This document provides an overview of a CRM presentation focused on customers. It includes:
- Case studies on General Motors and HCL Technologies to demonstrate how businesses must adapt to changing customer needs.
- A discussion of marketing fundamentals like the 4Ps and how customer interactions have evolved, using examples like Flipkart.
- The concept of customer value management (CVM) and how it has developed over time to focus on delivering maximum value to customers compared to competitors.
- A sample CVM case study on improving a laptop design based on customer research and priorities around attributes like speed, weight and capacity.
Merkado client case study - OneAccess increased client engagement 3 - 5 times...Juan Carlos Sanchez
To create a better customer buying experience I redesigned the customer website for a managed enterprise IT vendor. To improve the buying process I reorganized a complex 66-item portfolio into market-driven product & solution families; created unique value propositions and content for each, and added simple product search and comparison capabilities. This lead to a 3-5x increase in client engagement.
Project on Customer Relationship management at Huge Hyper Market at Big Bazaar And Reliance Mart in India.Big Bazaar and Reliance Mart is the Largest Hyper Market in Indian Retail Chain.
Merkado client case study - OneAccess increased client engagement 3 - 5 times...Juan Carlos Sanchez
To create a better customer buying experience I redesigned the customer website for a managed enterprise IT vendor. To improve the buying process I reorganized a complex 66-item portfolio into market-driven product & solution families; created unique value propositions and content for each, and added simple product search and comparison capabilities. This lead to a 3-5x increase in client engagement.
Project on Customer Relationship management at Huge Hyper Market at Big Bazaar And Reliance Mart in India.Big Bazaar and Reliance Mart is the Largest Hyper Market in Indian Retail Chain.
Business Playbook Powerpoint Presentation SlidesSlideTeam
In this highly competitive market, every business enthusiast wants to promote a business that leads them to a more profitable direction. For this, they need a complete guide that covers all the processes, policies, and operating procedures of the business. Introducing our content ready Business Playbook PowerPoint Presentation Slides that is filled with all the documented policies and guiding tools that will scale your business to the next level. With the aid of this eye-catching business playbook PPT layout, you can explain the benefits and features of your products to grab the attention of the target audience. Take the assistance of our business playbook presentation template and elaborate on all the business-related information that makes it easy for your employees to understand. You can also use this business paybook PPT slide to provide a glimpse of the crucial manufacturing activities through the production process flowchart. Run your business smoothly and efficiently by downloading our ready-to-use business playbook PowerPoint presentation template. https://bit.ly/3zXafeG
This presentation will give you deep insight into the nature of business models. It describes traditional and bleeding-edge models and their dynamics, innovation techniques, how to position your model within an intensely competitive landscape, and how to lead the redesign of your own organization’s business model.
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with thirty three slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Industrial Marketing PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization. http://bit.ly/2OAoH6e
Are you exploring similar profile:
1. Business Plan and sales strategy
2. Team building and leadership
3. Technology evangelism
4. Entrepreneur,built and replicated "high performance teams"
5. 22 Quarters of sales growth with double digit profitable growth in the ever changing competitive scenario of SMAC ecosystem
6. South Asia Sales expertise in IT, Telecom, communication service provider,enterprise sales
Best Practices in Business Innovation: Business Models Changing the Landscape...Aggregage
Companies these days cannot afford to stand still!
Cheryl Perkins, Founder and President of Innovationedge and a visionary business leader, will share best practices of companies who are defining and implementing new business models. These models are used to create new pathways to value and deliver growth in today’s business climate. She will lead you on a journey through business model basics and describe how companies are taking innovation strategy to the next level, while tackling the current challenges of talent management and innovation fatigue.
