Submit Search
Upload
Creating Customer Loyalty
•
Download as PPT, PDF
•
0 likes
•
5 views
AI-enhanced title
S
shahzadghafoor4
Follow
marketing management
Read less
Read more
Marketing
Report
Share
Report
Share
1 of 32
Download now
Recommended
Kotler mm 14e_05_ippt_ge
Kotler mm 14e_05_ippt_ge
Rizwanah Parwin
Kotler14e ippt ch5
Kotler14e ippt ch5
Nguyễn Mạnh Tú
Creating customer value, satisfaction and loyalty
Creating customer value, satisfaction and loyalty
Muhammad Zeeshan Baloch
Chapter five
Chapter five
Afnan Amjad
Lucas_8e_PPT_Ch10_ACCESS.pptx
Lucas_8e_PPT_Ch10_ACCESS.pptx
Keyur98
Customer value and Satisfaction
Customer value and Satisfaction
Tribhuvan University
Chapter 1 marketing managment
Chapter 1 marketing managment
Zohaib Ahmed
1224691062 kotler mm_13e_basic_05
1224691062 kotler mm_13e_basic_05
maisuradi
Recommended
Kotler mm 14e_05_ippt_ge
Kotler mm 14e_05_ippt_ge
Rizwanah Parwin
Kotler14e ippt ch5
Kotler14e ippt ch5
Nguyễn Mạnh Tú
Creating customer value, satisfaction and loyalty
Creating customer value, satisfaction and loyalty
Muhammad Zeeshan Baloch
Chapter five
Chapter five
Afnan Amjad
Lucas_8e_PPT_Ch10_ACCESS.pptx
Lucas_8e_PPT_Ch10_ACCESS.pptx
Keyur98
Customer value and Satisfaction
Customer value and Satisfaction
Tribhuvan University
Chapter 1 marketing managment
Chapter 1 marketing managment
Zohaib Ahmed
1224691062 kotler mm_13e_basic_05
1224691062 kotler mm_13e_basic_05
maisuradi
1224691062 kotler mm_13e_basic_05
1224691062 kotler mm_13e_basic_05
maisuradi
Top 10 learning questions for chapter 5
Top 10 learning questions for chapter 5
Francine Luanne M Collantes, MBA
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
Nishant Agrawal
principlesofmarketing-chapter2-1708101623343.pptx
principlesofmarketing-chapter2-1708101623343.pptx
cjoypingaron
Loyalty industry
Loyalty industry
MohammedSharukKamal
MM.2011.2.2
MM.2011.2.2
Stephan Langdon
Principles of Marketing for Grade 12 Students. Chapter 2
Principles of Marketing for Grade 12 Students. Chapter 2
Johemie Lopez Quinones
Marketing Management session 2 - Group 1
Marketing Management session 2 - Group 1
Cezar Cortez, PECE, MBA
C:\fakepath\v49 erwin isla-chapter5-top10questions
C:\fakepath\v49 erwin isla-chapter5-top10questions
Erwin Isla
V49 erwin isla-chapter5-top10questions
V49 erwin isla-chapter5-top10questions
Erwin Isla
Chapter 5 creating long term loyalty relationships
Chapter 5 creating long term loyalty relationships
smumbahelp
CRM_Services.pptx
CRM_Services.pptx
Manpreet Randhawa
Chapter 2.pptx
Chapter 2.pptx
EthelineChloeEspinaB
Kotler mm15e inppt_05
Kotler mm15e inppt_05
Ehab Yousry
Kotler_MM_14e_05_ippt.ppt
Kotler_MM_14e_05_ippt.ppt
BenedictusKenny2
CREATING CUSTOMER value, satisfaction and loyalty
CREATING CUSTOMER value, satisfaction and loyalty
Sajjad Sayed
Chapter 5 by kaye olivar v53
Chapter 5 by kaye olivar v53
Kaye Olivar
chap-5-creating-long-term-loyalty-relationships.ppt
chap-5-creating-long-term-loyalty-relationships.ppt
RajjaRashad1
chap-5-creating-long-term-loyalty-relationships.ppt
chap-5-creating-long-term-loyalty-relationships.ppt
AZHATAZEENNAQVI
How can companies attract and retain the right customers and cultivate strong...
How can companies attract and retain the right customers and cultivate strong...
