Some characteristics of relationship marketing are:
- Relationship marketing focuses on long-term customer bonds so organisations can prioritise lifetime value across every customer interaction.
- It adjusts communication to individual needs so every message aligns closely with each customer’s preferences.
- It delivers services consistently so customers experience reliable brand behaviour throughout their interactions.
- It delivers continuous customer value so everyday interactions help address specific customer problems effectively.
- It uses customer data to track behavioural patterns so brands understand how customers interact over time.