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
CUSTOMER ANALYSIS-CUSTOMER SATISFACTION
CUSTOMER ANALYSIS-CUSTOMER SATISFACTIONGroup 2Zakky ZamrudiNanik SunarniShinta D. ManurungFitria Intan
Why it is necessary to analyze customer?To face tough competitionDemand changeCustomers are becoming more educated
Marketing MisconceptionMany 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
TotalcustomervalueTotalcustomercostCustomerdeliveredvalueImage valuePersonnel valueServices valueProduct valueMonetary costTime costEnergy costPsychic costThe difference between total customer value and total customer cost of a marketing offer profit to the customerThe total of all of the product, services, personnel, and image values that a buyer receive from a marketing offerCustomer Delivered ValueThe total of all the monetary, time, energy, and psychic costs associated with a marketing offerCustomer SatisfactionCustomer satisfaction depends upon the products performance relative to a buyers expectations.
Products performance < Expectations; DissatisfiedProducts performance = Expectations; SatisfiedProducts performance > Expectations; Highly satisfied or delighted.How do buyers form their expectations?Expectations are based on the customers 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 dissapointedBenefits of satisfy customerThey are less price sensitive and remain customer for a longer periodThey buy additional products over time as the company introduces related product or improvement.They talk favourably to others about the company and its productsDelivering customer valueAttract new customer VS Retain CustomerAttract new customer Offensive MarketingRetain customer Deffensive MarketingOffensive 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 MarketingRelationship marketing involves creating, maintaining and enhancing strong relationships with customers and other stakeholders.five different levels or relationships with customer1.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 problems.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 programmeIdentify 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)
Programs designed to continuously improve the quality of product, service and marketing processes.Implementing Total Quality Management (TQM)Qualityperformanceconformancethe level at which a product performs its functionsfreedom from defects and the consistency with which a product delivers a specified level of performanceMarketing responsibilityparticipates in formulating the strategies and policiesdeliver marketing quality alongside product qualityImplementing Total Quality Management (TQM)Within quality programs, marketing has several distinct roles:Implementing Total Quality Management (TQM)How can we get a significant benefit from this modelImplementing Total Quality Management (TQM)Thank you