Хорижий тил Фанидан мустақил таълим

ЎЗБЕКИСТОН РЕСПУБЛИКАСИ
ОЛИЙ ВА ЎРТА МАХСУС ТАЪЛИМ ВАЗИРЛИГИ


ТОШКЕНТ МОЛИЯ ИНСТИТУТИ



Хорижий тил
Фанидан


МУСТАҚИЛ ТАЪЛИМ


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Тошкент – 2022


Self-study 19
TASK 19.1 Read the text and answer the questions.
Building customer relationships
Give your customers a reason to form an emotional connection with your company. Good customer relationships are based on customer experience—what it's like for people to do business with you. Building customer relationships is important because they increase sales, reduce customer attrition, deliver invaluable marketing, boost employee morale and turn customers into your R&D department.
A good customer relationship is when the customers have a consistent customer experience every time they interact with the business and leaves them with a good impression. ... Customer relations aims to create a mutually beneficial relationship with the customer that extends beyond the initial purchase.
Today, a major part of promotion is developing long-term relationships with customers so that they make repeat purchases and are open to cross-selling of related products. Tools for developing customer relationships include:

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  Building a brand identity that the customer will relate to (eg through sponsorship and endorsements).
  
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  Frequency programs (eg frequent-flyer programs on airlines).
  
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  Forming communities of buyers (eg consumer chat rooms on the Internet, or meetings of owners of Harley Davidson motorbikes).
  
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  Affinity marketing (= attracting customers on the basis of their other interests, for example linking a credit card to a favourite charity).
  
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  Individualized advertising based on previous purchases (eg Amazon's book suggestions).
  
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  Со-marketing with another company (eg giving away a toy at McDonalds that links to a new Disney film).
  
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  Using CRM software to give the customer a more personal experience when they contact the company.
  

1. 
   Why is it important to build a customer relationship in marketing?
   
2. 
   What is a good customer relationship?
   
3. 
   Give an example for developing a good customer relationship.