Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Chapter 5 creating customer value, satisfaction and loyalty

30,677 views

Published on

by Group 4, Markma: Chapter 5 - Creating Customer Value, Satisfaction and Loyalty

Published in: Business, Technology
  • accessibility Books Library allowing access to top content, including thousands of title from favorite author, plus the ability to read or download a huge selection of books for your pc or smartphone within minutes ,Download or read Ebooks here ... ......................................................................................................................... Download FULL PDF EBOOK here { http://bit.ly/2m6jJ5M }
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Chapter 5 creating customer value, satisfaction and loyalty

  1. 1. Chapter 5: Creating Customer Value, Satisfaction and LoyaltyGroup 4Crisostomo, Kathleen LizetteJongco, KristofferPinon, Ralph RaymundSiton, Galicano
  2. 2. Selected Presentation
  3. 3. Visual Model: Creating Customer Value, Satisfaction and Loyalty Raymund C. Piñon Marketing Management V57 April 27, 2010
  4. 4. Rationale• The 3rd important task of Modern Marketing:
  5. 5. ObjectivesAt the end of the presentation, the participants should be able to understand concepts related to the 3rd marketing task of CONNECTING WITH CUSTOMERS1. Customer Value, Customer Satisfaction, Customer Loyalty and how do we deliver them?2. What is the lifetime value of customers?3. How can companies cultivate strong customer relationships?4. How can companies both attract and retain customers?5. What is database marketing?
  6. 6. To Win Customers and ….Beat Competition!!! Customer-centeredX Traditional
  7. 7. To Win Customers and ….Beat Competition!!! SatisfactionValue Loyalty
  8. 8. Customers’ Perceived Value Customers are value maximizers Total Total Costs DeliveredBenefits Value Money Product Time Service Effort Personnel Psychological Image
  9. 9. Steps in Customer Value AnalysisIdentify features & benefits Assess company’scustomers value Assess qualitative importance and competitors’ of attributes & benefits performance on different values against rated performance Examine ratings of specific segments Monitor customer values over tme
  10. 10. Delivering High Customer ValueValue Proposition Value Delivery System
  11. 11. Total Customer Satisfaction Perceived Buyer’sPerformance Expectation Satisfaction _ =
  12. 12. Total Customer SatisfactionSatisfaction is Related to Loyalty
  13. 13. Total Customer SatisfactionInfluence of Customer Satisfaction
  14. 14. Total Customer SatisfactionMonitoring Customer Satisfaction Periodic Surveys Customer Loss Rate Mystery Shopper Competitors’ Performance
  15. 15. Total Customer SatisfactionSatisfaction Will Also Depend on Quality
  16. 16. What is Quality?• Totality of features and characteristics of products or services that satisfy stated or implied needs Product or Service Expectations Meets or exceeds = or >
  17. 17. Customer Lifetime ValueArt of attracting and keeping profitable customers
  18. 18. Maximizing Customer Lifetime Value Customer ProfitabilityCustomer Equity Lifetime Value
  19. 19. Maximizing Customer Lifetime Value Customer Profitability Analysis C1 C2 C3 HighlyP1 + + + profitable product ProfitableP2 + product UnprofitableP3 - - product HighlyP4 - unprofitable product High-profit Mixed-bag Losing customer customer customer
  20. 20. Maximizing Customer Lifetime Value Customer Profitability Analysis Customer Portfolios • acquaintancesActivity-Based Costing • friends • partners
  21. 21. Maximizing Customer Lifetime Value Measuring Customer Lifetime Value Year 0 Year 1 Year 2 Year 3 Year 4Number of CustomersRevenue per CustomerVariable Cost per CustomerMargin per CustomerAcquisition Cost per CustomerTotal Cost or ProfitPresent Value
  22. 22. Maximizing Customer Lifetime Value Measuring Customer Lifetime Value Year Year Year Year Year Year Year Year 0 1 2 3 4 5 6 7Number of CustomersRevenue per CustomerVariable Cost per CustomerMargin per CustomerAcquisition Cost per CustomerTotal Cost or ProfitPresent Value
  23. 23. Cultivating Customer Relationships
  24. 24. Customer Relationship Management Key to retaining customers is relationship marketing 2. Differentiate customers in terms of:1. Identify prospects and customers a. Their needs b. Their value to your company3. Interact with individual customers to 4. Customize products, services improve knowledge about needs and and messages to each customer build stronger relationships