Sameer Mathur
Chapter #7.ppt marketing and marketing management
Chapter #7.ppt marketing and marketing management
shahzadghafoor4
solomon_rprc7_sppt01.ppt
solomon_rprc7_sppt01.ppt
shahzadghafoor4
More Related Content
Similar to Creating Customer Loyalty
1224691062 kotler mm_13e_basic_05
1224691062 kotler mm_13e_basic_05
maisuradi
Top 10 learning questions for chapter 5
Top 10 learning questions for chapter 5
Francine Luanne M Collantes, MBA
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
Nishant Agrawal
principlesofmarketing-chapter2-1708101623343.pptx
principlesofmarketing-chapter2-1708101623343.pptx
cjoypingaron
Loyalty industry
Loyalty industry
MohammedSharukKamal
MM.2011.2.2
MM.2011.2.2
Stephan Langdon
Principles of Marketing for Grade 12 Students. Chapter 2
Principles of Marketing for Grade 12 Students. Chapter 2
Johemie Lopez Quinones
Marketing Management session 2 - Group 1
Marketing Management session 2 - Group 1
Cezar Cortez, PECE, MBA
C:\fakepath\v49 erwin isla-chapter5-top10questions
C:\fakepath\v49 erwin isla-chapter5-top10questions
Erwin Isla
V49 erwin isla-chapter5-top10questions
V49 erwin isla-chapter5-top10questions
Erwin Isla
Chapter 5 creating long term loyalty relationships
Chapter 5 creating long term loyalty relationships
smumbahelp
CRM_Services.pptx
CRM_Services.pptx
Manpreet Randhawa
Chapter 2.pptx
Chapter 2.pptx
EthelineChloeEspinaB
Kotler mm15e inppt_05
Kotler mm15e inppt_05
Ehab Yousry
Kotler_MM_14e_05_ippt.ppt
Kotler_MM_14e_05_ippt.ppt
BenedictusKenny2
CREATING CUSTOMER value, satisfaction and loyalty
CREATING CUSTOMER value, satisfaction and loyalty
Sajjad Sayed
Chapter 5 by kaye olivar v53
Chapter 5 by kaye olivar v53
Kaye Olivar
chap-5-creating-long-term-loyalty-relationships.ppt
chap-5-creating-long-term-loyalty-relationships.ppt
RajjaRashad1
chap-5-creating-long-term-loyalty-relationships.ppt
chap-5-creating-long-term-loyalty-relationships.ppt
AZHATAZEENNAQVI
How can companies attract and retain the right customers and cultivate strong...
How can companies attract and retain the right customers and cultivate strong...
Sameer Mathur
Similar to Creating Customer Loyalty
(20)
1224691062 kotler mm_13e_basic_05
1224691062 kotler mm_13e_basic_05
Top 10 learning questions for chapter 5
Top 10 learning questions for chapter 5
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
principlesofmarketing-chapter2-1708101623343.pptx
principlesofmarketing-chapter2-1708101623343.pptx
Loyalty industry
Loyalty industry
MM.2011.2.2
MM.2011.2.2
Principles of Marketing for Grade 12 Students. Chapter 2
Principles of Marketing for Grade 12 Students. Chapter 2
Marketing Management session 2 - Group 1
Marketing Management session 2 - Group 1
C:\fakepath\v49 erwin isla-chapter5-top10questions
C:\fakepath\v49 erwin isla-chapter5-top10questions
V49 erwin isla-chapter5-top10questions
V49 erwin isla-chapter5-top10questions
Chapter 5 creating long term loyalty relationships
Chapter 5 creating long term loyalty relationships
CRM_Services.pptx
CRM_Services.pptx
Chapter 2.pptx
Chapter 2.pptx
Kotler mm15e inppt_05
Kotler mm15e inppt_05
Kotler_MM_14e_05_ippt.ppt
Kotler_MM_14e_05_ippt.ppt
CREATING CUSTOMER value, satisfaction and loyalty
CREATING CUSTOMER value, satisfaction and loyalty
Chapter 5 by kaye olivar v53
Chapter 5 by kaye olivar v53
chap-5-creating-long-term-loyalty-relationships.ppt
chap-5-creating-long-term-loyalty-relationships.ppt
chap-5-creating-long-term-loyalty-relationships.ppt
chap-5-creating-long-term-loyalty-relationships.ppt
How can companies attract and retain the right customers and cultivate strong...
How can companies attract and retain the right customers and cultivate strong...
