How can company attract and retain right customers

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Sameer Mathur

Creating Customer Value and Customer Relationships

Marketing

Photo by Niklas Emmerich Photography - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/49422583@N02 Created with Haiku Deck

Photo by Chris Yarzab - Creative Commons Attribution License https://www.flickr.com/photos/10957255@N08 Created with Haiku Deck
CRM is the process of carefully managing
detailed information about individual customers
and all possible “touch points” to maximise
loyalty

Photo by ippnw Deutschland - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/32258134@N02 Created with Haiku Deck
Identify prospects & customers
Differentiate customers by (1) their
needs (2) their value to your company
Know their individual needs
personally and build stronger relation
Customize process, services and
messages to each customer

Photo by Novowyr - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/62602097@N00 Created with Haiku Deck
Define and
measure
retention rate
Distinguish
customer
attrition &
manage better
Compare lost
customer’s
lifetime value to
deflection costs

Photo by Koen Cobbaert - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/32466800@N03 Created with Haiku Deck
Target
Market
Aware
Open
to trial
Trier
(non
rejec-
tor)
Recent
User
Regular
User
Most
often
Used
Loyal

Photo by vancouverfilmschool - Creative Commons Attribution License https://www.flickr.com/photos/38174668@N05 Created with Haiku Deck
Reducing rate of
customer
deflection
Increasing
longevity of
customer relation
Enhancing growth
potential of each
customer
Making low-profit
customers more
profitable
Provide valueable
effort on high-
profit customer

Photo by Xevi V - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/29624180@N04 Created with Haiku Deck

Photo by Jonathan Rolande - Creative Commons Attribution License https://www.flickr.com/photos/110671496@N06 Created with Haiku Deck
Interacting with customers
Developing Loyalty Programs
Creating institutional ties

Photo by SpaceShoe [Learning to live with the crisis] - Creative Commons Attribution License https://www.flickr.com/photos/50696182@N02 Created with Haiku Deck
Re-Activate the In-Active

• Created by Karan Bhatt,
NIT Surat, during an internship
by Prof. Sameer Mathur, IIM
Lucknow.
• www.IIMInternship.com

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How can company attract and retain right customers

1. Photo by Niklas Emmerich Photography - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/49422583@N02 Created with Haiku Deck

2. Photo by Chris Yarzab - Creative Commons Attribution License https://www.flickr.com/photos/10957255@N08 Created with Haiku Deck CRM is the process of carefully managing detailed information about individual customers and all possible “touch points” to maximise loyalty

3. Photo by ippnw Deutschland - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/32258134@N02 Created with Haiku Deck Identify prospects & customers Differentiate customers by (1) their needs (2) their value to your company Know their individual needs personally and build stronger relation Customize process, services and messages to each customer

5. Photo by Novowyr - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/62602097@N00 Created with Haiku Deck Define and measure retention rate Distinguish customer attrition & manage better Compare lost customer’s lifetime value to deflection costs

6. Photo by Koen Cobbaert - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/32466800@N03 Created with Haiku Deck Target Market Aware Open to trial Trier (non rejec- tor) Recent User Regular User Most often Used Loyal

7. Photo by vancouverfilmschool - Creative Commons Attribution License https://www.flickr.com/photos/38174668@N05 Created with Haiku Deck Reducing rate of customer deflection Increasing longevity of customer relation Enhancing growth potential of each customer Making low-profit customers more profitable Provide valueable effort on high- profit customer

8. Photo by Xevi V - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/29624180@N04 Created with Haiku Deck

9. Photo by Jonathan Rolande - Creative Commons Attribution License https://www.flickr.com/photos/110671496@N06 Created with Haiku Deck Interacting with customers Developing Loyalty Programs Creating institutional ties

10. Photo by SpaceShoe [Learning to live with the crisis] - Creative Commons Attribution License https://www.flickr.com/photos/50696182@N02 Created with Haiku Deck Re-Activate the In-Active

11.

12. • Created by Karan Bhatt, NIT Surat, during an internship by Prof. Sameer Mathur, IIM Lucknow. • www.IIMInternship.com

How can company attract and retain right customers

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