Relationship Marketing is the 21st Century way of conducting business. It is a strategic orientation, that focuses on retaining and improving relationships with current customers rather than on acquiring new customers. It is the use of the wide range of marketing, sales, communication, and customer care techniques and processes to identify your named individual customers, create a relationship between yourself, your company and your customers.
The discussion of the evolution of customer relationship demonstrates how a firm's relationship with its customers might be enhanced as customers move further along this relationship continuum. As the relationship value of a customer increases, the provider is more likely to pursue a closer relationship. The primary goal of relationship marketing is to build and maintain a base of committed customers who are profitable for the organization.