Crisostomo, Kathleen Lizette C.MARKMAChapter 5 - Creating Customer Value, Satisfaction,and Loyalty
The CUSTOMER isnow a top priority inthe modernorganization chart
Customer Perceived Value (CPV) =Difference between all benefitsand costs of an offering and theperceived alternatives
Loyalty = deeply held commitmentto re-buy or re-patronize apreferred product or service in thefuture despite situationalin...
Marketing is the art ofATTRACTING and KEEPINGprofitable customersProfitable Customer = revenuefromperson/household/company...
Customer Relationship Management =carefully managing detailed informationabout individual customers and allcustomer touch ...
Framework for CRM:1. Identify prospects andcustomers
2. Differentiate customers byneeds and value to company
3. Interact to improve knowledge
4. Customize for each customer
CRM Strategies (how winning companiesimprove their customer base):1. Reduce the rate of defection
2. Increase longevity
!3. Enhance share of wallet
!4. Terminate low-profit customers
!5. Focus more effort onhigh-profit customers
Upcoming SlideShare
Loading in …5
×

Chap 5 - creating customer value, satisfaction and loyalty

999 views
904 views

Published on

markma chap 5 kotler - creating customer value, satisfaction and loyalty

Published in: Education, Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
999
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • The CUSTOMER is now on top of the organizational hierarchy
  • Customer Perceived Value (CPV) = Difference between all benefits and costs of an offering and the perceived alternatives
  • Loyalty (dog) = deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behaviorQuality (check) = totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs
  • Magnet = marketing is the art of ATTRACTING and KEEPING profitable customersProfitable Customer (thumbs up) = revenue from person/household/company > company’s cost of attracting, selling and servicingSatisfaction (smiley face) = Customer Lifetime Value
  • Customer Relationship Management(Stick figure 2)= carefully managing detailed information about individual customers and all customer touch points to maximizecustomer loyalty
  • Framework for CRM:1.Identify (eyes) prospects and customers
  • 2. Differentiate (nose) customers by needs and value to company
  • 3. Interact (smile) to improve knowledge
  • 4. Customize (ears)for each customer
  • CRM Strategies (how winning companies improve their customer base):1. Reduce (2 hearts crossed out) the rate of defection
  • 2. Increase (heart going up) longevity
  • 3. Enhance (heart with exclamation point) share of wallet
  • 4. Terminate (broken heart) low-profit customers
  • 5.Focus more effort (heart with explosion)on high-profit customers
  • Chap 5 - creating customer value, satisfaction and loyalty

    1. 1. Crisostomo, Kathleen Lizette C.MARKMAChapter 5 - Creating Customer Value, Satisfaction,and Loyalty
    2. 2. The CUSTOMER isnow a top priority inthe modernorganization chart
    3. 3. Customer Perceived Value (CPV) =Difference between all benefitsand costs of an offering and theperceived alternatives
    4. 4. Loyalty = deeply held commitmentto re-buy or re-patronize apreferred product or service in thefuture despite situationalinfluences and marketing effortshaving the potential to causeswitching behaviorQuality = totality of features andcharacteristics of a product orservice that bear on its ability tosatisfy stated or implied needs
    5. 5. Marketing is the art ofATTRACTING and KEEPINGprofitable customersProfitable Customer = revenuefromperson/household/company isgreater than the company’s costof attracting, selling andservicingSatisfaction = CustomerLifetime Value
    6. 6. Customer Relationship Management =carefully managing detailed informationabout individual customers and allcustomer touch points to maximizecustomer loyalty
    7. 7. Framework for CRM:1. Identify prospects andcustomers
    8. 8. 2. Differentiate customers byneeds and value to company
    9. 9. 3. Interact to improve knowledge
    10. 10. 4. Customize for each customer
    11. 11. CRM Strategies (how winning companiesimprove their customer base):1. Reduce the rate of defection
    12. 12. 2. Increase longevity
    13. 13. !3. Enhance share of wallet
    14. 14. !4. Terminate low-profit customers
    15. 15. !5. Focus more effort onhigh-profit customers

    ×