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CUSTOMER VALUE &SATISFACTION:
NoorulhadiLecturer GCMS Peshaar
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!EFINING CUSTOMER VALUE AN!SATISFACTION
What is customer Value :
It is the di"ere#ce $etee# the %ros%ectie custo'er(s ealuatio#
o) all the$e#e*ts & all the costs o) a# o"eri#+ a#d the
%erceied alter#aties
Total Customer Value:
Perceied Value is co'$i#atio# o) eco#o'ic , )u#ctio#al a#d
%s-cholo+ical$e#e*ts
Total Customer Cost: .u#dle o) costs custo'er i#curs i#
ealuati#+, o$tai#i#+, usi#+ & dis%osi#+
'ar/et o"eri#+
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!ETERMINANTS OFCUSTOMER
!ELIVERE!VALUE
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CUSTOMER VALUE
Customers seek to maximize value by esti'ati#+ hich o"er
0%roduct1*r'2 deliers the 'ost alue 0CPV2 )or'i#+ a# e3%ectatio# o)
alue a#d acti#+ u%o# it 0%urchase2 ealuati#+ their usa+e e3%erie#ce
a+ai#st the e3%ectatio#s
Satisfaction results when expectations are equaled or
surpassed
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SUPERIOR VALUE !ELIVER4
1. Reliance nfocomm
!. "ell Computers
#. $erox Copiers
%. &c"onald's
(. )ike
*. +akley Shades,. -sian aints
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CUSTOMER SATISFACTION
Satisfaction is a person/s feelin0s of pleasure or
disappointment
resultin0 from comparin0 a product/s perceived performance
inrelation to the expectations
Consumer xpectations:
Past .u-i#+ E3%erie#ces
Frie#ds & Associates adice
Co'%etitor5s I#)or'atio# a#d Pro'ises
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O.6ECTIVE
2-34 CR-5+)-)"
"32R 676 C4S5+&R
2-34
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CREATION & !ELIVER4
1. 2alue Selection
!. 2alue Creation
#. 2alue Communication
%. 2alue nhancement
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VALUE SELECTION & CREATION
2alue roposition:
7hole cluster o) $e#e*ts the co'%a#- %ro'ises to delier
2alue Chain
Value chai# is a s-#thesis o) actiities that are %er)or'ed to
desi+# , %roduce,'ar/et, delier, a#d su%%orts its %roducts
)ine 2alue creatin0 activities consistin0 of 8iveprimary
activities 9 8our supportactivities
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!ELIVERING CUSTOMER VALUE AN!SATISFACTION
Smooth &ana0ement of Core usiness rocessCore usiness
rocesses:The 'ar/et se#si#+ %rocess : Mar/eti#+ I#telli+e#ce
The #e o"eri#+ reali8atio# %rocess: Researchi#+,!eelo%i#+ &
Lau#chi#+
The custo'er ac9uisitio# %rocess: !e*#i#+ Tar+et Mar/ets
&Pros%ecti#+
The Custo'er Relatio#shi% Ma#a+e'e#t Process:
.uildi#+u#dersta#di#+, relatio#shi%s & o"eri#+s
The )ul*ll'e#t 'a#a+e'e#t %rocess: Receii#+ &
A%%roi#+orders, shi%%i#+ the +oods o# ti'e & collecti#+
Pa-'e#t
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ATTRACTING AN! RETAINING CUSTOMERS
-ttractin0 Customers:
Sus%ecti#+
Pros%ecti#+ & Tar+eti#+
Co#ersio#
Computin0 the Cost of 3ost Customers
Custo'er chur#
Li)eti'e alue
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TECUSTOMER;!EVELOPMENT PROCESS
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ATTRACTING AN! RETAINING CUSTOMERS
5he )eed for Customer Retention:
Ne Product I#troductio#s
Positie 7OM
.ra#d Messe#+er
Lo Atte#tio# to co'%eti#+ .ra#ds
Less Se#sitie to Price
&easurin0 Customer 3ifetime 2alue ;C32< :
Prese#t alue o) Strea' o) Future %ro*ts e3%ected oer custo'er(s
li)eti'e%urchases
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7AT IS CRM
