CUSTOMER INITIATED COMMUNICATION
Customer Initiated Marketing Model is a model in which the customer is considered the one that initiates the communication, being the corporation seen as the receiver. It’s unlike the one-way marketing approach, in which the brand delivers message to the clients. Customers have the freedom to choose the channels to communicate, such as emails, call centre and social media. The customers may complain, inquire about new products or services directly to the organization, as suggested by Babin & Carder (1996). This two-way communication permits companies to have an insight into the potential customers in the market. Organisations have then the opportunity to guarantee loyal customers.
Duncan (2005) states that this form of communication allows brands to touch base with clients on what their expectations are, and what they’re willing to pay for. The open-ended form allows companies to influence the clients about their brands, products and services, and through that, retain customers, making them loyal over time. It’s vital that organisations are able to receive the message from their clients and immediately work on it, responding soon to the needs expressed directly or indirectly by the customers. It’s necessary to develop IMC programs, identifying touch points to establish straight conversations, as argued by Belch et al (2009). About 60 percent of customers find the information about products and services through social media, basing their decisions on reviews, whereas 3 out of 5 create their own online reviews. Therefore, having honest and positive product and service rating online is overall the most preferred marketing tool among social media users. That’s particular true considering how 58 percent of social media users write the reviews in order to protect others from bad experiences, whilst 1 out of 4 aim to punish organisations, according to Nielsen’s Global Online Survey. The Customer Initiated Communication approach is particularly effective in helping companies develop effective IMC strategies, determining which points are the optimal touch points to initiate conversations with consumers.