Perceived value, service quality, customer satisfaction, trust and loyalty on...Hatta Harris Rahman
This research was conducted to obtain an undergraduate degree. The objectives of this research are:
1. To analyze the relationship between perceived value and customer satisfaction.
2. To analyze the relationship between service quality and customer satisfaction.
3. To analyze the relationship between perceived value and service quality in order to form customer satisfaction
4. To analyze the relationship between customer satisfaction and trust.
5. To analyze the relationship between customer satisfaction and loyalty.
6. To analyze the relationship between trust and loyalty .
7. To analyze the direct and indirect effect of loyalty by customer satisfaction through trust.
Business Playbook Powerpoint Presentation SlidesSlideTeam
In this highly competitive market, every business enthusiast wants to promote a business that leads them to a more profitable direction. For this, they need a complete guide that covers all the processes, policies, and operating procedures of the business. Introducing our content ready Business Playbook PowerPoint Presentation Slides that is filled with all the documented policies and guiding tools that will scale your business to the next level. With the aid of this eye-catching business playbook PPT layout, you can explain the benefits and features of your products to grab the attention of the target audience. Take the assistance of our business playbook presentation template and elaborate on all the business-related information that makes it easy for your employees to understand. You can also use this business paybook PPT slide to provide a glimpse of the crucial manufacturing activities through the production process flowchart. Run your business smoothly and efficiently by downloading our ready-to-use business playbook PowerPoint presentation template. https://bit.ly/3zXafeG
This presentation will give you deep insight into the nature of business models. It describes traditional and bleeding-edge models and their dynamics, innovation techniques, how to position your model within an intensely competitive landscape, and how to lead the redesign of your own organization’s business model.
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with thirty three slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Industrial Marketing PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization. http://bit.ly/2OAoH6e
Are you exploring similar profile:
1. Business Plan and sales strategy
2. Team building and leadership
3. Technology evangelism
4. Entrepreneur,built and replicated "high performance teams"
5. 22 Quarters of sales growth with double digit profitable growth in the ever changing competitive scenario of SMAC ecosystem
6. South Asia Sales expertise in IT, Telecom, communication service provider,enterprise sales
Best Practices in Business Innovation: Business Models Changing the Landscape...Aggregage
Companies these days cannot afford to stand still!
Cheryl Perkins, Founder and President of Innovationedge and a visionary business leader, will share best practices of companies who are defining and implementing new business models. These models are used to create new pathways to value and deliver growth in today’s business climate. She will lead you on a journey through business model basics and describe how companies are taking innovation strategy to the next level, while tackling the current challenges of talent management and innovation fatigue.
Perceived value, service quality, customer satisfaction, trust and loyalty on...Hatta Harris Rahman
This research was conducted to obtain an undergraduate degree. The objectives of this research are:
1. To analyze the relationship between perceived value and customer satisfaction.
2. To analyze the relationship between service quality and customer satisfaction.
3. To analyze the relationship between perceived value and service quality in order to form customer satisfaction
4. To analyze the relationship between customer satisfaction and trust.
5. To analyze the relationship between customer satisfaction and loyalty.
6. To analyze the relationship between trust and loyalty .
7. To analyze the direct and indirect effect of loyalty by customer satisfaction through trust.
An introductory section from our work in helping clients define customer value propositions and understand the importance of differentiated value within the context of strategy and planning. Hope you find something of value.
Intro to Product Management and Business Model Canvas (BMC)Mulyadi Oey
A set of slides that I had used to describe what Product Management in general is and how to utilize Business Model Canvas (BMC) to help organizations / startups in finding their product-market fit.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
Service-dominant logic, in behavioral economics, is an alternative theoretical framework for explaining value creation, through exchange, among configurations of actors. It is a dominant logic
[Whitepaper] Marketing 2.0: How to Build On-demand Marketing CapabilitiesFlevy.com Best Practices
More information: https://flevy.com/browse/flevypro/building-on-demand-marketing-capabilities-3397
The accelerating pace of Digital technologies will force companies to meet new consumer demands for marketing that’s always relevant. Marketing is progressively shifting towards "on-demand," which means consistent, pertinent, as well as receptive to customer’s demands, grabbing their attention by standing out from the competition, and able to deliver concrete solutions.
