Post on 28-Jul-2015
Creating
Customer
Value and
Customer
Relationships
What are customer
value, satisfaction, and
loyalty, and how can
companies deliver them?
What is Customer Perceived Value?
the difference between the prospective
customer’s evaluation of all the benefits and all the costs of an offering and the perceived
alternatives
Top Management
Middle Management
Frontline people
CUSTOMERS
Traditional Organization Chart
For those who believe customers are true profit
center
CUSTOMERS
Frontline People
Middle Management
Top Management
Modern Customer-Oriented
Organization Chart
For new and successful marketing companies
Image
Benefit Personal
Benefit
Services
Benefit
Product
Benefit
Total
Customer
Benefit
Psychological
cost
Energy
Cost Time Cost
Monetary
Cost
Total
Customer
Cost
Total
Customer
Benefit
Total
Customer
Cost
Customer-
perceived
Value
Determinants of Customer-Perceived Value
Customer Value
Analysis
Identify major
attributes
Assess different attributes
Assess Competitors’ performance
Compare the performance
Monitor Customer Values
What is Loyalty?
a deeply held commitment to re-buy or re-
patronize a preferred product or service in the
future
What is Customer Satisfaction?
a marketing term that measures how products or
services supplied by a company meet or surpass a
customer's expectation
Monitoring Satisfaction
Measurement Techniques
Influence of Customer
Satisfaction
Customer Complaints
-Kanishk Chaturvedi