Social marketing: strengthening company‐customer bonds

Abstract

Purpose

This article discusses optimizing customer retention using customer relationship management (CRM) linked with social cause‐related marketing (SCRM). Establishing a socially responsible synergy between company and customer is targeted to managers seeking creative and innovative approaches that strengthen the value equation.

Design/methodology/approach

The discussion focuses on the progression of CRM from early links to basic database information to its current complex form whereby customers may be outsourced if they do not meet loyalty and mutual value parameters. A ten‐question test for testing CRM strategy is included, along with the steps required for adding SCRM to the company‐customer relationship.

Findings

CRM maximizes customer satisfaction while SCRM maximizes customer loyalty. Together, CRM and SCRM can optimize customer retention by sharing socially responsible activities. Tremendous goodwill with customers and in the marketplace can be generated from the synergy of CRM and SCRM.

Originality/value

Increasingly, it is the customer that is “setting the pace” in the company‐customer relationship. Implementing a SCRM strategy strengthens the business bond while facilitating the transition from the company being dominant to the customer driving the relationship process. The successful integration strategy includes: identify; integrate; switch; shift; choose; and measure.

Citation

Katsioloudes, M., Grant, J. and McKechnie, D.S. (2007), "Social marketing: strengthening company‐customer bonds", Journal of Business Strategy, Vol. 28 No. 3, pp. 56-64. https://doi.org/10.1108/02756660710746283