chapter 13 revised
TRANSCRIPT
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PowerPoint Presentation by Charlie Cook
The University of West Alabama
Copyright © 2006 Thomson Business & Professional Publishing.
All rights reserved.
Part 4 Focusing on the Customer:
Marketing Growth Strategies
Customer
Relationships:
The Key Ingredient
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What is Customer Relationship
Management?
• Customer Relationship Management (CRM)
– A marketing strategy of maximizing shareholder value
through winning, growing, and keeping the right
customers
• Focus of CRM
–Customers rather than products
–Changes in processes, systems, and culture
– All channels and media involved in the marketing
effort, from the Internet to field sales
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Sources of the Next Sale
Exhibit 13.1
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Components of Customer Satisfaction
• Key Elements of Customer Satisfaction: –Basic benefits of the product or service
• The elements customers expect all competitors to deliver
–General support services, such as customer
assistance
–A recovery process for counteracting customers’ bad
experiences
–Extraordinary services that excel in meetingcustomers’ preferences and make the product or
service seem customized
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Extraordinary Service: Customer Loyalty
• Ways to Provide Extraordinary Service: –Nam ing names (personalized attention), valued 10
times more on the ―worthy of loyalty‖ scale
–Custom care in giving the customers what they want
on an individual basis
–Keeping in touch to let customers know that you’re
taking time to think about them; they don’t forget it
–“Boo
- boo research”
—taking the time to reach out tolost customers to learn why they went elsewhere and
let them know that you want them back
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Handling Customer Complaints
• Advantages of Small Firms in Dealing withCustomer Complaints
–Deal directly with issues as they arise
–Easier to give customers attention and respect
–Employees are more empowered to resolvecomplaints
• Learning about Customer Service Concerns
–Direct personal observation
–Feedback forms from customers
–Monitoring customer service communications
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Using Technology to Support
Customer Relationship Management
Telephone
Contacts
Customer
Relations
Online
Shopping
Customer
Support
CRM Software
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Simplified Model of Consumer Behavior
Exhibit 13.5
Stage 1 Stage 2 Stage 3 Stage 4
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Understanding Psychological
Influences on Customers
• Needs
– Are the starting point for all behavior.
• Categories of needs: physiological, social, psychological, and
spiritual
– Are seldom completely or permanently satisfied (e.g.,
daily newspaper).
–Function together (e.g., the desire for status clothing).
–Consumers may purchase the same product to satisfydifferent needs (e.g., Internet access).
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Understanding Psychological
Influences on Customers (cont’d.)
• Perceptions
–The individual processes that give meaning to the
stimuli confronting consumers
• Whatever is perceived depends on the characteristics of boththe stimulus and the perceiver.
• Perceptual Categorization
–The process of grouping similar things so as to
manage huge quantities of incoming stimuli• Creates a barrier (i.e., brand loyalty) to competing brands