In this chapter our aim is to evaluate suggested marketing strategy as for benefits and cost and furthermore as for four key characteristics of a good strategy. In order to be able to do so we decided to put together all above mentioned partial strategies and organize their outcomes accoring to if they are to be evaluated quantitatively or rather qualitatively or both.
All strategies to be evaluated qualitatively cannot be supported by any hard data except for theoretical quotations expressed in chapt. 4 on CRM. Win-win strategy will bring with itself orientation on fair behaviour mainly in form of partial value-based pricing strategy and strategy of equal approach. As TAB. 43 shows fair behaviour stays in a very high level of customers interest and low or no price would positively estimate not much above 50% of current company´s customers the satisfaction there surely increases if we apply this strategy.
Increased quality of services will show in percentage of appearance at Styl 2000 to the required level (see TAB. 43). We can mention e.g. communication through more channels including webpages, short time of order process or quick response to enquire. All of these will be brought in by CRM.
CRM strategy can be evaluated according to consonance as TAB. 52 below shows. As mentioned above – if we receive positive answers in four of the mentioned variables and one negative (stated as the last), we can consider relationship marketing as the highly convenient method for building such a strategy. In our case we can see that this is the right case for using CRM software based strategy.
TAB. 52 Key Variables for Introduction of Relationship Management
Resource: own calculations Use of CRM software in web pages is good strategy for improving satisfaction of customers as well. We believe that increase in accessibility to information concerning company as a whole, its activities, realisations and plans will lead to higher percentage of perceived appearance of key factors in company´s services as for TAB. 43. In this context one thing is worthy mentioning – competitors´ webpages do not show high quality and level of informativeness, we therefore this way increase the differentiation in quality of services as well.
Introduction of new activities will bring better approach to customers, or more exactly expressed – approach on professional level, be it increase awarness through articles in magazines or lectures at high schools.