Essay Sample on Management of Customer Relationship

Introduction

Technological development in business is getting better day by day with the aim of satisfying customer's needs and wants. Ideally, the Internet has traversed in the marketing industry transitioning customers to a world global economy hence easing customer relationship management. isFor example, Adidas which is a multinational Germany Company that manufactures sports accessories. It sales their product both online and at its' generated stores across the globe. It uses E-marketing strategy which enables it to forward thrash in athletic and clothing market (Packer, 2011). The reason why I choose this company is the type of products and services it offers. They make it outstanding and unique thereby standing tall in the sports sector. The company's primary goal is not only to thrive in marketing but to add value to the products meant for their customers. It creates a substantial competitive advantage in the competitive sports market which results in the development of an effective relationship between customers and the company's management.

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The E-marketing activities of Adidas Company create an enabling environment and a platform which with-holds its personal information. It listens to the needs and interests of its customers by responding to comments posted and proving products of interest. From the company's objectives, it is galvanized to lead in sporting products with all its brands that are built on sports passion and lifestyle. The strategic goals attract customers in social media and e-marketing sites (Nguyen et al., 2016). Adidas Company updates its customers on the brands manufactured using email and social media platforms, and this has helped it to achieve its mission. For instance, when customers subscribe to the digital marketing site, they submit their details such as name, phone number and email address. They also post their comments about their needs and the satisfaction of the services offered by the company. The digital marketing and data analytics blog of the company guarantees its customers the privacy of information they post on the site.

Adidas makes it's communication through online digital sites especially e-mails and blogs. It stays a step ahead with the salesforce hence enabling the customers to experience what looks better and useful to them. The nature of communications Adidas makes through the email turn's customers into fans. There is no credit card or software to install for the services and updates to be received. Adidas website acts as an athletic gear to online marketing through different brands that provide premium and personalized experiences. There is fully customizable support that finds the best solution for customers. The interactions created in the email and social media platforms result into a customer service cloud which makes it efficient for communication of customer's wants to the management.

The significance of e-marketing strategy is to support and bring excitement to the customers who have a passion in the sports industry. For example, in the 2014 World Cup, Adidas was the sponsor of the official soccer trail (Godsey, 2019). The support from this digital marketing support was to help sports firms to thrive and at the same time boost the needs of customers. The thriving force develops from the production of products such as bags, watches, and other sportswear products. Consequently, online marketing is like a campaign where the company advertises its products to enlighten and solicit its customers the importance of sports in both physical well-being and entertainment. Beyond the World Cup sponsorship, Adidas helps football clubs to build walls and stadiums which are used for soccer and athletics in the field of sport hence building customer's loyalty.

Notwithstanding, the company brings customers loyalty through the type of services it provides through the support system. Notably, the services match with individual's needs, and this has been vital as it boosts best return on investments to the company. E-marketing is the best marketing system which roles out any upcoming opportunity to the customers are hence keeping them up to date on the products and services that the company is offering. The technological trading has enabled it to develop multiple websites that comprise of direct user education, help desk and professional services that complete the pallet of customer needs. The significance of creating various sites is to put the interests and needs of customers first something which translates to the realization of the set objectives in the company. From the analogical perspective that, great websites implicate maximum performance and achievement from the business explains it all because customer's satisfaction translates to maximum achievement and progress of any company.

Online marketing and advertisement help Adidas to know its buyers one by one through email linked relationship. Customers are, therefore, treated as individuals through answering questions that meet their needs and wants. Above all, they get to know the locality of the customer including their interests. This strategy has helped the company to boost its sales and performance for the fact that, the goods and services are customer oriented. According to recent studies by Smith-Dubendorfer, Adidas uses the knowledge of customers to manufacture its sports products (Godsey, 2019). This process makes delivery and satisfaction of customer needs to be achieved faster because the customer provides information about the location and the type of products to be produced.

E-marketing helps Adidas to bring its brands closer to consumers. The online marketing strategy utilized because of the twenty-first digital era that requires technology to match with the existing generation. Consumers know what they want, and therefore, they do not go to purchase a product that will not satisfy their needs. The e-marketing channel is essential to the company's growth and success. The consumer-centric channels created to enable the company to transition from the old days of operation of market sales to the digital era that brings Adidas brands to life. There is a faster market created in Adidas which delivers a better experience to customers through the building of custom products that allows customers and shoppers to be at the center of the business. The integration works better with best class businesses in the world that interlinks management with customers.

The model of actions used is compelling despite the weakness that may be explored from the entire process. Most customers receive the email updates, but they hardly read through them. Recent survey depicts that, the attention span of the users is quite low when it comes to content reading (Packer, 2011). In many cases, pictures and presentation will be viable for customers to get a crap of the information being advertised. Some factors can illuminate the transmission of information directly hence meeting the customer's loyalty. To start with manufacturing, products that match with the needs and interests of customers will keep them all the parties engaged. The company should also use precise and clear messages that are not confusing while on their websites, social media channels and to individual emails.

Conclusion

In conclusion, e-marketing customer relationship management has an impact on the performance of many businesses. The strategy used by Adidas helps to scale up the audience reach to the market despite the existence of a competitive environment in sports ware products. It has influenced shoppers and consumers to buy products that are cost-effective and need satisfaction. This loyalty has created a robust customer-management relationship that works in decision making and marketing of the company's accessories.

References

Godsey, J. (2019). By putting shoppers at the center of its business, Adidas keeps winning. Retrieved from https://www.salesforce.com/customer-success-stories/adidas/

Nguyen, B., Pantano, E., Dennis, C., & Gerlach, S. (2016). Internet retailing and future perspectives. Routledge.

Packer, R. (2011). Social media marketing. The Art of Conversational Sales. WSI.