C5: Creating Long term Loyalty Relationships

Customer Value, Satisfaction, Loyalty

Customer Relationships

Customer Databases

(1)Customers, (2)Front line people, (3) Middle Management, (4) Top Management

Examples: Dell, Caterpillar, Home Depot (quality). Dominos (build your own pizza), Apple (loyalty programs)

Total customer benefit / Total customer cost

Examples brand customer loyalty

Apple, Samsung, Google, Walmart, Amazon,Nike, Accer

Satisfaction: person feelings of pleasure that result from comparing a products perceived performance to expectations.

Quality

Customer complaints

Customer profiability analysis

CRM: Process of managing information about individual customers and all customers "touch points" to maximize loyalty

Personalizing marketing

Customer empowerment

Customer reviews and recommendations

Loyalty programs (club memberships, cards)

Customer mailing list

Data mining

Determine trends, segments, individual needs

Big Data info

Manage carefully the customer info