SlideShare uma empresa Scribd logo

Ch05 kotler ciela_cayton

•Transferir como PPT, PDF•
•
Graciela Cayton
Graciela Cayton

Briefer on Customer Value, Satisfaction, Loyalty, Retention, and Relationship Management (from Kotler, Keller 14th edition)

NegóciosTecnologia
1 de 12
CREATING LONG- TERM LOYALTY RELATIONSHIPS Ciela Cayton September 18, 2013
OUTLINE 1. HOW TO BUILD CUSTOMER VALUE, SATISFACTION, AND LOYALTY a. Customers in the Organization Chart b. Customer Perceived Value c. Measuring Satisfaction 2. HOW TO MAXIMIZE CUSTOMER LIFETIME VALUE a. Customer Profitability 3. HOW TO CULTIVATE CUSTOMER RELATIONSHIPS a. Customer Relationship Management b. CRM Strategies
CUSTOMER VALUE, SATISFACTION, AND LOYALTY
1. TRADITIONAL VS. CUSTOMER-ORIENTED ORGANIZATION CHART TRADITIONAL ORG CHART CUSTOMER-ORIENTED ORG CHART PRESIDENT/CEO VICE PRESIDENTS PRESIDENT/CEO VICE PRESIDENTS MANAGERS DIVISION CHIEFS MANAGERS DIVISION CHIEFSACCOUNT OFFICERS ACCOUNT OFFICERS BUYERS BUYERS BUYERS BUYERS
2. CUSTOMER-PERCEIVED VALUE Customer- Perceived Value Total Customer Benefit Total Customer Cost Product Benefit Monetary Cost Services Benefit Time Cost Personnel Benefit Energy Cost Image Benefit Psychological Cost Benefits A B Costs A B Customer P100 P50 Monetary P90 P35 Services P20 P20 Time P10 P30 Personnel P30 P30 Energy P30 P40 Image P100 P50 Psychological P10 P20 Total P250 P150 Total P140 P125 CPV of A = (P250-P140) = P110 CPB of B = (P150-P125) = P25 Choose Product A
3. MEASURING SATISFACTION HONDA CARS’ PERIODIC CUSTOMER SURVEY HONDA CARS’ PERIODIC CUSTOMER SURVEY BOOK BUYER/ CLIENT REVIVAL PHONE BRIGADE BOOK BUYER/ CLIENT REVIVAL PHONE BRIGADE SAN MIGUEL’S MYSTERY SHOPPER SAN MIGUEL’S MYSTERY SHOPPER COMPETITIVE WATCHCOMPETITIVE WATCH
MAXIMIZING CUSTOMER LIFETIME VALUE
April Marisse Adriana TJ Hotdogs + + + Highly Profitable Purefoods Corned Beef + Profitable Magnolia Oil - Unprofitable Magnolia Pancake - - Highly Unprofitable Mixed-bag customer High-profit customer Losing customer 4. CUSTOMER PROFITABILITY
CULTIVATING CUSTOMER RELATIONSHIPS
5. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) FRAMEWORK 1. Gathering of contacts from all touch points (mailing lists, calling cards, inquiries) 1. Gathering of contacts from all touch points (mailing lists, calling cards, inquiries) 2. Segregate clients between patrons, donors, sponsors, volunteers 2. Segregate clients between patrons, donors, sponsors, volunteers 3. Email specific invitations to each type of “partner” (to donate, to attend/participate in an event, to sponsor, to volunteer) 3. Email specific invitations to each type of “partner” (to donate, to attend/participate in an event, to sponsor, to volunteer) 4. Delegate personal contact method / implementation for support follow-up to appropriate department 4. Delegate personal contact method / implementation for support follow-up to appropriate department
6. CRM STRATEGIES P & G: Face-to- face merchandising promos P & G: Face-to- face merchandising promos Ayala Foundation: Donor Retention Program Ayala Foundation: Donor Retention Program A-Deals: Ayala- linked discounts and purchase bundles A-Deals: Ayala- linked discounts and purchase bundles San Mig Coffee: 10 + 1 promo San Mig Coffee: 10 + 1 promo BPI: Preferred Clients rewards (exclusive invitations, promos, and gifts) BPI: Preferred Clients rewards (exclusive invitations, promos, and gifts)
CREATING LONG-TERM LOYALTY RELATIONSHIPS Ciela Cayton September 18, 2013 END

