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CHAPTER 12
Managing Relationships
and Building Loyalty
Overview of Chapter 12
The Search for Customer Loyalty
The Wheel of Loyalty
Building a Foundation for Loyalty
Strategies for Developing Loyalty Bonds with
Customers
Strategies for Reducing Customers Defections
CRM: Customer Relationship Management Systems
The Search for
Customer Loyalty
How Much Profit a Customer Generates
Over Time (Fig 12.2)
Why Is Customer Loyalty Important to A
Firm’s Profitability?
Customers become more profitable the longer they remain
with a firm:
Increase purchases and/or account balances
- Customers / families purchase in greater quantities as they grow
Reduced operating costs
- Fewer demands from suppliers and operating mistakes as
customer becomes experienced
Referrals to other customers
- Positive word-of-mouth saves firm from investing money in
sales and advertising
Price premiums
- Long-term customers willing to pay regular price
- Willing to pay higher price during peak periods
Why Customers Are More Profitable
Over Time (Fig. 12.3)
Must not assume that loyal customers are always more
profitable than those making one-time transactions
Large customers may expect price discounts in return for loyalty
Revenues don’t necessarily increase with time for all types of
customers
Tasks:
Determine costs and revenues for customers from different market
segments at different points in their customer lifecycles
Predict future profitability
Assessing the Value of a Loyal Customer
 Acquisition revenues less costs
 Revenues (application fee + initial purchase)
 Costs (marketing +credit check + account set up)
 Projected annual revenues and costs
 Revenues (annual fee + sales + service fees + value of referrals)
 Costs (account management + cost of sales + write-offs)
 Value of referrals
 Percentage of customers influenced by other customers
 Other marketing activities that drew the firm to an individual’s attention
 Net Present Value
 Sum anticipated annual values (future profits)
 Suitably discounted each year into the future
Measuring Customer Equity:
Lifetime Value of Each Customer
Customers stay loyal when we create value for them
Value can be created for customers through
Confidence benefits
- Confidence in correct performance
- Ability to trust the provider
- Lower anxiety when purchasing
- Knowing what to expect and receive
Why are Customers Loyal? (1)
(Service Insights 12.1)
Why are Customers Loyal? (2)
(Service Insights 12.1)
Social benefits
- Mutual recognition and friendship between service
provider and customer
Special treatment
- Better price
- Discounts not available to most customer
- Extra services
- Higher priority when there is a wait
The Wheel of Loyalty
The Wheel of Loyalty (Fig. 12.5)
Building a Foundation
for Loyalty
 Target the right customer and match them to what firm can deliver
 How do customer needs relate to operations elements?
 How well can service personnel meet expectations of different types of
customers?
 Can company match or exceed competing services that are directed at
same types of customers?
 Focus on number of customers served as well as value of each
customer
 Some customers more profitable than others in the short term
 Others may have room for long-term growth
 “Right customers” are not always high spenders
 Can come from a large group of people that no other supplier is serving
well
Targeting the Right Customers and
Searching for Value, Not Volume
Effective Tiering of Service
The Customer Pyramid (Fig 12.7)
The Customer Satisfaction
Loyalty Relationship (Fig. 12.9)
Strategies for
Developing Loyalty
Bonds with Customers
Strategies for Developing Loyalty Bonds
with Customers (1)
Deepening the relationship
Bundling/Cross-selling services makes switching a major effort
that customer is unwilling to go through unless extremely
dissatisfied with service provider
Customers benefit from buying all their various services from the
same provider
- One-stop-shopping, potentially higher service levels, higher
service tiers etc
Strategies for Developing Loyalty Bonds
with Customers (2)
Reward Based Bonds
Can be financial or non-financial bonds or a combination of both
Financial bonds
- Discounts on purchases, loyalty program rewards (e.g. frequent
flier miles), cash-back programs
Non-financial rewards
- Priority to loyalty program members for waitlists and queues in
call centers; higher baggage allowances, priority upgrading,
access to airport lounges for frequent flyers
Intangible rewards
- Special recognition and appreciation
Reward-based loyalty programs are relatively easy to copy and
rarely provide a sustained competitive advantage
Strategies for Developing Loyalty Bonds
with Customers (3)
Social Bonds
Based on personal relationships between providers and
customers
Harder to and takes a longer time to build, but also harder to
imitate and thus, better chance of retention in the long term
Customization Bonds
Customized service for loyal customers
- e.g. Starbucks
Customers may find it hard to adjust to another service
provider who cannot customize service
Strategies for Developing Loyalty Bonds
with Customers (4)
Structural Bonds
Mostly seen in B2B settings
Align customers way of doing things with supplier’s own
processes
- Joint investments in projects and sharing of information,
processes and equipment.
