Professional Documents
Culture Documents
Creating Customer Value, Satisfaction, and Loyalty: Source: Marketing Management, 13
Creating Customer Value, Satisfaction, and Loyalty: Source: Marketing Management, 13
Satisfaction,
and Loyalty
Source: Marketing Management, 13th ed, Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Questions to be answered
• Apple
• Google
• Starbucks
• Royal Enfield
• Coke and Pepsi
• Netflix
• Amazon
• Flipkart
Measuring Satisfaction
• Periodic surveys
• Customer loss rate
• Mystery shoppers
• Monitor competitive performance
What is Quality?
• Customer profitability
• Customer equity
• Lifetime value
Estimating Lifetime Value
prospects customers by
to improve for each
and needs and value
to company knowledge consumer
customers
CRM Strategies
2 Increase longevity
4 Terminate low-profit
customers
Focus more effort on
5
high-profit customers
Customer Retention
• Customer • Business
database database
• Database • Data warehouse
marketing • Data mining
• Mailing list
Using the Database
• To identify prospects
• To target offers
• To deepen loyalty
• To reactivate customers
• To avoid mistakes
Don’t Build a Database When