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摘要：本文是一篇市场营销留学论文。当今世界，全球化和多样化已经成为其主要特点。在全球化贸易中，客户和消费者都接受过良好的教育，见多识广，消息灵通。这在一定程度上增加了公司和组织之间的竞争。竞争提升了客户的议价能力和交换能力，能更高效更快速地选择最好的产品和服务。本文简要分析时代竞争中客户关系的特点和影响力。

ent process cycle; knowledge Discovery, Marketing Planning, Customer Interaction and Analysis and Refinement. The process of analyzing customer information to recognize investment strategies and market opportunities is the first stage. And customer interaction stages is the key stroke phase to carry out and manage communication with customers with applicable information and offers using a diversity of interaction channels and front office applications. Specific customer offers and allocation channels are defined by marketing planning. Analysis and Refinement stage is to continue to study from customer dialogs that company has received by capturing and analysing data from customer interactions”. The contrasts of this theory are as follows;

Knowledge Discovery

Lloyds Banking Group is discovering knowledge of their customers by collecting information from data warehouse and meetings with customer. Swift (2001) has same view.

Market Planning

Lloyds Banking Group analyse the collected information which finally helps to outline a strategy and to launch the exact offer, by the side of the exact time.

Customer Interaction

At this stage different channels and front office application are used for customer related information and offers.

When it comes to customer offers, Lloyds Banking Group offers the majority of its services to all customers. But there are some unique offers that the bank gives only to the selected consumers by using channels. The feeling of Lloyds is that different customers have different business setup and it is better to use different channels to bring most of the customer segment. The customer can use the internet and phone around the clock and can use the service of bank.

Analysis and Refinement

Lloyds analysis stage includes not only just apply Customer Relationship Management but follow it up. Lloyds Banking Group looks Customer Relationship Management as integrating the activities of sales, service and marketing to achieve a common goal. Lloyds Banking group looks right service that fits the customer's needs at right time, when consumer actually needs the service. According to Lloyds Banking Group it not just looks into its internal environment that is include its management goals, but also deeply monitors its external environment, multi-channel environment (new technologies), competitors and level of customer satisfaction which is explained theoretically by Sehrif (2002). According to Sehrif (2002) ‘to struggle with newly rising competitive pressures, bank (financial institution) must identify the need of examination their performance by gaining their strategic goals and meeting continues volatile customer requirement and needs'.

In the changing competitiveness Lloyds banking group looks towards its goals by having long term relationship and satisfying customers, which is supported by Sherif (2002) by saying ‘target on managing long-term consumer relations and in exacting customer happiness, in order to take advantage of returns efficiently'.

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