Can be seen in B2C environment too
- Airlines - SMS check-in, SMS email alerts for flight arrival
and departure times
Difficult for competition to draw customers away when they have
integrated their way of doing things with existing supplier
Strategies for Reducing
Customer Defections
Analyze Customer Defections and Monitor
Declining Accounts
Understand reasons for customer switching
Churn Diagnostics common in mobile phone industry
Analysis of data warehouse information on churned and declining
customers
Exit interviews:
- Ask a short set of questions when customer cancels account;
in-depth interviews of former customers by third party agency
What Drives Customers to Switch?
(Fig 12.9)
Address Key Churn Drivers
Deliver quality service
Reduce inconvenience and non-monetary costs
Have fair and transparent pricing
Industry specific drivers
Cellular phone industry: handset replacement a common reason
for subscribers discontinuing services – offer handset
replacement programs
Take active steps to retain customers
Save teams: specially trained call center staff to deal with
customers who want to cancel their accounts
Be careful about how save teams are rewarded (see Service
Insights 12.5)
Other Ways to Reduce Churn
Implement Effective Complaint Handling and
Service Recovery Procedures
Increase Switching Costs
Natural switching costs
- e.g. Changing primary bank account – many
related services tied to account
Can be created by instituting contractual penalties for
switching
- Must be careful not to be perceived as holding
customers hostage
- High switching barriers and poor service quality
likely to generate negative attitudes and bad
word of mouth
CRM: Customer
Relationship
Management Systems
Common Objectives Of CRM Systems (1)
Customer perspective
Unified customer interface that delivers customization and
personalization
Vast service improvement and increase customer value
Company perspective
Better segment, tier customer base and target promotion
Implement churn alert systems if customers are in danger of
defecting
Common Applications Of CRM Systems (1)
(Service Insights 12.6)
Data collection
Customer data such as contact details, demographics, purchasing
history, service preferences, and the like
Data analysis
Data captured is analyzed and categorized
Used to tier customer base and tailor service delivery accordingly
Sales force automation
Sales leads, cross-sell and up-sell opportunities can be effectively
identified and processed
Entire sales cycle from lead generation to close of sales and after-
sales service can be tracked and facilitated through CRM system
Common Objectives Of CRM Systems (2)
(Service Insights 12.6)
 Marketing automation
 Mining of customer data enables the firm to target its market
 Goal to achieve one-to-one marketing and cost savings, often in the
context of loyalty and retention programs
 Results in increasing the ROI on its marketing expenditure
 CRM systems also allows firms to judge effectiveness of marketing
campaigns through the analysis of responses
 Call center automation
 Call center staff have customer information at their finger tips and can
improve their service levels to all customers
 Caller ID and account numbers allow call centers to identify the
customer tier the caller belongs to, and to tailor the service accordingly
- For example, platinum callers get priority in waiting loops.
Comprehensive CRM Strategy (Fig 12.14)
Source: Adapted from: Adrian Payne and Pennie Frow, “A Strategic Framework for Customer
Relationship Management,” Journal of Marketing 69 (October 2005): 167-176.
Strategy
Development
Process
Value
Creation
Process
Performance
Assessment
Process
Information Management Process
Multi-
channel
Integration
Process
Integrated Framework for CRM
Strategy Development
Strategy Development
Assessment of business strategy
Business strategy guides development of
customer strategy
Value Creation
Translates business and customer strategies into specific
value propositions for both customers and firm
- Customers benefit from priority, tiered services,
loyalty rewards and customization
- Company benefits from reduced customer
acquisition and retention costs, and increased
share-of-wallet
Dual creation of value: customers need to participate in
CRM to reap value from firm’s CRM initiatives
Integrated Framework for CRM
Strategy – Value Creation
Multi-channel Integration
Serve customers well across many potential
interfaces
Offer a unified interface that delivers
customization and personalization
Integrated Framework for CRM
Strategy – Multi-Channel Integration
Performance Assessment
Is CRM system creating value for key
stakeholders?
Are marketing and service standard
objectives being achieved?
