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Chapter_6.pptx
1.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-1
2.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-2 Building Customer Relationships Relationship Marketing Relationship Value of Customers Customer Profitability Segments Relationship Development Strategies Relationship Challenges Chapter 6
3.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-3 Objectives for Chapter 6: Building Customer Relationships Explain relationship marketing, its goals, and the benefits of long-term relationships for firms and customers. Explain why and how to estimate customer relationship value. Introduce the concept of customer profitability segments as a strategy for focusing relationship marketing efforts. Present relationship development strategies—including quality core service, switching barriers, and relationship bonds. Identify challenges in relationship development, including the somewhat controversial idea that “the customer is not always right.”
4.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-4 Relationship Marketing is a philosophy of doing business, a strategic orientation, that focuses on keeping current customers and improving relationships with them does not necessarily emphasize acquiring new customers is usually cheaper (for the firm) keeping a current customer costs less than attracting a new one thus, the focus is less on attraction, and more on retention and enhancement of customer relationships
5.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-5 The “Bucket Theory of Marketing”
6.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-6 A Typology of Exchange Relationships (Exhibit 6.1) Customers as… Strangers Acquaintances Friends Partners Product offering Attractive relative to competitors On a par with industry standards Differentiated with adaptation to segments Customized, individualized offerings Source of competitive advantage Attractiveness Satisfaction Satisfaction + Trust Satisfaction + Trust + Commitment Buying activity (what customer does) Interest, exploration, trial Reduced need for search Buying without perfect information Commitment in the form of information sharing, specific investments Focus of selling activities (what firm does) Encouraging trial facilitates initial selling Familiarity and general knowledge Specific segment knowledge Specific knowledge, idiosyncratic investments Relationship time horizon None Short Medium: trust takes time to build Long: detailed knowledge, interconnections Sustainability of competitive advantage Low: must continue to attract, induce trial Low: must build unique value into standard product Medium: must understand various customer needs High: depends on uniqueness & effectiveness of interconnections Primary relationship marketing goal Acquire customer’s business Satisfy customer needs Retain customer’s business Enhance relationship with customer
7.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-7 Customer Goals of Relationship Marketing
8.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-8 Benefits of Relationship Marketing Benefits for Customers: Receipt of greater value Confidence benefits: trust confidence in provider reduced anxiety Social benefits: familiarity social support personal relationships Special treatment benefits: special deals price breaks Benefits for Firms: Economic benefits: increased revenues reduced marketing and administrative costs regular revenue stream Customer behavior benefits: strong word-of-mouth endorsements customer voluntary performance social benefits to other customers mentors to other customers Human resource management benefits: easier jobs for employees social benefits for employees employee retention
9.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-9 Relationship Value of Customers The relationship value of a customer considers customers from the point of view of their lifetime revenue and/or profitability contributions to a company. It is influenced by: Length of average customer “lifetime” Additional sales over time Referrals by the customer over time Costs associated with serving the customer
10.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-10 Lifetime Value of a Customer
11.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-11 The Customer Pyramid (Figure 6.3)
12.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-12 The Customer Pyramid Platinum Tier Company’s most profitable customers, typically heavy users of the product, not overly price sensitive, willing to invest in and try new offerings, and committed customers of the firm Gold Tier Profitability levels are not as high, perhaps because customers want price discounts that limit margins or are simply not as loyal. May be heavy users who minimize risk by working with multiple vendors. Iron Tier Essential customers that provide the volume needed to utilize the firm'’ capacity but their spending levels, loyalty, and profitability are not substantial enough for special treatment Lead Tier Customers who are costing the firm money. They demand more attention than they are due given their spending and profitability and are sometimes problem customers—complaining about the firm to others and tying up firm resources.
13.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-13 Customer Profitability Segmentation Companies can improve their profitability when they increase shares of purchases by customers who 1) have the greatest need for the service, or 2) show the greatest loyalty. Keep in mind that customers in lower profitability tiers who receive lower levels of service may resist or resent their unequal treatment. Further, what a customer spends today, or has spent in the past, may not necessarily be reflective of what they will spend in the future.
14.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-14 Relationship Development Model
15.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-15 Relationship Development Strategies Core Service Provision: service foundations built upon delivery of excellent service: satisfaction, perceived service quality, perceived value Switching Barriers: customer inertia switching costs: set up costs, search costs, learning costs, contractual costs Relationship Bonds: financial bonds social bonds customization bonds structural bonds
16.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-16 Levels of Relationship Strategies
17.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-17 “The Customer Is NOT Always Right” Not all customers are good relationship customers: The wrong segment Not profitable in the long term Difficult customers
18.
McGraw-Hill/Irwin © 2018
The McGraw-Hill Companies, All Rights Reserved Chapter 6-18 Ending Business Relationships Should firms fire their customers?