Duncan (2005) introduced the customer initiated marketing model started with a source (customer and stakeholder) that encodes a message (question, complaint and compliment), which is addressed through channels (letter, email, salesperson, customer service or internet). Amid noise such as busy signal, company delays, and incomplete information, after decoding the message a receiver (company) will respond feedback including 4 Rs (recourse, recognition, respect and reinforcement) to customers. Customer relies on 4Rs from companies responds to reinforce customer support.
Mujibur (2007) stated that this model concentrates on customer and management the response to customer-initiated touch point, an interaction occurred whenever a customer contacts company. Managing the response to customer-initiated touch points plays a significant role in integrated marketing communication (IMC) because these contacts such as intrinsic brand contacts influence dramatically to customer retention. Moreover, in initiated touch points most customers engage complaints or inquire about the usage of product. If company cannot satisfy upset or frustrated customers, they may stop using and repurchasing product/ brand. In the other words, the way company responds can influence significantly to customers’ repurchase decision.
Understanding the important role of consumers to the maintenance and the development of the business, many companies want to approach and establish a close relationship to their target customers. In order to create long-term and profitable relationship, integrated marketing communication program apply interactivity that send messages and receives feedback from customers and other stakeholders.
Companies try their best to create effective dialogue with consumers. However, in many situations their brand communication is obtrusive and confusing. Therefore, in order to persuade customers to purchase company’s products, marketers need to create useful communication with their target consumers. In the other words, the communication should provide information about product and include added value, which stimulates customers to hear about products and choose to be exposed to this information. With the assistance of new technologies, the communication between customers and companies becomes easier. Due to the development digital technologies, especially the growth of Internet, everyone get involved in “Social web”. Morgan Stanley identified that more than five and a half hours people spent on social networking as Facebook, Twitter, MySpace and so on in December 2009. Compared to previous year, it was increased 82%.
APPLY SOCIAL NETWORKS USERS’ GROWTH.
Recognized this trend, Coca Cola invest more in Social media. Coke Zone is illustrated as one of the typical example.
http://www.cokezone.co.uk
Coke Zone is created a social media oriented site, which aims to take advantage of “Social web” and interact with customers. This strategy not only helps Coca Cola to create buzz to customer. This marketing strategy not only helps Coke generate buzz around new product launch but also engage with consumers in order to improve the relationship between customer and brand.
Nowadays, due to citizen journalism , customers spend more time for many internet activities such as blogs, articles and share information. Therefore, blog can be considered such as a new model of word of mouth, it helps to maintain brands and images of companies effectively. So, in fact, companies carry out a lot of marketing activities on blogs as well as tweets. This is also the place where companies can receive feedback and opinions of customers what they expect from products or services privately so that companies can change or launch new series to satisfy them.
However, one of the common mistake made by company using internet was inviting everyone to communicate to them, even many responders are not their customers or potential customers. This step takes time and money consuming. Besides that, many companies do a poor job of responding to customer-initiated messages, especially on email and phones contacts.
In order to improve the close relationship and interactivity with customers, marketers should ensure that consumers perceive the purposeful dialogue. There are four Rs of purposeful dialogue including recourse, recognition, responsiveness and respect.
Recourse: It is the fact that a predominant concern of any customers is how to diminish risk when consuming any products.Recourse is someone or something as a source of help in a difficult situation. For instance, methods are used to deal with complaints will determine future customer relationship and loyalty. The difficulty level of getting problems and questions solved will identify the customer relationship and loyalty.
Recognition: it is commonly said that customers and stakeholders are in favor of being personally recognized. It means the organizations have records and acknowledge purchase history of valued customers. Personalized message strategy is implemented to activate the customer recognition, which is possibly most preferred by customers and it is done by collecting purchasers’ information into system during the course of business.
It is even more highly appreciated and valued if companies do not only recognized customer purchase history but also retrieve it forward to the future transaction and communication for those frequent buyers.
Responsiveness: is defined as ability of organizations to interact and react to satisfy customers’ enquiry or problems. A company is seen to be responsive when it listens and assists customers to produces satisfaction or at least help them to move to the next steps to get their contact purpose reached.
The lead time of the corresponding issue will determine responsiveness of a company, for instance, period of time from order from buyers is made and sent from the company or complaint is received and a reply is received.
Respect: means consideration and appreciation to customers not to make them feel annoyed in regard to ads and other messages they may have little interest. The target audience is considered to be most important compared to all other aspects of organizations since the budget spent on ads will only waste of money if they are not interested.