This framework begins with a discussion of the 4 Areas of Consumer Demand: Now, Can I, For Me, and Simply.
This framework also discusses an approach to building On-demand Marketing capabilities. To build these capabilities, companies will need coordinated efforts across the board to shine at 3 levels:
1. Create Interactions across the Consumer Decision Journey
2. Make Data and Discovery a Continuous Cycle
3. Deliver New Skills and Processes
Additional topics discussed include Consumer Decision Journey, the 3 Data Lenses, Customer Experience, among other topics.
The slide deck also includes some slide templates for you to use in your own business presentations.
How do branding and service design fit together? While one concept manages expectations, the other manages experiences. Combining both approaches allows creating brand experience for the benefit of customers as well as for companies. The concept of ‘Brand Services’ are “give-away services” that address relevant user needs and at the same time convey a brand message. In this talk and hands-on exercise, Christian Vatter shows how creating value for people and promoting business goes hand-in-hand.
Christian Vatter is user psychologist and brand consultant. He founded Rlevance Consulting, a human centered business consultancy with a specialty in creating meaningful brands and value-adding customer experiences. In his work he often combines service design with branding techniques to create sustainable bonds with customers. He wrote various articles on this topic and speaks at international conferences.
Digital transformation Online guide to expert analyses and digital strategy d...Miodrag Kostic, CMC
Digital transformation consulting workshop training course
How to create expert analyses, digital road map and strategy?
Miodrag Kostic, CMC, CDC
Certified digital transformation expert, consultant - Serbia, Belgrade
http://www.businessknowledge.biz/
http://www.miodragkostic.com/
Lawrence Wright, serial entrepreneur
Лекция Лоренса Райта, серийного предпринимателя, основателя Стартап Академии Сколково и основателя компании GVA LaunchGurus для Startup Bootcamp 4-6 ноября 2015 года, интенсивной программы для начинающих предпринимателей
B2B Webinar: Creating Your Digital Roadmap. Why Now?CrossView
Visit: http://pages.crossview.com/B2B-Webinar-1-resources.html for our webinar replay and an exclusive offer from CrossView.
Whether you are taking your first steps down the digital path or you’re refreshing an existing, more complex roadmap for B2B, learn what you need to think about on this journey – today and tomorrow.
Webinar Highlights:
• What are the key factors driving companies to shift to B2B commerce?
• How can digital channels complement – even support – your on-the-ground sales teams?
• What tools and technologies can help with your online B2B transformation?
Similar to CRM Redefine - Customer is the Focus (20)
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
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.
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.
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.
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.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Premium MEAN Stack Development Solutions for Modern Businesses
CRM Redefine - Customer is the Focus
1. Session – 1 “CRM Redefined”
Focus : C u s t o m e r
2. This is a Series of CRM Presentations evolving the concept
towards the IT Framework.
2
3. Ever Changing Business World (30 Min)
• Case Study – General Motors
• Case Study- HCL Technologies Ltd
Marketing – Customer Perspective (15 Min)
• Give and Take in Marketing
• 4P’s Marketing – Revisited
Customer (15 Min)
• Who is a Customer
• Customer Interaction Stages
• Case Study HP ‘Think Pad’ – Design for the Target Customer
Break – 30 Min
3
Today’s Session [1.5 Hrs]
4. Customer Value Management (CVM) ( 20 Min)
• Evolution of CVM
• What is CVM and its relevance
• Case Study- Turnaround of AT&T through CVM strategy in
1990’s
Customer – Life Time Value (C-LTV) & Wallet Share (C-WS)
(30 Min)
• C-LTV in Details
• C-WS defined
• Class Activity : Case Study on Scorpio [30-45 Min]
Break (10-15 Min)
Re-Cab (15 Min)
Reference Books – 1 Min
4
Today’s Session [2.0 Hrs]
6. So what is new – In the world we live and the evolved economy
6
Digitalization and
connectivity –
-everything is digital
and networked
Disintermediation and re-
intermediation
- old channels are
disappearing & new ones
getting defined
7. Industry convergence – businesses are redefining
7
1. Kodak – chemical company to digital imaging
2. Shiseido – cosmetic company to dermatology
3. Dabur – Ayurveda medicines to Herbal – medicines, oral care, personal care
4. Apple – Converges multiplatform media into Telecommunication
Any other Examples?
