Customer engagement plays a crucial role within today’s world. It used to be customer relationship management, where organisations satisfied customers in order to build a relationship. A next step needed to be taken which led to customer engagement management. Developing an engagement with a customer is essential for developing a strategy to manage customer engagement (Peelen & Beltman, 2013). By choosing an offensive strategy and applying customer intimacy, Destination Marketing Organisation’s (DMO’s) can develop a better engagement relationship with the customer.
By implementing an offensive strategy, a DMO focuses on the current market share and gaining new customers. Offensive strategy is well-known as a typical marketing strategy, used by many companies according to Ed Peelen and Rob Beltman (2013). DMO’s are all about promoting the destination towards travellers. Within an offensive strategy there are several possible value categories and one of them is customer intimacy. Customer intimacy means that an organisation focuses on customer needs and expectations. Based on the customer preferences, an organisation offers a product/service that suits the needs and wants of the customer. Offering a custom-tailored product or service often results into a long-term relationship. This is what you as a DMO are interested in, having a relationship with customers who return to the destination, but also promote the destination to other people. In order to reach this stage, a business needs to have a profound knowledge of their customer’s wishes.
But how could a DMO use the offensive strategy and customer intimacy within its organisation? A DMO could develop partnerships or co-operation agreements with other companies within the destination. Together they attract a bigger market and the DMO can fill gaps where the company might fall short. For example, a hotel offers excursions within the destination, but has no accurate information available regarding a certain excursion. The hotel contacts the DMO for the correct information and gives that to the customer. In such cooperation agreement or partnership it is important that both organisations promote each other. Providing the right information to the customer makes the customer aware that there is a DMO of the area. Realizing as a customer that the DMO provides all kinds of information, it will visit the organisation and learn more about the offers of the DMO. Finding out that they offer tailored information to clients leads to customer satisfaction. Customer satisfaction is a competitive advantage, as it often results into repurchase and lower price sensitivity. Customers become less price sensitive, as they know what the company offers (2015).
Customer relationship management assignment on starbucks. (2015). Opgehaald van Slideshare: http://www.slideshare.net/ShaMeedBaksh/shameed-scm-028811-individual
Peelen, E., & Beltman, R. (2013). Consumer relationship management. United Kingdom: Pearson Education Limited.