Chapter 5:Creating Customer Value, Satisfaction and Loyalty

The Top Ten Concepts: RP Medical Applications

Victoria Lorelie M. TanV49 Marketing Management

April, 2010

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Concept 1:Customers on TOP!!!

CUSTOMERS

CUSTOMERS

• Customer on top business model

• Value from Customers

•Competitive Advantage

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Concept 1:Customers on TOP!!!

Kotler: Cisco Systems – “ Customers in Center”

Local : HP, Canon

RP Medical Application:-listening to patients concerns- Customer Feedbacks- Providing personal cell numbers

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Concept 2:Customer Perceived Value (CPV) Benefit vs Cost?

CUSTOMERCOSTS

CUSTOMERBENEFITS

PRODUCTS

VS.SERVICES

PERSONNEL

IMAGE

MONETARY

TIME

ENERGY

PSYCHOLOGICAL

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Concept 2:Customer Perceived Value (CPV) Benefit vs Cost?

Kotler: Caterpillar vs. Komatsu

Local : PAL vs. Cebu Pacific

RP Medical Application:-China vs. US/Japan Equipment-GP vs Specialist-Generic vs. Branded

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Concept 3:Customer Loyalty: “ TRUE-BLUE”

TRUE-BLUE

TOYOTA

COLGATE

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Concept 3:Customer Loyalty: “ TRUE-BLUE”

Kotler: Volvo

Local : Ateneo, La Salle, Colgate

RP Medical Application:-3rd Generation Doctor – Patient-Medical City, St. Lukes, Belo Medical

Concept 4:Satisfaction: Experience vs. Expectations

EXPERIENCE

EXPECTATIONS

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Concept 4:Customer Satisfaction: Experience vs. Expectations

Kotler: Joie de Vivre Hotels

Local : Ayala Land Projects/Malls

RP Medical Application:-Medical Specialists-Aesthetic Doctors-Medical Tourism

Concept 5:Product and Service Quality: Ability to satisfy Needs

?WATER

SOFTDRINKS

COLD

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Concept 5:Product and Service Quality: Ability to satisfy Needs

Kotler: GE

Local : Ayala Land Projects/Malls

RP Medical Application:-Doctor curing a patient-Medicines effectiveness/quality-Medical Professional Capability

Concept 6:Customer Profitability: Net Positive Value

REVENUES

COSTS• Revenues > Costs

• Customer Profitability Analysis

• Activity Based Costing

Labor Cost

Materials

Overhead

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Concept 6:Customer Profitability: Net Positive Value

Kotler: Classifying Customers – Platinum,Gold, Silver

Local : PAL Miles, Golf Club Memberships

RP Medical Application:-HMO’s-Medical Insurance-Clinic Packages/ Memberships Cards

Concept 7:Customer Relationship Mgt.: Managing customer touch points

COSTS

SPEED CUSTOMER FEEDBACK

LISTEN

U

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Concept 7:Customer Relationship Mgt.: Managing customer touch points

Kotler: Microsoft unified billing

Local : BDO extended banking hours

RP Medical Application:-Providing play area for children-Personal Touch of Doctors-Mixing of Medicines

Concept 8:Customer Relationship Mgt.: Retention Dynamics

IDENTIFYPOTENTIALS

?

GOOD

BAD

1ST TIME

REPEATS

CLIENTS

PARTNERS

MEMBERS

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Concept 8:Customer Relationship Mgt.: Retention Dynamics

Kotler: Citizens Bank “lollipop”

Local : Itallianis Membership Card

RP Medical Application:-Clinics Membership Card-Asian Hospital Membership Privileges

Concept 9:Customer Relationship Mgt.: Personalizing Marketing

CLIENTS R’ INDIVIDUALS

TECHNOLOGY

INSTITUTIONAL TIES

WIN - BACK

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Concept 9:Customer Relationship Mgt.: Personalizing Marketing

Kotler: Apple “user” groups

Local : PLDT DSL computer packages

RP Medical Application:-Medical Packages-Tie up with Companies for APE

Concept 10:Customer Database: Uses in Marketing

PATIENT DATA

CUSTOMERDATABASE

COMPUTERSYSTEM

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Concept 10:Customer Database: Uses in Marketing

Kotler: UK Supermarket “TESCO”

Local : HSBC Banks, Online Banking

RP Medical Application:-Hospital Patient Database-Doctor Patients Records-Medical Packages