8. Customerization – The New Paradigm
8
1990 Old Indicia – The
People Car
2010 Vista – Luxury
Hatchback
Customer’s had no choice of Indian made Sedan… and the need was
basic- a Utility vehicle with good mileage and low running cost - The
Customer base was large and the product was made custom to
satisfy the need of ‘Many’ from the ‘Richey Rich to the ‘Middle Class
–First Time Users!!’
Indicia lost more than 50% of its market in 2 decades and Tata Motorsd slipped
to 5 position in passenger car segment from No. 2 spot
Tata Motor ran a long program to understand specific need of the
key customer base, differentiation with competition and new
market position…. To Introduce The High End People’s Car
Companies interact with customers intimately
& personally – combination of operational
customization & marketing customization is
called customerization
9. Case Study on General Motors
Forces of Change
• External Forces: Toyota has emerged as the biggest competitor
even at its highest market base- USA
• Internal forces: Cost of employee 74 $-Hr @ 80% Utilization as
compared to Toyota which is 44 $-Hr @ 95% Utilization
• Due to union agreement GM was not in position to lower staff
cost
GM had less choice but to implement organization changes
to achieve optimization in structural cost, change cost with
help of process change and cultural change
9
Organizational Impact & Changes – The boiling Internal world
10. Reengineering: From focusing to reorganizing (Parts Consolidation)
Outsourcing: Buying goods and services from outside (Global Sourcing
Optimization)
E-Commerce: Making all Products& Services available on the Internet (Improve
reach to customer and dealers)
Benchmarking: Studying “world class performance” and adopting “best
practices” – Production of right and fuel efficient vehicles
Alliances: Forming networks of partner firms – Vehicle design and Plant design
outsourced
Partner-suppliers: Using fewer and more reliable suppliers who work closely in a
“partnership” relationship with the company- Seamless SCM, JIT in place
Market-centered: Organizing by market segment. –Introduce country specific
brands
Global and local: Both global and local – “Glocal”
Decentralized: encouraging more initiative and “intrepreneurship” at the local
level.
10
GM – What can be the possible organizational changes?
11. 11
GM – What can be the possible organizational changes?
12. Case Study: HCL as case of growth with robust relationship fundamentals
HCL in 2000 was a 0.5 B$ IT Services and Infra organization. It was a
home grown pioneer of IT systems in India but could not match up with
the growth of its peers like TCS, WIPRO and Infosys who blossomed
much later… HCL was aiming a high growth sustainable strategy by
2004
HCL grew from 0.5 B$ and equity of ~ 60Rs to 7B$ global Organsation in
7 years and currently it is trading at 1500 Rs at the BSE. It is now the
fourth largest IT provider in India…
Let us understand how marketing focused changed the game
12
Business & Marketing Changes… “Where no one has gone before”
13. Customer relationship marketing: Building long-term profitable customer relationships – Focus
from New Account to profitable existing accounts
Customer lifetime value: Making profits by managing life-time sales- Providing Enterprise level
vision aligned sales programs and become partner to business, Product to Services
Customer share: Focus on building customer share – BOOP – A pioneer model by HCL
Target marketing: Serving well-defined target markets- Early Birds in South East and Australia
Markets, First in Cloud Partnering, First in three layer consolidation
Customization: Individualizing and customizing messages and offerings – Vertical based offering
Customer database: Building a rich database of information about individual customer’s
purchases, preferences and demographics and profitability- Blue Sheet by BAIN revolutionized
the mapping from Customer to Partners in Business, Introduction of Sales Force integrated with
SAP
Integrated marketing communications: Blending several tools to deliver a consistent brand
image to customers at every brand contact- HCL brought out the most eye catching marketing
