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Creating Customer Value, Satisfaction,
and LoyaltyBy
Group No 5Abhijeet JyotishiAparajita BhattHimansu BeheraKaranti Kumar
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Contents Customer Value Organizational Charts Customer Perceived Value Customer Value Analysis Loyalty Total Customer Satisfaction Customer lifetime value Customer relationship management Customer Retention Loyalty Building Database Management
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Difference between what a customer gets from a
product, and what he or she has to give in order
to get it.
“ the only value your company will create is the
value that comes from your customers, the ones
that you have now and ones you will have in the
future. ”
Customer Value
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Organizational Charts
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Customer perceived value -difference between
Prospective customer’s evaluation of all the benefits
and all Costs of an offering and the perceived
alternatives.
Total Customer Benefit- monetary value of
benefits customer expects from market offering.
Total Customer Cost-cost customer expect to
incur in evaluating, obtaining, using & disposing
market offering.
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Determinants of Customer Perceived Value
Image benefitPsychological cost
Personnel benefit Energy cost
Services benefit Time cost
Product benefit Monetary cost
Total customer benefit Total customer cost
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Identify major attributes and benefits that customers
value
Assess the quantitative 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 segments
Monitor customer values over time
Steps in a Customer Value Analysis
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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.
Value Proposition cluster of benefits company
promises to the customer.
What is Loyalty?
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Degree of satisfaction provided by the
goods or services of a firm as measured by
the number of repeat customers.
Dissatisfied
Satisfied
Delight
Total Customer Satisfaction
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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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Quality is the totality of features and
characteristics of a product or service that
bear on its ability to satisfy stated or
implied needs.
Conformance Quality
Performance Quality
What is Quality?
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Total profit (or loss) estimated to result from an
ongoing business relationship with a customer over
the life of relationship.
Pareto Law (80:20 Rule)– For most of the events,
roughly 80% affects come from 20% of the causes.
Profitable Customer- a customer who over the
time yields the revenue stream that exceeds by an
acceptable amount the companies cost stream, for
attracting/selling & servicing that customer.
Customer Lifetime Value
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Customer-Product Profitability Analysis
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CRM is the process of carefully managing
detailed information about individual customers
and all customer touch points to maximize
customer loyalty.
Customer Touch Points- Any association on
which a customer encounters a brand or a
product from actual experience to personal or
mss communication to casual observation.
What is Customer Relationship Management?
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Rural touch points
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Rural touch points
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One to One Marketing
Identify prospects and customers
Differentiate customers by needs and value to company
Interact to improve knowledge
Customize for each customer
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Increasing Value of Customer Base
Reduce the rate of defection
Reduce 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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Acquisition of customers can cost five times more
than retaining current customers.
The average customer loses 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.
Customer Retention
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The Customer Development Process
Prospects
Suspects
Disqualified
First-timecustomers
Repeatcustomers Clients Members
PartnersEx-customers
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Interacting with Customer
Developing Loyalty Programmes
Personalizing Marketing
Creating Institutional Ties
Building Loyaty
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Frequency Programme: Frequent Buyers
in substantial amounts.
Club Membership Schemes: Everyone or
limited to an Affinity Group.
Loyalty Programmes
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Process of building, maintaining & using Customer Databases and other Data Bases ( product, suppliers, resellers) to contact, transact and build customer relationship.
Database Marketing
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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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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
Don’t Build a Database When
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