Relationships improve effectiveness and efficiency

Relationship marketing is about forming long term relationships with customers, stakeholders and partners. Rather than promoting a product or offering, relationship marketing focuses on refining the way you do business in order to maximise the value of the relationship for your customers and stakeholders.

Your relationships with customers, partners and stakeholders are key to the efficiency and effectiveness of your organisation. Nurturing relationships can help to

  • improve operational efficiency through trust and collaboration
  • provide competitive advantage through perceived value rather than price
  • increase demand for products and services through recommendations and referrals
  • increase retention through better customer insight and product development in line with evolving customer needs

Influence perceptions by refining the way you do business

Good two-way communications is part of the route to good relationships but not the whole answer. Relationship marketing focuses on the factors that underpin good relationships: meeting basic needs, managing expectations, reducing perceived costs and personalising service.

Using Relationship Marketing to build and sustain customer loyalty is well established and we continue to help companies grow and develop through improved customer communications and customer satisfaction.

What about inside the organisation? At Marketing In Control, we specialise in applying those proven Relationship Marketing principles inside the organisation as well. Stakeholder engagement is a fundamental challenge for internal service providers such as PMOs, IT and HR. Negative perceptions, misunderstanding or disinterest make it incredibly difficult and add cost and delays to projects. We help teams to apply Relationship Marketing techniques to change perceptions and build the relationships with internal customers and stakeholders that are essential for achieving their business objectives.

Best practice supported by research and communication

Our simple models enable teams to integrate marketing best practice into core activities whilst remaining focused on delivering the optimum service for internal customers.

Effective Relationship Marketing needs to be underpinned by insight and effective communications. We offer communications tools and coaching to improve the capability and performance of individual leaders and teams; we provide hands-on support to provide specific capabilities or solutions that your project requires; and we can support your team with independent and objective research services to ensure you have the insight required to inform your decision-making.


Some definitions

To establish, maintain and enhance relationships with customers and other partners ... so that the objectives of the parties involved are met.
— Grönroos
Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.
Relationship Marketing brings quality and customer service together, to close the gap between what customers expect and what they receive.
— Cranfield

Applying relationship marketing


How relationship marketing can help your organisation