This document discusses 10 learning questions about creating customer value, satisfaction, and loyalty. It addresses key topics like customer perceived value, customer satisfaction, customer relationship management, quality, and using customer databases. For each question, it provides explanations, examples, and references from the textbook Marketing Management by Philip Kotler to concisely answer the questions.
Brand loyalty management is important given the enormous investments and impact on the bottom line taking into account the fact that generating new brand users costs 6-10 more than keeping existing brand users. In contexts where brands need to be supported heavily by employees / people (service, B2B, ...), big negative impact of employee turnover on customer brand loyalty. Short-term oriented vision hampers development of customer brand loyalty (e.g. focus on sales figures of current quarter).
Customer brand loyalty represent the greatest chances for acquiring revenue. This presentation by WAC Survey and Strategic Consulting provides an example of a company developing a program to sustain loyalty and promotes the features of the WEALR8VA algorithm, which measures customer loyalty.
Today companies face their toughest competition ever. Moving from a product and sales philosophy to a holistic marketing philosophy, however. given them a better chance to outperforming the competition. And the cornerstone of a well conceived marketing orientation is strong customer relationship. In this presentation, we discuss how companies can win customers expectations. We also discuss the use of database marketing for customer relationship management
Brand loyalty management is important given the enormous investments and impact on the bottom line taking into account the fact that generating new brand users costs 6-10 more than keeping existing brand users. In contexts where brands need to be supported heavily by employees / people (service, B2B, ...), big negative impact of employee turnover on customer brand loyalty. Short-term oriented vision hampers development of customer brand loyalty (e.g. focus on sales figures of current quarter).
Customer brand loyalty represent the greatest chances for acquiring revenue. This presentation by WAC Survey and Strategic Consulting provides an example of a company developing a program to sustain loyalty and promotes the features of the WEALR8VA algorithm, which measures customer loyalty.
Today companies face their toughest competition ever. Moving from a product and sales philosophy to a holistic marketing philosophy, however. given them a better chance to outperforming the competition. And the cornerstone of a well conceived marketing orientation is strong customer relationship. In this presentation, we discuss how companies can win customers expectations. We also discuss the use of database marketing for customer relationship management
Customer Satisfaction VS. Customer RetentionAhmad Heshmat
it explains the difference between retention and satisfaction, and typed of loyal customers, and also discuss reasons behind churn, specially for telecom industry. (if you want to download,it is open now :)
A detailed investigation to validate the popular marketing concept of custome...Charm Rammandala
Understanding customers expectation is one of the fundamental factor’s to retain in the business, whether the business is a service provider or a manufacturer. Simply because if a business fails to understand the customer needs and satisfy the expectations, its running the risk of losing customers instead of gaining. Unsatisfied customer is a liability for any business as it will bring numerous negative outcomes. Apart from losing the business of affected customers, the bad reviews, blog posts and word of mouth will put off many more potential customers.
The notion of customer is always right is a century old concept and it’s becoming more relevant to the current market conditions than ever.
The purpose of this essay is to take an in-depth look in to the concept of customer is always right and evaluate how relevant said concept to the modern market conditions
these slides gives depth knowledge regarding consumer behavior. Marketing manager and students of Marketing can increase their knowledge regarding this aspect.
Based on Kotler-Keller book about Marketing Management; this slides is all about Delivering Value.
The slides contents are:
- DESIGNING & MANAGING INTEGRATED MARKETING CHANNELS
- MANAGING RETAILING, WHOLESALING & LOGISTICS
Customer Satisfaction VS. Customer RetentionAhmad Heshmat
it explains the difference between retention and satisfaction, and typed of loyal customers, and also discuss reasons behind churn, specially for telecom industry. (if you want to download,it is open now :)
A detailed investigation to validate the popular marketing concept of custome...Charm Rammandala
Understanding customers expectation is one of the fundamental factor’s to retain in the business, whether the business is a service provider or a manufacturer. Simply because if a business fails to understand the customer needs and satisfy the expectations, its running the risk of losing customers instead of gaining. Unsatisfied customer is a liability for any business as it will bring numerous negative outcomes. Apart from losing the business of affected customers, the bad reviews, blog posts and word of mouth will put off many more potential customers.
