What does Relationship marketing mean in marketing terminology?

Relationship marketing

Relationship marketing is a strategy used by organizations or businesses to develop a long-term relationship with their customers. It focuses on the customer’s needs and satisfaction rather than the individual purchase. It emphasizes loyalty, long-term customer engagement, and customer service. Relationship marketing is the key to building customer loyalty over the longer-term.

Generally, relationship marketing involves four key focus aspects: connecting, communicating, collaborating and creating experiences.

The aim is to maintain customer loyalty so that customers come back for more and business relationships become increasingly strong and mutually beneficial over time.


The first step in relationship marketing is connecting with customers, through a variety of methods such as websites, emails, and social media. Use these means to reach a large pool of potential customers.

By connecting with potential customers online, companies can develop relationships with them and build trust. Companies should respond to customer comments and queries quickly and effectively, as this sets the platform for building a strong relationship between the customer and the company and encourages customer loyalty.


The second step in relationship marketing is keeping in touch with customers. There are various ways of doing this, including email, newsletters, RSS feeds, and direct mail. Companies should use these methods to keep customers up to date with new products, special offers, and any other news that might be of interest to them.

It is important to make sure that these communications are tailored to the customer, and that customers are not bombarded with emails or newsletters. Instead, a balance needs to be reached so that customers receive information that is of value to them.


The third step in relationship marketing is collaborating with customers. This involves working collaboratively with customers on projects or launching customer reviews or surveys to get their feedback. This kind of customer engagement encourages customers to build relationships with the company and to stay loyal.

It is also important to reward customer loyalty, by offering rewards such as discounts, loyalty points, or other incentives. This will show customers that the company cares about them and values their business.

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Creating Experiences

The fourth and final step in relationship marketing is creating experiences for customers. This involves providing customers with a consistent and pleasant customer experience, such as through providing 24/7 customer service, responding quickly to customer queries, or giving customers an outstanding product. Companies should aim to exceed customer expectations and offer them an enjoyable customer experience.

General Guidelines & Best Practices

The following guidelines and best practices should be followed when implementing a relationship marketing strategy:

• Make sure the customer is at the heart of everything you do – customer satisfaction should be your priority.

• Identify your customer personas and segment your customers into different groups so that you can tailor specific messaging to them.

• Establish a presence on a variety of online platforms to reach a wider group of potential customers.

• Make sure that the content you are creating is targeted, relevant and of value to your customers.

• Keep in contact with customers continuously and build trust with them.

• Respond quickly to customer queries or complaints.

• Collaborate with customers on projects and solicit their feedback through surveys or reviews.

• Show customer appreciation by offering rewards or incentives.

• Give customers an outstanding product and provide them with a consistent customer experience.


In conclusion, relationship marketing is a strategy used by organizations or businesses to build a long-term relationship with their customers. It focuses on customer’s needs and satisfaction, and emphasizes loyalty and customer service. Four main aspects should be focused on: connecting, communicating, collaborating and creating experiences. By following the general guidelines and best practices outlined above, companies can effectively implement relationship marketing and encourage customer loyalty.