Relationship Marketing Through a Number of Pathways Research Paper

Relationship Marketing Through a Number of Pathways - Research Paper Example Citigroup’s relationship managers have realized that the Company met all these three aspects. First of all, the Company offers both investment and commercial services which means that clients have a lot of services at their disposal. Some of them include; Mortgages, priority banking for high net worth clients, loans, investment banking, telephone banking and card products. Secondly, clients in the banking sector are in continuous need of these services. Lastly, those customers who decide to do business with the Company normally select one service or product. In the case of Citigroup, some customers strictly come to obtain loans, some would like to save their money there but access it conveniently when the need arises (commercial services and care facilities). The organization has implemented relationship marketing through consumer tracking. Since Citigroup is B2B backed, then it was able to use a comprehensive database to analyze what consumer tastes and preferences are. It ha s been a leader in business communication with the client. Citigroup has been asking its clients about their thoughts on the institution. It found that certain services were preferred over others. It also realized that consumer kept coming back for certain products during definite seasons. It was able to establish a pattern and focused its energies on products that gave them maximum returns. This was also topped up by improving services that clients were dissatisfied with. One such service was the provision of housing loans. The Company found out that many clients were happy with their rate of loan processing.