Customer relationships are always an important factor for every organization during its operation and growth. For example, in the previous article, Optimalmk shared with you effective customer approach methods. In this article, let’s learn about the relationship challenges that service marketing may encounter. So that your organization can improve the effectiveness of its customer approach process.
Characteristics of service marketing
Definition of service marketing is the activities aimed at satisfying human (customer) needs. Most of the PR activities, attracting suppliers through the purchase and use of suppliers.
Service marketing needs to do the following tasks:
- Research, find out the needs related to the manufacturer that the consumer manufacturer is paying attention to.
- Develop services that meet the needs
- Determine appropriate prices
- Organize distribution channels
- Promote the consumption of the manufacturer.
The consumer manufacturer is the focus and the origin of service creation. In general, all decisions related to manufacturer marketing must be directed to customers.
About products:
Services are inherently intangible. So the product’s characteristics are to make the service “tangible” to the buyer. Build trust for buyers when using, using the supplier. The supplier is not uniform, so it is necessary to have a specialized order, train employees with many years of experience, …
About service pricing:
Because of the intangible and inconsistent characteristics, users will have difficulty analyzing the supplier. Because they also do not know the quality and price of the manufacturer before participating in use. On the side of the manufacturer’s supply organization, the price will be based on the price. In addition, pricing depends a lot on the user’s perception. The manufacturer’s pricing needs to be flexible and change regularly to suit the specific conditions of the customer.
Regarding service provision:
The choice of supply channel should be based on the characteristics of each specific supplier line. Use direct and indirect supply channels or can only provide through direct channels.
Relationship challenges in service marketing
Competition in determining targets
Defining the main target is to determine what the unit wants to aim for in the future in a clear way. These criteria can be set for almost all organizations or for each department and employee when approaching specific customers to ensure stable profits for the unit. Currently, there are still many units that do not know how to determine business goals or determine targets that are not suitable for their company, so they often build unrelated customer approaches and do not achieve the desired profit.
You change your habits
The business market is increasingly fierce and competitive, products/services are also increasingly focused on and perfected. As a result, consumers have been and are being affected, changing their habits and tastes compared to previous processes, especially after the Covid 19 pandemic. Therefore, if the organization does not change in time according to customer tastes, the business itself will become the ones eliminated.
Negative user feedback
No matter what product/service a company sells, it is inevitable that there will be negative feedback from customers. Many businesses consider these negative feedbacks as a crisis and do not know how to handle them. However, if you think positively, these feedbacks will be the keys to help businesses improve their products/services. Just knowing how to handle them actively, organizations can turn difficulties from passive feedback into opportunities for themselves.
Fierce difficulties with competitors
Competition in the market is increasingly fierce, in order to survive, companies must change, must become unique compared to competitors. To do this, businesses need to differentiate themselves from competitors at all costs from products, marketing strategies, … to approaching and caring for users.
Competition in establishing relationships with customers
A unit that wants to grow must rely on the growth of relationships with customers. Many units, after successfully approaching customers, have not been able to build close relationships and retain customers. The relationship between the company and the customer is built on trust, so to establish a close relationship with customers, the company can use many different methods such as: expressing interest in customers, providing useful information about products to customers, maintaining regular contact with customers, …
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