Beruflich Dokumente
Kultur Dokumente
5
Creating LongTerm Loyalty
Relationships
Chapter Questions
5-2
1-3
5-4
Dell Reestablished
Its Commitment to Value
5-5
What is
Customer Perceived Value?
5-6
Product benefit
Monetary cost
Services benefit
Time cost
Personal benefit
Energy cost
Image benefit
Psychological cost
5-7
Caterpillar Maximizes
Customer Value
5-8
Steps in a
Customer Value Analysis
5-9
What is Loyalty?
Loyalty is a deeply held commitment to rebuy or re-patronize a preferred product or
service in the future despite situational
influences and marketing efforts having the
potential to cause switching behavior.
5-10
Apple iPhone
Clairol
Samsung
Mary Kay
Grey Goose
Clinique
Avis
Wal-Mart
Google
Amazon
Bing
J.Crew
AT&T Wireless
Discover Card
Verizon Wireless
Cheerios
5-11
Establishing Value
5-12
Measuring Satisfaction
Periodic surveys
Customer loss rate
Mystery shoppers
Monitor competitive performance
5-13
Managing Customers
5-14
What is Quality?
5-15
5-16
5-17
5-18
What is
Customer Relationship Management?
CRM is the process of carefully managing
detailed information about individual
customers and all customer touch points to
maximize customer loyalty.
5-19
5-20
5-21
Attracting and
Retaining Customers
5-22
5-23
Loyalty Programs
5-24
Customer database
Database marketing
Mailing list
Business database
Data warehouse
Data mining
5-25
To identify prospects
To target offers
To deepen loyalty
To reactivate customers
To avoid mistakes
5-26
5-27
For Review
5-28