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Page 1: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved
Page 2: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

chapter

66

Customer RelationshipsCustomer Relationships

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Page 3: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Customer Relationships — Today’s Objectives

Objectives will be to:

Develop a clear definition of relationship

Explore why firms want relationships with their customers

Discuss the relationship stages and interaction intensity

Examine the effects of the Internet and 2Is on customer relationships

Discuss some final points about customer relationships and the Web

Page 4: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Defining Relationship

Why Firms Want Relationships With Their Customers

The Relationship Stages and Interaction Intensity

The Effects of the Internet and the 2Is on Customer Relationships

Some Final Points About Customer Relationships and the Web

EBay Case Study

Conclusion

Chapter 6: Customer Relationships

Page 5: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 6: Customer Relationships

Defining Relationship

Why Firms Want Relationships With Their Customers

The Relationship Stages and Interaction Intensity

The Effects of the Internet and the 2Is on Customer Relationships

Some Final Points About Customer Relationships and the Web

EBay Case Study

Conclusion

Page 6: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Relationship Type & Involvement Continuums

ExchangeRelationships

CommunalRelationships

Enduring Involvement

Situational Involvement

Page 7: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Relationship Involvement

Automobile

Expensive Watch

Scotch Whiskey

Wine for Dinner Party

Face Soap

Eyeglasses

Paper Towels

Disposable Razor

Liquid BleachInsect Repellent

Salad Oil

Insecticide

Toilet Tissue

35-mm Camera

Stereo Component

Credit Card

Headache Remedy

Hair Coloring

Deodorant Soap

Soft DrinkPotato Chips

Washer/Dryer

High

Low

Product type (cost, level of symbolism, risk)

Purchase situation (visibility, social acceptability)

Consumer type (interests, values, attitudes)

Exhibit 6.2: A Continuum of Relationship Involvement

Page 8: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 6: Customer Relationships

Defining Relationship

Why Firms Want Relationships With Their Customers

The Relationship Stages and Interaction Intensity

The Effects of the Internet and the 2Is on Customer Relationships

Some Final Points About Customer Relationships and the Web

EBay Case Study

Conclusion

Page 9: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 6.4: Length of Customer Tenure and Profitability Relationship

Short Long

Customer Lifetime

Low

Hig

h

Pro

fita

bil

ity

Page 10: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 6: Customer Relationships

Defining Relationship

Why Firms Want Relationships With Their Customers

The Relationship Stages and Interaction Intensity

The Effects of the Internet and the 2Is on Customer Relationships

Some Final Points About Customer Relationships and the Web

EBay Case Study

Conclusion

Page 11: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 6.6: Moving Through the Relationship Stages

CommitmentCommitment DissolutionDissolutionExploration/Expansion

Exploration/Expansion

Customers can advance through the stages in several different ways

AwarenessAwareness

Page 12: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 6.7: Two Alternatives for Customers at the Commitment Stage

CommitmentCommitment

Customers can either stay committed or move to dissolution

DissolutionDissolution

StayCommitted

StayCommitted

Satisfied, profitable customers

Unsatisfied or unprofitable customers

Page 13: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 6.10: Level of Interaction by Stage of Customer Relationships

Level of Intensity

Four Key Stages of Customer Relationships

Level of Intensity

Stages of Customer Relationships

AwarenessAwareness Exploration /Expansion

Exploration /Expansion CommitmentCommitment DissolutionDissolution

Intensity

Page 14: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 6: Customer Relationships

Defining Relationship

Why Firms Want Relationships With Their Customers

The Relationship Stages and Interaction Intensity

The Effects of the Internet and the 2Is on Customer Relationships

Some Final Points About Customer Relationships and the Web

EBay Case Study

Conclusion

Page 15: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Are Interactivity and Individualization Always Necessary?

Low Individualization,

Low Interactivity

Example: news service

Low Individualization,

High Interactivity

Example: library

High Individualization,

Low Interactivity

Example: bank statement

High Individualization,

High Interactivity

Page 16: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 6.12: Online Privacy Attitudes

Page 17: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 6: Customer Relationships

Defining Relationship

Why Firms Want Relationships With Their Customers

The Relationship Stages and Interaction Intensity

The Effects of the Internet and the 2Is on Customer Relationships

Some Final Points About Customer Relationships and the Web

EBay Case Study

Conclusion

Page 18: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Price

Product

Promotion

Distribution

Brand

Marketing Levers

Four Key Stages of Customer Relationships

Exhibit 6.13: Integrative Framework: Building Relationships on the Web

AwarenessAwareness Exploration/Expansion

Exploration/Expansion CommitmentCommitment DissolutionDissolution

Page 19: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 6: Customer Relationships

Defining Relationship

Why Firms Want Relationships With Their Customers

The Relationship Stages and Interaction Intensity

The Effects of the Internet and the 2Is on Customer Relationships

Some Final Points About Customer Relationships and the Web

EBay Case Study

Conclusion

Page 20: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Building Relationships at EBay

Four Key Stages of Customer Relationships

AwarenessAwareness Exploration/Expansion

Exploration/Expansion CommitmentCommitment DissolutionDissolution

No. 1 general auction service on the Internet

EBay encourages browsing before registration for the purpose of exploration

EBay offers (1) community, (2) individualization, and (3) interaction

Users can stop buying or selling at any time

Page 21: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 6: Customer Relationships

Defining Relationship

Why Firms Want Relationships With Their Customers

The Relationship Stages and Interaction Intensity

The Effects of the Internet and the 2Is on Customer Relationships

Some Final Points About Customer Relationships and the Web

eBay Case Study

Conclusion

Page 22: chapter 6 Customer Relationships McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Customer Relationships —Conclusion The customer relationship stages are:

1. Awareness — The customer recognizes that the firm is a possible exchange partner, but has not initiated any communication with the firm or purchased its products

2. Exploration — The customer considers the possibility of exchange, gathers information and perhaps initiates trial purchases

3. Commitment — The parties in a relationship feel a sense of obligation or responsibility toward each other

4. Dissolution — This stage signals the separation of buyer and seller — the loss of connection

The Internet allows firms to interact and to individualize in powerful ways. As a result, firm-customer relationships can be formed and can progress very quickly

Firms don’t always want a relationship with all customers . . . and vice versa


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