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04
CREATING CUSTOMER VALUE &
CUSTOMER RELATIONSHIPS
1.
2.
3.
4.
1.
Top
Management
Middle
Management
Frontline
Customers
People
1.
Perception:
1.
Fig 5.2
Determinants of
Customer Perceived
Value
Customer
Total customer
Perceivedbenefit
Value
1. Product benefit:
Attributes of the product,
Might entice a potential consumer to decide to choose this product over others.
In case of Red bull, it will be the taste of the drink which has been especially designed to
suit the tastes of westerners.
2.Services benefit:
Attributes of the services offered along with the product.
Any kind of help, instructions or assistance offered with the product would fall under this.
In case of Red bull, the nutritional content, ingredients, customer helpline numbers etc. will
make up this benefit.
3.Personnel benefits:
The customers perception of the utility value of the personnel in the system of the product
to him/her.
Better, knowledgeable and well trained personnel assisting a customer would be a great
help.
In case of red bull, distribution of free red bull drinks during events by the red bull girls, will
entice their target customer to buy the product and in a way add value to the product in
terms of utility and satisfaction.
4.Image benefit:
The image that a brand/product holds in the market.
In case of Red bull, it dominates the energy drink market with its image among the
customers. People associate red bull with something that gives them an instant burst of
energy (the tagline red bull gives you wings helps too)
5.Monetary cost:
The literal cost incurred by a customer in order to obtain the product.
The cost (in terms of money) that a customer incurs in travelling to the
nearest store that sells red bull and the cost per can multiplied by the
number of cans purchased is the total monetary cost in the case of red bull.
6.Time cost:
The total amount of time that has been invested by a customer during his
buying process.
The time taken for the customer to reach a store and to buy the can of red
bull is the time cost here.
7.Energy cost:
The energy spent by the buyer during the entire process of buying the
product.
It is a little complicated to calculate this in definable terms.
8.Psychological cost:
The total mental effort made during acquiring and using the product from
the moment it was bought to the moment it was consumed.
It is also very difficult to measure this as it would take lots of data to
biologically decide what goes where.
1.
1.
Measuring Satisfaction:
1.
2.
3.
4.
Periodic surveys
Customer loss rate
Mystery shoppers
Monitor competitive performance
1.
1.
1.
Establishing Value:
1.
Perceived Quality:
Consumer opinion of a products (or a brands)
ability to fulfill his or her expectations.
It may have little or nothing to do with the actual
excellence of the product.
It is based on the brands current public image,
consumer's experience with the firm's other
products, and the influence of the opinion leaders,
consumer's group, and others.
2.
Profitable Customer:
A person, household, or company
that over time
yields a revenue stream
exceeding by an acceptable amount the
companys cost stream for attracting,
selling, and serving that customer.
The emphasis is on the lifetime stream of
revenue and cost, not a profit from a
particular transaction.
2.
3.
3.
Cultivating Customer
Relationships
1. Personalizing marketing framework
(P-127)
1. Identify prospects and customers
2. Differentiate customers by needs and
value to company
3. Interact to improve knowledge and build
strong relationships
4. Customize for each customer
3.
Cultivating Customer
Relationships
2. Customer empowerment
3.
Cultivating Customer
Relationships
3. Customer review and
recommendations
3.
Cultivating Customer
Relationships
3.
Cultivating Customer
Relationships
Attracting and Retaining Customers:
Retention dynamics
3.
Cultivating Customer
Relationships
3.
Cultivating Customer
Relationships
Building loyalty (P-141)
Loyalty Programs:
4.
1. Customer database
2. Database marketing
4.
To
To
To
To
To
identify prospects
target offers
deepen loyalty
reactivate customer purchases
avoid mistakes
4.