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Unit -6
Customer Relationships and Service Excellence
(5 Sessions)
Focus of the Unit
• Customer loyalty and Customer lifetime value;
• Strategies for Developing Loyalty Bonds with Customers;
• Complaint handling and service recovery;
• Measuring service quality;
Customer Loyalty
• Situation in which a customer generally buys the same manufacturer
originated product or service repeatedly over time rather than buying
from multiple suppliers within the category.
• Types- Hard core loyals (AAA)
• Split loyals- LG, Samsung, Whirlpool (A B B A A B C B C A)
• Shifting loyals (AAA BBB CCC)
• Switchers (A B C D)
What is CRM?
• Old CRM Model Vs New CRM Model
Focus of CRM
CRM Tools to Improve Loyalty
• Get Customer Information through MR and Real time data.
• Develop Buyer Personas
• A buyer persona is a semi-fictional representation of your ideal
customer based on market research and real data about your existing
customers
• Understand and Manage Customer Touch points
• Design Customer Journey Maps (CJM)
• CJM is a diagram or several diagrams that depict the stages customers
go through when interacting with a company
Buyer Persona of a Coffee shop
PPT -Unit 6.pptx
PPT -Unit 6.pptx

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PPT -Unit 6.pptx

  • 1. Unit -6 Customer Relationships and Service Excellence (5 Sessions)
  • 2. Focus of the Unit • Customer loyalty and Customer lifetime value; • Strategies for Developing Loyalty Bonds with Customers; • Complaint handling and service recovery; • Measuring service quality;
  • 3. Customer Loyalty • Situation in which a customer generally buys the same manufacturer originated product or service repeatedly over time rather than buying from multiple suppliers within the category. • Types- Hard core loyals (AAA) • Split loyals- LG, Samsung, Whirlpool (A B B A A B C B C A) • Shifting loyals (AAA BBB CCC) • Switchers (A B C D)
  • 5. • Old CRM Model Vs New CRM Model
  • 7. CRM Tools to Improve Loyalty • Get Customer Information through MR and Real time data. • Develop Buyer Personas • A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers • Understand and Manage Customer Touch points • Design Customer Journey Maps (CJM) • CJM is a diagram or several diagrams that depict the stages customers go through when interacting with a company
  • 8. Buyer Persona of a Coffee shop

Editor's Notes

  1. Colgate- Pepsodent, Crest, Dant Kanti, OralB, closeup, Dabur Red, Glisters
  2. Big Bazaar, Max, Biba, W