Вы находитесь на странице: 1из 16

Session 1:

Customer Acquisition,
Satisfaction and Retention:
Building Relationship for
Adding Value

MM-EPYP- Session 1 1
Main Points
• Designing a Customer-Driven Marketing
Strategy
• Preparing a Marketing Plan and
Programme
• Building Customer Relationships, and
• Capturing Value from Customers

MM-EPYP- Session 1 2
Designing a Customer-Driven
Marketing Strategy
• To design a winning marketing strategy, the
marketing manager must answer two
important questions:
1.What customers will we serve
 (what is our target market)?and

2. How can we serve these customers
best (what is our value proposition)?

MM-EPYP- Session 1 3
Choosing a Value Proposition
• It determines how a company will
differentiate and position itself in the
marketplace.
• A company’s value proposition is the set
of benefits or values it promises to
deliver to consumers to satisfy their
needs.

MM-EPYP- Session 1 4
Choosing a Value Proposition-
The Citi Card Way

MM-EPYP- Session 1 5
Preparing a Marketing Plan and
Programme
Marketing Mix
Product variety
Channels
Quality
Design
Place Coverage
Features Product Assortments
Brand name
Locations
Packaging
Sizes
Target Inventory
Services
Market Transport
Warranties
Returns
Price Promotion
List
price Sales promotion
Discounts Advertising
Allowances Salesforce
Public
Payment period MM-EPYP- Session 1 relations 6

Credit terms Direct marketing


Building Customer Relationships
• Customer relationship management (CRM)
is the overall process of building and
maintaining profitable customer
relationships by delivering superior
customer value and satisfaction.

MM-EPYP- Session 1 7
Customer Satisfaction
 C.S. depends on the product’s
perceived performance relative to a
buyer’s expectations.

MM-EPYP- Session 1 8
Customer Value or Profit: A
Marketer’s Dilemma!

Profit
Customer Value

MM-EPYP- Session 1 9
Customer Relationship Levels
and Tools
• Basic relationships
• Full partnerships
• Frequency marketing programmes
• Club marketing programmes

MM-EPYP- Session 1 10
The Tools of CRM

MM-EPYP- Session 1 11
The Changing Nature of Customer
Relationships
• Relating with more carefully selected
customers
• Relating for long term
• Relating directly

MM-EPYP- Session 1 12
Customer Life Expectancy and
Customer Retention
Years
Customer Life (purchase period)

20

Customer Life (N)


15
N= 1
1 - CR

10

5
Source: Market-Based
Management, Roger
0 J. Best (4th Ed) PHI.

50% 60% 70% 80% 90% 100%


Customer Retention
MM-EPYP- Session 1 13
Capturing Value from Customers
• Creating customer loyalty and retention
– Customer lifetime value
– The Golden Rule:
 “Sell good merchandise, treat your customers like
human beings, and they’ll always come back for
more”.

• Building Customer Equity


 Customer Equity= The combined discounted


customer lifetime values of all the company’s
current and potential customers

MM-EPYP- Session 1 14
Capturing Value from Customers cont.d…

• Building the Right Relationships with the Right


Customers

High Butterflies True Friends


Potential
Profitability

Low
Strangers Barnacles

Short-term Long-term
Customers Customers
Projected Loyalty

Source: ‘The Management of Customer Loyalty’, W. Relnartz, and V. Kumar


HBR, July, 2003.
MM-EPYP- Session 1 15
Thank You

MM-EPYP- Session 1 16