Recomendados

MARKETING MANAGEMENT Kotler Connecting with Customers Chapters 5 and 6
MARKETING MANAGEMENT Kotler Connecting with Customers Chapters 5 and 6 MARKETING MANAGEMENT Kotler Connecting with Customers Chapters 5 and 6
MARKETING MANAGEMENT Kotler Connecting with Customers Chapters 5 and 6 Marvin Pedregosa
 
Building Customer Satisfaction, Value, and Retention
Building Customer Satisfaction, Value, and RetentionBuilding Customer Satisfaction, Value, and Retention
Building Customer Satisfaction, Value, and RetentionSumit Pradhan
 
Chapter 4 principles of marketing
Chapter 4 principles of marketingChapter 4 principles of marketing
Chapter 4 principles of marketingAntonio F. Balatar Jr.
 
Chapter five
Chapter five Chapter five
Chapter five Afnan Amjad
 
1. marketing in a changing world creating customer value and satisfaction
1. marketing in a changing world creating customer value and satisfaction1. marketing in a changing world creating customer value and satisfaction
1. marketing in a changing world creating customer value and satisfactionPrateek211001
 
Customer relationships
Customer relationshipsCustomer relationships
Customer relationshipsGinare Vesilrio
 
Chapter5
Chapter5Chapter5
Chapter5Tatiana Ramos
 
Creating And Maintaining Good Customer Relationships
Creating And Maintaining Good Customer RelationshipsCreating And Maintaining Good Customer Relationships
Creating And Maintaining Good Customer RelationshipsRachel Weber
 

Recomendados

MARKETING MANAGEMENT Kotler Connecting with Customers Chapters 5 and 6
MARKETING MANAGEMENT Kotler Connecting with Customers Chapters 5 and 6 MARKETING MANAGEMENT Kotler Connecting with Customers Chapters 5 and 6
MARKETING MANAGEMENT Kotler Connecting with Customers Chapters 5 and 6 Marvin Pedregosa
 
Building Customer Satisfaction, Value, and Retention
Building Customer Satisfaction, Value, and RetentionBuilding Customer Satisfaction, Value, and Retention
Building Customer Satisfaction, Value, and RetentionSumit Pradhan
 
Chapter 4 principles of marketing
Chapter 4 principles of marketingChapter 4 principles of marketing
Chapter 4 principles of marketingAntonio F. Balatar Jr.
 
Chapter five
Chapter five Chapter five
Chapter five Afnan Amjad
 
1. marketing in a changing world creating customer value and satisfaction
1. marketing in a changing world creating customer value and satisfaction1. marketing in a changing world creating customer value and satisfaction
1. marketing in a changing world creating customer value and satisfactionPrateek211001
 
Customer relationships
Customer relationshipsCustomer relationships
Customer relationshipsGinare Vesilrio
 
Chapter5
Chapter5Chapter5
Chapter5Tatiana Ramos
 
Creating And Maintaining Good Customer Relationships
Creating And Maintaining Good Customer RelationshipsCreating And Maintaining Good Customer Relationships
Creating And Maintaining Good Customer RelationshipsRachel Weber
 
Kotler's Marketing Management: Connecting with Customers
Kotler's Marketing Management: Connecting with CustomersKotler's Marketing Management: Connecting with Customers
Kotler's Marketing Management: Connecting with CustomersNadia Tantuco
 
Chapter 5 Creating Customer Value, Satisfaction And Loyalty
Chapter 5 Creating Customer Value, Satisfaction And LoyaltyChapter 5 Creating Customer Value, Satisfaction And Loyalty
Chapter 5 Creating Customer Value, Satisfaction And LoyaltyDiarta
 
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Creating Customer Value, Satisfaction, and LoyaltyChapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Creating Customer Value, Satisfaction, and LoyaltyJover Chavez
 
Customer Value
Customer ValueCustomer Value
Customer ValueKarisse Ramoso
 
Chapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-valueChapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-valuehttp://www.trendenews.com/
 
