CHAPTER 4
by: Michelle D. Castro
 Creating
loyal customers is at the heart of
every business.
 The only value your company will ever create
is the value that comes from customers-the
ones you have now and the ones you will
have in the future.

A.

B.
Customers
Frontline People
Top
Management
Middle Management
Middle Management
Top
Management
Frontline People
Customers
Traditional Organization Chart
Modern Customer-Oriented
Organization Chart
1.
2.
3.
4.
5.
Identify the major attributes and benefits
customers value.
Asses the quantitative importance of the
different attribute and benefits.
Asses the company’s and competitor's
performances on the different customer
values against their rated importance.
Examine how customers in the specific
segment rate the company’s performance
against a specific major competitor on an
individual attribute or benefit basis.
Monitor customer value over time.




Consumers have varying degrees of loyalty to specific
brands, stores, and companies.
LOYALTY- a deeply held commitment to buy or patronize
a preferred product or service in the future despite
situational influences and marketing efforts having the
potential to cause switching behavior.
- a feeling of strong support for someone or something.
VALUE PROPOSITION- a promise about the experience
customers can expect from the company’s market
offering and their relationship with the supplier.
VALUE DELIVERY SYSTEM- includes all the experiences
the customer will have on the way to obtaining and using
the offering. At the heart of a good value delivery
system is a set of core business processes that help
deliver distinctive consumer value.

Coca-Cola Small World Machines:
There is no better way to grow your brand than
by creating a campaign to eradicate cultural
conflict, and to bring joy to faces on both sides
of a border. Coca-Cola placed a virtual vending
machine in both India and Pakistan, which
included a live feed of the view form the
vending machine in the other country. A free
Coke bottle would drop down from the machine
when two individuals in both India and Pakistan
walked up to the vending machine and virtually
joined hands on the touch screen with a new
friend across the border
This year, the top-10 brands,
best at meeting customer
expectations and, thus,
having the most loyal
customers are:
 Apple (computers)
 Kindle (e-reader)
 Samsung (flat screen TVs)
 Amazon (e-retailer)
 Ritz-Carlton (luxury hotels)
 Dunkin’ Donuts (coffee and
packaged coffee)
 Facebook/Twitter (social
networks)
 Ford/Hyundai (automotive)
 NFL (major league sports)
 American Express/Discover
(credit cards)
 SATISFACTION-
it is a person’s feeling of
pleasure or disappointment that result from
comparing a product’s perceived
performance (or outcome) to expectations
- if the performance falls short of
expectations, the customer is dissatisfied. If
it matches expectations, the customer is
highly satisfied or delighted.
Many companies are systematically measuring how well
they treat customers, identifying the factors shaping
satisfaction, and changing operations and marketing as a
result.
 MEASUREMENT TECHNIQUES
Periodic surveys can track customer satisfaction directly
and ask additional questions to measure the repurchase
intention and the respondent’s likelihood or willingness to
recommend the company and brand to others.
Customer loss rate is used by companies to monitor why
customers have stopped buying or switched to another
supplier.
Mystery shopper is a person hired by companies and will
pose as a potential buyer and report on strong and weak
points experienced in buying the company’s and
competitor's products.

 INFLUENCE
OF CUSTOMER SATISFACTION – for
customer-centered companies, customer
satisfaction is both a goal and a marketing
tool. Companies that do achieve high
customer satisfaction ratings make sure their
target market knows it.
 CUSTOMER COMPLAINTS – some companies
think they’re getting a sense of customer
satisfaction by tallying complaints, but
studies show that while customers are
dissatisfied with their purchases, about 25%
of the time , only about 5% complain. The
other 95% either feel complaining is not
worth the effort or don’t know how or to
whom to complain. They just stop buying.
PRODUCT AND SERVICE QUALITY
- Satisfaction will also depend on product and
service quality.
- QUALITY- various experts have defined it as
“fitness for use,” “conformance to
requirements,” and “freedom from variations.”
American Society – Quality is the totality of
features and characteristics of a product or
service that bear on its ability to satisfy stated
or implied needs.
 IMPACT OF QUALITY
Product and service quality, customer
satisfaction, and company profitability are
intimately connected. Higher level of quality
result in higher levels of customer satisfaction,
which support higher prices and (often) lower
costs.

