Upload
aalok-kabra
View
220
Download
0
Embed Size (px)
Citation preview
8/2/2019 B6230 Oct03 07 Relationships
1/17
Copyright 2007 McGraw-Hill Ryerson Limited.,
Building RelationshipsJim Barnes
B6230
October 3, 2007
8/2/2019 B6230 Oct03 07 Relationships
2/17
Copyright 2007 McGraw-Hill Ryerson Limited.,
Understanding Relationships Must be defined from the customers view Most are not genuine relationships
More than databases and loyalty programs
The relationship is a personal thing
Its the recognition of a special status
Must have an element of emotion
How do we create the real thing?
8/2/2019 B6230 Oct03 07 Relationships
3/17
Copyright 2007 McGraw-Hill Ryerson Limited.,
What A Relationship Is NotSetting up barriers to exit Raising the switching costs
Getting the customer on a data base Frequent-buyer clubs
Locking in the customer
8/2/2019 B6230 Oct03 07 Relationships
4/17
Copyright 2007 McGraw-Hill Ryerson Limited.,
You Know One When You See One A relationship exists in the eye of the customer The customer must feel that it exists
The customer is the object of attention
We must know how he or she feels about it
There must be parity; both parties win
Different segments see it differently
Some dont want a close relationship
8/2/2019 B6230 Oct03 07 Relationships
5/17
Copyright 2007 McGraw-Hill Ryerson Limited.,
Relationships at Different Levels Hands-on: personal, close, first-name,
high involvement -- hairdressers,dentists, etc.
Face-to-face: meetings, conversation --retail, hotels, mechanics, banks, etc.
Distant: less frequent, via technology,few meetings -- telecom, utilities, etc.
Brand: contact with customer is throughagents -- consumer products, autos, etc.
8/2/2019 B6230 Oct03 07 Relationships
6/17
Copyright 2007 McGraw-Hill Ryerson Limited.,
Key Relationship Indicators Share of wallet: how much of their
business do we have?
Level of overall satisfaction
Strength of the relationship
Perceived closeness or attachment
Likelihood of switching their business
Likelihood of recommending us to others
8/2/2019 B6230 Oct03 07 Relationships
7/17Copyright 2007 McGraw-Hill Ryerson Limited.,
Issues in Customer Relationships Are relationships necessary for retention? With whom does the customer have the
relationship? Employee or firm?
With whom do we want a relationship?
Can relationships and technology co-exist?
Are empowered employees necessary fora relationship to exist?
8/2/2019 B6230 Oct03 07 Relationships
8/17Copyright 2007 McGraw-Hill Ryerson Limited.,
Whats a Relationship, Anyway? do all customers want a relationship? what kind of relationship do they want?
what are their motivations for entering
into a relationship?
some are entered into willingly; othersagainst their will -- they have little
choice need to understand their motivations
8/2/2019 B6230 Oct03 07 Relationships
9/17Copyright 2007 McGraw-Hill Ryerson Limited.,
Meaningful Relationships three established streams of
research: social psychologists
consumer psychologists cultural anthropologists
meaning lies within the individual
relationships add and structuremeaning in our lives (Fournier)
implies closeness and attachment
8/2/2019 B6230 Oct03 07 Relationships
10/17Copyright 2007 McGraw-Hill Ryerson Limited.,
Research on Meaning interpersonal relationships: what it
means to be in a relationship
brand relationships: what meaningcertain brands have for consumers
consumption objects: what certainpersonal possessions mean to the
owner
8/2/2019 B6230 Oct03 07 Relationships
11/17Copyright 2007 McGraw-Hill Ryerson Limited.,
The Meaning of Meaning (1) First, a literal or semantic meaning
what does the company or brand say
about its attributes and performance?
grounded in words and conversation
what meaning does the consumerattach to the communications of a
firm?
does not represent the totality ofmeaning
8/2/2019 B6230 Oct03 07 Relationships
12/17Copyright 2007 McGraw-Hill Ryerson Limited.,
The Meaning of Meaning (2) Second, a cultural/anthropological view the cultural meaning of the firm or brand as
communicated mainly through advertising
imbues the firm with appropriate meaning
result of a positioning/branding strategy;attempt to achieve consensus; shared
meaning
this kind of meaning is company-determinedand resides in the firm or brand
branding is acquisition of agreed-upon meaning
8/2/2019 B6230 Oct03 07 Relationships
13/17Copyright 2007 McGraw-Hill Ryerson Limited.,
The Meaning of Meaning (3)
Third, meaning as internalized by consumers;how things come to mean something specialto them; the achievement of special status
closely related to attachment; centrality
resides only in the customers mind;idiosyncratic
related to the concept of self, to life events,and to the accomplishment of life tasks
a company with clear communications and abroad consensus on brand image may stillmean nothing to the individual consumer
8/2/2019 B6230 Oct03 07 Relationships
14/17Copyright 2007 McGraw-Hill Ryerson Limited.,
The Acquisition of Meaning how do firms/brands come to mean
something to their customers? toachieve a state beyond
instrumentality? combination of functional and
emotional routes to the achievement
of meaning
8/2/2019 B6230 Oct03 07 Relationships
15/17Copyright 2007 McGraw-Hill Ryerson Limited.,
The Functional View accomplishment of life tasks, deal with
issues; helps get things done
exceeds expectations, behaves
differently, go beyond the expected:_____ means more to me than just a
supermarket
coordinated interdependence: Idepend on them to _____
8/2/2019 B6230 Oct03 07 Relationships
16/17Copyright 2007 McGraw-Hill Ryerson Limited.,
The Emotional View meaning is acquired as relationships come to
reflect self or ideal-self: Im a Tommy girl!
the firm or brand shares things with me, weare alike in many ways; they are people like
me, overlap of values, beliefs, history the firm or brand reminds me of pleasant
things, people, events
the firm or brand associates with the thingsand people with which I associate; borrowedmeaning
8/2/2019 B6230 Oct03 07 Relationships
17/17Copyright 2007 McGraw-Hill Ryerson Limited
Strategies for Meaning Creation different meanings for different segments what do we want to stand for and mean,
and to whom?
delivered through communications and howwe behave as a firm or brand
understand their meaning systems andshare in them
need insight into whats important, centralin customers lives hence the need for theright kind of customer research