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...Relationship Marketing - Your Customers Are Human - lecture for City of Scott...
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...Mike Jones ⚡
 
Relationship marketing presentation
Relationship marketing presentationRelationship marketing presentation
Relationship marketing presentationAfzaal Ali
 
Relationship Marketing
Relationship MarketingRelationship Marketing
Relationship MarketingHarryadin Mahardika
 
Module 6 pricing products
Module 6 pricing productsModule 6 pricing products
Module 6 pricing productsJeVaughn Ferguson
 
Mba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfactionMba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfactionRai University
 
Chapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip KotlerChapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip KotlerMD ASADUZZAMAN
 
The brand loyalty advantage
The brand loyalty advantageThe brand loyalty advantage
The brand loyalty advantageDemand Metric
 
The basics of relationship marketing
The basics of relationship marketingThe basics of relationship marketing
The basics of relationship marketingViabl
 
Relationship marketing
Relationship marketingRelationship marketing
Relationship marketingHausman and Associates
 
marketing chapter 1
marketing chapter 1marketing chapter 1
marketing chapter 1akma cool gurlz
 
benifit of customer relationship marketing in present senario by Rashmiranjan...
benifit of customer relationship marketing in present senario by Rashmiranjan...benifit of customer relationship marketing in present senario by Rashmiranjan...
benifit of customer relationship marketing in present senario by Rashmiranjan...Rashmiranjan Das
 
Transactional marketing
Transactional marketingTransactional marketing
Transactional marketingRishav Mahajan
 
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyChapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyNishant Agrawal
 
Customer Equity
Customer EquityCustomer Equity
Customer EquityYodhia Antariksa
 
Analyzing Consumer Markets
Analyzing Consumer MarketsAnalyzing Consumer Markets
Analyzing Consumer MarketsNishant Agrawal
 
A Not for Profit Medical Research Center
A Not for Profit Medical Research CenterA Not for Profit Medical Research Center
A Not for Profit Medical Research CenterNishant Agrawal
 
Kotler mm 14e_05_ippt_ge
Kotler mm 14e_05_ippt_geKotler mm 14e_05_ippt_ge
Kotler mm 14e_05_ippt_geRizwanah Parwin
 

Mais conteúdo relacionado

Mais procurados

Kotler's Marketing Management: Connecting with Customers
Kotler's Marketing Management: Connecting with CustomersKotler's Marketing Management: Connecting with Customers
Kotler's Marketing Management: Connecting with CustomersNadia Tantuco
 
Chapter 5 Creating Customer Value, Satisfaction And Loyalty
Chapter 5 Creating Customer Value, Satisfaction And LoyaltyChapter 5 Creating Customer Value, Satisfaction And Loyalty
Chapter 5 Creating Customer Value, Satisfaction And LoyaltyDiarta
 
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Creating Customer Value, Satisfaction, and LoyaltyChapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Creating Customer Value, Satisfaction, and LoyaltyJover Chavez
 
Chapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-valueChapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-valuehttp://www.trendenews.com/
 
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...Relationship Marketing - Your Customers Are Human - lecture for City of Scott...
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...Mike Jones ⚡
 
Relationship marketing presentation
Relationship marketing presentationRelationship marketing presentation
Relationship marketing presentationAfzaal Ali
 
Mba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfactionMba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfactionRai University
 
Chapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip KotlerChapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip KotlerMD ASADUZZAMAN
 
The brand loyalty advantage
The brand loyalty advantageThe brand loyalty advantage
The brand loyalty advantageDemand Metric
 
The basics of relationship marketing
The basics of relationship marketingThe basics of relationship marketing
The basics of relationship marketingViabl
 
benifit of customer relationship marketing in present senario by Rashmiranjan...
benifit of customer relationship marketing in present senario by Rashmiranjan...benifit of customer relationship marketing in present senario by Rashmiranjan...
benifit of customer relationship marketing in present senario by Rashmiranjan...Rashmiranjan Das
 
Transactional marketing
Transactional marketingTransactional marketing
Transactional marketingRishav Mahajan
 
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyChapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyNishant Agrawal
 

Mais procurados (19)