In relation to respect, customers are not interested in receiving tons of e-mails every day, especially B2B relationship, about products or line extension which they may not need at all. Company needs to appreciate and respect customers’ time, which will lead to increase in likelihood of getting them in commercial relationship.
Mujibur (2007) stated that this model concentrates on customer and management the response to customer-initiated touch point, an interaction occurred whenever a customer contacts company. Managing the response to customer-initiated touch points plays a significant role in integrated marketing communication (IMC) because these contacts such as intrinsic brand contacts influence dramatically to customer retention. Moreover, in initiated touch points most customers engage complaints or inquire about the usage of product. If company cannot satisfy upset or frustrated customers, they may stop using and repurchasing product/ brand. In the other words, the way company responds can influence significantly to customers’ repurchase decision.
Understanding the important role of consumers to the maintenance and the development of the business, many companies want to approach and establish a close relationship to their target customers. In order to create long-term and profitable relationship, integrated marketing communication program apply interactivity that send messages and receives feedback from customers and other stakeholders.
Companies try their best to create effective dialogue with consumers. However, in many situations their brand communication is obtrusive and confusing. Therefore, in order to persuade customers to purchase company’s products, marketers need to create useful communication with their target consumers. In the other words, the communication should provide information about product and include added value, which stimulates customers to hear about products and choose to be exposed to this information. With the assistance of new technologies, the communication between customers and companies becomes easier. Due to the development digital technologies, especially the growth of Internet, everyone get involved in “Social web”. Morgan Stanley identified that more than five and a half hours people spent on social networking as Facebook, Twitter, MySpace and so on in December 2009. Compared to previous year, it was increased 82%.
APPLY SOCIAL NETWORKS USERS’ GROWTH.
Recognized this trend, Coca Cola invest more in Social media. Coke Zone is illustrated as one of the typical example.
http://www.cokezone.co.uk
Coke Zone is created a social media oriented site, which aims to take advantage of “Social web” and interact with customers. This strategy not only helps Coca Cola to create buzz to customer. This marketing strategy not only helps Coke generate buzz around new product launch but also engage with consumers in order to improve the relationship between customer and brand.
Nowadays, due to citizen journalism , customers spend more time for many internet activities such as blogs, articles and share information. Therefore, blog can be considered such as a new model of word of mouth, it helps to maintain brands and images of companies effectively. So, in fact, companies carry out a lot of marketing activities on blogs as well as tweets. This is also the place where companies can receive feedback and opinions of customers what they expect from products or services privately so that companies can change or launch new series to satisfy them.
However, one of the common mistake made by company using internet was inviting everyone to communicate to them, even many responders are not their customers or potential customers. This step takes time and money consuming. Besides that, many companies do a poor job of responding to customer-initiated messages, especially on email and phones contacts.
In order to improve the close relationship and interactivity with customers, marketers should ensure that consumers perceive the purposeful dialogue. There are four Rs of purposeful dialogue including recourse, recognition, responsiveness and respect.
Recourse: It is the fact that a predominant concern of any customers is how to diminish risk when consuming any products.Recourse is someone or something as a source of help in a difficult situation. For instance, methods are used to deal with complaints will determine future customer relationship and loyalty. The difficulty level of getting problems and questions solved will identify the customer relationship and loyalty.
Recognition: it is commonly said that customers and stakeholders are in favor of being personally recognized. It means the organizations have records and acknowledge purchase history of valued customers. Personalized message strategy is implemented to activate the customer recognition, which is possibly most preferred by customers and it is done by collecting purchasers’ information into system during the course of business.
It is even more highly appreciated and valued if companies do not only recognized customer purchase history but also retrieve it forward to the future transaction and communication for those frequent buyers.
Responsiveness: is defined as ability of organizations to interact and react to satisfy customers’ enquiry or problems. A company is seen to be responsive when it listens and assists customers to produces satisfaction or at least help them to move to the next steps to get their contact purpose reached.
The lead time of the corresponding issue will determine responsiveness of a company, for instance, period of time from order from buyers is made and sent from the company or complaint is received and a reply is received.
Respect: means consideration and appreciation to customers not to make them feel annoyed in regard to ads and other messages they may have little interest. The target audience is considered to be most important compared to all other aspects of organizations since the budget spent on ads will only waste of money if they are not interested.
In relation to respect, customers are not interested in receiving tons of e-mails every day, especially B2B relationship, about products or line extension which they may not need at all. Company needs to appreciate and respect customers’ time, which will lead to increase in likelihood of getting them in commercial relationship.