advertisements and made one of the best high drama International sale meets
Channels as partners: Treating intermediaries as partners- Platinum Partners with SAP, Oracle
and MS by acquisition of Axon
Every employee a marketer: Every employee must be customer-focused- Employee First
Customer Second
Model-based decision making: Basing decisions on models and facts on how the marketplace
works- Organizational level ROI based project budget allocation based on Smart Analytical based
tools
13
HCL Technologies – How the Marketing changed business
14. The HCL Eye Catchers – Marketing Communication at its BEST
14
17. Give and Get of Marketing…
17
Money
Time
Energy
Commitment
Referrals
Past Experience
Expectations
Knowledge
Product
Price
Value
Convenience
Selection
Service
Warranty
Brand
The Customer
Gives – The
Company Gets
The Company
Gives and
Customer
Gets
Let us Analyze Flipkart
18. 1. “The purpose of a company is ‘to create a customer…The only
profit center is the customer.’”
2. “A business has two—and only two—basic functions:
marketing and innovation. Marketing and innovation produce
results: all the rest are costs.”
3. “The aim of marketing is to make selling unnecessary.”
4. “While great devices are invented in the Laboratory, great
products are invented in the Marketing department.”
5. “Marketing is too important to be left to the marketing
department.”
18
Great Words on Marketing
19. Marketing today is applied to virtually all aspects of a
company’s operation that has the potential to influence
customer satisfaction
Whenever things of value are being exchanged, marketing
principles apply: consider exactly what is being exchanged
(it’s “give” and “get”)
The ultimate goal is customer satisfaction, which leads to
long-term profitability and success
Marketing principles apply in all organizations
19
So, Its all about Customer Satisfaction
21. The conventional view of the marketing mix consisted of
four components (4 Ps): Product, Price, Place/ distribution
and Promotion.
Generally acknowledged that this is too narrow today; now
includes service, processes, Productivity [technology],
People [employees], Physical Evidence [Servicescape]
Marketers today are focused on virtually all aspects of the
firm’s operations that have the potential to affect the
relationship with customers.
21
The Marketing Mix
Play Video
23. Who is a Customer ??
23
Anyone who is in the market looking at a product / service
for attention, acquisition, use or consumption that satisfies
a want or a need
CUSTOMER IS . . . . .
24. CUSTOMER is someone who buys the product from you
CUSTOMER has needs, wants, demands and desires
Understanding these needs is starting point of the entire marketing
These needs, wants …… arise within a framework or an ecosystem
Understanding both the needs and the ecosystem is the starting point
of a long term relationship
• CONSUMER is one who actually uses the product. Also the customer’s
customer
24
Customer & Consumer
27. Case Study – Product Design
based on Customer Need
27
28. Summary sheet of customer
investigation
Investigation
project
Awareness
Perception
Lenovo Sony
Speed 5 4 3
Weight 5 3 5
Capacity 5 4 3
(5 levels scale)
1=don’t attention
5=special focus
Improve the Lenovo ThinkPad laptop according
to Customer needs .
28
29. The indexes
customers care
Technique index
(attractive quality )
(attractive quality )
The congruent relationship between the indexes customers care and
technique index
Speed
Weight
Capacity
Frequency
Memory
Material
Size
Thickness
Hard disk
29
38. Technical
requirements
Frequency Memory Material Size Thickness
Hard
disk
Targ-
ets
Importance(%) 17.9 11.9 23.9 16.0 16.0 14.3
Compara
tive
analysis
Opponent + = - - - +
Technique
analysis 3 1 5 4 2 1
Quality
character
design
Desired
value
Setting
39. Technical
requirements
Frequency Memory Material Size Thickness
Hard
disk
Targ-
ets
Importance(%) 17.9 11.9 23.9 16.0 16.0 14.3
Compar-
ative
analysis
Opponent + = - - - +
Technique
analysis 3 1 5 4 2 1
Quality
character
design
Desired
value
Setting
Frequency
× ×× √√ √
MemoryMaterial Hard diskThicknessSize
The cost of frequency's advancement is
relatively high.
