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Customer RelationshipManagement

( CRM )

Customer Satisfaction

&Customer Value

Group Members

Tahir Rauf, Mudasir, Jawad Munir, Fehmida Ali, Raheel, M. Hafeez.

Submitted To: Ms Nuzhat Jadoon

Presenttation ON

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The most important concept of modern marketing.Until recently, CRM has been defined narrowly as acustomer data management activity.

In broader sense, customer relationshipmanagement is the overall process of buildingand maintaining profitable customer relationships

by delivering superior customer value andsatisfaction.

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Building Customer

Relationships :The first three steps in the marketingprocess:

2. Understanding the marketplace andcustomer needs,3. Designing a customer driven marketing

strategy

4. Constructing marketing programsAll leads up to the fourth andmost important step:

Building profitablecustomer relationshi s .

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Customer satisfaction depends on productsperceived performance relative to a buyers expectations . If the products performance falls short of expectations, thecustomer is

dissatisfied.

If performance matches

expectations, the customer is satisfied . If performanceexceeds expectations, the customer is highly satisfied .

Most studies show that higher levels of customersatisfaction lead to greater customer loyalty , which in

turn in better company performance.Smart companies aim to delight customers bypromising only what they can deliver, then delivering more than they promise .

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Stays Buyer Longer

Buys More Talks Favorably aboutProducts

Offers Ideas Costs Less than NewCustomer

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For Example :McDonold

People Flocking System Not Hamburger High Standard Of QSCV Quality Service

Cleanliness Value

Works with Suppliers, Franchise Employeesfor Giving Better Value To Customers

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Quality & Price :Quality is the totality of features andcharacteristics of a product or service that

bear on its ability to satisfy stated orimplied needs.

Price is the sum value of all the values thatconsumers exchange for the benefits or having or usingthe product or service

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Customer Delivered

Value :Customer-delivered value is the differencebetween total customer value and total customercost of a marketing offer

Customer satisfaction depends on the productsperformance relative to a buyers expectations

Companies must be customer centered anddeliver superior value to target customers

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Customer Value:

1. Product Value :Hybrids that offer benefits of multipple products (Multiplexes:CinemaHall+Resturant+Shopping; Kaun Banega Karorepati: Realityshow+education

Innovations (features, sizes, packaging): Maggi offereing noodlesusing atta and dal, smaller packs at only Rs. 5

4. Brand Value :Enganging custommers with the brand: Sunsilk-enaging

customers through the gang of girls website

Emotional appeal for mundane: Airtel advertisement that useemotional and exhort people to express yourself

7. Service Value :Supplementary offerenings: Free toys for children with meals atMcDonalds, Virgin Atlantic: Flight + Shopping

Easy access through multi channels: ICICI Bank-access through retailcounters, ATM, internnet, telephone etc. Dominos Pizza: 30 minutesdelivery

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Capturing value from

customers: Creating customer loyalty and retention: The aim of customer relationship management is to create not justcustomer satisfaction, but customer delight.

Customer lifetime value: the value of the entire of purchases that the customer would make over alifetime of patronage. (Companies are realizing that losing acustomer means losing more than a single sale.) Growing share of customer: The portion of the

customers purchasing that a company gets in itsproduct categories. (banks want to encrease share of wallet) Building customer equity: the total combinedcustomer lifetime values of all of the companyscustomers. (It may be a better measure of firmsperformance than current sales or market share) ......

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KEY POINTS:

Marketing is about mutually satisfyingexchanges between buyers and sellers

Customer focuswhat the customer wants, needs, desires

Competitor focusbetter than other firms

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THANK YOU

Tahir Rauf Awan

MBA 1 st ,R/N : 3 .GCC