Is CRM system meeting performance
standards?
Integrated Framework for CRM
Strategy – Performance Assessment
 Information Management
 Collect customer information from all channels
 Integrate it with other relevant information
 Make useful information available to the
frontline
 Create and manage data repository, IT
systems, analytical tools, specific application
packages
Integrated Framework for CRM Strategy –
Information Management
Common Failures in CRM Implementation
Unfortunately, there is a high failure rate for CRM
implementations
Common reasons for failures
Viewing CRM as a technology Initiative
Lack of customer focus
Not enough understanding of customer lifetime value (CLV)
Inadequate support from top management
Lack of coordination
Failure to reengineer business processes
Underestimating the challenges in data integration
Key Issues in Defining a
Customer Relationship Strategy
How should our value proposition change to increase
customer loyalty?
How much customization or one-to-one marketing and
service delivery is appropriate and profitable?
What is the increase in profit from increasing share-of-
wallet with current customers? How much does this vary
by customer tier and/or segment?
How much time and resources can we provide to CRM
right now?
If we believe in customer relationship management, why
haven’t we taken more steps in that direction in past?
What can we do today to develop customer relationships
without spending on technology?
Summary of Chapter 12: Managing Relationships and
Building Loyalty (1)
 Customer loyalty as an important driver of profitability for service
firms so firms need to
 Assess value of loyal customer
 Narrow gap between actual and potential customer value
 Wheel of Loyalty shows how firms can:
 Build a foundation of loyalty
 Create loyalty bonds
 Reduce churn drivers
 Building a foundation of loyalty involves
 Good fit between customer needs and capabilities
 Searching for value, not just volume
 Tiering services effectively
 Obtaining customer satisfaction through service quality
Summary of Chapter 12: Managing Relationships and
Building Loyalty (2)
 Customer loyalty bonds include
 Reward-based bonds
 Social bonds
 Customization bonds
 Structural bonds
 Strategies for reducing customer defections include
 Analyzing customer defections and monitoring declining accounts
 Addressing key churn drivers
 Implementing effective complaint-handling and service recovery
procedures
 Increasing switching costs
Summary of Chapter 12: Managing Relationships And
Building Loyalty (3)
 Customer relationship management (CRM) is a whole process by
which relations with customers are built and maintained.
 An integrated CRM system includes
 Strategy development process
 Value creation process
 Multichannel integration process
 Performance assessment process
 Cresting a successful CRM program requires understanding
common failures in CRM implementation and knowing how to get
it right

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Chapter 12-managing-relationships-and-building-loyalty1

  • 2. Overview of Chapter 12 The Search for Customer Loyalty The Wheel of Loyalty Building a Foundation for Loyalty Strategies for Developing Loyalty Bonds with Customers Strategies for Reducing Customers Defections CRM: Customer Relationship Management Systems
  • 4. How Much Profit a Customer Generates Over Time (Fig 12.2)
  • 5. Why Is Customer Loyalty Important to A Firm’s Profitability? Customers become more profitable the longer they remain with a firm: Increase purchases and/or account balances - Customers / families purchase in greater quantities as they grow Reduced operating costs - Fewer demands from suppliers and operating mistakes as customer becomes experienced Referrals to other customers - Positive word-of-mouth saves firm from investing money in sales and advertising Price premiums - Long-term customers willing to pay regular price - Willing to pay higher price during peak periods
  • 6. Why Customers Are More Profitable Over Time (Fig. 12.3)
  • 7. Must not assume that loyal customers are always more profitable than those making one-time transactions Large customers may expect price discounts in return for loyalty Revenues don’t necessarily increase with time for all types of customers Tasks: Determine costs and revenues for customers from different market segments at different points in their customer lifecycles Predict future profitability Assessing the Value of a Loyal Customer
  • 8.  Acquisition revenues less costs  Revenues (application fee + initial purchase)  Costs (marketing +credit check + account set up)  Projected annual revenues and costs  Revenues (annual fee + sales + service fees + value of referrals)  Costs (account management + cost of sales + write-offs)  Value of referrals  Percentage of customers influenced by other customers  Other marketing activities that drew the firm to an individual’s attention  Net Present Value  Sum anticipated annual values (future profits)  Suitably discounted each year into the future Measuring Customer Equity: Lifetime Value of Each Customer
  • 9. Customers stay loyal when we create value for them Value can be created for customers through Confidence benefits - Confidence in correct performance - Ability to trust the provider - Lower anxiety when purchasing - Knowing what to expect and receive Why are Customers Loyal? (1) (Service Insights 12.1)
  • 10. Why are Customers Loyal? (2) (Service Insights 12.1) Social benefits - Mutual recognition and friendship between service provider and customer Special treatment - Better price - Discounts not available to most customer - Extra services - Higher priority when there is a wait
  • 11. The Wheel of Loyalty
  • 12. The Wheel of Loyalty (Fig. 12.5)
