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CUSTOMER ANALYSIS-CUSTOMER SATISFACTION. Group 2 Zakky Zamrudi Nanik Sunarni Shinta D. Manurung Fitria Intan. Why it is necessary to analyze customer?. To face tough competition Demand change Customers are becoming more educated. Marketing Misconception. - PowerPoint PPT Presentation
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CUSTOMER ANALYSIS-CUSTOMER SATISFACTION
Group 2Zakky ZamrudiNanik Sunarni
Shinta D. ManurungFitria Intan
Why it is necessary to analyze customer?
• To face tough competition• Demand change• Customers are becoming more
educated
Product and selling
philosophy
Customer and marketing philosophy
Company-centered
Customer-centered
Building Products
Building customer
relationship
Product Engineering
Market Engineering
Marketing Misconception
• Many people think that obtaining customer is the job of the marketing or sales department.
• Marketing department plays a leading role but it can be effective only in companies in which all departments and employees have teamed up to form a competitively superior customer value-delivery system and customer satisfaction
Totalcustomer
value
Totalcustomer
cost
Customerdelivered
value
Image value
Personnel value
Services valueProduct value
Monetary cost
Time cost
Energy costPsychic cost
The difference between total customer value and total customer cost of a marketing offer profit to
the customer
The total of all of the product, services,
personnel, and image values that a buyer
receive from a marketing offer
Customer Delivered Value
The total of all the monetary, time, energy,
and psychic costs associated with a marketing offer
Customer Satisfaction
• Customer satisfaction depends upon the product’s performance relative to a buyer’s expectations.
• Product’s performance < Expectations; Dissatisfied
• Product’s performance = Expectations; Satisfied• Product’s performance > Expectations; Highly
satisfied or delighted.
How do buyers form their expectations?
• Expectations are based on the customer’s past buying experiences, the opinions of friends and associates, and marketer and competitor information and promises.
• Marketers must be careful to set the right level of expectations.
• If they set expectations too low, they may satisfy those who buy, but fail to attract enough buyers.
• If they raise expectations too high, buyers are likely to be dissapointed
Benefits of satisfy customer • They are less price sensitive and
remain customer for a longer period• They buy additional products over time
as the company introduces related product or improvement.
• They talk favourably to others about the company and its products
Delivering customer value
Value chain
• A major tool/identifying ways to create more customer value
Value delivery system
• The system made up of the value chains of the company and its suppliers, distributors mid ultimately customers, who work together co deliver vahic to customers.
Attract new customer VS Retain Customer
• Attract new customer Offensive Marketing
• Retain customer Deffensive Marketing• Offensive marketing typically costs more
than defensive marketing, because it takes a great deal of effort and spending to coax satisfied customers away from competitors.
Relationship with Marketing
“Relationship marketing involves creating, maintaining and enhancing strong relationships with customers and other stakeholders.”
five different levels or relationships with customer
1. Basic The company salesperson sells the product, hut does not follow up in any way.
2. Reactive The salesperson sells the product and encourages the customer to call whenever he or she has any questions or problem’s.
3. Accountable The salesperson phones the customer a short time after the sale to check whether the product is meeting the customers expectations.
4. Proactive The salesperson or others in the company phone the customer from time to time with suggestions about improved product use or helpful new products.
5. Partnership The company works continuously with the customer and with other customers to discover ways to deliver better value.
The main step establishing in a relationship marketing programme
• Identify the key customers meriting relationship management.
• Assign a skilled relationship manager to each key customer.
• Develop a clear job description for relationship managers.
• Have each relationship manager develop annual and long-range eustotnM relationship plans.
• Appoint an overall manager to supervise the relationship managers.
Implementing Total Quality Management (TQM)
• totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs (American society for quality control)
• Program’s designed to continuously improve the quality of product, service and marketing processes.
Implementing Total Quality Management (TQM)
Quality
performance conformance
the level at which a product
performs its functions
freedom from defects and the consistency with which a product
delivers a specified level of performance
Marketing responsibility
participates in formulating
the strategies and policies
deliver marketing quality alongside product quality
Implementing Total Quality Management (TQM)
1• identifying customers' needs and wants
2• ensure the customers' orders
3• stay in touch with customers after the sale
4• gather and convey customers'ideas
Within quality programs, marketing has several distinct roles:
Implementing Total Quality Management (TQM)
Marketing responsibility and marketing
role
High quality process
High quality product profitability
How can we get a significant benefit from this model
Implementing Total Quality Management (TQM)
Thank you
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