The document discusses strategies for creating long-term loyalty relationships with customers. It outlines the marketing funnel process and provides an example of using customer value analysis to evaluate family mid-size SUVs. It also discusses approaches for managing customers in the semiconductor design and manufacturing industry, including reducing defect rates, increasing relationship longevity, and focusing on high-profit customers.
Customer Segmentation for Retention StrategyMelody Ucros
IE Business School
Marketing Intelligence Project by Group F:
Melody Ucros
Jina Kim
Andrea Blasioli
Adedeji Rodemade
Fergus Buckey
Alex Kyalo
Louis Rampignon
Data Source: http://archive.ics.uci.edu/ml/datasets/online+retail
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Customer Segmentation for Retention StrategyMelody Ucros
IE Business School
Marketing Intelligence Project by Group F:
Melody Ucros
Jina Kim
Andrea Blasioli
Adedeji Rodemade
Fergus Buckey
Alex Kyalo
Louis Rampignon
Data Source: http://archive.ics.uci.edu/ml/datasets/online+retail
How to Create a Customer Segmentation ModelMark Haubert
Are your sales and marketing teams focused on the right customers? Learn how to define your Ideal Customer Criteria, create a Customer Segmentation Model, identify your Key Accounts and focus your teams on customers with the greatest potential for growth.
Customer Segmentation Using Portfolio Optimization for B2B MarketsMd Mazedul Islam Khan
The aim of the project is to contribute to the development of the modern approach of customer segmentation using portfolio analysis for B2B markets specifically for Bangladesh in a most efficient way using a modern tool (i.e. CRM).
A suggestion for the developer in Bangladesh b2b markets.
Customer retention or acquisition that's one debate that we all have no answer to. Retention and acquisition both are like the sides of the same coin. This PPT highlights the essentials of both and how we should utilize the best of both the worlds.
Customer retention strategy - Rejected Slide-deck of an aspiring Product ManagerTravellingcamera
Rejected Slide-deck of an aspiring Product Manager – Retention Strategy
This slide-deck was made for product which has huge subscriber base and the main feedback was that slide-deck is not specific to Product and applicable to any other product. I consider is very positive and hence thought of putting it here.
Efficient customer segmentation in Google Analytics (Blueffect 2013 Warsaw, Poland) - examples and best practices of accurate data analysis and advanced segmentation principles in order to improve revenues of your business.
- What makes you wrongly evaluate marketing campaigns: do you know, what is the real conversion rate of your website?
- How to prioritize content sections of an e-commerce website.
- What customer segments and cohorts are useful.
RFM stands for Recency, Frequency, and Monetary value, each corresponding to some key customer trait. These RFM metrics are important indicators of a customer’s behavior because frequency and monetary value affects a customer’s lifetime value, and recency affects retention, a measure of engagement.
RFM analysis helps marketers find answers to the following questions:
Who are your best customers?
Which of your customers could contribute to your churn rate?
Who has the potential to become valuable customers?
Which of your customers can be retained?
Which of your customers are most likely to respond to engagement campaigns?
Let's find out more with the help of Slideshare.
Customer Segmentation Using Portfolio Optimization for B2B MarketsMd Mazedul Islam Khan
The aim of the project is to contribute to the development of the modern approach of customer segmentation using portfolio analysis for B2B markets specifically for Bangladesh in a most efficient way using a modern tool (i.e. CRM).
A suggestion for the developer in Bangladesh b2b markets.
Customer retention or acquisition that's one debate that we all have no answer to. Retention and acquisition both are like the sides of the same coin. This PPT highlights the essentials of both and how we should utilize the best of both the worlds.
Customer retention strategy - Rejected Slide-deck of an aspiring Product ManagerTravellingcamera
Rejected Slide-deck of an aspiring Product Manager – Retention Strategy
This slide-deck was made for product which has huge subscriber base and the main feedback was that slide-deck is not specific to Product and applicable to any other product. I consider is very positive and hence thought of putting it here.