Kotler's Marketing Management: Connecting with Customers
Kotler's Marketing Management: Connecting with CustomersKotler's Marketing Management: Connecting with Customers
Kotler's Marketing Management: Connecting with Customers
 
Chapter 5 Creating Customer Value, Satisfaction And Loyalty
Chapter 5 Creating Customer Value, Satisfaction And LoyaltyChapter 5 Creating Customer Value, Satisfaction And Loyalty
Chapter 5 Creating Customer Value, Satisfaction And Loyalty
 
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Creating Customer Value, Satisfaction, and LoyaltyChapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
 
Customer Value
Customer ValueCustomer Value
Customer Value
 
Chapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-valueChapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-value
 
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...Relationship Marketing - Your Customers Are Human - lecture for City of Scott...
Relationship Marketing - Your Customers Are Human - lecture for City of Scott...
 
Relationship marketing presentation
Relationship marketing presentationRelationship marketing presentation
Relationship marketing presentation
 
Relationship Marketing
Relationship MarketingRelationship Marketing
Relationship Marketing
 
Module 6 pricing products
Module 6 pricing productsModule 6 pricing products
Module 6 pricing products
 
Mba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfactionMba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfaction
 
Chapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip KotlerChapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip Kotler
 
The brand loyalty advantage
The brand loyalty advantageThe brand loyalty advantage
The brand loyalty advantage
 
The basics of relationship marketing
The basics of relationship marketingThe basics of relationship marketing
The basics of relationship marketing
 
Relationship marketing
Relationship marketingRelationship marketing
Relationship marketing
 
marketing chapter 1
marketing chapter 1marketing chapter 1
marketing chapter 1
 
benifit of customer relationship marketing in present senario by Rashmiranjan...
benifit of customer relationship marketing in present senario by Rashmiranjan...benifit of customer relationship marketing in present senario by Rashmiranjan...
benifit of customer relationship marketing in present senario by Rashmiranjan...
 
Transactional marketing
Transactional marketingTransactional marketing
Transactional marketing
 
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyChapter 4 Creating Customer Value, Satisfaction, and Loyalty
Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
 
Customer Equity
Customer EquityCustomer Equity
Customer Equity
 

Destaque

Analyzing Consumer Markets
Analyzing Consumer MarketsAnalyzing Consumer Markets
Analyzing Consumer MarketsNishant Agrawal
 
A Not for Profit Medical Research Center
A Not for Profit Medical Research CenterA Not for Profit Medical Research Center
A Not for Profit Medical Research CenterNishant Agrawal
 
Kotler mm 14e_05_ippt_ge
Kotler mm 14e_05_ippt_geKotler mm 14e_05_ippt_ge
Kotler mm 14e_05_ippt_geRizwanah Parwin
 
Tapping into global market new
Tapping into global market newTapping into global market new
Tapping into global market newFenet Bedaso
 
Developing marketing strategies & plans chap2 (f.untalan)
Developing marketing strategies & plans chap2 (f.untalan)Developing marketing strategies & plans chap2 (f.untalan)
Developing marketing strategies & plans chap2 (f.untalan)Notre Dame De Chartres Hospital
 
Chapter 21 Tapping into Global Market
Chapter 21 Tapping into Global MarketChapter 21 Tapping into Global Market
Chapter 21 Tapping into Global Marketleenathan
 
Chapter 2 Developing Marketing Strategies and Plans
Chapter 2 Developing Marketing Strategies and PlansChapter 2 Developing Marketing Strategies and Plans
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
 
Defining Marketing for the 21st Century - Philip Kotler First Chapter
Defining Marketing for the 21st Century - Philip Kotler First ChapterDefining Marketing for the 21st Century - Philip Kotler First Chapter
Defining Marketing for the 21st Century - Philip Kotler First Chapterraaaiii
 

Destaque (10)

Analyzing Consumer Markets
Analyzing Consumer MarketsAnalyzing Consumer Markets
Analyzing Consumer Markets
 
A Not for Profit Medical Research Center
A Not for Profit Medical Research CenterA Not for Profit Medical Research Center
A Not for Profit Medical Research Center
 
