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Chapter 5Creating Customer Value, Satisfaction and LoyaltyConcepts and Applications
Jover S. ChavezMarketing ManagementAteneo School of Medicine and Public Health12 May 2010
Concept 1
Creating loyal customers is at the heart of every business.
Concept 1
KotlerCisco SystemsMake your customer thecenter of your culture.
Creating loyal customers is at the heart of every business.LOCALThe Medical CityPatient PartnershipPatient on Center Stage
Concept 1
MEDICAL APPLICATIONSloyal patientsloyal patientsloyal patients
Creating loyal customers is at the heart of every business.
Concept 2
CUSTOMER PERCEIVED VALUE (CPV)(total customer benefit) (total customer cost)
Customers will seek out superior alternatives.more educated and informedCustomers are value maximizers.
Concept 2
Customers are value maximizers.KotlerDell Inc. vs. Hewlett-Packard Co.
LOCALGlobe vs. SMARTMEDICAL APPLICATIONphysician shopping
Concept 3
KotlerVolvos safetyand more
The value proposition consists of the whole cluster of benefits the company promises to deliver.MEDICAL APPLICATIONShospitalswellness centers
LOCALStarbucksFitness First
Concept 4
The value delivery system is the manner in which all these promises are kept.KotlerSuperquinn
LOCALRustans
MEDICAL APPLICATIONShospitalswellness centers
Concept 5
pleasuredisappointment
Satisfaction is a function of product performance and buyer expectations.TOTAL CUSTOMER SATISFACTION (TCS)high satisfaction high customer loyaltyboth a goal and a marketing tool
Concept 5
Satisfaction is a function of product performance and buyer expectations.KotlerJoie de Vivre Hospitality Inc.
LOCALWindows, Mac
MEDICAL APPLICATIONSsurgeriesmedical tourism
Concept 6
Quality is the totality of features and characteristics that bear on its ability to satisfy needs. customer-centered definitionmeeting or exceeding customer expectationsconformance qualityperformance quality
Concept 6
Quality is the totality of features and characteristics that bear on its ability to satisfy needs. KotlerGeneral Electric
LOCALadidas
MEDICAL APPLICATIONStherapeuticsphysician competence
Concept 7
Marketing is the art of attracting and keeping profitable customers.
The 150-20 Rule: The most profitable 20% of customers may contribute 150% of profitability.
Concept 7
The 150-20 Rule: The most profitable 20% of customers may contribute 150% of profitability. KotlerProfit Tiers
LOCALBPI
MEDICAL APPLICATIONSinsurancepatient classification
Concept 8
precision marketingvs. mass marketingMaximizing customer value means cultivating long-term customer relationships.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)managing detailed information and touch points to maximize loyalty
Concept 8
Maximizing customer value means cultivating long-term customer relationships.KotlerFour Seasons
LOCALMcDonalds PlayPlace
MEDICAL APPLICATIONSpersonalizing treatment
Concept 9
build relationships, not just salesacquiring new customers costs more5x more than satisfying and retainingcompanies lose 10% of customers annually5% defection 25-85% profits
Attract and retain customers,but retain more.
Concept 9
Attract and retain customers,but retain more.Kotlercellular carriers
LOCALcellular carriers
MEDICAL APPLICATIONSpatient retention, word of mouth
Concept 10
Marketers must know their customers.
CRM requires building a customer database and doing datamining to detect trends, segments, and needs.
Concept 10
CRM requires building a customer database and doing datamining to detect trends, segments, and needs.KotlerNovartis
LOCALOnline Banking
MEDICAL APPLICATIONSpatient records (physician)hospital patient database
Concept 1
Creating loyal customers is at the heart of every business.
Chapter 5Creating Customer Value, Satisfaction, and LoyaltyConcepts and Applications
Jover S. ChavezMarketing ManagementAteneo School of Medicine and Public Health12 May 2010