More from shahzadghafoor4
Chapter #7.ppt marketing and marketing management
Chapter #7.ppt marketing and marketing management
shahzadghafoor4
solomon_rprc7_sppt01.ppt
solomon_rprc7_sppt01.ppt
shahzadghafoor4
Chapter #7.ppt
Chapter #7.ppt
shahzadghafoor4
vdocuments.mx_chapter-6-analyzing-consumer-markets-5584a490da086.ppt
vdocuments.mx_chapter-6-analyzing-consumer-markets-5584a490da086.ppt
shahzadghafoor4
Chapter #7.ppt
Chapter #7.ppt
shahzadghafoor4
Macro Env.ppt
Macro Env.ppt
shahzadghafoor4
pom14_dppt01.ppt
pom14_dppt01.ppt
shahzadghafoor4
More from shahzadghafoor4
(7)
Chapter #7.ppt marketing and marketing management
Chapter #7.ppt marketing and marketing management
solomon_rprc7_sppt01.ppt
solomon_rprc7_sppt01.ppt
Chapter #7.ppt
Chapter #7.ppt
vdocuments.mx_chapter-6-analyzing-consumer-markets-5584a490da086.ppt
vdocuments.mx_chapter-6-analyzing-consumer-markets-5584a490da086.ppt
Chapter #7.ppt
Chapter #7.ppt
Macro Env.ppt
Macro Env.ppt
pom14_dppt01.ppt
pom14_dppt01.ppt
Recently uploaded
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
robwhite630290
BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
collette15
Social Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa
Call Girls in Lajpat Nagar Delhi 💯Call Us 🔝8264348440🔝
Call Girls in Lajpat Nagar Delhi 💯Call Us 🔝8264348440🔝
soniya singh
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Damien ROBERT
GreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web Revolution
William Barnes
ASO Process: What is App Store Optimization
ASO Process: What is App Store Optimization
Ali Raza
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
s SS
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
Benjamin Szturmaj
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
SouvikRay24
Local SEO Domination: Put your business at the forefront of local searches!
Local SEO Domination: Put your business at the forefront of local searches!
dstvtechnician
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Demandbase
2024 SEO Trends for Business Success (WSA)
2024 SEO Trends for Business Success (WSA)
Jomer Gregorio
Mastering SEO in the Evolving AI-driven World
Mastering SEO in the Evolving AI-driven World
Scalenut
The Pitfalls of Keyword Stuffing in SEO Copywriting
The Pitfalls of Keyword Stuffing in SEO Copywriting
Juan Pineda
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Search Engine Journal
Best Persuasive selling skills presentation.pptx
Best Persuasive selling skills presentation.pptx
MasterPhil1
How To Utilize Calculated Properties in your HubSpot Setup
How To Utilize Calculated Properties in your HubSpot Setup
ssuser4571da
Omnichannel Marketing: Defining Omnichannel Marketing
Omnichannel Marketing: Defining Omnichannel Marketing
Dove Soft Ltd
Recently uploaded
(20)
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
Social Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa Guidebook for SAMMIES 2024.pdf
Call Girls in Lajpat Nagar Delhi 💯Call Us 🔝8264348440🔝
Call Girls in Lajpat Nagar Delhi 💯Call Us 🔝8264348440🔝
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
GreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web Revolution
ASO Process: What is App Store Optimization
ASO Process: What is App Store Optimization
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
Local SEO Domination: Put your business at the forefront of local searches!
Local SEO Domination: Put your business at the forefront of local searches!
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
2024 SEO Trends for Business Success (WSA)
2024 SEO Trends for Business Success (WSA)
Mastering SEO in the Evolving AI-driven World
Mastering SEO in the Evolving AI-driven World
The Pitfalls of Keyword Stuffing in SEO Copywriting
The Pitfalls of Keyword Stuffing in SEO Copywriting
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Best Persuasive selling skills presentation.pptx
Best Persuasive selling skills presentation.pptx
How To Utilize Calculated Properties in your HubSpot Setup
How To Utilize Calculated Properties in your HubSpot Setup
Omnichannel Marketing: Defining Omnichannel Marketing
Omnichannel Marketing: Defining Omnichannel Marketing
Creating Customer Loyalty
1.
2.
Marketing Management Arab World
Edition Kotler, Keller, Hassan, Baalbaki and Shamma Chapter 5 Creating Customer Value, Satisfaction, and Loyalty
3.
Copyright © 2012
Pearson Education 5-2 Chapter Questions 1. What are customer value, satisfaction, and loyalty, and how can companies deliver them? 2. What is the lifetime value of customers and how can marketers maximize it? 3. How can companies cultivate strong customer relationships?
