1. Chapter 5: CREATING CUSTOMER VALUE, SATISFACTION, AND LOYALTY Hannah Paula V. Doromal Ateneo School of Medicine and Public Health Top 10 Concepts
2. Customers are on Top Customers as Value Maximizers Satisfaction: The Difference between Performance and Expectation Quality is key to Value Creation and Satisfaction Customer Profitability = Net Positive Value OUTLINE
3. Customer Lifetime Value Implies Profit CRM for a Strong Long-Term Relationship Retaining Customers is More Profitable than Attracting Them Loyalty is Key to Long-Term Marketing Success Customer Database Makes Known the Customer OUTLINE
5. Kotler: U.S. Retailer CompUSA onsite customer reviews Local: Medical City RP Medical Application: The Doctor-Patient relationship Concept 1: Customers are on Top
14. Performance > Expectations = Deliver high Customer satisfaction subject to delivering acceptable levels of Stakeholder satisfaction Regular measurement needed Concept 3: Satisfaction: The Difference between Performance and Expectation
15. Kotler: Joie de Vivre Hospitality Inc. chain of boutiques Local: Hotel service RP Medical Application: After discharge, transport services and follow-up enquiries for patient Concept 3: Satisfaction: The Difference between Performance and Expectation
17. Concept 4: Quality is key to Value Creation and Satisfaction Kotler: GE Local: Antique pinya barong RP Medical Application: Hospital facilities and services
18. Concept 5: Customer Profitability = Net Positive Value COMPANY COST COMPANY REVENUE PROFITABLE CUSTOMER = >
19. Kotler: Casino Membership Cards Local: Mabuhay Miles RP Medical Application: PhilHealth premiums Concept 5: Customer Profitability = Net Positive Value
20. Maximizing long-term customer profitability A lifetime stream of revenue and cost Concept 6: Customer Lifetime Value Implies Profit
21. Kotler: Planning customer investments Local: Life Insurances RP Medical Application: Health Preventive measures (Primordial prevention) Concept 6: Customer Lifetime Value Implies Profit
22. Customer Relations Management (CRM) - managing customer “touch points” to maximize customer loyalty Increasing the value of Customer Base Concept 7: CRM for a Strong Long-Term Relationship
23. Kotler: Harrah’s Entertainment Inc. loyalty program Local: Pharmaceutical companies and doctors RP Medical Application: OB-GYNE and Pediatric practices Concept 7: CRM for a Strong Long-Term Relationship
24. 5% reduction in defection rate can increase profits by 25%-85% Concept 8: Retaining Customers is More Profitable than Attracting Them
25. Kotler: Citizens Bank and dog biscuits Local: Cable companies RP Medical Application: Keeping patient’s medical records Concept 8: Retaining Customers is More Profitable than Attracting Them
28. RP Medical Application: Patient-doctor relationship Concept 9: Loyalty is Key to Long-Term Marketing Success
29. Marketers must know their customers A Database: Identifies prospects Decide which customer should receive a particular offer Deepen customer loyalty Reactivate customer purchase Avoid serious customer mistakes Concept 10: Customer Database Makes Known the Customer
30. Kotler: UK supermarket chain Tesco’s Clubcard frequent-shopper program Local: Formula milk companies and free milk with their registration RP Medical Application: Personalized greeting cards for patients from their doctors (Pedia) Concept 10: Customer Database Makes Known the Customer
31. Customers should be on Top Customers are value maximizers Satisfaction is when performance is greater than expectation Quality is leads to value creation and customer satisfaction Customer profitability yields a Net Positive Value CONCLUSION
32. Maximizing CLV brings the firm profit CRM is needed to establish a strong long-term relationship Retaining customers is more profitable Customer loyalty brings long-term marketing success Customer database makes known the customer CONCLUSION
33. Chapter 5: CREATING CUSTOMER VALUE, SATISFACTION, AND LOYALTY Hannah Paula V. Doromal Ateneo School of Medicine and Public Health Top 10 Concepts
