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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
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Concept 1
Creating loyal customers is at the heart of every business.
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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
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Concept 1
MEDICAL APPLICATIONSloyal patientsloyal patientsloyal
patients
Creating loyal customers is at the heart of every business.
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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.
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Concept 2
Customers are value maximizers.KotlerDell Inc. vs.
Hewlett-Packard Co.
LOCALGlobe vs. SMARTMEDICAL APPLICATIONphysician shopping
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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
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Concept 4
The value delivery system is the manner in which all these
promises are kept.KotlerSuperquinn
LOCALRustans
MEDICAL APPLICATIONShospitalswellness centers
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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
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Concept 5
Satisfaction is a function of product performance and buyer
expectations.KotlerJoie de Vivre Hospitality Inc.
LOCALWindows, Mac
MEDICAL APPLICATIONSsurgeriesmedical tourism
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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
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Concept 6
Quality is the totality of features and characteristics that
bear on its ability to satisfy needs. KotlerGeneral Electric
LOCALadidas
MEDICAL APPLICATIONStherapeuticsphysician competence
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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.
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Concept 7
The 150-20 Rule: The most profitable 20% of customers may
contribute 150% of profitability. KotlerProfit Tiers
LOCALBPI
MEDICAL APPLICATIONSinsurancepatient classification
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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
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Concept 8
Maximizing customer value means cultivating long-term customer
relationships.KotlerFour Seasons
LOCALMcDonalds PlayPlace
MEDICAL APPLICATIONSpersonalizing treatment
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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.
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Concept 9
Attract and retain customers,but retain more.Kotlercellular
carriers
LOCALcellular carriers
MEDICAL APPLICATIONSpatient retention, word of mouth
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Concept 10
Marketers must know their customers.
CRM requires building a customer database and doing datamining
to detect trends, segments, and needs.
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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
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Concept 1
Creating loyal customers is at the heart of every business.
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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
