C:\Fakepath\Final Customer Value, Satisfaction And Loyalty

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Final Chapter 5: Customer Value, Loyalty & Satisfaction

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C:\Fakepath\Final Customer Value, Satisfaction And Loyalty

  1. 1. Chapter 5: Creating Customer Value, Satisfaction and Loyalty The Top Ten Concepts: With RP Medical Applications Victoria Lorelie “ Girlie” M. Tan V49 Marketing Management April, 2010 www.victorialoreliemtan.blogspot.com
  2. 2. Chapter 5 Outline <ul><li>Definition of Terms </li></ul><ul><li>( Quality, Loyalty & Satisfaction ) </li></ul><ul><li>How do we build Customer Value, </li></ul><ul><li>Satisfaction and Loyalty? </li></ul><ul><li>Summary </li></ul>
  3. 3. Concept 1: Product and Service Quality means The Ability to satisfy Needs. ? SOFTDRINKS COLD CUSTOMER NEEDS FEATURES OF PRODUCTS SATISFY Definition 3 WATER
  4. 4. Concept 1: Product and Service Quality means The Ability to satisfy Needs. <ul><li>Kotler: GE </li></ul><ul><li>Local : Ayala Land Projects/Malls </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>Doctor curing a patient </li></ul><ul><li>Medicines effectiveness/quality </li></ul><ul><li>Medical Professional Capability </li></ul>Definition 4
  5. 5. Concept 2: Customer Satisfaction will depend on Experience vs. Expectations EXPERIENCE EXPECTATIONS VS. Definition 5
  6. 6. Concept 2: Customer Satisfaction will depend on Experience vs. Expectations <ul><li>Kotler: Joie de Vivre Hotels </li></ul><ul><li>Local : Ayala Land Projects/Malls </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>Medical Specialists </li></ul><ul><li>Aesthetic Doctors </li></ul><ul><li>Medical Tourism </li></ul>Definition 6
  7. 7. Concept 3: Customer Loyalty is being “ TRUE-BLUE” TRUE-BLUE TOYOTA COLGATE Definition 7
  8. 8. Concept 3: Customer Loyalty: “ TRUE-BLUE” <ul><li>Kotler: Volvo </li></ul><ul><li>Local : Ateneo, La Salle, Colgate </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>3 rd Generation Doctor – Patient </li></ul><ul><li>Medical City, St. Lukes, Belo Medical </li></ul>Definition 8
  9. 9. Concept 4: Customers on TOP Business Model is the best. CUSTOMERS <ul><li>Customer Oriented business model </li></ul><ul><li>Value from Customers </li></ul><ul><li>Competitive Advantage </li></ul>How 9 CUSTOMERS
  10. 10. Concept 4: Customers on TOP VS. Traditional Model CUSTOMERS VS. How 10
  11. 11. Concept 4: Customers are on TOP!!! <ul><li>Kotler: Cisco Systems – </li></ul><ul><li>“ Customers - Center of Culture” </li></ul><ul><li>Local : HP & Canon Customer Service </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>Listening to patients concerns </li></ul><ul><li>Customer Feedbacks </li></ul><ul><li>Providing contact information </li></ul>How 11
  12. 12. Concept 5: Customer Perceived Value (CPV) = Benefit - Cost? CUSTOMER COSTS CUSTOMER BENEFITS PRODUCTS VS. SERVICES PERSONNEL IMAGE MONETARY TIME ENERGY PSYCHOLOGICAL How 12
  13. 13. Concept 5: Steps in Customer Value Analysis. <ul><li>IDENTIFY major attributes/ benefits </li></ul><ul><li>ASSESS quantitative importance </li></ul>COST RANK BENEFITS RAN K PRICE 6 QUALITY 9 TIME 8 SERVICES 7 ENERGY 5 PERSONNEL 4 IMAGE 8 PSYCHOLOGICAL 8 TOTAL 27 TOTAL 28 How 13
  14. 14. Concept 5: Steps in Customer Value Analysis. <ul><li>Assess Company vs Competitors Performance </li></ul><ul><li>Assess vs. Customer Value </li></ul> COST BENEFITS COMPANY 27 28 COMPETITORS 32 20 CUSTOMER 32 32 How 14
