03-customervaluessatisfactionandloyalty-130131111332-phpapp01.ppt

8/9/2019 03-customervaluessatisfactionandloyalty-130131111332-phpapp01.ppt

1/25

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt,ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM1


2/25

How can co pani!s "!#i$!% c&sto !%$a#&!, satis'action, an" #o a#t*+at is t+! #i'!ti ! $a#&! o' a c&sto !%,an" w+ is it i po%tant to a% !t!%sHow can co pani!s cti$at! st%ongc&sto !% %!#ations+ips*+at is t+! %o#! o' "ata as! a% !ting in

c&sto !% %!#ations+ip anag! !nt

2


3/25

Customer perceived value (CPV).t+! "i/!%!nc! !tw!!n t+!

p%osp!cti$! c&sto !%0s !$a#&ation o'a## t+! !n!1ts an" a## t+! costs o'an o/!%ing an" t+! p!%c!i$!"a#t!%nati$!s2

3


4/25

Tota# c&sto !%$a#&!

P%o"&ct $a#&!

S!%$ic!s $a#&!P!%sonn!# $a#&!I ag! $a#&!

Tota# c&sto !% costMon!ta% cost

Ti ! cost

En!%g costPs c+ic cost

4


5/25

A "!!p# +!#" co it !nt to %!- &o% %!-pat%oni3! a p%!'!%%!" p%o"&ct o%

s!%$ic! in t+! '&t&%! "!spit!sit&ationa# in4&!nc!s an" a% !ting!/o%ts +a$ing t+! pot!ntia# to ca&s!switc+ing !+a$io%2

5


6/25

A p!%son0s '!!#ings o' p#!as&%! o%"isappoint !nt t+at %!st '%o

co pa%ing a p%o"&ct0s p!%c!i$!"p!%'o% anc! (o% o&tco !) to!5p!ctations2

6


7/25

6&a#it (o% g%a"!) is t+! tota#it o''!at&%!s an" c+a%act!%istics o' a

p%o"&ct o% s!%$ic! t+at !a% on itsa i#it to satis' stat!" o% i p#i!"n!!"s2Fo% s

Con'o% anc! 7&a#itP!%'o% anc! 7&a#it

7


8/25

Co%%!ct# i"!nti' ing c&sto !%s0 n!!"s an"%!7&i%! !ntsCo &nicat! c&sto !% !5p!ctations

p%op!%# to p%o"&ct "!sign!%sB! s&%! o%"!%s a%! 1##!" co%%!ct# an" on ti !P%o$i"! c&sto !%s wit+ p%op!% inst%&ctions,t%aining, an" t!c+nica# assistanc!

Sta in to&c+ wit+ c&sto !%s a't!% t+! sa#!8at+!% c&sto !% i"!as 'o% i p%o$! !nts an"con$! t+! to t+! app%op%iat! "!pa%t !nts

8


9/25

A proftable customer is on! t+atover time i!#"s a %!$!n&! st%!a

t+at !5c!!"s an acc!pta #!a o&nt t+! co pan 0s cost st%!a'o% att%acting, s!##ing, an" s!%$icingt+at c&sto !%2

9


10/25

B!st con"&ct!" wit+ an acco&ntingt!c+ni7&! ca##!" Acti$it -Bas!"

Costing (ABC)2Esti at! a## %!$!n&! co ing '%ot+! c&sto !%, #!ss a## costs t+at gointo s!%$ing t+at c&sto !%2

10


11/25

D!sc%i !s t+! n!t p%!s!nt $a#&! o't+! st%!a o' '&t&%! p%o1ts !5p!ct!"

o$!% t+! c&sto !%0s #i'!ti !p&%c+as!s2

11


12/25

Customer relationshipmanagement (CRM) is t+! p%oc!ss

o' ca%!'# anaging "!tai#!"in'o% ation a o&t in"i$i"&a#c&sto !%s an" a## c&sto !% 9to&c+points: to a5i i3! c&sto !% #o a#t 2

To&c+ point.an occasion on w+ic+ ac&sto !% !nco&nt!%s t+! %an" an"p%o"&ct2

12


13/25

;2 I"!nti' o&% p%osp!cts an"c&sto !%s


14/25

PARET?0S LA*

@ < RULE< o' c&sto !% acco&nt 'o% @ o' t&%n

o$!%

< o' c&sto !% acco&nt 'o% @ o'p%o1t< o' c&sto !% acco&nt 'o% @ o' a##

o&% p%o #! s14


15/25

Acquisition

Retention

Sa#!sana# si

s

!%c+an"ising

a"$!%tising

C&sto !%s!g !ntati

on

Ca paignanag! !nt

C+ann!#s&ppo%t

T%&st an"p%i$ac

P%o"&ct7&a#it

C&sto !%s!%$ic!

