Title: STRATEGIC CUSTOMER MANAGEMENT WITH THE SUPPORT OF INTEGRATED MARKETING COMMUNICATIONS
Abstract: In the 21st century, a large number of companies are focused on managing strategic customers through integrated marketing communications. Through internal organizational systems, sales companies find a way to treat their strategic customers differently from traditional customers. Key customer management is no longer seen as a simple process of interaction that takes place between the buyer and the seller. The key customer is the backbone of all active actions through technological innovations and the application of modern marketing techniques in order to meet the constant growth of consumer demand / service users. Through the integration of sales and marketing skills, a special added value is created for the strategic customer, created in the atmosphere and shopping experience that is usually shaped individually. The article deals with the competencies and techniques by which the sales and marketing sectors channel their communication to the most important clients. From nurturing competitive intelligence, emotional competence, empathy and active empathic listening, self-control activities, communication and presentation skills, interculutral communication, negotiation skills, adaptive sales, consultative sales, coordination skills, customer knowledge, products and technical management, performance orientation and sales efficiency, ethical behavior, sales experience to the resolvement of possible conflicts. From a theoretical point of view, the article points out the importance of synergistic action of sales and integrated marketing activities, both for traditional and online customers. From a managerial point of view, the article significantly provides determinants to sales MPs on how to define, recruit and nurture key customers in their business. This article also offers potential answers that create a turbulent market environment versus sales structures - it examines how marketing techniques meet the requirements of modern strategic customers, but also vice versa, as technologically modern products require the transformation of communication to important consumers. The role of sales and marketing managers is extremely important in creating an interactive relationship with key customers. Evaluating the company's vision and mission, as well as the most important set goals make it easier to find the target key customers. Thanks to new digital marketing technologies, the boundaries of cooperation with important customers are constantly expanding, and this further adds importance to online market research, new appearances and design of the offer in accordance with the requests of the target customer population. With the support of mutual action of the sales and marketing team, after the recruitment of key customers, very important relationships with them can be nurtured and preserved more intensively, which in the long run bring trust, loyalty and commitment to company values.
Publication Year: 2020
Publication Date: 2020-10-08
Language: en
Type: article
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