Nowadays, the era development is also align with the technology development and it leads to customers at present to be more smarter. This phenomenon affects the business competition get harder, and the worst part is, some businesses can not survive and even collapsed. This hard competition encourages some companies to apply the proper marketing strategy in order to attract customers’ interest. However, it is not only about to attract new customers, but also to maintain their existence.
In some sources, marketing strategies are perceived as the core approach to achieve the target market. According to Prof. Claes Fornell, the strategy consists of two types : offensive and defensive strategies.
- Offensive strategy is a strategy to find new customers to increase customers and market share.
- Defensive strategy is a strategy to reduce the possibility of customers switch to other parties. Product improvement and protect the market share from competitors are the steps taken.
As we know that customer satisfaction is the reflection of company’s performance in executing its marketing strategy. The strategy to influence customers to make them satisfied is one of the long-term strategies for the company sustainability. A satisfied customer will be your powerful marketing tool that they are willing to share their experience in using your products/services. Here is some points to combine the defensive strategy with customer satisfaction:
1.Marketing should create a friendship bond between salesmen and prospects.
2.Deliver the products and service properly without exaggerating, it should be based on the facts.
3.Implement the company’s standard operating procedures (SOP).
4 Provide internal training for all marketing and customer service personnel, especially in delivering excellent services including customer’s complaints handling.
5.Provide after sales service for customer convenience such as call center, customer training package, monitoring and maintenance package, and also VIP.
Selecting the right marketing strategy is necessary to determine the steps taken. It influences the company’s sustainability, especially increase their sales revenue.