4.
Building Customer Value, Satisfaction,
and Loyalty Chapter Question 1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-3 Fig. 5.1: Traditional Organization versus Modern Customer-Oriented Company Organization
5.
Customer Perceived Value Chapter
Question 1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-4 Fig. 5.2: Determinants of Customer-Perceived Value Customer perceived value is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.
6.
Customer Perceived Value Chapter
Question 1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-5 Often managers conduct customer value analysis . (S&W) Steps in this analysis are: 1. Identify major attributes and benefits that customers value. 2. Assess the qualitative importance of different attributes and benefits. 3. Assess the company’s and competitor’s performances on the different customer values against rated importance. 4. Examine ratings of specific segments. 5. Monitor customer values over time.
7.
Delivering High Customer
Value Chapter Question 1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-6 Loyalty is a deeply held commitment to re-buy or re- patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.
8.
Delivering High Customer
Value Chapter Question 1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-7
9.
Delivering High Customer
Value Chapter Question 1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-8 The value proposition is the whole cluster of benefits the company promises to deliver. P VS VP Volvo’s value proposition is not just in the safety.
10.
Total Customer Satisfaction Chapter
Question 1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-9 A customer’s decision to be loyal or to defect is the sum of many small encounters with the company. Expectation Vs Performance Joie de Vivre’s boutique hotels offer personal touches that exceed customer expectations.
11.
Monitoring Satisfaction Chapter Question
1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-10 Measurement techniques include: • Periodic surveys • Customer loss rate (Stop to buy) • Mystery shoppers • Monitor competitive performance 80/90
12.
Monitoring Satisfaction Chapter Question
1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-11 Customer complaints only about 5 percent from dissatisfied complain. The other 95 they just stop buying.
13.
Monitoring Satisfaction Chapter Question
1: What are customer value, satisfaction, and loyalty, and how can companies deliver them? Copyright © 2012 Pearson Education 5-12 When things go wrong, how to recover customer goodwill: 1. Set up a 7-day, 24-hour free ‘hotline’ (by phone, fax, or e-mail) to receive and act on customer complaints. 2. Contact the complaining customer as quickly as possible. Slow responses cause growing dissatisfaction, and lead to negative word of mouth. 3. Accept responsibility for the customer’s disappointment; don’t blame the customer. 4. Use customer-service people who are empathic. 5. Resolve the complaint swiftly and to the customer’s satisfaction.
14.
Maximizing Customer Lifetime Value Chapter
Question 2: What is the lifetime value of customers and how can marketers maximize it? Copyright © 2012 Pearson Education 5-13 Fig. 5.3: The 150/20 Rule: “The 20% most profitable customers generate as much as 150% of the profits of a company; the 20% least profitable lose 100% of the profits.”
15.
Chapter Question 2: What
is the lifetime value of customers and how can marketers maximize it? Copyright © 2012 Pearson Education 5-14 • A profitable customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream of attracting, selling, and servicing that customer. • Marketers can assess customer profitability individually, by market segment, or by channel. Customer Profitability
16.
Chapter Question 2: What
is the lifetime value of customers and how can marketers maximize it? Copyright © 2012 Pearson Education 5-15 Customer profitability analysis (CPA) can be conducted using a grid, as shown in Fig. 5.4 Customer Profitability Fig. 5.4: Customer-Product Profitability Analysis Activity-based costing ABC
17.
Chapter Question 2: What
is the lifetime value of customers and how can marketers maximize it? Copyright © 2012 Pearson Education 5-16 Measuring Customer Lifetime Value Customer lifetime value (CLV) is the net present value of the stream of future profits expected over the customer’s lifetime purchases. • Annual customer revenue: $500 • Average number of loyal years: 20 • Company profit margin: 10 • Customer lifetime value: $1000
18.
Chapter Question 3: How
can companies cultivate strong customer relationships? Copyright © 2012 Pearson Education 5-17 video https://www.youtube.com/watch?v=779KwjAYTeQ
19.
Chapter Question 3: How
can companies cultivate strong customer relationships? Copyright © 2012 Pearson Education 5-18 CRM is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty. Customer Relationship Management
20.
Chapter Question 3: How
can companies cultivate strong customer relationships? Copyright © 2012 Pearson Education 5-19 Framework for CRM marketing: 1.Identify prospects and customers. 2.Differentiate customers by their needs and their value to company. 3.Interact with customers to improve knowledge of their individual needs and build stronger relationships. 4.Customize products, services and messages to each customer. Customer Relationship Management
21.
