MARKETING MANAGEMENT
Canadian Twelfth Edition
5
Creating
Customer Value,
Satisfaction, and
Loyalty
5-1
Chapter Questions
• What are customer value, satisfaction, and
loyalty, and how can companies deliver
them?
• What is the lifetime value of customers?
• How can companies both attract and retain
customers?
5-2
A Customer-Oriented Model?
5-3
The Value Proposition
The cluster of benefits the
company promises to deliver
5-4
Measuring Satisfaction
Periodic Surveys
Customer Loss Rate
Mystery Shoppers
Monitor competitive
performance
5-5
Loyalty
A commitment to re-buy
or re-patronize a product
or service in the future.
5-6
Building Loyalty
Partnership
Proactive
Accountable
Reactive
Basic
5-7
Maximizing Customer Lifetime Value
Customer
Profitability
Customer
Equity
Lifetime
Value
5-8
Customer-Product Profitability Analysis
5-9
Estimating Lifetime Value
• Annual customer revenue: $500
• Average number of loyal years: 20
• Company profit margin: 10
• Customer lifetime value: $1000
5-10
Framework for CRM
Identify prospects and customers
Differentiate customers by needs
and value to company
Interact to improve knowledge
Customize for each customer
5-11
CRM Strategies
Reduce the rate of defection
Increase longevity
Enhance “share of wallet”
Terminate low-profit
customers
Focus more effort on
high-profit customers
5-12
Customer Retention
• Acquisition of customers can cost 5 times
more than retaining current customers.
• The average customer loses 10% of its
customers each year.
• A 5% reduction to the customer defection
rate can increase profits by 25% to 85%.
• The customer profit rate increases over
the life of a retained customer.
5-13
Customer-Development Process
Suspects
Prospects
First-time
customers
Disqualified
Repeat
customers
Clients
Members
Partners
Ex-customers
5-14
Reducing Customer Defection
• Define and measure retention rate.
• Distinguish causes of customer attrition.
• Estimate profit loss associated with loss
of customers.
• Assess cost to reduce defection rate.
• Gather customer feedback.
5-15
Forming Strong Customer Bonds
Add financial
benefits
Add social
benefits
Add structural
ties
5-16
Activity
Choose a business and show how
you would go about developing a
quantitative formulation that captures
the concept of customer lifetime value.
5-17