This document discusses the importance of customer value in marketing management, highlighting its impact on customer satisfaction, loyalty, and business profitability. It outlines various components of customer value, such as functional, emotional, and social value, while emphasizing the need for businesses to innovate and personalize experiences to meet customer needs. Additionally, it explores strategies for enhancing customer service, leveraging technology, and fostering customer engagement for sustainable competitive advantage.

1. Programme: BBA
Course Code: OBBAM-24
Course Title: MARKETING MANAGEMENT
Topic: COMPANY ORIENTATION APPROACHES: PRODUCTION,
PRODUCT, SELLING, MARKETING, HOLISTIC MARKETING CONCEPT
Week:2 -Lecture:2
Dr.P.Subburaj
Department Of Management Studies
VISTAS
VISTAS ONLINE

2. Introduction to Customer Value
•Customer value is the perceived benefit vs. cost
•It drives customer satisfaction and loyalty
•Businesses must continuously innovate to add value
•Value is influenced by price, quality, and service
•Personalized experiences enhance customer retention
•Delivering value leads to long-term profitability
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3. VISTAS ONLINE
Components of Customer Value
•Functional value: Product performance and
benefits
•Emotional value: Connection with brand and
experience
•Social value: Status and peer influence
•Economic value: Price vs. perceived worth
•Psychological value: Sense of trust and
reliability
•High perceived value strengthens brand
reputation

4. Importance of Delivering Customer Value
•Differentiates a brand from competitors
•Builds long-term relationships and trust
•Enhances customer satisfaction and loyalty
•Increases word-of-mouth marketing and
referrals
•Improves business revenue and profitability
•Leads to a sustainable competitive advantage

5. Identifying Customer Needs
•Conduct market research and surveys
•Analyze customer feedback and complaints
•Observe industry trends and competitor strategies
•Segment customers based on preferences
•Use data analytics to track behavior
•Align product features with customer expectations

6. Personalization and Customer Preferences
•Tailored experiences improve customer engagement
•AI and data analytics help personalize offers
•Customized products increase perceived value
•Personalized communication enhances brand trust
•Dynamic pricing strategies improve affordability
•Customer-centric businesses outperform competitors

7. Customer Journey Mapping
•Tracks interactions from awareness to purchase
•Identifies pain points and areas for improvement
•Helps in optimizing customer touchpoints
•Enhances user experience and brand consistency
•Reduces friction in the buying process
•Improves retention through seamless engagement

8. Product Innovation and Quality
•High-quality products enhance customer trust
•Continuous improvement meets evolving needs
•Research and development drive innovation
•User-friendly design increases usability
•Quality assurance prevents defects and complaints
•Superior products justify premium pricing

9. Competitive Pricing Strategies
•Value-based pricing aligns with customer
perception
•Dynamic pricing adapts to market demand
•Discounts and promotions attract new buyers
•Subscription models increase lifetime value
•Bundling products enhances affordability
•Transparent pricing builds consumer trust

10. Enhancing Customer Service
•Quick response times improve satisfaction
•Multi-channel support increases accessibility
•AI chatbots enhance efficiency and availability
•Personalized support strengthens relationships
•Loyalty programs reward repeat customers
•Exceptional service turns customers into advocates

11. Leveraging Technology for Customer Value
•E-commerce platforms provide seamless shopping
•AI and automation streamline processes
•Chatbots improve customer service efficiency
•CRM tools enhance relationship management
•Data analytics personalize customer interactions
•Mobile apps create convenience and accessibility

12. Omni-Channel Experience
•Integrates online and offline interactions
•Provides a seamless shopping journey
•Improves customer engagement across platforms
•Ensures brand consistency in all touchpoints
•Adapts to customer preferences and behaviors
•Increases sales through multiple channels

13. Customer Engagement and Relationship Building
•Engaged customers are more loyal and profitable
•Social media fosters real-time interactions
•Community building strengthens brand advocacy
•Customer feedback helps improve offerings
•Events and webinars enhance direct engagement
•Personalized communication builds emotional connection

14. Components of Customer Value
•Functional value: Product usability and benefits
•Emotional value: Customer experience and branding
•Social value: Influence from peers and networks
•Economic value: Price justification and affordability
•Perceived value impacts purchasing decisions
•Higher value leads to increased loyalty

15. Metrics for Measuring Customer Value
•Customer Satisfaction Score (CSAT) – Measures happiness
•Net Promoter Score (NPS) – Tracks brand loyalty
•Customer Lifetime Value (CLV) – Predicts revenue potential
•Churn Rate – Identifies customer loss rate
•Retention Rate – Measures repeat business success
•Conversion Rate – Evaluates marketing effectiveness

16. Case Study: Brands Excelling in Customer Value
•Amazon: Customer-centric innovation and convenience
•Apple: Premium quality and ecosystem loyalty
•Tesla: Sustainable value and technology leadership
•Zappos: Exceptional customer service culture
•Netflix: Personalization and content recommendations
•Learning from industry leaders improves strategies

17. AI and Automation in Customer Value
•AI personalizes customer interactions
•Predictive analytics anticipate needs
•Chatbots provide 24/7 customer support
•Automation improves order processing speed
•AI-powered recommendations increase relevance
•Smart technology enhances overall experience

18. Sustainability and Ethical Consumerism
•Customers prefer brands with ethical practices
•Eco-friendly products enhance brand reputation
•Transparent supply chains build consumer trust
•Sustainable packaging appeals to conscious buyers
•Corporate social responsibility (CSR) drives loyalty
•Green initiatives differentiate brands in the market

19. Conclusion and Q&A
•Delivering customer value ensures long-term success
•Understanding customer needs drives engagement
•Innovation, quality, and service create differentiation
•Technology enhances personalization and efficiency
•Measuring success helps refine strategies
•Thank You! Questions and Discussions Welcome