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Building Customer Satisfaction, Value and Retention

Building Customer Satisfaction, Value and Retention. M. Eko Fitrianto e.fitrianto@ymail.com @fitrianto2001. Sumber Bacaan Kotler dan Keller, Prinsip-prinsip Pemasaran , Prentice Hall, 2009 Diah Natalisa , Dasar-dasar Manajemen Pemasaran , Penerbit Unsri , 2007.

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Building Customer Satisfaction, Value and Retention

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  1. Building Customer Satisfaction, Value and Retention M. EkoFitrianto e.fitrianto@ymail.com @fitrianto2001 SumberBacaan Kotlerdan Keller, Prinsip-prinsipPemasaran, Prentice Hall, 2009 DiahNatalisa, Dasar-dasarManajemenPemasaran, PenerbitUnsri, 2007

  2. PetaPembelajaran“Creating Value, Satisfaction & Retention” Definisikan value Database Customer service Samakanpersepsi Program Creating value Quiz Comunity Value Delivery ? etc Impact ! Customer retention strategy Custmrstisfaction Marketing strategy How to know Finding (Result) Complain & Suggestion C. Satf. Surveys Measure Mrketing Research Lost customer analysis Ghost shopping Scale, Indicator, etc

  3. Value“What is value?”

  4. Value • Value ? • Manfaat yang ditawarkanolehprodusenkeknsumen • Manfaat yang dicariolehkonsumen • Mengapakitaharusmemberikan value kepadakonsumen? • Benefit < Cost = Negative  Unsatisfied • Benefit = Cost  Satisfied • Benefit > Cost  Positive  Delight Marketing oriented  Customer Satisfaction Kenapaharusdikasih Value ?

  5. Value Consumers Loyalty How Value Became Why Retention Increased Expectation ? ? Satifaction Repurchasing Fullfiled their expectation Then If not ? Not satisfy

  6. Value Added Value Competitive Adventage

  7. Bagaimanamembuatnilaitambah? • Definisikanduluvalue-nya • eg : nyaman, nyamanituapa ?, “bagus”, bagusituapa?, “enak”, enaksepertiapa? • SamakanpersepsiAndadenganpersepsikonsumen • Caritahu, pentingatautidakbagikonsumen?. • Berapabiaya (pengorbanan) untukmerealisasikannya? • Realisasikanvaluetersebut • Berikannilaipelanggan yang tertinggi benefit yang didapatkan • Perluadabenchmarkingdenganpesaing • Ukurhasildari value tersebut, apakahmenguntungkanbagiperusahaan?. Jikatidak, definisikanulang. LG-Smart TV

  8. Value Re-Definition Terkadang, seiringperjalananwaktu; value yang diberikankonsumentidakakansamadari value sebelumnya Satis- faction Time New value Past Present Value Same value Re-crea ting Give Not satis- faction Give N & W terpuaskan Re-defi nition Why ? Satis- faction Company Find out Change Effort

  9. Customer Satisfaction

  10. Customer Satisfaction Feedback Jawaban Produk Ekspektasi Result Company Market Feedback Evaluasi Delight Satisf Unsatisf Result Pertahankan Tingkatkan

  11. How to knowCustomer Satisfaction • Complaint and suggestion systems • S.O.P – Complain and suggestion system (I-P-O, Metodh, PIC, Feedback) • S.O.P – Complain Handling • Customer satisfaction surveys • Measure our product performance (visible metodh) • Ghost shopping • Measure our product performance (invisible metodh) • Lost Customer analysis • Reason ?, Where ?, Change behaviour ?, etc

  12. Customer Retention

  13. Customer Retention • Customer Retention : adalahaktivitas yang dilakukanperusahaandalamrangka agar konsumentidakberalihkemerek lain • Aktivitasiniuntukmembentuk Customer Engagement • Aktivitasinitercermindalam program danstrategi • Contoh : Potonganharga, kartukeanggotaan, event, etc • Langkah yang diambildalam Customer Retention Program • Budayaperusahaan. Eg : budayadimaskapaipenerbangan • Differensiasi. Eg : berikansesuatu yang unik • Database konsumen. Eg : profildanperilakukonsumen • Komunitas. Eg : Produsenotomotif, touring • Kontrol internal. Eg : Perlakuan yang samaterhadapkaryawan • Menanganikomplain. Eg : tindaklanjutterhadapkomplain • Tempatkandirisebagaikonsumen. Eg : empathy

  14. Customer Attraction and Retention Marketing Strategy (Marketing mix, STP, Differentation, Value, etc) Attracting Company Marketing effort Target Market Commit-ment Retain Customer engaged Maintain (Program, Database, etc)

  15. SekianTerimakasih

  16. Latihan • Mengapa value harusdidefinisikandandisamakanpersepsi-nyadengankonsumen?, berikancontoh! • Berikancontoh, tindakan yang harusdilakukanuntukmemperlakukankonsumen yang tidakpuas!

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