Customer Relationship

Presenttation ON
Management
( CRM )

Customer
Satisfaction
Group Members
&
Tahir Rauf, Mudasir, Jawad Munir, Fehmida Ali, Raheel, M. Hafeez. Customer Value
Submitted To: Ms Nuzhat
Jadoon
• The most important concept of modern marketing.
Until recently, CRM has been defined narrowly as a
customer data management activity.

• In broader sense, customer relationship

management is the overall process of building
and maintaining profitable customer relationships
by delivering superior customer value and
satisfaction.
Building Customer
Relationships :
The first three steps in the marketing
process:
2.Understanding the marketplace and
customer needs,
3.Designing a customer driven marketing
strategy
4.Constructing marketing programs
 All leads up to the fourth and
most important step:
 Building profitable
customer relationships.
What is a customer?
A customer is the most important person
ever in this office….in person or by mail
A customer is not dependent on us…we are
dependent on him
A customer is not an interruption of our
work…he/she is the purpose of it. We are not
doing favour by serving him/her…he/she is
doing us a favour by giving us the
opportunity to do so
A customer is a person who brings us his
wants. It is our job to handle them profitably
to him and to ourselves
“Customer satisfaction depends on product′s
perceived performance relative to a buyer′s expectations. If
the product′s performance falls short of expectations, the
customer is dissatisfied. If performance matches
expectations, the customer is satisfied. If performance
exceeds expectations, the customer is highly satisfied.”
 Most studies show that higher levels of customer
satisfaction lead to greater customer loyalty , which in
turn in better company performance.
Smart companies aim to delight customers by
promising only what they can deliver, then delivering
more than they promise.
Determinants of Customer
Satisfaction :

Buying decisions based on judgments

formed about the value of marketing offers

Customer expectations based on past

buying experiences

Today’s most successful companies raising

expectations and delivering performance to
match.
•Stays Buyer Longer
•Buys More
•Talks Favorably about
Products
•Offers Ideas
•Costs Less than New
Customer
For Example :
McDonold

• People Flocking System Not Hamburger

• High Standard Of QSCV
• Quality
• Service
• Cleanliness
• Value

• Works with Suppliers, Franchise Employees

 for Giving Better Value To Customers
Customer Value:
Value delivery system includes all the
experiences the customer will have on the way to obtaining &
using the offering.
Quality & Price :
Quality is the totality of features and
characteristics of a product or service that
bear on its ability to satisfy stated or
implied needs.
Price is the sum value of all the values that
consumers exchange for the benefits or having or using
the product or service
Customer Delivered
Value :
Customer-delivered value is the difference
between total customer value and total customer
cost of a marketing offer

Customer satisfaction depends on the product’s

performance relative to a buyer’s expectations

Companies must be customer centered and

deliver superior value to target customers
“Customer Value”:
1. Product Value :
Hybrids that offer benefits of multipple products (Multiplexes:Cinema
Hall+Resturant+Shopping; Kaun Banega Karorepati: Reality
show+education
Innovations (features, sizes, packaging): Maggi offereing noodles
using atta and dal, smaller packs at only Rs. 5
4. Brand Value :
 Enganging custommers with the brand: Sunsilk-enaging
customers through the gang of girls website
Emotional appeal for mundane: Airtel advertisement that use
emotional and exhort people to ‘express yourself’
7. Service Value :
Supplementary offerenings: Free toys for children with meals at
McDonald’s, Virgin Atlantic: Flight + Shopping
Easy access through multi channels: ICICI Bank-access through retail
counters, ATM, internnet, telephone etc. Domino’s Pizza: 30 minutes
delivery  
Capturing value from
customers:
 • Creating customer loyalty and retention: The aim of
customer relationship management is to create not just
customer satisfaction, but customer delight.
 • Customer lifetime value: the value of the entire of
purchases that the customer would make over a
lifetime of patronage. (Companies are realizing that losing a
customer means losing more than a single sale.)
 • Growing share of customer: The portion of the
customer′s purchasing that a company gets in its
product categories. (banks want to encrease “share of
wallet”)
 • Building customer equity: the total combined
customer lifetime values of all of the company′s
customers. (It may be a better measure of firm′s
performance than current sales or market share) ......
KEY POINTS:
 Marketing is about mutually satisfying
exchanges between buyers and sellers

 Customer focus
 what the customer wants, needs, desires

 Competitor focus
 better than other firms
THANK
YOU Tahir Rauf Awan
MBA 1st ,R/N : 3 .
GCC