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CREATING CUSTOMER
VALUES AND CUSTOMER
RELATIONSHIP
BY
D.SANTOSH
NEERAJ MAKIJA
SWAGAT KUMAR DASH
ABHINAV
RAVI SHANKER
NIKITA
SIMMY S NIGAM
Indian Institute of Management
Raipur
MIDDLE
MANAGEMENT
TOP
MANAGEMENT
FRONTLINE
PEOPLE
CUSTOMER
Customer perceived
Value = Cost of an
offering benefits
achieved through offering
Total customer benefit =
monetary value of economic,
functional and psychological
benefits of offering
Total customer cost = cost (money, time, energy, etc)
incurred by the customer for procuring, maintaining
and disposing the offering
Eg: Experience of Buying, Maintaining and selling a car
Indian Institute of Management
Raipur
HIGH
CUSTOMER
VALUE
TOTAL
CUSTOMER
SATISFACTION
LOYALTY
VALUE
PROPOSITION
Indian Institute of Management
Raipur
VALUE DELIVERY
SYSTEM
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MONITORING SATISFACTION
Hiring mystery shoppers
Periodic surveys
Customer complaint monitoring
0-6 range customers (detractors) are subtracted from 910 customers (promoters).
Indian Institute of Management
Raipur
Impact of Quality
Product
Quality
Customer
Satisfaction
Company
Profitability
Customer Profitability
A profitable customer is that person or household which
over the time yields a revenue stream exceeding the
companys cost stream for serving the customer by an
acceptable amount.
Stress is on the lifetime stream of revenue & cost and not
on profit from a particular transaction.
80:20 Philosophy
Tool to maximize profitability
CLV = Expected revenue Expected total
cost
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Customer Profitability
analysis
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Customer Relationship
Management
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Personalizing marketing
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E-commercials
Eg- dominos Has introduced to build your owm pizza
so that customer can choose size, sauce and toppings etc.
So that system improved accuracy increase repeat visit
and boosted revenue.
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Personalisation
Permission marketing- By respecting customer wishes
and sending messages only when they express a
willingness to become more involve with the brand
One to one marketing
Identify your customer
Differentiate customer on the basis of neds and value
Interaction
Customisation
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Empowerment review
and recommendation
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Reducing defection
Retention dynamics
Managing customer base
Building loyalty
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USE OF DATABASES
Identify prospects and converting them into
customers
Customization of offers based on customers
preferences
Deepen Customer loyalty by remembering
preferences and offering gifts, discounts etc
Reactivate Customer purchase through automated
birthday, anniversary etc mails
Avoid serious customer mistakes- Wrong actions for
wrong customers( Like levy of penalties on
influential customers)
Indian Institute of Management
Raipur
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THANK YOU!!
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