  15. 15. Concept 5: Steps in Customer Value Analysis. <ul><li>Examine Specific Segment Rate </li></ul><ul><li>Monitor Costumer Value over time </li></ul>EXAMINE PRICE & MONITOR How 15
  16. 16. Concept 5: Customer Perceived Value (CPV) = Benefit - Cost? <ul><li>Kotler: Caterpillar vs. Komatsu </li></ul><ul><li>Local : PAL vs. Cebu Pacific </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>China vs. US/Japan Equipment </li></ul><ul><li>GP vs Specialist </li></ul><ul><li>Generic vs. Branded </li></ul>How 16
  17. 17. Concept 6: Customer Profitability: Net Positive Value REVENUES COSTS <ul><li>Revenues > Costs </li></ul><ul><li>Customer Profitability Analysis </li></ul><ul><li>Activity Based Costing </li></ul>Labor Cost Materials Overhead How 17
  18. 18. Concept 6: Customer Profitability: Net Positive Value <ul><li>Kotler: Classifying Customers – Platinum,Gold, Silver </li></ul><ul><li>Local : PAL Miles, Golf Club Memberships </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>HMO’s </li></ul><ul><li>Medical Insurance </li></ul><ul><li>Clinic Packages/ Memberships Cards </li></ul>How 18
  19. 19. Concept 7: Customer Relationship Mgt.: Managing customer touch points COSTS SPEED CUSTOMER FEEDBACK LISTEN U How 19
  20. 20. Concept 7: Customer Relationship Mgt.: Managing customer touch points <ul><li>Kotler: Microsoft unified billing </li></ul><ul><li>Local : BDO extended banking hours </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>Providing play area for children </li></ul><ul><li>Personal Touch of Doctors </li></ul><ul><li>Mixing of Medicines </li></ul>How 20
  21. 21. Concept 8: Customer Relationship Mgt.: Retention Dynamics IDENTIFY POTENTIALS ? GOOD BAD 1 ST TIME REPEATS CLIENTS PARTNERS MEMBERS How 21
  22. 22. Concept 8: Customer Relationship Mgt.: Retention Dynamics <ul><li>Kotler: Citizens Bank “lollipop” </li></ul><ul><li>Local : Itallianis Membership Card </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>Clinics Membership Card </li></ul><ul><li>Asian Hospital Membership Privileges </li></ul>How 22
  23. 23. Concept 9: Customer Relationship Mgt.: Personalizing Marketing CLIENTS R’ INDIVIDUALS TECHNOLOGY INSTITUTIONAL TIES WIN - BACK How 23
  24. 24. Concept 9: Customer Relationship Mgt.: Personalizing Marketing <ul><li>Kotler: Apple “user” groups </li></ul><ul><li>Local : PLDT DSL computer packages </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>Medical Packages </li></ul><ul><li>Tie up with Companies for APE </li></ul>How 24
  25. 25. Concept 10: Customer Database: Uses in Marketing PATIENT DATA CUSTOMER DATABASE COMPUTER SYSTEM How 25
  26. 26. Concept 10: Customer Database: Uses in Marketing <ul><li>Kotler: UK Supermarket “TESCO” </li></ul><ul><li>Local : HSBC Banks, Online Banking </li></ul><ul><li>RP Medical Application: </li></ul><ul><li>Hospital Patient Database </li></ul><ul><li>Doctor Patients Records </li></ul><ul><li>Medical Packages </li></ul><ul><li>HMO database </li></ul><ul><li>Philhealth </li></ul>How 26
  27. 27. Summary: Customer is No. 1 <ul><li>Adopt a Customer Oriented Organization </li></ul><ul><li>Use Customer Relationship Mgt. </li></ul><ul><li>Analyze the Benefits vs. Costs </li></ul><ul><li>Meet Customer Satisfaction </li></ul><ul><li>Build Customer Loyalty </li></ul><ul><li>Lead to Customer Profitability </li></ul>Summary 27
  28. 28. Chapter 5: Creating Customer Value, Satisfaction and Loyalty The Top Ten Concepts: With RP Medical Applications Victoria Lorelie M. Tan V49 Marketing Management April, 2010

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