Efficient customer segmentation in Google Analytics (Blueffect 2013 Warsaw, Poland) - examples and best practices of accurate data analysis and advanced segmentation principles in order to improve revenues of your business.
- What makes you wrongly evaluate marketing campaigns: do you know, what is the real conversion rate of your website?
- How to prioritize content sections of an e-commerce website.
- What customer segments and cohorts are useful.
RFM stands for Recency, Frequency, and Monetary value, each corresponding to some key customer trait. These RFM metrics are important indicators of a customer’s behavior because frequency and monetary value affects a customer’s lifetime value, and recency affects retention, a measure of engagement.
RFM analysis helps marketers find answers to the following questions:
Who are your best customers?
Which of your customers could contribute to your churn rate?
Who has the potential to become valuable customers?
Which of your customers can be retained?
Which of your customers are most likely to respond to engagement campaigns?
Let's find out more with the help of Slideshare.
Driving Growth and Profitability through Customer Experience & Process Trans...Brad Power
A Customer Experience revolution is transforming the business landscape catalyzed by redesigning the 'Process' that connects customers with their channel partners both up- and down-stream. Remarkably, Customer Experience transformation has proven to generate 30-50% revenue and profit improvement for companies, by driving revenues AND reducing expenses. Business Process professionals have a major role to play in this transformation - but new approaches, stakeholders, and technologies are needed to create breakthrough results.
Assessing customer maturity is essential for effective cs managementTotango
From Customer Success Summit 2017 - Boaz Maor, VP, Customer Success at Self & Ralf Wittgen, Chief Customer Officer at Promapp Solutions, discuss "Assessing Customer Maturity is Essential for Effective CS Management".
Learn more about Customer Success Summit: http://customersuccesssummit.com
Totango is the leading enterprise- grade customer success platform that helps recurring revenue businesses proactively impact business outcomes with customer success. With solutions to empower Customer Success Teams or entire companies, Totango enables everyone to participate in customer success.
Learn more at www.totango.com.
Introducing self-scanners to CRAI chain in Milan (case work)Dasha Gaioshko
The aim of this project is to implement self-scanner technology, that is gaining a lot of appreciation by customers worldwide, in CRAI supermarkets in Italy.
Why is focus on customer excellence so important? Because in a global, connected world in which venues, products and services are increasingly interchangeable and prices ever more transparent, the (memorable) customer experience often becomes the key differentiator. Customer Excellence pays off in general: customer retention is far less expensive than customer acquisition and great customer experience results in the reduction of (process) costs within the framework of complaint handling. Plus - it’s a profitable marketing strategy: Word-of-mouth advertising is the best kind of advertising that money can’t buy.
In this session we will show you examples and approaches on how to set-up up a customer experience measurement program that will provide you with precise data on your customers and actionable insights for the definition of customer excellence measures which will be helping you to ensure sustainable business success with meeting organizers in companies and associations.
BUILDING THE BUSINESS CASE FOR INVESTING IN TALENT MANAGEMENTHuman Capital Media
A great talent development program can set your organization apart and keep you competitive. While you don’t need convincing, your leadership team sure does. Because without executive buy-in, even the best intentions fly out the window.
This begs the question: What do HR leaders need to do to get the C-Suite onboard? Led by a seasoned CFO, this webinar will show you how to develop an effective business case that delivers the most compelling facts and figures to back up both hard and soft benefits for investing in talent management systems and processes.
Key learning takeaways:
The surprising competencies and skills that strategic HR leaders and CFOs have in common
How to align your proposed initiatives directly to the objectives of the business
The language and metrics that will make your CFO and CEO sit up and take notice
Important financial metrics and other key factors to consider and include in your case
What to ask your vendors to get the support you need to ensure buy-in
The report discusses Udyog Enterprises, a distributor of construction chemicals for Sika company. It stores the chemicals by Sika in its inventories and then supplies them to companies as per demand. The customers are largely divided into two main segments, industrial buyers and retail buyers. 95% of the revenue comes from retail buyers.