Ultimately, marketing is the art of
attracting and keeping profitable customers.
The well-known 80-20 rule state that
80% or more of the company’s profits come
from the top 20% of its customers. The least
profitable 10% to 20%, on the other hand,
can actually reduce profits between 50-200
percent per account, with the middle 60-70
percent breaking even. The implication is
that a company improve its profits by
“firing” its worst customers.
A profitable customer is a person,
household, or company that over time yields
a revenue stream exceeding by an
acceptable amount the company’s cost
stream for attracting, selling, and serving
that customer.
CUSTOMER PROFITABILITY ANALYSIS
Customers are arrayed along the columns and
products along the rows. Each cell contains a
symbol representing the profitability of
selling the product to the customer.
The case for maximizing long-term
customer profitability is captured in this
concept
CLV describes the net present value of
the stream of future profits expected over
the customer’s lifetime purchases. The
company must subtract from its expected
revenues the expected costs of attracting,
selling and servicing the account of the
customer, applying the discount rate.
Lifetime value calculations for a product or
service can add up to tens of thousands of
dollars or even into six figures.
Companies are using information about
customers to enact precision marketing
design to build strong long-term
relationships. Information is easy to
differentiate, customize, personalize and
dispatch over networks at incredible speed.
But formation cuts both ways. For instance,
customers now have a quick and easy means
of doing comparison shopping through sites
such as Bizrates.com, Shopping.com, and
PriceGrabber.com. The internet also
facilitates communication between
customers.
CRM is the process of carefully managing
detailed information about individual customers and
all customer “touch points” to maximize loyalty.
A customer touch point is any occasion on
which a customer encounters the brand and productfrom actual experience to personal or mass
communications to casual observation.
CRM enables companies to provide excellent
real-time customer service through the effective use
of individual account information. Based on what
they know about each valued customer, companies
can customize market offerings, service, programs,
messages, and media.
CRM is important because a major driver for
company profitability is the aggregate value of the
company's customer base.
PERSONALIZE MARKETING – is about making sure
the brand and its marketing are as relevant as
possible to as many customers as possible-a
challenge, given that no two customers are
identical.
Employees can create strong bonds with the
customers by individualizing and personalizing
relationships. In essence, thoughtful companies
turn their customers into clients.
CUSTOMERS- may be nameless in the institution.
- served as part of the mass or as part of
larger segments.
- served by anyone who happens to be
available.
CLIENTS – cannot be nameless
- served on an individual basis.
-served by the professional assigned to
them.

PERMISSION MARKETING- the practice of marketing to
consumers only after gaining their expressed
permission, is based in the premise that marketers
can no longer use “interruption marketing” via mass
media campaign
-The man Business Week calls "the ultimate
entrepreneur for the Information Age" explains
"Permission Marketing"—the groundbreaking concept
that enables marketers to shape their message so
that consumers will willingly accept it.
-Seth Godin - Permission Marketing offers consumers
incentives to accept advertising voluntarily. Now this
Internet pioneer introduces a fundamentally different
way of thinking about advertising products and
services. By reaching out only to those individuals
who have signaled an interest in learning more about
a product, Permission Marketing enables companies
to develop long-term relationships with customers,
create trust, build brand awareness -- and greatly
improve the chances of making a sale
ONE-TO-ONE MARKETING – works best for
firms normally collect a great deal of
individual customer information and carry a
lot of products that can be cross-sold, need
periodic replacement or upgrading, and offer
high value.
1. Identify your prospects
2. Differentiate customers in terms of (1)
their needs and (2) their value to your
company.
3. Interact with individual customers to
improve your knowledge about their
individual needs and to build strong
relationships.
4. Customize products, services, and messages
to each customer.
 CUSTOMER
EMPOWERMENT
- P&G “The Power is with the consumer,”
- Consumer Creates Pringles' Christmas Day
Spot
- Burger King “Have it your way”
 CUSTOMER REVIEW AND RECOMMENDATIONS
- Although the strongest influence on consumer
choice remains “recommended by
relative/friend,” an increasingly important
decision factor is “recommendations from
consumers.” With increasing mistrust of
some companies and their advertising, online
customer ratings and reviews are playing an
important role for Internet retailers such as
Amazon.com and Shop.com.

At Domino’s pizza you have the option to just create your
pizza of choice by selecting your preferred toppings from
those on the menu. Not everyone is the same, we don’t fit
in boxes, pizza boxes, that the man wants to put us in. If
you don’t want American Hot or Hawaiian or whatever, just
create your own pizza, no matter how weird it seems to
society. You are free to be your own person and create
your own pizza.

Domino’s has introduced a new “build-your-own-pizza”
feature on its Web site that allows customers to watch a
simulation photographic version of their pizza as they
select a size, and add toppings. The Web site also shows
exactly what the completed pizza would cost in the
process. It lets customers track orders from when the pizza
enters the oven to when it leaves the store.
Companies seeking to expand heir profits
and sales must spend considerable time and
resources searching for new customers. To
generate leads, they develop ads and place
them in media that will reach new prospects;
send direct mail and e-mails to possible new
prospects; send their salespeople to
participate in trade shows where they might
find new leads; purchase names from list
brokers; and so on.
REDUCING DEFECTION – adding customer is like
adding water to a leaking bucket.
- To reduce the defection rate, the company must:
1. Define and measure its retention rate.
2. Distinguish the cause of customer attrition and
identify those that can be managed better.
3. Compare the lost customer’s lifetime value to
the costs of reducing the defection rate.
 RETENTION DYNAMICS
- The Marketing Funnel identifies the percentage
of the potential target market at each stage in
the decision process, from merely aware to
highly loyal. Consumers must move through
each stage before becoming loyal customers.

