Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 81 views

    Building Customer Satisfaction PDF

    Uploaded by

    Saurav Medhi

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Building Customer Satisfaction PDF

    Uploaded by

    Saurav Medhi
    81 views14 pages

    Original Title

    1. Building Customer Satisfaction.pdf

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    81 views14 pages

    Building Customer Satisfaction PDF

    Uploaded by

    Saurav Medhi

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 14

    Building Customer Satisfaction

    ©2003 Prentice Hall, Inc.


    Creating Loyal
    Customers is at the
    Heart of Every Business

    ©2003 Prentice Hall, Inc.


    What is Loyalty…?

    Loyalty is a deeply held commitment


    to re-buy or re-patronize a preferred
    product or service in the future despite
    situational influences and marketing
    efforts having the potential to cause
    switching behavior.

    ©2003 Prentice Hall, Inc.


    Top Brands in Customer Loyalty

     Avis .  Land’s End


     Google  Coors
     L.L. Bean  Hyatt
     Samsung  Marriott
     Yahoo!  Verizon
     Canon  Key-Span Energy
     Miller Genuine Draft
     Amazon

    ©2003 Prentice Hall, Inc.


    “The only value your company will ever create is the
    value that comes from customers- the ones you have
    now and the ones you will have in the future. These
    message succeed by getting, keeping and growing
    customers. Customers are the only reason you build
    factories, hire employees, schedule meetings, lay fiber-
    optic lines or engage in any business activity. Without
    customers, you do not have a business.”

    -Don Peppers & Maratha Rogers


    ©2003 Prentice Hall, Inc.
    Traditional Organisation Vs Modern Customer Oriented
    Company Organisation

    ©2003 Prentice Hall, Inc.


    Objectives

     Understand how companies deliver customer value


    and satisfaction.
     Identify the factors that make a high performance
    business.
     Understand how companies attract and retain
    customers.
     Realize how companies can improve both customer
    and company profitability.
     Understand how companies can deliver total
    quality.

    ©2003 Prentice Hall, Inc.


    Customer Value

     Customers seek to maximize value by


    – estimating which offer (product/firm)
    delivers the most value (CPV)
    – forming an expectation of value and acting
    upon it (purchase)
    – evaluating their usage experience against
    the expectations
     Satisfaction results when expectations
    are equaled or surpassed
    ©2003 Prentice Hall, Inc.
    What is Customer Perceived Value...?

    Customer perceived value is the


    difference between the prospective
    customer’s evaluation of all the
    benefits and all the costs of an
    offering and the perceived
    alternatives.

    ©2003 Prentice Hall, Inc.


    Determinants of Customer Delivered
    Value
    Customer Delivered
    value

    Total Customer
    Total Customer value
    Cost

    Product Value Monetary Cost

    Service Value
    Time Cost

    Personnel Value Energy Cost

    Image Value Psychic Cost

    ©2003 Prentice Hall, Inc.


    Continued…

     Perception of delivered value is a


    function of:
    – Total customer costs
    – Total customer value
     Firms at a disadvantage must:
    – Reduce perceptions of costs or
    enhance perceptions of value
    ©2003 Prentice Hall, Inc.
    Customer Satisfaction

     Satisfaction is defined as . . .
    “a person’s feelings of pleasure or
    disappointment resulting from
    comparing a product’s perceived
    performance (or outcome) in
    relation to his or her expectations.”

    ©2003 Prentice Hall, Inc.


    Continued…

     To maximize satisfaction . . .
    – Don’t exaggerate the product /
    service’s capabilities in advertising
    or other communications
     Dissatisfaction
    will result
     FTC may become involved
    – Don’t set expectations too low
     Market size will be limited
    ©2003 Prentice Hall, Inc.
    Measuring Satisfaction

     Complaint and Suggestion


    System
     Customer Satisfaction Survey
     Ghost Shopping
     Loyal Customer Analysis

    ©2003 Prentice Hall, Inc.

    You might also like