The notion of customer is always right is a century old concept and it’s becoming more relevant to the current market conditions than ever.
The purpose of this essay is to take an in-depth look in to the concept of customer is always right and evaluate how relevant said concept to the modern market conditions
these slides gives depth knowledge regarding consumer behavior. Marketing manager and students of Marketing can increase their knowledge regarding this aspect.
Based on Kotler-Keller book about Marketing Management; this slides is all about Delivering Value.
The slides contents are:
- DESIGNING & MANAGING INTEGRATED MARKETING CHANNELS
- MANAGING RETAILING, WHOLESALING & LOGISTICS
Build Customer Loyalty with CRM and Brand Image (Case Study on Giant Citra Raya)IOSRJBM
Giant Customer Citra Raya Tangerang over the last five years (2011-2015), had a significant decrease. The decrease is due to customers by many factors including the quality of kerelasian with customers (CRM) is not good and the products or services on offer does not corresponds to the expectations of customers, so the Brand Image decreased. The sampling method non-probability sampling (samples are not random). The sampling technique accidental sampling (how unintentional), where researchers have the freedom to choose who sampled according to the requirements of the existing population. The research method is a survey method. Customers population average of 2,070,823 / 12/30 = 5752 per day, with a sample of 152 respondents Slovin method. Method of quantitative analysis by means of multiple linear regression analysis followed by analysis test of determination (R Square), testing the hypothesis partially (t test) and simultaneous (test F) the error tolerance level of 5 percent. The results of the research that CRM and Brand Image positive and significant impact on the Customer Loyalty, either partially or simultaneously. Cusomer Loyalty can be built with CRM and brand image, the better CRM and Brand Image in perceived by customers the more loyal customers at Giant Citra Raya. CRM and Brand Image can explain Customer Loyalty at 71.8 percent was 28.1 percent in perngaruhi sebsar other variables.
Customer Loyalty Part 2 - The Secret Weapon in your BrandGail Carson
As much as 70% of a business’s revenue typically comes from upselling and renewals. And it can cost 5x more to gain a new customer than to continue nurturing the relationship with an existing one. Lock in loyalty and you'll reap rewards--Gail Syman Carson explains in this extremely useful SlideShare. Find out what the award-winning marketer advises. http://ow.ly/szmI30kmcbI
1. TOP 10 Learning Questions for
Creating Customer Value, Satisfaction
& Loyalty and Ch 5
Joan Soliven
April 15, 2011
http://joansoliven.blogspot.com/
2. 1. Difference between what the
customer gets and what he or she
gives for different possible choices.
A. Customer Satisfaction
B. Good Service
C. Quality
D. Customer Perceived Value
E. Product
http://joansoliven.blogspot.com/
3. Customer Perceived Value
Difference between what the customer
gets and what he or she gives for
different possible choices.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
4. Consumers are more educated and
informed, they seek out superior
alternatives
Dell offering better service than HP, they
outpaced HP before in terms of customer
perceived value.
Source: Marketing Management 13th Edition by Philip Kotler
5. 1. Difference between what the
customer gets and what he or she
gives for different possible choices.
A. Customer Satisfaction
B. Good Service
C. Quality Product
D. Customer Perceived Value
E. Product
http://joansoliven.blogspot.com/
6. 2. How do the Modern-Customer
oriented org. chart are arranged?
A. C.
B. D.
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7. Successful Companies follow the
Modern Customer-oriented Org. Chart
Customers
Front-line people
Middle
Management
Top
Management
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
8. Everyone in the company has their own
role that aims to satisfy the customer
meet serve and satisfy
customers
support the frontline
people
Hire and support good middle
Managers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
9. 2. How do the Modern-Customer
oriented org. chart are arranged?