Kotler mm 14e_05_ippt_ge
Kotler mm 14e_05_ippt_geKotler mm 14e_05_ippt_ge
Kotler mm 14e_05_ippt_ge
 
General 2
General 2General 2
General 2
 
Tapping into global market new
Tapping into global market newTapping into global market new
Tapping into global market new
 
Developing marketing strategies & plans chap2 (f.untalan)
Developing marketing strategies & plans chap2 (f.untalan)Developing marketing strategies & plans chap2 (f.untalan)
Developing marketing strategies & plans chap2 (f.untalan)
 
Tapping into global markets
Tapping into global marketsTapping into global markets
Tapping into global markets
 
Chapter 21 Tapping into Global Market
Chapter 21 Tapping into Global MarketChapter 21 Tapping into Global Market
Chapter 21 Tapping into Global Market
 
Chapter 2 Developing Marketing Strategies and Plans
Chapter 2 Developing Marketing Strategies and PlansChapter 2 Developing Marketing Strategies and Plans
Chapter 2 Developing Marketing Strategies and Plans
 
Defining Marketing for the 21st Century - Philip Kotler First Chapter
Defining Marketing for the 21st Century - Philip Kotler First ChapterDefining Marketing for the 21st Century - Philip Kotler First Chapter
Defining Marketing for the 21st Century - Philip Kotler First Chapter
 

Semelhante a Ch05 kotler ciela_cayton

COSLA Ch 5 Creating Long Term Loyalty Relationships v79 Ezekiel Castro
COSLA Ch 5 Creating Long Term Loyalty Relationships v79 Ezekiel CastroCOSLA Ch 5 Creating Long Term Loyalty Relationships v79 Ezekiel Castro
COSLA Ch 5 Creating Long Term Loyalty Relationships v79 Ezekiel CastroEzekiel Castro
 
Customer Relationship Management
Customer Relationship ManagementCustomer Relationship Management
Customer Relationship ManagementHarry Suryahadi
 
ASUS Case Study_Digitizing Customer Services
ASUS Case Study_Digitizing Customer Services ASUS Case Study_Digitizing Customer Services
ASUS Case Study_Digitizing Customer Services Lynn Chen
 
Learn about consumer intelligence to enhance consumer experience
Learn about consumer intelligence to enhance consumer experience Learn about consumer intelligence to enhance consumer experience
Learn about consumer intelligence to enhance consumer experience Jaiveer Singh
 
Unit 6 notes power point
Unit 6 notes power pointUnit 6 notes power point
Unit 6 notes power pointbarnhste
 
Lifecycle Whitepaper
Lifecycle WhitepaperLifecycle Whitepaper
Lifecycle Whitepaperchrissal1
 
2.1 relationship marketing operational and analytic crm 2016 short
2.1 relationship marketing operational and analytic crm 2016 short2.1 relationship marketing operational and analytic crm 2016 short
2.1 relationship marketing operational and analytic crm 2016 shortSilvio Filippi
 
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 short2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 shortAx - Amicucci Formazione
 
The-Rise-of-the-Customer-Marketer
The-Rise-of-the-Customer-MarketerThe-Rise-of-the-Customer-Marketer
The-Rise-of-the-Customer-MarketerAdam Robles
 
Customer relationship management
Customer relationship managementCustomer relationship management
Customer relationship managementNIKHILESHMODGIL
 
Loyalty marketing program development
Loyalty marketing program developmentLoyalty marketing program development
Loyalty marketing program developmentMark Johnson
 
Customer relationship management
Customer relationship managementCustomer relationship management
Customer relationship managementsmorrison28
 
Loyalty programs
Loyalty programsLoyalty programs
Loyalty programsAustin AMA
 
Schlitterbahn's Take on Customer Loyalty
Schlitterbahn's Take on Customer LoyaltySchlitterbahn's Take on Customer Loyalty
Schlitterbahn's Take on Customer Loyaltyamdelcanto
 
Customer Loyalty in Cross-Channel Marketing Programs - DMA 2013 Chicago
Customer Loyalty in Cross-Channel Marketing Programs - DMA 2013 ChicagoCustomer Loyalty in Cross-Channel Marketing Programs - DMA 2013 Chicago
Customer Loyalty in Cross-Channel Marketing Programs - DMA 2013 ChicagoLars Crama
 