It keeps at the same level as our rivals' and it
will not make notable difference to laptop's
performance.
Have additional value in the patent technology
Hard to improve in a limited time.
Thickness and size has great influence on
weight.
The expense on disk research is low and will
boost customer's satisfaction.
42. CVM - The Concept
42
“What do we buy ?
Value (Benefits)
Value/ Benefit = Use + Esteem function
of a product (service)
43. Price, Cost, Profit vs. Value
43
Required Desired
(Value) Increasing
Benefits- Functions- Performance
Price,
Cost,
Profit
Price
Cost
Zero Value Costs
Marginal Price
Realization
Profit
44. The Market Leadership
44
Supplier offering highest Value to Price ratio
should attain Market Leadership.
(V/P >= 1)
Supplier having superior Value to Cost ratio
should attain Financial Leadership
(V/C <= 1)
45. Making Quality a Strategic Weapon
45
Effectiveness
Time
Stage 1
Conformance Quality (Before 80’s):
Deming, Juran, Crosby era
Focus - Process Control, Reduce Scrap, SQC,
Conformance to Requirements
Product with Zero Defects may not necessarily make
customers happy ?
46. Making Quality a Strategic Weapon
46
Effectiveness
Time
Stage2
Customer satisfaction (late 1980s):
Focus : Get close to customer, Understand their
needs, Be customer driven e.g. Xerox
Did not answer why we win/ loose customers ?
Often non customers not included
Failed to measure performance relative to
competition.
Conformance
Quality
47. Making Quality a Strategic Weapon
47
Effectiveness
Conformance
Qlty.
Customer
satisfaction
T Q M
Time
Stage2
Stage 3
Stage 1
Mkt. perceived quality & value relative to competition (1990s)
Entire market included
How our products compare with competition
48. What are the key buying factors that customers value when
they choose among our business and our toughest
competition ?
How do customers rate our performance vs. competition on
each of the buying factors ?
What is the percentage importance of each of these
components of customer value ?
48
Unanswered Questions ?
49. Making Quality a Strategic Weapon
49
Effectiveness
Conformance
Qlty.
Customer
satisfaction
Mkt-perceived Qlty & value
relative to competitors
C V M
T Q M
Time Stage 4
Quality key to CVM (Post 1990)
Use changes in market place as a strategy to drive business and
create most value for customers
Build on TQM principles
50. Making Quality a Strategic Weapon
50
Effectiveness
Conformance
Qlty.
Customer
satisfaction
Mkt-perceived Qlty & value
relative to competitors
Quality key to
CVM
Customer Value Management
Total Quality Management
Time
Stage2
Stage 3
Stage 4
Stage 1
51. Perceived Quality
51
Quality means little in business unless –
Customers perceive your quality as superior to
your competition’s.
Knowing how to achieve “ this “ kind of quality is
all that matters.
52. 30 world Quality experts assembled in US in 1987 for
Baldrige Quality Award criterion meeting
Main focus – Manufacturing Quality/ Process Control
Many “ thought “ customers opinions cannot be measured
& is subjective
Curt Reimann wanted Quality to be defined & measured
from customer perspective
Contribution of Sidney Schoeffler & Bradley Gale
52
“Birth” & Development of CVM
53. How to identify attributes that are important to customers ?
How to understand the importance customers give to those
attributes ?
How to analyze performance relative to competitors on
each attribute ?
How to use CVM as a Strategy to drive the business ?
53
What is CVM ?
