How does the organization maintain good relationships with its audience?
Communication is the best way to maintain a good relationship with an audience. Redline Auto has open forums for customers to post their concerns to which the organization replies to. They also give the option to call, e-mail, or come in person to discuss their concerns. Usually things are worked out and an understanding is made.
How might it measure those efforts to maintain its relationships?
Surveys can be given to ask if the customer feels they were helped and if their attitude changed after speaking more about the issue. More importantly though seeing if the customer continues to bring their automobile is the greatest measurement.
Why is it important to measure those relationships?
To learn whether an organization is doing things well. If they are, then they can identify what they are doing right and continue it while looking for other ways to do better. If they are not doing too well then they need to learn why and correct it.
What is the value of those good relationships to the organization?
That's hard to measure so I will say it's invaluable. An organization with bad relationships will not usually last long. Especially in a small and local operation offering a service such as this. You could try putting a monetary value on it but it'd be difficult. It's have to include returning customers as well as polling new ones to find out why they choose this particular establishment to conduct business with.
What might be the organizations appropriate goals? Explain why they would be appropriate goals.
In PR, to generate a positive image for the company. Also to bring back current customers and bring in new ones. These are appropriate goals because they generate profit for the organization.
What might be the outcomes of these successful relationships and how might they be measured?
Ultimately the outcome is the increase of profits and customer satisfaction. Like many things they can be measured through surveys, polls, and more.
I am not sure I entirely agree with the statement that if the customer keeps coming back they must have a good relationship. Sometimes the customer doesn't have any other option, or doesn't know where else to go. The true measure would be to track referrals of current customers. If you have satisfied/happy customers they will refer others to use the services as well.
ReplyDeleteThat's true in cases where a customer has no other choice. To answer this question I was using an auto repair facility however. There are at least three competitors just within the block and dozens more around the city. With these choices customer loyalty speaks pretty loudly in my mind as establishing a good relationship.
DeleteWhat's the value of referrals to your organization? Do you know how many new customers are the result of a referral? Do you do anything to entice the referrals?
ReplyDeleteReferrals are of incredible value to a company of this type. A person hearing from a current customer that they can trust the company does more to instil confidence than any advertisement campaign can. I can't say how many new customers are a result of a referral but that is something I think I'll recommend be measured. I don't believe there is any type of referral program in place but that may also be considered.
Delete