patterns.

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