57. Successful monopoly business spilt in early 1980s
Pioneer in Customer Satisfaction measurement
Excellent plus Good scores 90 % in Equipment, Installation, Repair,
Billing, Training, Marketing etc.
Mgt. target to maximize excellent plus good scores.
Data used for recognition & rewards program
Shortcomings :
Did not explain declining market share even with hi scores
No correlation between satisfaction scores & Mkt share
Focused on internal competition rather than external
“ Useless” info to understand competitive position
57
AT & T Story
58. 1987
Customers “ willing to shop around” increased dramatically
from 10 % to 40 % for Excellent to Good category.
Company did nothing to convert “ good “ into
“ excellent”
Low scores in What Worth Paid For (WWPF) question even
though overall scores of 95+.
58
AT & T Story
Ray Kordupleski & West Vogel Study Findings
59. Realized “ Quality was a relative thing “
( What ultimately matters is not the % of satisfied customers
but the extent to which customers are more satisfied with
our product than by the competition - Market Perceived
Quality)
Relationship between Customer Value scores (WWPF) and
Market Share.
Changes in WWPF scores predicted changes in market
share.
59
AT & T Story - Startling Discoveries
60. Customer Value is a Leading Indicator of Market Share
AT & T market share
WWPF
-
1987 1988 1989
Adapted from speech given by Raymond E. Kordupleski at the American Marketing
Association’s Customer Satisfaction Congress, 1991.
60
61. 1990-91 Bob Allen (CEO) used CV as strategy :
Top leadership made to commit to customer value
CV data used in reviews & planning processes
Incorporated in AT & T Chairman Quality Award
Executive compensation revised to include CV indices
Identified processes which drive relative performance on
each attribute.
Benchmarking studies to improve processes
Cascaded to employees by teaching & their role in
improving CV.
1992 - AT & T gains significant market share
61
AT & T - Shift to CV Management
62. Greet and approach: AT&T store employees now greet customers within ten
feet and ten seconds of entering the door
Build value: An employee will ask the customer specific questions to
understand the purpose of their visit
Offer solutions: This step is key. As per CVM AT&T is not in the business of
selling products. They are in the business of selling solutions. Customers
don’t walk through the door to buy a phone, they come to buy need
Gain agreement: Employees must make sure they have helped the customer
walk out with the solutions they were looking for. They are even taught to
educate the customer about solutions/benefits they were not aware even
existed
Walk out working: This is the educational step. If a customer walked in
wanting a phone to text her kids, the employee will show the customer how
to take a photo and send it as an SMS. Employees will even set up a
customers’ email in the store.
Thank and depart: An AT&T employee will thank a customer and walk them
toward the door. Why? Because that’s how you would treat a guest in your
home.
62
AT&T Store- CVM Attributes
https://cvmas07.cvmsolutions.com/sbc/
63. Customer perceived value (CPV) is the difference between the
prospective customer’s evaluation of all the benefits and all the costs of
an offering and the perceived alternatives.
Satisfaction is a person’s feelings of pleasure or disappointment
resulting from comparing a product’s perceived performance (or
outcome) in relation to his or her expectations.
If the performance falls short of expectations, the customer is
dissatisfied.
If the performance matches the expectations, the customer is satisfied.
If the performance exceeds expectations, the customer is highly
satisfied or delighted.
63
Customer Perceived Value & Satisfaction
64. Successful marketing involves meeting or exceeding
customer expectations
Marketing is very much about adding value through a
broadly-defined value proposition
Value may be created by marketers in many different ways:
value is not only about price
64
…and Creating Value
Creating Customer Value Video
66. Market Orientation, Customer Satisfaction & Profitability
66
Three Key Forces Driving Firm Profitability-Attractiveness
The size, growth potential, and competitive intensity of
a market.
Competitive Advantage
The strength of a business’s differential advantage
over their competitors.
Market Orientation
The degree to which a firm is market focused.
68. Customer Lifetime Value
68
Customer lifetime value (CLV) – present value of the stream of future profits
expected over the customer’s lifetime purchases minus the expected costs of
attracting, selling and servicing that customer.