Target Market
Aware
•I have heard of the brand
Open To Trial
•I am open to trying the brand but have not
done so
Trier
•I have tried the brand and would use again
but have not done so in the past 3 months
•I have used the brand in the past 3 months
but am not a regular user
Recent User
Regular User
Most often Used
Loyal
•I am a regular user but this is not my most
often used brand
•I used this brand most often even though I
so used other brands
•I always use this brand as long as it is
available
 MANAGING
1.
2.
3.
4.
5.
THE CUSTOMER BASE
Reducing the rate of customer defection.
Increasing the longevity of the customer
relationship.
Enhancing the growth potential of each
customer through “share of wallet,” crossselling and up-selling.
Making low-profile customer more
profitable or terminating them.
Focusing disproportionate effort on highprofit customers.
Creating a strong, tight connection to
customers is the dream of any marketer and
often the key to long-term marketing
success. Companies that want to form such
bonds should heed some specific
considerations.
 INTERACTING WITH CUSTOMERS
- Listening to customers is crucial to
customer relationship management. Some
companies have created an ongoing
mechanism that keeps their marketers
permanently plugged in to frontline customer
feedback.
 DEVELOPING
LOYALTY PROGAMS
Frequency Programs (FPs) are designed to
reward customers who buy frequently and in
substantial amounts.
Club Membership Programs can be open to
everyone who purchases a product or
service, or limited to an affinity group or
those willing to ay a small fee.
 CREATING INSTITUTIONAL TIES
The company may supply customers with
special equipment or computer links that
help them manage orders, payroll, and
inventory.
Marketers must know their customer. And in
order to know the customer, the company must
collect information and store it in a database
from which to conduct database marketing.
CUSTOMER DATABASE – an organized collection of
comprehensive information about individual
customers or prospects that is current,
accessible, and actionable for lead generation,
lead qualification, sale of a product or service,
or maintenance of customer relationship.
DATABASE MARKETING – is the process of building,
maintaining, and using customer database and
other database (products, suppliers, resellers) to
contact, transact, and build customer
relationships.
 DATA
WAREHOUSE - A data warehouse is a
relational database that is designed for query
and analysis rather than for transaction
processing. It usually contains historical data
derived from transaction data, but it can
include data from other sources.
 DATA MINING - data mining (sometimes called
data or knowledge discovery) is the process
of analyzing data from different perspectives
and summarizing it into useful information information that can be used to increase
revenue, cuts costs, or both. Technically,
data mining is the process of finding
correlations or patterns among dozens of
fields in large relational databases.
FIVE WAYS COMPANIES USE THEIR DATABASE
1. To Identify prospects
2. To decide which customers should receive a
particular offer.
3. To deepen customer loyalty
4. To reactivate customer purchases.
5. To avoid serious customer mistakes.
 FIVE
MAIN PROBLEMS CAN PREVENT A FIRM
FROM EFFECTIVELY USING CRM
1. Some situations are just not conducive to
database management.
a)
b)
c)
d)
e)
the product is a once in-a-lifetime purchase
Customer show a little loyalty to a brand
The unit sale is very small
The cost of gathering information is too high
There is no direct contact between the seller
and ultimate buyer
2.
3.
4.
5.
Building and maintaining a customer
database requires a large, well-placed
investment in computer hardware,
database software, analytical programs,
communication links, and skilled staff.
It may be difficult to get everyone in the
company to be customer oriented and use
the available information.
Not all customers wants a relationship with
the company.
The assumptions behind CRM may not
always hold true.
1.
2.
3.
4.
5.
6.
7.
Customers are value maximizers.
A buyer’s satisfaction is a function of the product’s
perceived performance and the buyer’s expectations.
Losing profitable customers can dramatically affect a
firm’s profits.
Quality is the totality of features and characteristics of a
product or service that bear on its ability to satisfy
stated or implied needs.
Marketing managers must calculate customer lifetime
values or their customer base to understand their profit
implications.
Companies are also becoming skilled in customer
relationship management (CRM), which focuses on
developing programs to attract and retain the right
customers and meeting the individual needs of those
valued customers.
Customer relationship management often requires
building a customer database and data mining to detect
trends , segments, and individual needs.
Thank you
Reference:
Marketing Management 14th Edition
By; Philip Kotler and Kevin Lane Keller