Development of appropriate promotional measures
for a SME with a focus on customer retention
Frenkenklinik is a customer-centric organisation which attracts new customers across several external communication instruments for its dental services. Figures also show that the clinic has lost existing customers. Thus, this paper aims to define promotional measures to enhance customer retention.
Studer Nadine, 2014
Bachelor Thesis, Frenkenklinik AG
Betreuende Dozierende: Susan Göldi
Keywords: promotional measures, customer retention, external communication, social media concept, social media platforms, webpage, customer touchpoints, feng shui
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The small-sized health organization’s future strategy is growth. Frenkenklinik already actively promotes its services and attracts new customers by taking advantage of various external communication instruments. However, going forward, the company would like to increase its focus on smart promotion activities, aiming to retain its present customers. To achieve that, Frenkenklinik has to develop cost-efficient promotional measures which target the interests of its present customer base, while aligning with Frenkenklinik’s reputation as a quality health provider.
Firstly, the author examined the internal situation of Frenkenklinik and the Swiss dentist sector. For the latter primarily desk research was conducted. For investigating the internal situation, analyses of customer retention were carried out by means of customer survey, observations and face-to-face customer interviews. Besides, the essence of long-term customer relationships was explored by literature, followed by defining the new strategy and direction with concrete objectives. Then, based on the objectives, appropriate promotional measures were developed.
Given the analyzed situation of Frenkenklinik, effective measures for improving the customer relationship with a focus on communication are developed. Firstly, the revised social media initiative will strengthen the engagement with its social community and ensures a constant presence in customers’ minds. The social media concept shall act as a handbook including engagement tactics and instructions how to manage and operate social media channels. In addition, recommendations for the website facelift are introduced to intensively profile Frenkenklinik and open up a dialogue. The second topic dealt with, the customer touchpoints, contributes to a closer tie with the dental clinic’s customer. It includes the adoption of Feng Shui, tailor-made communication training and numerous effective details, touching all five senses of customers. Both subject areas contain a high involvement of Frenkenklinik’s employees, which is central for communicating authentically to customers. Concrete implementation measures, arranged in scenarios, for the business goal to retain the dental clinic’s customers, are presented.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation