c reating c ustomer v alue, s atisfaction, and l oyalty mba 649 : marketing management m wahidul...
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CREATING CUSTOMER VALUE, SATISFACTION,
AND LOYALTY
MBA 649 : Marketing ManagementM Wahidul Islam
Fall 2014
LECTURE 5
RITZ CARLTON - FAMOUS FOR ITS EXCEPTIONAL SERVICE
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-3FIGURE 5.1 ORGANIZATIONAL CHARTS
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-4WHAT IS CUSTOMER PERCEIVED
VALUE?
Customer perceived value is the difference between the prospective
customer’s evaluation of all the benefits and all the costs of an offering and the perceived
alternatives.
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-5FIGURE 5.2 DETERMINANTS OF CUSTOMER PERCEIVED VALUE
Image benefit Psychological cost
Personal benefit Energy cost
Services benefit Time cost
Product benefit Monetary cost
Total customer benefit Total customer cost
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-6STEPS IN A CUSTOMER VALUE ANALYSIS
Identify major attributes and benefits that customers value
Assess the qualitative importance of different attributes and benefits
Assess the company’s and competitor’s performances on the different customer values against rated importance
Examine ratings of specific segmentsMonitor customer values over time
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WHAT IS LOYALTY?
Loyalty is a deeply held commitment to re-buy or re-patronize a preferred product or
service in the future despite situational influences and marketing efforts having the
potential to cause switching behavior.
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THE VALUE PROPOSITION
The whole cluster of benefits the
company promises to deliver
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RAISING CUSTOMER EXPECTATIONS
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MEASURING SATISFACTION
Periodic SurveysPeriodic Surveys
Customer Loss RateCustomer Loss Rate
Mystery ShoppersMystery Shoppers
Monitor Competitive Performance
Monitor Competitive Performance
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J.D. POWER RATES CUSTOMER SATISFACTION
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WHAT IS QUALITY?
Quality is the totality of features andcharacteristics of a product or
service that bear on its ability to satisfy
stated or implied needs.
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MAXIMIZING CUSTOMER LIFETIME VALUE
Customer Profitability
Customer Equity
LifetimeValue
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FIGURE 5.4 CUSTOMER-PRODUCT PROFITABILITY ANALYSIS
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ESTIMATING LIFETIME VALUE
Annual customer revenue: $500 Average number of loyal years: 20 Company profit margin: 10 Customer lifetime value: $1000
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WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT?
CRM is the process of carefully managing detailed information about individual
customers and all customer touchpoints to maximize customer loyalty.
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FRAMEWORK FOR CRM
Identify prospects and customers
Differentiate customers by needs and value to company
Interact to improve knowledge
Customize for each customer
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CUSTOMER RETENTION
Acquisition of customers can cost five times more than retaining current customers.
The average company losses 10% of its customers each year.
A 5% reduction to the customer defection rate can increase profits by 25% to 85%.
The customer profit rate increases over the life of a retained customer.
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CRM STRATEGIESMANAGING THE CUSTOMER BASE
Reduce the rate of defectionReduce the rate of defection
Increase longevityIncrease longevity
Enhance “share of wallet”Enhance “share of wallet”
Terminate low-profit customers
Terminate low-profit customers
Focus more effort on high-profit customersFocus more effort on high-profit customers
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FOCUS ON CRM
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FIGURE 5.5 THE CUSTOMER DEVELOPMENT PROCESS
Prospects
Suspects
Disqualified
First-timecustomers
Repeatcustomers Clients Members
PartnersEx-customers
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DATABASE KEY CONCEPTS
Customer database
Database marketing
Mailing list
Business database
Data warehouse
Data mining
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USING THE DATABASE
To identify prospectsTo identify prospects
To target offersTo target offers
To deepen loyaltyTo deepen loyalty
To reactivate customersTo reactivate customers
To avoid mistakesTo avoid mistakes
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DON’T BUILD A DATABASE WHEN
The product is a once-in-a-lifetime purchase Customers do not show loyalty The unit sale is very small The cost of gathering information is too high
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PERILS OF CRM
Implementing CRM before creating a customer strategy
Rolling out CRM before changing the organization to match
Assuming more CRM technology is better Stalking, not wooing, customers
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