Chapter Question 3: How
can companies cultivate strong customer relationships? Copyright © 2012 Pearson Education 5-20 Strategies for increasing the value of the customer base: • Reducing the rate of customer defection. • Increasing the longevity of the customer relationship. • Enhancing the growth potential of each customer through ‘share of wallet’, cross-selling and up-selling. • Making low-profit customers more profitable or terminating them. • Focusing disproportionate effort on high-profit customers. Customer Relationship Management
22.
Attracting and Retaining
Customers Chapter Question 4: How can companies both attract and retain customers? Copyright © 2012 Pearson Education 5-21 Attracting new customers can be expensive. Table 5.3: Customer Acquisition Costs by Marketing Activity
23.
Attracting and Retaining
Customers Chapter Question 4: How can companies both attract and retain customers? Copyright © 2012 Pearson Education 5-22 Retention dynamics: • The average company loses 10% of its customers each year. • A 5% reduction to the customer defection rate can increase profits by 25% to 85%. • The customer profit rate increases over the life of a retained customer.
24.
Attracting and Retaining
Customers Chapter Question 4: How can companies both attract and retain customers? Copyright © 2012 Pearson Education 5-23 Fig. 5.5: The Customer Development Process
25.
Chapter Question 4: How
can companies both attract and retain customers? Copyright © 2012 Pearson Education 5-24 Building Loyalty Box 5.2: Forming Strong Customer Bonds
26.
Chapter Question 4: How
can companies both attract and retain customers? Copyright © 2012 Pearson Education 5-25 Building Loyalty • Customer plus-delta • Napsterize your knowledge • Build the buzz • Create community • Make bite-size chunks • Create a cause
27.
Customer Databases and Database
Marketing Chapter Question 5: What is database marketing? Copyright © 2012 Pearson Education 5-26 A customer database is an organized collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable for marketing purposes.
28.
Chapter Question 5: What
is database marketing? Copyright © 2012 Pearson Education 5-27 Database key concepts Customer Databases • Customer database • Database marketing • Mailing list • Business database • Data warehouse • Data mining
29.
Chapter Question 5: What
is database marketing? Copyright © 2012 Pearson Education 5-28 Data Warehouses and Datamining Companies can use their databases in five key ways: 1. To identify prospects. 2. To target offers. 3. To deepen loyalty. 4. To reactivate customers. 5. To avoid mistakes.
30.
Chapter Question 5: What
is database marketing? Copyright © 2012 Pearson Education 5-29 The Downside of Database Marketing and CRM Don’t build a customer database when: 1. The product is a once-in-a-lifetime purchase. 2. Customers do not show loyalty. 3. The unit sale is very small. 4. The cost of gathering information is too high.
31.
Chapter Question 5: What
is database marketing? Copyright © 2012 Pearson Education 5-30 The Downside of Database Marketing and CRM Perils of CRM: • Implementing CRM before creating a customer strategy • Rolling out CRM before changing the organization to match • Assuming more CRM technology is better • Stalking, not wooing, customers
32.
Credits • Slide 1
Alamy Images: B. O’Kane • Slide 7 Image courtesy of The Advertising Archives • Slide 8 ‘2010 Brand Keys Customer Loyalty Leaders List’, http://www.brandkeys.com/awards/leaders.cfm. Reproduced with permission • Slide 9 Joie De Vivre Hotels • Slide 14 Larry Selden and Yoko S. Seldon, “Profitable Customer: The Key to Great Brands,” Point, July–August 2006 • Slide 25 Customer Loyalty: How to Earn It, How to Keep It, John Wiley and Sons (Griffin, J., 2002), p.36, copyright © 2002, John Wiley and Sons • Slide 27 Ben McConnell and Jackie Huba, “Learning to Leverage the Lunatic Fringe,” Point, July–August 2006, pp. 14–15; Michael Krauss, “Work to Convert Customers into Evangelists,” Marketing News, December 15, 2006, p. 6; Ben McConnell and Jackie Huba, Creating Customer Evangelists: How Loyal Customers Become a Loyal Sales Force (New York: Kaplan Business, 2003); Lauren Indvik, “Google Launches Voice-to-Twitter Service to Help Protesters in Egypt,” Mashable Social Media, January 31, 2011, http://mashable.com/2011/01/31/google-twitter-egypt-call-service/
Download now