Crm reliance mart and big bazaar - hemanth
Crm reliance mart and big bazaar - hemanthCrm reliance mart and big bazaar - hemanth
Crm reliance mart and big bazaar - hemanthSanth Lingam
 

Semelhante a Ch05 kotler ciela_cayton (20)

COSLA Ch 5 Creating Long Term Loyalty Relationships v79 Ezekiel Castro
COSLA Ch 5 Creating Long Term Loyalty Relationships v79 Ezekiel CastroCOSLA Ch 5 Creating Long Term Loyalty Relationships v79 Ezekiel Castro
COSLA Ch 5 Creating Long Term Loyalty Relationships v79 Ezekiel Castro
 
Customer Relationship Management
Customer Relationship ManagementCustomer Relationship Management
Customer Relationship Management
 
Crm pj
Crm pjCrm pj
Crm pj
 
ASUS Case Study_Digitizing Customer Services
ASUS Case Study_Digitizing Customer Services ASUS Case Study_Digitizing Customer Services
ASUS Case Study_Digitizing Customer Services
 
Learn about consumer intelligence to enhance consumer experience
Learn about consumer intelligence to enhance consumer experience Learn about consumer intelligence to enhance consumer experience
Learn about consumer intelligence to enhance consumer experience
 
Crm
CrmCrm
Crm
 
Unit 6 notes power point
Unit 6 notes power pointUnit 6 notes power point
Unit 6 notes power point
 
Unit 2
Unit 2Unit 2
Unit 2
 
Lifecycle Whitepaper
Lifecycle WhitepaperLifecycle Whitepaper
Lifecycle Whitepaper
 
2.1 relationship marketing operational and analytic crm 2016 short
2.1 relationship marketing operational and analytic crm 2016 short2.1 relationship marketing operational and analytic crm 2016 short
2.1 relationship marketing operational and analytic crm 2016 short
 
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 short2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
 
P rao hdfc
P rao hdfcP rao hdfc
P rao hdfc
 
The-Rise-of-the-Customer-Marketer
The-Rise-of-the-Customer-MarketerThe-Rise-of-the-Customer-Marketer
The-Rise-of-the-Customer-Marketer
 
Customer relationship management
Customer relationship managementCustomer relationship management
Customer relationship management
 
Loyalty marketing program development
Loyalty marketing program developmentLoyalty marketing program development
Loyalty marketing program development
 
Customer relationship management
Customer relationship managementCustomer relationship management
Customer relationship management
 
Loyalty programs
Loyalty programsLoyalty programs
Loyalty programs
 
Schlitterbahn's Take on Customer Loyalty
Schlitterbahn's Take on Customer LoyaltySchlitterbahn's Take on Customer Loyalty
Schlitterbahn's Take on Customer Loyalty
 
Customer Loyalty in Cross-Channel Marketing Programs - DMA 2013 Chicago
Customer Loyalty in Cross-Channel Marketing Programs - DMA 2013 ChicagoCustomer Loyalty in Cross-Channel Marketing Programs - DMA 2013 Chicago
Customer Loyalty in Cross-Channel Marketing Programs - DMA 2013 Chicago
 
Crm reliance mart and big bazaar - hemanth
Crm reliance mart and big bazaar - hemanthCrm reliance mart and big bazaar - hemanth
Crm reliance mart and big bazaar - hemanth
 

Último

0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdfRenandantas16
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...amitlee9823
 
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...amitlee9823
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxWorkforce Group
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756dollysharma2066
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...lizamodels9
 
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLMONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLSeo
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Dave Litwiller
 
How to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityHow to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityEric T. Tung
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noidadlhescort
 
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration PresentationUneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentationuneakwhite
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableDipal Arora
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...lizamodels9
 
Phases of Negotiation .pptx
Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptxnandhinijagan9867
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756dollysharma2066
 
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine ServiceCall Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Serviceritikaroy0888
 
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...lizamodels9
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with CultureSeta Wicaksana
 
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLBAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLkapoorjyoti4444
 

