It's all about customers... Well, is it? - Presentation Transcript
It’s all about
customers
Well, is it?
Egbert Jan van Bel
egbertjan@vanbel.nl
May 07, 2009
Terschelling
Same customer,
different story
How marketing is
changing
Egbert Jan van Bel
egbertjan@vanbel.nl
Customer
Satisfaction
=
Customer
Value
www.kloteklanten.nl
Publicity
Response Benelux
23.244 messages
The Research
Our field of interest:
the more then happy
customer
45% could not name
any positive occasion
Key issue?
Right4
Definition of
Marketing
Philip Kotler defines marketing as
The early days
‘satisfying needs and wants
through an exchange
process’
19
Definition of
Marketing Marketing is an organizational
function and a set of processes
for creating, communicating,
Today and delivering value to
customers and for managing
customer relationships in ways
that benefit the organization
and its stakeholders.
AMA, American Marketing Association
20
4. What is your
focus?
Propositions!
relation
relation
reputation
reputation
proposition
proposition
most succesfull less succesfull
4. What is your
focus? Keep your What can we
promise do for you
Propositions!
Reputation Proposition
Relationship
Be good and let it
be told by others!
5. Manage
expectations?
Average 86%
of your customers
is satisfied with the service
of their previous supplier!
6. Fight the
competitor, not the
customer
7. Be honest and
transparant
8. Focus on the
customer
*Zenith
9. Change your
budget allocations
€ 650.0 b
Global Advertising
Spending, 2008*
€ 15.0 b
Global Customer
Contact Spending,
2008*
*Datamonitor
Marketing scores
poorily on
10. Focus on accountability and
accountability innovations
6 5,2
4,8
5 4,3 4,4
3,9 4,1
4
3
1,9
2
1
11. Go for
Contemporary
Marketing
Past
35
11. Go for
Contemporary
Marketing
Today
36
11. Go for
Contemporary
Marketing
Future
BRANDS
TRIGGERS
DIALOGUE
37
11. Go for
Contemporary
Marketing
From value chain
to value circle
12. Move from Old
to New School Indentify
customer
expetations
Integrate Measure
From across the customer
business lifetime value
“Selling the brand”
Manage
Manage customer
To customer information
experience as a strategic
Align strategy asset
“Managing the Customer”
with
customer
values and
expectations
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