C&sto !%satis'action


16/25

Pot!ntia#sP%osp!cts

Fi%st-ti ! c&sto !%sR!p!at c&sto !%sC#i!ntsM! !%sA"$ocat!sPa%tn!%s

16


17/25

Int!%act wit+ c&sto !%sD!$!#op #o a#t p%og%a s

F%!7&!nc p%og%a sC#& ! !%s+ip p%og%a s

P!%sona#i3! a% !tingC%!at! instit&tiona# ti!s

17


18/25

Lo a#t is a o&t t+! conscio&s "!cision o' o&% c&sto !%sto co it t+!i% contin&a# %!p&%c+as!s to o&% %an"2 It is

D%i$ing an !5t%a '!w i#!s to "o o&% s+oppingR!co !n"ing it to o&% !st '%i!n"An ! otiona# an" %ationa# #oc -in0So !ti !s !nco&%ag!" an inc!nti$! o% %!wa%"A !tt!% pat+ to p%o1t

Lo a#t is !ss!ntia## a on!-wa co it !nt 'o% w+ic+t+! c&sto !% %!c!i$!s a %!wa%", &t it is a#so a o&t

%!#ations+ips Two-wa int!%action in w+ic+ ot+ si"!s c%!at! an"!5c+ang! &t&a# !n!1ts

18


19/25

Satis'action is i po%tant &sin!ss s&cc!ssHow!$!%, satis'action its!#' is not t+! on# t+ingt+at "!#i$!%s inc%!as!" p%o1ts an" a g%!at!%

s+a%! o' c&sto !%0s wa##!tsSatis'action is on# a '!!#ing t+at is ost #i !# to"isapp!a% 7&ic #Satis'action a#on! isn0t a"!7&at! c&sto !%#o a#t &st co in! wit+ satis'action 'o% it to !!/!cti$!

19


20/25

I"!nti' t+! !st p%osp!ctsMatc+ a sp!ci1c o/!% wit+ a sp!ci1cc&sto !% as a wa to s!##, c%oss-s!##,an" &p-s!##D!!p!n c&sto !% #o a#t %! ! !%ing p%!'!%!nc!s an"

o/!%ing %!#!$ant inc!nti$!s an"in'o% ationR!acti$at! c&sto !% p&%c+asingA$oi" s!%io&s ista !s

20


21/25

La%g! in$!st !ntDi ct in g!tting !$!% on! to !

c&sto !% o%i!nt!"ot a## c&sto !%s want an ongoing%!#ations+ipAss& ptions !+in" CRM a nota#wa s +o#" t%&!

21


22/25

Hig+satis'action

#owsatis'action

Low #o a#t Hig+ #o a#t 22


23/25

Customer database .an o%gani3!"co##!ction o' co p%!+!nsi$! in'o% ationa o&t in"i$i"&a# c&sto !%s o% p%osp!cts

t+at is c&%%!nt, acc!ssi #!, an" actiona #!'o% a% !ting p&%pos!s2Database marketing .t+! p%oc!ss o'

&i#"ing, aintaining, an" &sing c&sto !%

"ata as!s an" ot+!% "ata as!s to a !contact, 'aci#itat! t%ansactions, an" &i#"c&sto !% %!#ations+ips 2

23


24/25

Data arehouse .o%gani3!" "ataw+!%! a% !t!%s can capt&%!, 7&!% ,

an" ana# 3! it to "%aw in'!%!nc!sa o&t an in"i$i"&a# c&sto !%0sn!!"s an" %!spons!s2Datamining .statisticians !5t%act&s!' in'o% ation a o&t in"i$i"&a#s,t%!n"s, an" s!g !nts '%o t+! asso' "ata2

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03-customervaluessatisfactionandloyalty-130131111332-phpapp01.ppt