CRM Process Framework:

A four stage relationship marketing process was developed by Atul Parvathiyar and Jagdish. N. Sheth . The model suggests that relationship marketing process comprises of

Four sub processes:

• Formation Process
• Management and Governance  process
• Performance Evaluation process
• Relationship Evolution or enhancement process.

 The generic model is shown in the figure.

 

Relationship Marketing Process Framework

  

I. Formation Process of Relationship Marketing:

The formation process of relationship marketing involves the decisions that must be made regarding the initiation of relationship marketing activities for a firm with respect to a specific group of customers or an individual customer with whom the customer wishes to engage in a cooperative and collaborative relationship. In the formation process, three important decision areas relate to defining the purpose (objectives) of engaging in relationship marketing, selecting parties (customer partners) for relationship marketing and developing programs (relation activity schemes) for relationship marketing engagement.

II. Management and Governance Process:

Once a relationship marketing program is developed, the program as well as the individual relationship within it must be managed and governed. For mass market customers, the degree to which there is symmetry in the primary responsibility in deciding whether the customer or the program sponsoring company will be managing the relationship values with the size of the market. However, the programs directed at distributors and business customers, the management of the relationship require the involvement of both the parties. The degree to which these governance responsibilities are shared or managed independently depends on the perception of norms of governance processes among rational partners given the nature of their marketing program and the purpose of engaging in the relationship. Not all relationships are managed alike. However, several researchers have suggested appropriate governance norms for different hybrid relationships.

Irrespective of whether relational partners undertake management and governance responsibilities independently or jointly, they must address several issues. These include decisions regarding role specification, communication, and common bonds, planning process, process alignment, employee motivation and monitoring procedures.

III. Performance Evaluation Process:

Companies need to undertake periodic assessment of the results of relationship marketing in order to evaluate whether or not programs are meeting expectations or whether or not they are sustainable in the long run. Performance evaluation is also useful because it allows firms to take corrective areas of relationship governance regarding continuation, modification or termination of relationship marketing programs.

IV. Evolution Process of Relationship Marketing:

Individual relationships and relationship marketing programs are likely to undergo change as they mature. Some evolution paths may be planned, where as others will evolve naturally. In any case, the partners involved have to make several decisions about the evolution of their relationship marketing programs .These include the decisions regarding the continuation, termination, enhancement and modification of  the relationship engagement. Several factors could affect any of these decisions. Among these factors, relationship performance and relationship satisfaction are likely to have the greatest impact in the evolution of relationship marketing programs. When performance is satisfactory, partners would be motivated to continue or enhance their relationship marketing program. When performance does not meet expectations, partners may consider terminating or modifying their relationship. When companies can chart out their relationship, they can engage in relatively systematic relationship marketing programs.