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BUILDING CUSTOMER VALUE, SATISFACTION AND LOYALTY….
HOW??
aCreating loyal customers is the heart of every business
a The only value your company will ever create is the value that comes
from customers
a CUSTOMER PERCEIVED VALUE
Total customer
benefit
Total customer
cost
Customer Perceived
Value
a
Customer Value AnalysisIdentify major attributes and
customer values
Assess their importance
Assess the company’s
and the competitors performance
Examine how the
customers rate the
performance
Monitor consumers value over
time
a
Buyers operate under various constraints and occasionally make choices that give more weight to
their personal benefit.
a
Delivering High Custom
er Value
a LOYALTY
A deeply held commitment to repatronize a product or
a service in the future despite of efforts and situations having the
potential to cause switching behavior
a
CUSTOMER SATISFACTION
When is a Customer Satisfied?
a WHEN
ExPECTATION
=
PERFORMANCE
a
Monitoring Satisfaction
A very important
step
a
Periodic Surveys help in tracking customer satisfaction directly
a
Customer Complaints
A single unhappy customer is not good
for the company,Consumer complaints
should be resolved swiftly and patiently
a
Higher levels of quality results in
higher levels of customer satisfaction
a
Disclaimer
Created by Palak Goyal, IIT Kharagpur during an internship by Prof. Sameer Mathur, IIM Lucknow
IIMInternship.com