A. C.
B. D.
http://joansoliven.blogspot.com/
10. 3. It is the feeling of satisfaction or
dissatisfaction of the customer from a product’s
outcome versus customer’s expectation.
A. Customer Satisfaction
B. Customer Loyalty
C. Customer Perceived Value
D. Customer Retention
E. Customer Survey
http://joansoliven.blogspot.com/
11. Customer Satisfaction
The feeling of satisfaction or dissatisfaction of
the customer from a product’s outcome versus
customer’s expectation.
http://joansoliven.blogspot.com/
12. Characteristics of Highly
Satisfied customers
Stays loyal longer Pay less attention to
competing brands
Buys more
Less sensitive to price
Upgrades existing
product Offers product and
service idea
Talks favorably
to others
Source: Marketing Management 13th Edition by Philip Kotler
13. 3. It is the feeling of satisfaction or
dissatisfaction of the customer from a product’s
outcome versus customer’s expectation.
A. Customer Satisfaction
B. Customer Loyalty
C. Customer Perceived Value
D. Customer Retention
E. Customer Survey
http://joansoliven.blogspot.com/
14. 3. Which of these is a measurement
of customer satisfaction?
A. Customer loss Rate
B. Product Tasting
C. Mystery Shopper
D. Periodic Surveys
E. Monitor Competitive Performance
http://joansoliven.blogspot.com/
15. Measurement for
Customer Satisfaction
Periodic Surveys
Customer Loss Rate
Mystery Shoppers
Monitor Competitive Performance
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
16. Measurement for
Customer Satisfaction
Periodic Surveys Customer Loss Mystery Monitor
Rate Shopper Competitive
-Track customer
satisfaction - experience
Performance
-To find out why
they stop buying company’s - find out the customer
& competitor’s Satisfaction rate of
Products & service Competitors.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
17. 3. Which of these is a measurement
of customer satisfaction?
A. Customer loss Rate
B. Product Tasting
C. Mystery Shopper
D. Customer Loss Rate
E. Monitor Competitive Performance
http://joansoliven.blogspot.com/
18. 4. It is the totality of features and
characteristics of a product or service that
bear of its ability to satisfy needs.
A. Appearance
B. Specifications
C. Image
D. Quality
E. Value
http://joansoliven.blogspot.com/
19. Customer Satisfaction
depends on Quality
Quality is the totality of features
and characteristics of a product or
service that bear of its ability to
satisfy needs.
http://joansoliven.blogspot.com/
20. 4. It is the totality of features and
characteristics of a product or service that
bear of its ability to satisfy needs.
A. Appearance
B. Specifications
C. Image
D. Quality
E. Value
http://joansoliven.blogspot.com/
21. Impact of Quality
These 3 are interrelated with each other
Product and
Service
Quality
Company Customer
Profitability Satisfaction
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
22. 5. The process of carefully managing detailed
information about individual customers and
all customer touch points to maximize
customer loyalty.
A. Monitoring Satisfaction
B. Maximizing Customer Lifetime Value
C. Customer Relationship Management
D. Customer Profitability
E. Building Loyalty
http://joansoliven.blogspot.com/
23. Customer Relationship Management
The process of carefully managing detailed
information about individual customers and all
customer ”touch points” to maximize customer
loyalty.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
24. Excellent Real-time Customer Service
through the effective use of information
Market offerings
Services
Programs
Messages
Media
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
25. 5. The process of carefully managing detailed
information about individual customers and
all customer touch points to maximize
customer loyalty.
