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Harish Lunani
Harish Lunani
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Creating Customer Value, Satisfaction, and Loyalty
HDFC Offers an Assortment of Services to Satisfy its Customers
Organizational Charts
What is Customer Perceived Value? ,[object Object]
Determinants of Customer Perceived Value Image benefit Psychological cost Personal benefit Energy cost Services benefit Time cost Product benefit Monetary cost Total customer benefit Total customer cost
Steps in a Customer Value Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Loyalty? ,[object Object]
Top Brands in Customer Loyalty ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Value Proposition The whole cluster of benefits the company promises to deliver
Measuring Satisfaction Periodic Surveys Customer Loss Rate Mystery Shoppers Monitor Competitive Performance
J.D. Power Rates Customer Satisfaction
What is Quality? Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.
Maximizing Customer Lifetime Value Customer Profitability Customer Equity Lifetime Value
The 150 – 20 Rule
Customer-Product Profitability Analysis
Estimating Lifetime Value ,[object Object],[object Object],[object Object],[object Object]
What is Customer Relationship Management? ,[object Object]
Framework for CRM Identify prospects and customers Differentiate customers by needs and value to company Interact to improve knowledge Customize for each customer
Building a Relationship with Rural Consumers ,[object Object],[object Object],[object Object],[object Object]
CRM Strategies Reduce the rate of defection Increase longevity Enhance “share of wallet” Terminate low-profit customers Focus more effort on high-profit customers
Focus on CRM
Customer Retention ,[object Object],[object Object],[object Object],[object Object]
The Customer Development Process Prospects Suspects Disqualified First-time customers Repeat customers Clients Members Partners Ex-customers
Steps for Creating Customer Evangelists ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Database Key Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Using the Database To identify prospects To target offers To deepen loyalty To reactivate customers To avoid mistakes
Don’t Build a Database When ,[object Object],[object Object],[object Object],[object Object]
Perils of CRM ,[object Object],[object Object],[object Object],[object Object]
Marketing Debate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Discussion ,[object Object],[object Object],[object Object],[object Object]

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