The methods through which the company generates leads are-
Sika provides them information about the projects happening
Through site visits by a team of engineer from Sika and sales force from Udyog
Through some information in newspaper ads
Through word-of-mouth, if the company hears about any projects going on then we approach the company.
Customer Experience is a key differentiator – globally, 81% of consumers are willing to pay more for a better experience [Capgemini]. Learn about the changing customer environment, how to go about creating a customer experience-led approach and the benefits it will bring!
Using Amazon's PRFAQ Methodology! by Amazon Product LeaderProduct School
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- Working backwards and structuring your thinking
- The PRFAQ process and adapting to your needs
- Planning to consensus building to execution
How to Build Products for Global Customers by Amazon Sr PMProduct School
From this presentation you will find out how to John Sasidharan Senior Product Manager at Amazon navigates cross-border environment, creates cross-marketplace synergies while building products and avoids the analysis paralysis while building products for global audience and much more!
Consultant and author Jerry Manas shares his slide deck on Service-Oriented Project Management (SOPM), his framework for managing projects with a client-focused mindset. Visit Jerry's website at www.marengogroup.com.
How to Use Artificial Intelligence to improve the profitability of restaurants.
1. Mini MBA on Customers Data Analysis
2. BUSINESS CUSTOMERS X-RAY Module
3. CUSTOMER CARE Module
4. MENU ENGINEERING Module
5.PERSONNEL DEVELOPMENT Module
6. EXPECTED ROI AND FINAL CONSIDERATIONS
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...
Chapter5 Creating Long-Term Loyalty Relationships
1. Creating Long-Term Loyalty
Relationships
Concept Synthesis and Local Application
RONALD BASUIL
Ateneo Graduate School of Business
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
2. Concepts and Examples of Creating Long
Term Loyalty Relationships
• The Marketing Funnel
• Customer Value Analysis
• Managing the Customer Base
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
4. My Personal Journey with the Marketing
Funnel
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
5. Customer Value Analysis
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
Benefit Cost
Monetary
Time
Energy
Psychological
Product
Services
Personnel
Image
Family Mid-Size SUVs
6. Customer Value Analysis
Toyota Fortuner is the clear winner in Technologies,
Mid to Low Range offerings and Value for Money!
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
Examine how they are rated on
beneficial attribute
Assess the company’s and competitors’
performances vs importance
Assess the Quantitative Importance of
the Attributes
Identify Major Attributes & benefits
7. Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
• Reducing the Rate of Customer Defect
• Increasing the longevity of the customer relationship
• Enhancing the growth potential of each customer through “share of
wallet,” cross-selling, and upselling
• Making low-profit customers more profitable or terminating them.
• Focusing disproportionate effort on high-profit customers
Managing the Customer Base
for Semiconductor Design & Manufacturing
8. Managing the Customer Base
Reducing the Rate of Customer Defect
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
Yield (%) = # of Good Units /
Total # Units Tested
Lower Cost vs Higher Quality
Customer Return and AOQ
(Average Outgoing Quality)
Test Coverage = Power
consumption, Scan, MBIST, Speed
Total Test time (Secs) =
Test time + Index Time
TQM (Total Quality Management),
OCAP (Out of Control Action
Plan), & OPL (One Point Lesson)
Product Handling
9. Managing the Customer Base
Increasing the Longevity of Customer Relationship
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
Solve the Customer’s Future
Problem – Complex, Innovative
and Profitable Problems
10. Managing the Customer Base
Focusing Disproportionate Effort on High-Profit Customers
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
Uncompromised Quality at Higher Cost
11. Summary
• The Steps of Marketing Funnel – Audible
• Customer Value Analysis Process – Family Mid-Size SUVs
• Managing the Customer Base for Semiconductor Design &
Manufacturing Industry
o Reducing the Rate of Customer Defect
o Increasing the Longevity of Customer Relationship
o Focusing Disproportionate Effort on High-Profit Customers
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
12. Creating Long-Term Loyalty
Relationships
Concept Synthesis and Local Application
RONALD BASUIL
Ateneo Graduate School of Business
Creating Long-Term Loyalty Relationships
https://www.linkedin.com/in/ronald-basuil/
Editor's Notes
Hello vcoach and classmates, I am ronald basuil. Student of Ateneo graduate school business.