A. Monitoring Satisfaction
B. Maximizing Customer Lifetime Value
C. Customer Relationship Management
D. Customer Profitability
E. Building Loyalty
http://joansoliven.blogspot.com/
26. 6. Terminating low-profit customers and
focusing more effort on high profit customers
are one of the ways of increasing _________
A. Value of Product
B. Market segmentation
C. Market share
D. Value of Customer Base
E. Market Value
http://joansoliven.blogspot.com/
27. 6. Increasing Value of
Customer Base by:
Reduce the rate of Terminate low-profit
defection customers
Increase longevity of
relationship Focus more effort on high
profit customers
Enhance ”share of wallet”
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
28. 6. Increasing Value of
Customer Base by:
Terminate low-profit customers = Encourage to buy more
or terminate them
Enhance ”share of wallet” = Increase sales by
providing new offerings
An opportunities.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
29. 6. Terminating low-profit customers and
focusing more effort on high profit customers
is one of the ways of increasing _________
A. Value of Product
B. Market segmentation
C. Market share
D. Value of Customer Base
E. Market Value
30. 7. Which step on the customer development
process that company should provide a
special and knowledgeable treatment to
customer?
A. Members
B. Advocates
C. Repeat Customers
D. Clients
E. First-time customers
31. 7.Customer Development Process
Inactive or
Ex-customers
First-time
Potentials customers Clients Advocates
Prospects Repeat Members Partners
Customers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
32. Behavior of Customer in the
Customer-Development Process
Clients - needs to be treated special
Members – enjoying the benefits
Advocates – recommending the product
Partners
First-time
Potentials customers Clients Advocates
Prospects Repeat Members Partners
Customers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
33. 7. Which step on the customer development
process that company should provide a
special and knowledgeable treatment to
customer?
A. Members
B. Advocates
C. Repeat Customers
D. Clients
E. First-time customers
http://joansoliven.blogspot.com/
34. 8. Which step on the customer development
process that the costumer recommends the
product?
A. Members
B. Advocates
C. Repeat Customers
D. Clients
E. First-time customers
http://joansoliven.blogspot.com/
35. 7.Customer Development Process
Inactive or
Ex-customers
First-time
Potentials customers Clients Advocates
Prospects Repeat Members Partners
Customers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
36. Behavior of Customer in the
Customer-Development Process
Potentials – interested
Prospects – motivated
First-time & repeat customers – needs to be
encourage through marketing efforts
First-time
Potentials customers Clients Advocates
Prospects Repeat Members Partners
Customers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
37. 8. Which step on the customer development
process that the costumer recommends the
product?
A. Members
B. Advocates
C. Repeat Customers
D. Clients
E. Partners
http://joansoliven.blogspot.com/
38. 9. Maintaining Customer is better
than_______________
A. Partnering with customer
B. Acquiring New customer
C. Making customer an advocate
D. Making customer a member
E. Terminating the customer
http://joansoliven.blogspot.com/
39. Maintaining Customer is better
than Acquiring Customer
Acquiring customers can cost 5X more than
retaining them.
The average customer loses 10% of its
customer each year.
A 5% reduction to the customer defection
rate can increase profits by 25% to 75%.
The customer profit rate increases over the
life of a retained customer.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
40. 9. Maintaining Customer is better
than_______________
A. Partnering with customer
B. Acquiring New customer
C. Making customer an advocate
D. Making customer a member
E. Terminating the customer
http://joansoliven.blogspot.com/
41. 10. Which is not one of the ways in
using Database?
A. Identify Prospects
B. Target Offers
C. Avoid Mistakes
D. Deepen Loyalty
E. Know Competitors
http://joansoliven.blogspot.com/
42. Five Ways in using Database
To identify prospects
To target offers
To deepen loyalty
To reactive customers
To avoid mistakes
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/
43. 10. Which is not one of the ways in
using Database?
A. Identify Prospects
B. Target Offers
C. Avoid Mistakes
D. Deepen Loyalty
E. Know Competitors
http://joansoliven.blogspot.com/
44. TOP 10 Learning Questions for
Creating Customer Value, Satisfaction
& Loyalty and Ch 5
Joan Soliven
April 15, 2011
http://joansoliven.blogspot.com/