Creating value for customers
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Creating value for customers

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Creating value for customers Creating value for customers Presentation Transcript

  • Creating Value for Customers
    • Consumer Value
    • Customer value is the relationship between the consumers perception of
    • benefits they believe they will derive from a purchase compared to the
    • price that will be paid
    • The total benefit package include functional attributes of the product and
    • related service attributes
    • Therefore value can be defined as the ratio of perceived benefits to
    • perceived sacrifice that is involved
  • Components of Customer Value Product Attributes Service Attributes Transaction Cost Life cycle cost Risk Product Attributes Product Attributes Expected Customer Value
  • Maximizing the lifetime value of the customers
    • Value customer receive
    • value proposition
    • value assessment
    • Value Organization receive
    • Acquisition economics
    • Retention economics
    • Customer segment
    • Lifetime value analysis
    • Key steps of the value delivery sequence
    • Choose the Value
    • (Customer value need, value positioning,
    • provide the value
    • (product development, service development, pricing,
    • distributing and servicing
    • Communicate the value
    • (sales force message, sales promotion, advertising, PR)
  • How to implement a value proposition approach
    • Analyze and segment the markets by the value customers desire
    • vigorously assess the opportunities in each segment to deliver
    • superior value
    • choose the value proposition that promise these opportunities
  • Value creating relationships
    • B2B relationships
    • B2C relationships
    • However before this market segmentation is essential to better
    • manage relationships
    • B2B – segmentation by value sought, industry type
    • B2C – segmentation - Loyalty segmentation, occasion segmentation
  • Relationship Management Chain
    • Define the value proposition understand the customer value chain where and how intended to create value competitive benchmarking
    • 2 Identify appropriate customer value segmentation
    • identify customer value preferences
    • segment profitability analysis
    • configure the value package
    • Designing value delivery systems
    • Mass customization
    • Value added partnerships
    • Process reengineering
    • Managing and maintaining delivered satisfaction
    • service process monitoring
    • customer satisfaction measurement
    • employee satisfaction measurement