I am going to discuss and provide examples on 3 concepts of creating a long-term loyalty relationships with your customer
These are the marketing funnel, customer value analysis and managing the customer base.
Marketing funnel is a system that allows you to track the customer journey from having no idea who you are right through to becoming a lifelong loyal customer and every step in between.
The beauty of the funnel is that it provides a graphical representation of what can often be a hard subject to visualize. This is a good way to create your own marketing and can be as simple as looking at your own business and how you acquire customers. What are the stages of prospective customer takes and the journey they go through that moves from having no idea that your business existed to becoming a loyal customer.
So I would like to share with you the personal journey I had with the Marketing Funnel not as businessman but as consumer, with one of the App which I have been using since 2017. Audible!
Audible is a audiobook service from Amazon, offering the world’s biggest selection of titles ranging from much loved classics to new releases and original podcasts. For busy people who love to learn while on the move.
I always like reading books and learning something new. But I find myself always struggling to have available time to read due to activities on work, family, and other reasons. One day, I was walking in a park of our company area when I stumble on one of my colleague who had her earphones on while walking.
As I converse with her, she mentioned about an app called Audible and how it helps her a lot in finishing a book. I see her genuine love for learning just as myself to the point that she’s more than willing to pay for the monthly subscription.
So I tried the app, got it downloaded and installed in my phone. I listen to one of their free book and eventually finish that book within a month. I was so amazed!
Because what I realized is that I can read or shall I say listen to the book while driving going to the office and back home which usually takes a round 40mins per trip.
So, I decided to subscribe and pay a monthly due in return of choosing and listening to any one book I want per month. I started slow while trying to establish my habit, sometime going back listening to music. I used it from a couple of times in a week with some of the classic and best selling books I loved
to every time I commute going to the office and back home with any books that I am interested to listen to.
So in short, I finish a total of 26 books in just a year!
I became loyal to Audible not only because of the significant advantage it is providing me but also because of the enjoyment of learning that I am getting from their books.
Customer is always right, but have you ever wondered why the customer is so important? Why the location of the business and the quality of the product is much important? This is the fact that without the customer buying the product, organization and business will not exist.
Customer value is what you receive in return for what you sacrifice. As a businessman, you have to make sure the customer think that your product is a value-deal for them! Make them think that what they are getting is much more than what they are giving for your product. Customer value analysis is a very important tool as this allows the organization to gauge how they are being judged compare to their industry rivals, as they say: “Perception is Reality”. And this serves as a critical part in making sure that the customer is happy.
So as an example, lets take a closer at the current 2021 models of family mid-size SUVs in the Philippines.
On a personal note, I currently own a 2013 Toyota Innova and a 2014 Honda City. So I am looking for an SUV that could fit my family of 3 and some extended family members for a long holiday weekend.
Top models that are available here in the Philippines are: Toyota Fortuner, Mitsubishi Montero, Ford Everest, Nissan Terra, Isuzu MUX and the Cherolet Trailblazer.
So going through each step of the customer value analysis, I came up with the different ranking of these models given the most important attributes that I am looking for as my next family mid-size SUV.
These are the exterior, interior, tech goodies, safety, and depending on my budget I ranked their low, mid and high range offerings as well, and lastly the value for money.
I like the exterior of the Everest because of its burly, intimidating, broad face, muscular fender and it is the biggest among the competitors. Followed by the Fortuner which smooth, rounded, conservative, elegant and the newest model among the competitors.