  25. 25. Customer Relationship Management Increasing Value of Customer Base 1. Reduce customer defection 2. Increase longevity of relationship 3. Enhance growth potential of each customer 4. Make low-profit customers profitable or weed out 5. Focus on high-value customers
  26. 26. Customer Relationship ManagementFocuses on attracting and keeping right customers, and satisfying their needs
  27. 27. Customer Relationship Management Attracting and Retaining Customers Reducing Defections Retention Dynamics
  28. 28. Partners Advocates Members Clients Repeat Inactive or Customer Ex-Customers 1st-Time Customer Prospects DisqualifiedPotentials Prospects
  29. 29. Customer Relationship Management Building Customer Loyalty Interacting with Customers Creating Loyalty ProgramsPersonalizing Marketing Creating Institutional Ties
  30. 30. Customer Database and Database ManagementCustomer Database Data Warehousing Data Mining
  31. 31. Customer Database and Database Management Choose which customersIdentify prospects receive a particular offer Deepen loyalty Reactivate customer purchases Avoid mistakes
  32. 32. Summary The 3rd important marketing task of CONNECTING WITH CUSTOMERS1. Customer Value, Customer Satisfaction, Customer Loyalty and how do we deliver them2. Lifetime value of customers3. How companies cultivate strong customer relationships4. How companies attract and retain customers5. Database marketing
  33. 33. Individual Reports
  34. 34. Crisostomo, Kathleen Lizette C.MARKMAChapter 5 - Creating Customer Value, Satisfaction,and Loyalty
  35. 35. The CUSTOMER isnow a top priority inthe modernorganization chart
  36. 36. Customer Perceived Value (CPV) =Difference between all benefitsand costs of an offering and theperceived alternatives
  37. 37. 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
  38. 38. Marketing is the art ofATTRACTING and KEEPINGprofitable customersProfitable Customer = revenuefromperson/household/company isgreater than the company’s costof attracting, selling andservicingSatisfaction = CustomerLifetime Value
  39. 39. Customer Relationship Management =carefully managing detailed informationabout individual customers and allcustomer touch points to maximizecustomer loyalty
  40. 40. Framework for CRM:1. Identify prospects andcustomers
  41. 41. 2. Differentiate customers byneeds and value to company
  42. 42. 3. Interact to improve knowledge
  43. 43. 4. Customize for each customer
  44. 44. CRM Strategies (how winning companiesimprove their customer base):1. Reduce the rate of defection
  45. 45. 2. Increase longevity
  46. 46. !3. Enhance share of wallet
  47. 47. !4. Terminate low-profit customers
  48. 48. !5. Focus more effort onhigh-profit customers
  49. 49. Creating Customer Value, Satisfaction and Loyalty KRISTOFFER Z. JONGCO APRIL 27, 2012
  50. 50. Objective: How is this created?• Through customer value• Steps in customer value analysis?• Through customer satisfaction• The CRM Framework?• Through customer loyalty• Customer retention: using database
  51. 51. Customer Value• What customer gets from a product & what he has to give to attain it
  52. 52. Steps: Customer Value Analysis• Know major attributes & benefits• Assess importance• Assess performances• Examine ratings• Monitor customer values
  53. 53. Customer SatisfactionMeasuredby number of repeat and happy customers
  54. 54. CRM Framework• Identify customers• Differentiate customers• Interact• Customize for each customer
  55. 55. Customer Loyalty Measure of successof supplier in retaininga long term relationship with customer
  56. 56. Customer Retention• Use Database-Identify/attract prospects-Target offers-Deepen loyalty-Reactivate customers-Avoid mistakes
  57. 57. 5 Steps: Customer Value Retention CUSTOMERS Customer LoyaltyCustomer SatisfactionFramework
  58. 58. Summary• What is customer value• 5 Steps in customer value analysis• Customer satisfaction and framework• What is customer loyalty• All about customer retention• Using Database
  59. 59. Creating Customer Value, Satisfaction and Loyalty by Galicano Siton
  60. 60. Creating Customer Value, Satisfaction and Loyalty Value Quality Perceived by the Customer Customers Customer Satisfaction Frontline People Loyalty Middle Management Top Management Profit for the stakeholders

×