CREATING CUSTOMER
VALUE, SATISFACTION
ANDLOYALTY
Chapter 5
Customers tend to be value-maximizers,
within the bounds of search costs, limited
knowledge, mobility and income.
Customer...
Benefits:
Monetary value of the
bundle economic,
functional and
psychological benefits of a
product.
Costs:
Bundle of cost...
FB is measured in
moneymoney, time, duration
or physical measures
PB gives to the customer
a pleasant feeling such as
self esteem, feeling of
power, pleasant view and
so on.
MKTG PLAN !MKTG PLAN !
What
value/benefits that
are important to
customers ?
Performance < Expectation
= Dissatisfied
Performance = Expectation
= Satisfied
Performance > Expectation
= WOW (Delighted)
A person’s feelings of pleasure or
disappointment resulting from comparing
a product’s perceived performanceperformance in...
100 Dissatisfied
Customers
4% complain
96% don’t complain
75% retained
25% exit
5% retained
95% exit
3
1
5
91
100
CCustome...
Ronni have already made a reservation
for a standard room at Tunas Hotel and
the booking has been confirmed.
However, when...
A Highly Satisfied Customer Generally:
a. Stays loyal longer
b. Buys more as the company introduces new
products and upgra...
A Highly Satisfied Customer Generally:
a. Stays loyal longer
b. Buys more as the company introduces new
products and upgra...
Methods to Measure Customer
Satisfaction:
• Customer complaint and
recommendation system
• Periodic surveys using standard...
Although the customer-
centered firm seeks to
create high customer
satisfaction, that shouldn’t
be their ultimate goal.
Wh...
The company must
operate on the philosophy
that it is trying to deliver a
high level of customer
satisfaction subject to
d...
The key to customer
satisfaction/loyalty or customer
retention is:
Relationship MarketingRelationship Marketing
Relationsh...
20-80 rule20-80 rule
The top 20% of the
customers may
generate as much as
80% of the company’s
profits.
3 RETENTION-BUILDING APPROACHES:
1. Adding financial benefits
a. Frequency programs (FPs) – to
rewards customers who buy f...
2. Adding social benefits
- Cementing social bonds with customers by individualizing or
personalizing customer relationshi...
3. Adding structural ties
- Company may supply customers with special equipment or
computer links that help customers mana...
3. Adding structural ties
- Company may supply customers with special equipment or
computer links that help customers mana...
mm_delivering value
mm_delivering value
mm_delivering value
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mm_delivering value

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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

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mm_delivering value

  1. 1. CREATING CUSTOMER VALUE, SATISFACTION ANDLOYALTY Chapter 5
  2. 2. Customers tend to be value-maximizers, within the bounds of search costs, limited knowledge, mobility and income. Customer estimate which offer will deliver the most perceived value and act on it. Customer perceived value (CPV) The difference between all benefits and all costs of an offering as perceived by the customers.
  3. 3. Benefits: Monetary value of the bundle economic, functional and psychological benefits of a product. Costs: Bundle of costs customer expect to incur in evaluating, obtaining, using and disposing a product. Including monetary, time, energy and psychic costs.
  4. 4. FB is measured in moneymoney, time, duration or physical measures
  5. 5. PB gives to the customer a pleasant feeling such as self esteem, feeling of power, pleasant view and so on.
  6. 6. MKTG PLAN !MKTG PLAN ! What value/benefits that are important to customers ?
  7. 7. Performance < Expectation = Dissatisfied Performance = Expectation = Satisfied Performance > Expectation = WOW (Delighted)
  8. 8. A person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performanceperformance in relation to his/her expectationsexpectations. If expectation is raised too high, the buyer is likely to be disappointed. However, if the expectation is set too low, it wont attract enough buyers
  9. 9. 100 Dissatisfied Customers 4% complain 96% don’t complain 75% retained 25% exit 5% retained 95% exit 3 1 5 91 100 CCustomer Dissatisfaction and Customer Exit
  10. 10. Ronni have already made a reservation for a standard room at Tunas Hotel and the booking has been confirmed. However, when he arrived at the hotel a week later, he was told that all standard room has been taken up on that day. He insisted to see the customer service manager (CSM). As a CSM, what your actions would look like?
  11. 11. A Highly Satisfied Customer Generally: a. Stays loyal longer b. Buys more as the company introduces new products and upgrades existing products c. Talks favorably about the company and its products d. Pay less attention to competing brands e. Less sensitive to price f. Offers product or service ideas to company g. ????????????????????????????
  12. 12. A Highly Satisfied Customer Generally: a. Stays loyal longer b. Buys more as the company introduces new products and upgrades existing products c. Talks favorably about the company and its products d. Pay less attention to competing brands e. Less sensitive to price f. Offers product or service ideas to company g. Costs less to serve than new customers because transactions are routine.
  13. 13. Methods to Measure Customer Satisfaction: • Customer complaint and recommendation system • Periodic surveys using standard questionnaires • Lost customer analysis (exit interview) • Mystery shoppers (ghost shopping)
  14. 14. Although the customer- centered firm seeks to create high customer satisfaction, that shouldn’t be their ultimate goal. Why?
  15. 15. The company must operate on the philosophy that it is trying to deliver a high level of customer satisfaction subject to delivering acceptable levels of satisfaction to the other stakeholders
  16. 16. The key to customer satisfaction/loyalty or customer retention is: Relationship MarketingRelationship Marketing Relationship marketing is about forming a strong customer bonds.
  17. 17. 20-80 rule20-80 rule The top 20% of the customers may generate as much as 80% of the company’s profits.
  18. 18. 3 RETENTION-BUILDING APPROACHES: 1. Adding financial benefits a. Frequency programs (FPs) – to rewards customers who buy frequently and in substantial amounts. b. Club membership programs – open to everyone who purchase a product or it can be limited to an affinity group or to those willing to pay a small fee.
  19. 19. 2. Adding social benefits - Cementing social bonds with customers by individualizing or personalizing customer relationships
  20. 20. 3. Adding structural ties - Company may supply customers with special equipment or computer links that help customers manage orders, payroll, and inventory. - More to B2B marketing
  21. 21. 3. Adding structural ties - Company may supply customers with special equipment or computer links that help customers manage orders, payroll, and inventory. - More to B2B marketing

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