1 / 19

CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

CUSTOMER ANALYSIS-CUSTOMER SATISFACTION. Group 2 Zakky Zamrudi Nanik Sunarni Shinta D. Manurung Fitria Intan. Why it is necessary to analyze customer?. To face tough competition Demand change Customers are becoming more educated. Marketing Misconception.

erica
Download Presentation

CUSTOMER ANALYSIS-CUSTOMER SATISFACTION

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CUSTOMER ANALYSIS-CUSTOMER SATISFACTION Group 2 Zakky Zamrudi Nanik Sunarni Shinta D. Manurung Fitria Intan

  2. Why it is necessary to analyze customer? • To face tough competition • Demand change • Customers are becoming more educated

  3. Marketing Misconception • Many people think that obtaining customer is the job of the marketing or sales department. • Marketing department plays a leading role but it can be effective only in companies in which all departments and employees have teamed up to form a competitively superior customer value-delivery system and customer satisfaction

  4. Image value Personnel value Services value Product value Monetary cost Time cost Energy cost Psychic cost The total of all of the product, services, personnel, and image values that a buyer receive from a marketing offer The total of all the monetary, time, energy, and psychic costs associated with a marketing offer Customer Delivered Value Total customer value Customer delivered value Total customer cost The difference between total customer value and total customer cost of a marketing offer profit to the customer

  5. Customer Satisfaction • Customer satisfaction depends upon the product’s performance relative to a buyer’s expectations. • Product’s performance < Expectations; Dissatisfied • Product’s performance = Expectations; Satisfied • Product’s performance > Expectations; Highly satisfied or delighted.

  6. How do buyers form their expectations? • Expectations are based on the customer’s past buying experiences, the opinions of friends and associates, and marketer and competitor information and promises. • Marketers must be careful to set the right level of expectations. • If they set expectations too low, they may satisfy those who buy, but fail to attract enough buyers. • If they raise expectations too high, buyers are likely to be dissapointed

  7. Benefits of satisfy customer • They are less price sensitive and remain customer for a longer period • They buy additional products over time as the company introduces related product or improvement. • They talk favourably to others about the company and its products

  8. Delivering customer value

  9. Attract new customer VS Retain Customer • Attract new customer Offensive Marketing • Retain customer Deffensive Marketing • Offensive marketing typically costs more than defensive marketing, because it takes a great deal of effort and spending to coax satisfied customers away from competitors.

  10. Relationship withMarketing “Relationship marketing involves creating, maintaining and enhancing strongrelationships with customers and other stakeholders.”

  11. five different levels or relationships with customer 1. Basic  The company salesperson sells the product, hut does notfollow up in any way. 2. Reactive The salesperson sells the product and encourages thecustomer tocall whenever he or she has any questions or problem’s. 3. Accountable  The salesperson phones the customer a short time after thesale to check whether the product is meeting the customers expectations. 4. Proactive  The salesperson or others in the company phone thecustomerfrom time to time with suggestions about improved product useor helpful new products. 5. Partnership  The company works continuously with the customer and with other customers to discover ways to deliver better value.

  12. The main step establishing in a relationshipmarketing programme • Identify the key customers meriting relationship management. • Assign a skilled relationship manager to each key customer. • Develop a clear job description for relationship managers. • Have each relationship manager develop annual and long-range eustotnMrelationship plans. • Appoint an overall manager to supervise the relationship managers.

  13. Implementing Total Quality Management (TQM) • totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs (American society for quality control) • Program’s designed to continuously improve the quality of product, service and marketing processes.

  14. Implementing Total Quality Management (TQM) Quality performance conformance the level at which a product performs its functions freedom from defects and the consistency with which a product delivers a specified level of performance

  15. Implementing Total Quality Management (TQM) Marketing responsibility deliver marketing quality alongside product quality participates in formulating the strategies and policies

  16. Implementing Total Quality Management (TQM) Within quality programs, marketing has several distinct roles:

  17. Implementing Total Quality Management (TQM) How can we get a significant benefit from this model

  18. Thank you

More Related