  • 14.  Target the right customer and match them to what firm can deliver  How do customer needs relate to operations elements?  How well can service personnel meet expectations of different types of customers?  Can company match or exceed competing services that are directed at same types of customers?  Focus on number of customers served as well as value of each customer  Some customers more profitable than others in the short term  Others may have room for long-term growth  “Right customers” are not always high spenders  Can come from a large group of people that no other supplier is serving well Targeting the Right Customers and Searching for Value, Not Volume
  • 15. Effective Tiering of Service The Customer Pyramid (Fig 12.7)
  • 16. The Customer Satisfaction Loyalty Relationship (Fig. 12.9)
  • 18. Strategies for Developing Loyalty Bonds with Customers (1) Deepening the relationship Bundling/Cross-selling services makes switching a major effort that customer is unwilling to go through unless extremely dissatisfied with service provider Customers benefit from buying all their various services from the same provider - One-stop-shopping, potentially higher service levels, higher service tiers etc
  • 19. Strategies for Developing Loyalty Bonds with Customers (2) Reward Based Bonds Can be financial or non-financial bonds or a combination of both Financial bonds - Discounts on purchases, loyalty program rewards (e.g. frequent flier miles), cash-back programs Non-financial rewards - Priority to loyalty program members for waitlists and queues in call centers; higher baggage allowances, priority upgrading, access to airport lounges for frequent flyers Intangible rewards - Special recognition and appreciation Reward-based loyalty programs are relatively easy to copy and rarely provide a sustained competitive advantage
  • 20. Strategies for Developing Loyalty Bonds with Customers (3) Social Bonds Based on personal relationships between providers and customers Harder to and takes a longer time to build, but also harder to imitate and thus, better chance of retention in the long term Customization Bonds Customized service for loyal customers - e.g. Starbucks Customers may find it hard to adjust to another service provider who cannot customize service
  • 21. Strategies for Developing Loyalty Bonds with Customers (4) Structural Bonds Mostly seen in B2B settings Align customers way of doing things with supplier’s own processes - Joint investments in projects and sharing of information, processes and equipment. Can be seen in B2C environment too - Airlines - SMS check-in, SMS email alerts for flight arrival and departure times Difficult for competition to draw customers away when they have integrated their way of doing things with existing supplier
  • 23. Analyze Customer Defections and Monitor Declining Accounts Understand reasons for customer switching Churn Diagnostics common in mobile phone industry Analysis of data warehouse information on churned and declining customers Exit interviews: - Ask a short set of questions when customer cancels account; in-depth interviews of former customers by third party agency
  • 24. What Drives Customers to Switch? (Fig 12.9)
  • 25. Address Key Churn Drivers Deliver quality service Reduce inconvenience and non-monetary costs Have fair and transparent pricing Industry specific drivers Cellular phone industry: handset replacement a common reason for subscribers discontinuing services – offer handset replacement programs Take active steps to retain customers Save teams: specially trained call center staff to deal with customers who want to cancel their accounts Be careful about how save teams are rewarded (see Service Insights 12.5)
  • 26. Other Ways to Reduce Churn Implement Effective Complaint Handling and Service Recovery Procedures Increase Switching Costs Natural switching costs - e.g. Changing primary bank account – many related services tied to account Can be created by instituting contractual penalties for switching - Must be careful not to be perceived as holding customers hostage - High switching barriers and poor service quality likely to generate negative attitudes and bad word of mouth
  • 28. Common Objectives Of CRM Systems (1) Customer perspective Unified customer interface that delivers customization and personalization Vast service improvement and increase customer value Company perspective Better segment, tier customer base and target promotion Implement churn alert systems if customers are in danger of defecting
  • 29. Common Applications Of CRM Systems (1) (Service Insights 12.6) Data collection Customer data such as contact details, demographics, purchasing history, service preferences, and the like Data analysis Data captured is analyzed and categorized Used to tier customer base and tailor service delivery accordingly Sales force automation Sales leads, cross-sell and up-sell opportunities can be effectively identified and processed Entire sales cycle from lead generation to close of sales and after- sales service can be tracked and facilitated through CRM system
  • 30. Common Objectives Of CRM Systems (2) (Service Insights 12.6)  Marketing automation  Mining of customer data enables the firm to target its market  Goal to achieve one-to-one marketing and cost savings, often in the context of loyalty and retention programs  Results in increasing the ROI on its marketing expenditure  CRM systems also allows firms to judge effectiveness of marketing campaigns through the analysis of responses  Call center automation  Call center staff have customer information at their finger tips and can improve their service levels to all customers  Caller ID and account numbers allow call centers to identify the customer tier the caller belongs to, and to tailor the service accordingly - For example, platinum callers get priority in waiting loops.
