Relationship marketing is a strategy intended to encourage customer loyalty, long-term interaction and involvement. Approach to customer relationship management (CRM) is more focused on customer retention than customer acquisition. Why? Because of the cost required to attract new customers five times greater than to retain current customers.

Relationship marketing is planned to develop strong relationships with customers by providing information directly to customers according to their needs and interests. This approach will lead to increased word-of-mouth activity, repetitive purchasing and the willingness of customers to provide feedback to you.

Relationship marketing practices more easily because there has been customer relationship management software that allows tracking and analyzing each customer's preferences, activities, tastes, dislikes, and complaints. For instance, a shirt manufacturer can create and maintain a database of when and how customers are buying their products, the option they choose, etc.

The substance of the relationship marketing is customer retention through various ways and practices to ensure repeat purchases from customers. With what? By assembling things above through a mutually beneficial relationship.

Relationship marketing using the event-driven tactics of customer retention marketing by treating marketing as a process from time to time. With marketing activities and tactics which are appropriate based on the customer life cycle, relationship marketing approach will achieve very high customer satisfaction and it will greatly benefit for you.

Case studies:
Say a customer visiting your website every day but no conversion. They do not buy your product. They are not happy with the content, or they have found alternative sources for buying similar products. With relationship marketing strategy, you have to react to this and then seek feedback from customers. If you improve the content, layout, customers are expected to start visiting your site again and give feedback. In essence, you need to react to changes with communication with customers.

Sample activities of relationship marketing: 

 
1.Keep in touch with customers
The easiest way to keep in touch is through email newsletters. Asking clients to subscribe on your site to capture email addresses of them who like the look of what you do. Or you can do it through social media like twitter and facebook.

2. Change your value from "This is what I do" to "What do you need?" Parameters of a successful relationship are to discover what your clients need and want accurately.

3.Keep making innovate to meet client needs
By offering more products that will help your clients achieve their goals, you become more valuable in the eyes of them.

4.Attracting and retaining
The method used to attract customers are to promote products and brands, offering excellent quality products and competitive prices. The method used to retain, for example, membership cards, part of good customer service.

5.Monitoring customer satisfaction
To find out if you successfully implement relationship marketing, you have to monitor what is happening in your customer's environment.The method used to monitor customer satisfaction for example: personal interviews, questionnaires, customer complaints, suggestion boxes, online surveys.