Customer value, satisfaction and loyalty

Chapter 5: Creating Customer Value, Satisfaction and Loyalty The Top Ten Concepts: RP Medical Applications Victoria Lorelie M. Tan V49 Marketing Management April, 2010

Concept 1: Customers on TOP!!! CUSTOMERS ,[object Object],[object Object],[object Object],CUSTOMERS

Concept 1: Customers on TOP!!! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 2: Customer Perceived Value (CPV) Benefit vs Cost? CUSTOMER COSTS CUSTOMER BENEFITS PRODUCTS VS. SERVICES PERSONNEL IMAGE MONETARY TIME ENERGY PSYCHOLOGICAL

Concept 2: Customer Perceived Value (CPV) Benefit vs Cost? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 3: Customer Loyalty: “ TRUE-BLUE” TRUE-BLUE TOYOTA COLGATE

Concept 3: Customer Loyalty: “ TRUE-BLUE” ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 4: Satisfaction: Experience vs. Expectations EXPERIENCE EXPECTATIONS

Concept 4: Customer Satisfaction: Experience vs. Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 5: Product and Service Quality: Ability to satisfy Needs ? WATER SOFTDRINKS COLD

Concept 5: Product and Service Quality: Ability to satisfy Needs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 6: Customer Profitability: Net Positive Value REVENUES COSTS ,[object Object],[object Object],[object Object],Labor Cost Materials Overhead

Concept 6: Customer Profitability: Net Positive Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 7: Customer Relationship Mgt.: Managing customer touch points COSTS SPEED CUSTOMER FEEDBACK LISTEN U

Concept 7: Customer Relationship Mgt.: Managing customer touch points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 8: Customer Relationship Mgt.: Retention Dynamics IDENTIFY POTENTIALS ? GOOD BAD 1 ST TIME REPEATS CLIENTS PARTNERS MEMBERS

Concept 8: Customer Relationship Mgt.: Retention Dynamics ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 9: Customer Relationship Mgt.: Personalizing Marketing CLIENTS R’ INDIVIDUALS TECHNOLOGY INSTITUTIONAL TIES WIN - BACK

Concept 9: Customer Relationship Mgt.: Personalizing Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 10: Customer Database: Uses in Marketing PATIENT DATA CUSTOMER DATABASE COMPUTER SYSTEM

Concept 10: Customer Database: Uses in Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Customer value, satisfaction and loyalty

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Customer value, satisfaction and loyalty