  • 31. Comprehensive CRM Strategy (Fig 12.14) Source: Adapted from: Adrian Payne and Pennie Frow, “A Strategic Framework for Customer Relationship Management,” Journal of Marketing 69 (October 2005): 167-176. Strategy Development Process Value Creation Process Performance Assessment Process Information Management Process Multi- channel Integration Process
  • 32. Integrated Framework for CRM Strategy Development Strategy Development Assessment of business strategy Business strategy guides development of customer strategy
  • 33. Value Creation Translates business and customer strategies into specific value propositions for both customers and firm - Customers benefit from priority, tiered services, loyalty rewards and customization - Company benefits from reduced customer acquisition and retention costs, and increased share-of-wallet Dual creation of value: customers need to participate in CRM to reap value from firm’s CRM initiatives Integrated Framework for CRM Strategy – Value Creation
  • 34. Multi-channel Integration Serve customers well across many potential interfaces Offer a unified interface that delivers customization and personalization Integrated Framework for CRM Strategy – Multi-Channel Integration
  • 35. Performance Assessment Is CRM system creating value for key stakeholders? Are marketing and service standard objectives being achieved? Is CRM system meeting performance standards? Integrated Framework for CRM Strategy – Performance Assessment
  • 36.  Information Management  Collect customer information from all channels  Integrate it with other relevant information  Make useful information available to the frontline  Create and manage data repository, IT systems, analytical tools, specific application packages Integrated Framework for CRM Strategy – Information Management
  • 37. Common Failures in CRM Implementation Unfortunately, there is a high failure rate for CRM implementations Common reasons for failures Viewing CRM as a technology Initiative Lack of customer focus Not enough understanding of customer lifetime value (CLV) Inadequate support from top management Lack of coordination Failure to reengineer business processes Underestimating the challenges in data integration
  • 38. Key Issues in Defining a Customer Relationship Strategy How should our value proposition change to increase customer loyalty? How much customization or one-to-one marketing and service delivery is appropriate and profitable? What is the increase in profit from increasing share-of- wallet with current customers? How much does this vary by customer tier and/or segment? How much time and resources can we provide to CRM right now? If we believe in customer relationship management, why haven’t we taken more steps in that direction in past? What can we do today to develop customer relationships without spending on technology?
  • 39. Summary of Chapter 12: Managing Relationships and Building Loyalty (1)  Customer loyalty as an important driver of profitability for service firms so firms need to  Assess value of loyal customer  Narrow gap between actual and potential customer value  Wheel of Loyalty shows how firms can:  Build a foundation of loyalty  Create loyalty bonds  Reduce churn drivers  Building a foundation of loyalty involves  Good fit between customer needs and capabilities  Searching for value, not just volume  Tiering services effectively  Obtaining customer satisfaction through service quality
  • 40. Summary of Chapter 12: Managing Relationships and Building Loyalty (2)  Customer loyalty bonds include  Reward-based bonds  Social bonds  Customization bonds  Structural bonds  Strategies for reducing customer defections include  Analyzing customer defections and monitoring declining accounts  Addressing key churn drivers  Implementing effective complaint-handling and service recovery procedures  Increasing switching costs
  • 41. Summary of Chapter 12: Managing Relationships And Building Loyalty (3)  Customer relationship management (CRM) is a whole process by which relations with customers are built and maintained.  An integrated CRM system includes  Strategy development process  Value creation process  Multichannel integration process  Performance assessment process  Cresting a successful CRM program requires understanding common failures in CRM implementation and knowing how to get it right