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CREATING CUSTOMER VALUE, SATISFACTION & LOYALTY

Mary Kristine P. AndradeAteneo Graduate School of Business

Top 10 Concepts

Outline: Creating customer value, satisfaction & loyalty by:

1. Understanding customer perceived value

2. Interpreting customer satisfaction

Outline: Creating customer value, satisfaction & loyalty by:

3. Monitoring satisfaction 4. Defining product and service quality5. Maximizing customer lifetime value

Outline: Creating customer value, satisfaction & loyalty by:

6. Using customer relationship management

7. Attracting and retaining customers

Outline: Creating customer value, satisfaction & loyalty by:

8. Building loyalty9. Creating customer databases10. Using data warehouses and

datamining

Customers are value maximizers

Choices and implications

VS.

Concept 1:

Understanding customer perceived value

SATISFACTION: Person’s feelings of pleasure or

disappointment “Branded customer experience”

Concept 2:

Interpreting customer satisfaction

Measure satisfaction: Customer satisfaction as

a marketing tool

Resolve customer complaints

Concept 3:

Monitoring satisfaction

Customer-centered Total quality: everyone’s job

Concept 4:

Defining product and service quality

Measure customer satisfaction: Customer profitability analysis Customer portfolios

Concept 5:

Maximizing customer lifetime value

One-to-one marketing Identify prospects Differentiate Interact with individual

customers Customize offers

Concept 6:

Using customer relationship management

Reducing defection ASK: Am I spending

more trying to run after this lost customer than what he can actually contribute to my profits?

Retention dynamics

Concept 7:

Attracting and retaining customers

Interact with customers Develop loyalty programs Personalize marketing

Concept 8:

Building loyalty

Mailing list Business database

Concept 9:

Creating customer databases

USES: To identify prospects Which customers to

accept a particular offer Deepen customer loyalty Reactivate customer

purchases Avoid serious customer

mistakes

Concept 10:

Using data warehouses and datamining

Summary:Achieve satisfaction & loyalty by:

Understanding and monitoring Customer perceived value Customer satisfaction Product and service quality Customer lifetime value

Summary: Achieve customer value, satisfaction & loyalty by:

Building up on: Customer relationship

management Customer loyalty Customer databases Data warehouses and

datamining

My Conclusion:

Attract and retain loyal and satisfied customers

by giving them VALUE and

QUALITY CHOICES and

building RELATIONSHIPS.

THANK YOU!