Último (20)

0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
 
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in indiaFalcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in india
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
 
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLMONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
 
How to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityHow to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League City
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
 
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration PresentationUneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentation
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
 
Phases of Negotiation .pptx
Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptx
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
 
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine ServiceCall Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Service
 
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLBAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
 

Ch05 kotler ciela_cayton

  • 2. OUTLINE 1. HOW TO BUILD CUSTOMER VALUE, SATISFACTION, AND LOYALTY a. Customers in the Organization Chart b. Customer Perceived Value c. Measuring Satisfaction 2. HOW TO MAXIMIZE CUSTOMER LIFETIME VALUE a. Customer Profitability 3. HOW TO CULTIVATE CUSTOMER RELATIONSHIPS a. Customer Relationship Management b. CRM Strategies
  • 4. 1. TRADITIONAL VS. CUSTOMER-ORIENTED ORGANIZATION CHART TRADITIONAL ORG CHART CUSTOMER-ORIENTED ORG CHART PRESIDENT/CEO VICE PRESIDENTS PRESIDENT/CEO VICE PRESIDENTS MANAGERS DIVISION CHIEFS MANAGERS DIVISION CHIEFSACCOUNT OFFICERS ACCOUNT OFFICERS BUYERS BUYERS BUYERS BUYERS
  • 5. 2. CUSTOMER-PERCEIVED VALUE Customer- Perceived Value Total Customer Benefit Total Customer Cost Product Benefit Monetary Cost Services Benefit Time Cost Personnel Benefit Energy Cost Image Benefit Psychological Cost Benefits A B Costs A B Customer P100 P50 Monetary P90 P35 Services P20 P20 Time P10 P30 Personnel P30 P30 Energy P30 P40 Image P100 P50 Psychological P10 P20 Total P250 P150 Total P140 P125 CPV of A = (P250-P140) = P110 CPB of B = (P150-P125) = P25 Choose Product A
  • 6. 3. MEASURING SATISFACTION HONDA CARS’ PERIODIC CUSTOMER SURVEY HONDA CARS’ PERIODIC CUSTOMER SURVEY BOOK BUYER/ CLIENT REVIVAL PHONE BRIGADE BOOK BUYER/ CLIENT REVIVAL PHONE BRIGADE SAN MIGUEL’S MYSTERY SHOPPER SAN MIGUEL’S MYSTERY SHOPPER COMPETITIVE WATCHCOMPETITIVE WATCH
  • 8. April Marisse Adriana TJ Hotdogs + + + Highly Profitable Purefoods Corned Beef + Profitable Magnolia Oil - Unprofitable Magnolia Pancake - - Highly Unprofitable Mixed-bag customer High-profit customer Losing customer 4. CUSTOMER PROFITABILITY
  • 10. 5. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) FRAMEWORK 1. Gathering of contacts from all touch points (mailing lists, calling cards, inquiries) 1. Gathering of contacts from all touch points (mailing lists, calling cards, inquiries) 2. Segregate clients between patrons, donors, sponsors, volunteers 2. Segregate clients between patrons, donors, sponsors, volunteers 3. Email specific invitations to each type of “partner” (to donate, to attend/participate in an event, to sponsor, to volunteer) 3. Email specific invitations to each type of “partner” (to donate, to attend/participate in an event, to sponsor, to volunteer) 4. Delegate personal contact method / implementation for support follow-up to appropriate department 4. Delegate personal contact method / implementation for support follow-up to appropriate department
  • 11. 6. CRM STRATEGIES P & G: Face-to- face merchandising promos P & G: Face-to- face merchandising promos Ayala Foundation: Donor Retention Program Ayala Foundation: Donor Retention Program A-Deals: Ayala- linked discounts and purchase bundles A-Deals: Ayala- linked discounts and purchase bundles San Mig Coffee: 10 + 1 promo San Mig Coffee: 10 + 1 promo BPI: Preferred Clients rewards (exclusive invitations, promos, and gifts) BPI: Preferred Clients rewards (exclusive invitations, promos, and gifts)
  • 12. CREATING LONG-TERM LOYALTY RELATIONSHIPS Ciela Cayton September 18, 2013 END