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CUSTOMER ANALYSIS- CUSTOMER SATISFACTION Group 2 Zakky Zamrudi Nanik Sunarni Shinta D. Manurung Fitria Intan

CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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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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Page 1: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

Group 2Zakky ZamrudiNanik Sunarni

Shinta D. ManurungFitria Intan

Page 2: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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

Page 3: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

Company-centered

Customer-centered

Building Products

Building customer

relationship

Product Engineering

Market Engineering

Page 4: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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

Page 5: CUSTOMER ANALYSIS-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

Page 6: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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.

Page 7: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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

Page 8: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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

Page 9: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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.

Page 10: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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.

Page 11: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

Relationship with Marketing

“Relationship marketing involves creating, maintaining and enhancing strong relationships with customers and other stakeholders.”

Page 12: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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.

Page 13: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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.

Page 14: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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.

Page 15: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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

Page 16: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

Marketing responsibility

participates in formulating

the strategies and policies

deliver marketing quality alongside product quality

Implementing Total Quality Management (TQM)

Page 17: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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)

Page 18: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

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)

Page 19: CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

Thank you