In the interior department, my number one is again the Ford Everest because of boxier, chunkier interior as well as it has panoramic sunroof, leather dashboard, adjustable seats and power 3rd row. Followed by Fortuner which has a streamlined, elegant and sporty flowing lines in its cabin.
My second bet for tech goodies is the Ford Everest which has power folding, automatic parking, active noise cancelling, power fold 3rd seats. But on the top spot I have again the Fortuner which has wireless charging pad, power tailgate, ipad car play and android auto on top of the mentioned features of the Everest.
Safety is everybody’s priority in choosing their own vehicle and this is especially true for me as well. My first runner up on this category is the Ford Everest with adaptive cruise control, lane departure warning, blind spot monitoring and automatic emergency braking. On the top I have a tie between Toyota Fortuner and Mitsubishi Montero with both 360deg camera other than what was mentioned in the Everest.
On the mid and high range models I think Fortuner is still the number one given the number of features at 1.8 and 2.4M. On the low-range, Trailblazer is the winner at 1.53M with only basic features.
Overall Value for money, the V-model of Fortuner wins at only 1.8M for its mid-range model. So the overall winner for me is the Toyota Fortuner, followed by Ford Everest.
The way I ranked each of these brands coming from the consumer perspective should be the same as how they ranked themselves against their competitors, together with their unique selling proposition and target market.
By profession, I work as a test development engineering manager for a semiconductor design and manufacturing company. So I will be providing examples based on my professional experience relating to some of these items in the slide. Time to market and time to revenue, getting ahead of what’s possible for your customer, profiling and learning what your customer’s customer is doing against their competitors and betting on which kind of solution they will be needing from you are some of the factors to be considered in managing your customer base.
Quality is the most important for the customer, but equally important for the business is to have satisfactorily high hross margin ratio or overall profitability of the product.
As a manager, I must hit the right balance of producing and testing my product at lower cost against its datasheet and at maximum test coverage. It is not good to have a high yielding product but with a lot of customer return or low average outgoing quality. Other than fabrication and assembly cost, having an optimized testtime at maximum possible test coverage is very important. This can be achieved by increasing the parallel test sites, eliminating test insertions especially at cold and high temperatures as well as cohesive test program solution.
Product handling is very important across the development and production process, this avoids product mixing, esd or electro-static discharge, or any visual-mechanical rejects that not only jeopardizes your quality but also very disruptive to production line. So some of the tools are important such as TQM, OCAP, OPL & others.
We must anticipate the customer’s future demand, to be ahead with their complex problems and betting on which kind of solution they will be needing from us. This is while leveraging the different new technologies in the market. For example, in a silicon wafer fab process – we started with 180um now going to 22nm reticle process while increasing the total wafer size from old 4” wafers to 12” wafers and so we can produce more die per batch. We also adapted 3-horizon approach as the operational framework for business development especially for Tier 1 customers. During the conceptualization and feasibility stage, we categorized each of the features and benefit in these different horizons so we can plan which qualities of the product should we include in the development that makes a significant impact for the customer and to the market.
Focusing disproportionate effort on high profit customers. This is especially true for top tier customers such as iPhone & Samsung consumer-phone market, Microsoft in gaming & software market, Honeywell and Siemens in industrial market and lastly the different brands in automotive market such as Toyota, bmw, tesla and others. These companies have a big reputation to keep and so additional development cost for better quality and reliability is a no-issue for them.
So, I provided example on the steps of marketing funnel using my personal experience with Audible app.
The process of customer value analysis using the family mid-size SUV selection as an example.
And the different examples in managing the customer base for a typical semiconductor design and manufacturing company to reduce the rate of customer defect, increasing longevity of customer relationship and focused effort on high profit customers.
This is ronald basuil. Student of Ateneo graduate school business, on creating long-term loyalty relationships.
