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C w c Document Transcript

  • 1. CONNECTING WITH CUSTOMERSTraditional orgn chart Modern orgn chart Customer To p Front-line Middle Middle er Management management om Cu Top st st om Front-line people manage Cu - er s ment s Customers
  • 2. Customer is king CONNECTING Customer perceived value(CPV) Difference B/W prospective customer evaluation of all benefits& all costs of an offering & perceived alternativesCUSTOMER Delivering customer valueVALUE Loyalty-commitment to re-buySATISFACTION Value Proposition-co. promises toLOYALITY deliver Value Delivery System Customer delivered valueTotal Customer Total CustomerCostValueProduct Value Monetary CostServices value Time CostPersonnal value Energy costImage value Psychic cost
  • 3. Customer is king CONNECTING Total Customer Satisfaction Is A Person Feelings Resulting From Comparing Pdt PerceivedCUSTOMER Performance With ExpectationsVALUE Measuring satisfactionSATISFACTION Product & service QualityLOYALITY Total quality managementSatisfaction Scale • Level 1 – Abondon company – Spread bad mouth • Level 2-4 – Fairly satisfied – Easy to switch • Level 5 – Likely to repurchase – Spread good mouth – Emotional bond
  • 4. Customer is king CONNECTING CRM Attract, Retaining Strategies To produce delighted & loyal customersCUSTOMER Erect high switching barriersVALUE Easy for customer to complain Respond quickly & constructivelySATISFACTION Building loyalityLOYALITY Basic marketing, reactive mktng. ,proactive mktng Partnership marketing CRM • Process of managing detailed information about individual customers & carefully managing all customers “Touch Points” to max. customer loyalty. – Touch Points: occasion on which a customer encounters the brand & product. – CRM enables companies to provide excellent real time services – CRM is major driver in profitability.
  • 5. Suspects Disqualified Prospects customers First time Repeat Clients Inactive Members Advocates CRM PROCESS Partners INTERESTING FACTS• Acquiring new customers costs 5 times more• Average company loses 10% customers each year• 5% defection= 25 % in profits