1. what are customer value, satisfaction, loyalty, and how can companies deliver them
TRANSCRIPT
CUSTOMER VALUE, SATISFACTION & LOYALTYWhat are they ? &How can companies deliver them ?
Company’s only true “PROFIT CENTER” is the CUSTOMER
Modern Customer Oriented Company
CUSTOMER
FRONTLINE PEOPLE
MIDDLE MANAGEMENT
TOP
MANAG
-EMENT
C U S T O M E R S C U
S T O
M E
R S
CUSTOMER PERCEIVED VALUEIt’s the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives
Total Customer
Benefit
Product
Services
Personnel
Image
Customer Perceived
Value
Total Customer
Cost
Monetary
Time
Energy
Psychological
WHAT IS SATISFACTION?It’s a persons feelings of pleasure or disappointment that results from comparing a product’s perceived performance to expectations
What is a company’s AIM ?
If the product’s performance exceeds expectations, the customer is delighted, and spreads good word of mouth
Example – Apple, the company, like today’s other successful companies, raises expectations and delivers performances to match
Companies Monitoring CUSTOMER Satisfaction
PERIODIC SURVEYS
CUSTOMER COMPLAINTS
WHAT IS LOYALTY ?
a deeply held commitment to re-buy or re-patronize a preferred product or service in the future