72. Share of Wallet is the percentage ("share") of a customer's
expenses ("of wallet") for a product that goes to the firm
selling the product
Defined as the % share of customer’s expenditure that an
organization is able to target on buying / owning / using a
product or a service in a given period of time and may
include complementary / ancillary products and
consumables if any.
72
Customer Wallet-Share
Video: Customer Wallet Share Research - Indonesia
73. CUSTOMERS ARE MORE PROFITABLE OVER TIME
73
Customer
acquisition cost
Profit from price premium
Profit from referrals
Profit from
reduced operating costs
Profit from
increased purchases
Base profit
Years7654321
Profit
Source: Bain & Co.
75. Assignment
Calculate the Customer Life Time Value and Wallet Share for different
cost components for a customer buying a M&M Scorpio and using it for
7 years.
Parameter In Rupees
Ex – Showroom Cost 743000.00
Insurance per year [constant for 7 years] 28500.00
Registration 55000.00
On Road Price 826500.00
Down Payment – 10% 75000.00
Loan amount - 90% 668000.00
EMI per month for 48 months 18200.00
Accessories 50000.00
75
76. Other Information
First year – 4 free services
2nd year onwards – 4 services per year at 2000.00 per service
Average vehicle run per month = 1000 kms per month
Fuel Efficiency – 12 kms per litre
Diesel Cost = Rs. 65.00 per litre
Year 5 – change of tyres at Rs. 25000.00 for 5 tyres
Repair cost –
• Year 1 = Rs.0.00;
• Year 2 = Rs. 5000.00
• Year 3 = Rs. 8000.00
• Year 4 = Rs. 10000.00
• Year 5 = Rs.12500.00
• Year 6 = Rs.15000.00
• Year 7 = Rs. 15000.00
• In Repair cost above, labour is 30% and spare parts is 70%
76
77. LCV- Result
77
Component Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Total
EMI per Year 218400 218400 218400 218400 0 0 0 873,600
Principal 668,000
Down Payment 75000 0 0 0 0 0 0 75,000
Registration 55000 0 0 0 0 0 0 55,000
Interest 205,600
Accessories 50000 0 0 0 0 0 0 50,000
Services 0 8000 8000 8000 8000 8000 8000 48,000
Insurance 28500 28500 28500 28500 28500 28500 28500 199,500
Repairs 0 5000 8000 10000 12500 15000 15000 65,500
- Labour on Repairs 0 1500 2400 3000 3750 4500 4500
- Spare Parts for Repairs 0 3500 5600 7000 8750 10500 10500
Tyres 0 0 0 0 25000 0 0 25,000
Fuel 65000 65000 65000 65000 65000 65000 65000 455,000
Total 491,900 316,900 319,900 321,900 131,000 108,500 108,500 1,846,600
79. 1. World is ever changing and so is the Customer expectation
• Organization need to change their CRM strategy constantly
2. Organization use scientific methods of CVM, C-LTV, C-WS etc. to design
their overall CRM strategy
• Marketing Strategy are always based on Overall valuation of the
customer and the market
• Strategy of CRM needs to be long term while being flexible to
accommodate dynamic changes
3. Market and Customer data forms basis of CRM Strategy
• Data Mining has become key to today's decision making
• CRM helps to gather and analyze relevant data to support and
formulate the marketing plan
79
A Final Re-Cab
80. Books
80
Customer Relationship Management – A Strategic
Perspective – By G. Shainesh & Jagdish Sheth, MacMillan
India Limited
CRM at the Speed of Light – Essential Customer Strategies
for the 21st Century – By Paul Greenberg, Tata McGraw Hill
Few Free CRM eBooks
• Sage CRM: A Practical guide to social CRM for SMB
• Sugar CRM: THE POWER OF CRM FOR THE INDIVIDUAL
• Salesforce: The Only CRM guide you will ever need