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Ch05 kotler ciela_cayton

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Briefer on Customer Value, Satisfaction, Loyalty, Retention, and Relationship Management (from Kotler, Keller 14th edition)

Published in: Business, Technology
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Ch05 kotler ciela_cayton

  1. 1. CREATING LONG- TERM LOYALTY RELATIONSHIPS Ciela Cayton September 18, 2013
  2. 2. OUTLINE 1. HOW TO BUILD CUSTOMER VALUE, SATISFACTION, AND LOYALTY a. Customers in the Organization Chart b. Customer Perceived Value c. Measuring Satisfaction 2. HOW TO MAXIMIZE CUSTOMER LIFETIME VALUE a. Customer Profitability 3. HOW TO CULTIVATE CUSTOMER RELATIONSHIPS a. Customer Relationship Management b. CRM Strategies
  3. 3. CUSTOMER VALUE, SATISFACTION, AND LOYALTY
  4. 4. 1. TRADITIONAL VS. CUSTOMER-ORIENTED ORGANIZATION CHART TRADITIONAL ORG CHART CUSTOMER-ORIENTED ORG CHART PRESIDENT/CEO VICE PRESIDENTS PRESIDENT/CEO VICE PRESIDENTS MANAGERS DIVISION CHIEFS MANAGERS DIVISION CHIEFSACCOUNT OFFICERS ACCOUNT OFFICERS BUYERS BUYERS BUYERS BUYERS
  5. 5. 2. CUSTOMER-PERCEIVED VALUE Customer- Perceived Value Total Customer Benefit Total Customer Cost Product Benefit Monetary Cost Services Benefit Time Cost Personnel Benefit Energy Cost Image Benefit Psychological Cost Benefits A B Costs A B Customer P100 P50 Monetary P90 P35 Services P20 P20 Time P10 P30 Personnel P30 P30 Energy P30 P40 Image P100 P50 Psychological P10 P20 Total P250 P150 Total P140 P125 CPV of A = (P250-P140) = P110 CPB of B = (P150-P125) = P25 Choose Product A
  6. 6. 3. MEASURING SATISFACTION HONDA CARS’ PERIODIC CUSTOMER SURVEY HONDA CARS’ PERIODIC CUSTOMER SURVEY BOOK BUYER/ CLIENT REVIVAL PHONE BRIGADE BOOK BUYER/ CLIENT REVIVAL PHONE BRIGADE SAN MIGUEL’S MYSTERY SHOPPER SAN MIGUEL’S MYSTERY SHOPPER COMPETITIVE WATCHCOMPETITIVE WATCH
  7. 7. MAXIMIZING CUSTOMER LIFETIME VALUE
  8. 8. April Marisse Adriana TJ Hotdogs + + + Highly Profitable Purefoods Corned Beef + Profitable Magnolia Oil - Unprofitable Magnolia Pancake - - Highly Unprofitable Mixed-bag customer High-profit customer Losing customer 4. CUSTOMER PROFITABILITY
  9. 9. CULTIVATING CUSTOMER RELATIONSHIPS
  10. 10. 5. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) FRAMEWORK 1. Gathering of contacts from all touch points (mailing lists, calling cards, inquiries) 1. Gathering of contacts from all touch points (mailing lists, calling cards, inquiries) 2. Segregate clients between patrons, donors, sponsors, volunteers 2. Segregate clients between patrons, donors, sponsors, volunteers 3. Email specific invitations to each type of “partner” (to donate, to attend/participate in an event, to sponsor, to volunteer) 3. Email specific invitations to each type of “partner” (to donate, to attend/participate in an event, to sponsor, to volunteer) 4. Delegate personal contact method / implementation for support follow-up to appropriate department 4. Delegate personal contact method / implementation for support follow-up to appropriate department
  11. 11. 6. CRM STRATEGIES P & G: Face-to- face merchandising promos P & G: Face-to- face merchandising promos Ayala Foundation: Donor Retention Program Ayala Foundation: Donor Retention Program A-Deals: Ayala- linked discounts and purchase bundles A-Deals: Ayala- linked discounts and purchase bundles San Mig Coffee: 10 + 1 promo San Mig Coffee: 10 + 1 promo BPI: Preferred Clients rewards (exclusive invitations, promos, and gifts) BPI: Preferred Clients rewards (exclusive invitations, promos, and gifts)
  12. 12. CREATING LONG-TERM LOYALTY RELATIONSHIPS Ciela Cayton September 18, 2013 END

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