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Block 3 - Building Long Term Success - Coggle Diagram
Block 3 - Building Long Term Success
Relationship Marketing
Relationship Networks
Gronroos C (2004)
Long Term Customers
increased understanding of customers
Greater Predictability
Cost effective
Retain
Fundamental Goals
maximise lifetime value of customer
Christopher 2002
Customer Equity
Customer Satisfaction
Customer Loyalty
Foster Loyalty and Repeat purchasing
insulate from need to lower prices
Convenient
Value & Satisfaction
2 key blocks
Satisfaction may not create Loyalty
Retention
Inertia, convenience, Exit barriers
Switch brands, vary brands, multiple brands.
Commitment, Trust, Orientation, Communication
Intention and Desire to continue purchasing
Negotiate with honesty and integrity
Conway & Swift 2002.
important to build relationships
rely on anothers word
Operational Risk and Resilience
Resilience
Respond
Withstand
Risk
Unwanted/negative
consequence
Hazard
technology
customers
human capital
organisational
supply chain
Impact
matrix
likelihood
estimated chance
unpredictable
Managing risk
Reduce likelihood
Reduce Impact
recover from event
Measuring Success
Profit/Profitability
Sales
Gross Margin
Awareness
Market Share
No of New Products
Relative Price
Customer Dissatisfaction
Customer Satisfaction
Distribution/availability
Brand Equity
Customer Equity
Basic materiality matrix
Importance to stakeholders
Impact on business success
Internal Marketing :
focus for staff
relationship building with customers
Promote coherent brand identity
contribute ideas
improve customer-orientation
part time marketers
influence customer relations
live the brand
Communication
Internal Team
Internal Project
Line management
Internal corporate
Welch and Jackson 2007
Critical Service Interaction
memorable
satisfying
dissatisfying
action to accommodate
positive
Specific and self contained
Special treatment offered - not sought
remember the negative more than good
Unfair Customers
Rule breakers
Rule Makers
Blamers
Opportunists
Verbal Abusers
Fair but firm
encourage manners
identify in advance
prevent, manage, communicate
explanation as communication strategy
terminate relationship
if necessary
Returnaholics
