customer satisfaction marketing
Post on 12-Nov-2014
6.564 Views
Preview:
DESCRIPTION
TRANSCRIPT
Presented by-Shobhit Chandak
Customer Satisfaction
Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome ) with the performance he expects of it.
Complete customer satisfaction is achieved by understanding customer requirements And delivering superior quality goods and services.
Determinants of Customer Satisfaction
• Buying decisions based on judgments formed about the value of marketing offers
• Customer expectations based on past buying experiences
• Today’s most successful companies raising expectations and delivering performance to match
Total Customer Satisfaction
Satisfaction is a function of product perceived Performance & expectation
•If P is less than E than c is dissatisfied•If P is equal to E than C is Satisfied•If P is greater than E than C is delighted
XEROX•We shall never be 100% satisfied until you are too•A very satisfied customer is worth 10 times as much as a satisfied customer
Highly Satisfied Customers
•Stays Buyer Longer•Buys More•Talks Favorably about Products•Offers Ideas•Costs Less than New Customer
High Performance Business
•Stakeholders
•Processes
•Resources
•Organisation & Corporate Culture
Stakeholders
Processes
Resources Organisation
Customer oriented Organizational chart
MIDDLE MANAGEMENT
FRONTLINE PEOPLE
CUSTOMERS
CUSTOMERS
FRONTLINE PEOPLE
MIDDLE MANAGEMENT
TOP- MAN AGEM ENT
ORGANIZATIONS TO BE DELAYERED TO BE MORE CLOSELY ALIGNED TO CUSTOMER NEEDS
TOP- MANA GEMENT
Tools for measuringCustomers satisfaction
Complaints and suggestions systems
Customers satisfaction surveysGhost shopping
Lost customers analysis
Customer Delivered Value
• Customer-delivered value is the difference between total customer value and total customer cost of a marketing offer
• Customer satisfaction depends on the product’s performance relative to a buyer’s expectations
• Companies must be customer centered and deliver superior value to target customers
CustomerDelivered
ValueTotal
Customervalue
TotalCustomer
Cost
Productvalue
ServiceValue
Personalvalue
Imagevalue
Monetary cost
Time cost
Energycost
Psychiccost
Delivering customer valueAnd satisfaction
Value chain - The chain of activities from raw material to the after sale
service is called the value chain.Customer Relationship Management- Managing detailed information about individual customers and carefully managing all customers ‘touch point’ to maximize customer loyality.tools- datawarehousing & datamining.
Activities in Value chain
• A firm perform certain activities like design, produce, market, deliver and support product through which it develops a competitive advantage and creates shareholder value.
• it is useful to separate the business system into a series of value-generating activities referred to as the value chain.
• The goal of these activities is to offer the customer a level of value that exceeds the cost of the activities, thereby resulting in a profit margin.
The primary value chain activities are:
• Inbound Logistics: the receiving and warehousing of raw materials, and their distribution to manufacturing as they are required.
• Operations: the processes of transforming inputs into finished products and services.
• Outbound Logistics: the warehousing, scheduling and distribution of finished goods.
CONTINUE..
• Marketing & Sales: the identification of customer needs and the generation of sales including advertisement and promotion.
• Service: the support of customers after the products and services are sold to them,like installation and training.
Firm infrastructure
Human resource management
Technology development
procurement
Inboundlogistics
operations
Outboundlogistics
MarkgAndsales
service
Mar
gin
margi
n
Primary activities
Sup
port
act
ivit
ies
Value chain
1985 Michael Porter generic value chain model
Cost Advantage and the Value Chain
Porter identified cost drivers related to value chain activities:
• Economies of scale-Decreased per unit cost as output increases.
• Learning• Capacity utilization• Linkages among activities• Interrelationships among business
units
Continue..
• Timing of market entry• Firm's policy of cost or
differentiation• Geographic location• Institutional factors (regulation,
union activity, taxes, etc.)
Profitability & Total Quality Management
A profitable customer is a person,household or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream of attracting, selling and servicing that customer
TQM is an organisational approach to continuously improving the quality Of all the processes, products and services Higher level of quality result in higher level of customer satisfaction.
PositiveExpectations of Customers from firm
•You have what they need•You will solve their problem•You will care•You will be professional•Your products & services are reliable•You are trustworthy•Business is valuable to you•Expect you to be cheerful•Your prices fair•You stand behind your products/services
NegativeExpectations
Your product is over pricedYour interest is to earn saleYou are grouchyTheir business is not important to you
You will be unskilledYou don’t careYou have no authority to handle situationYour product is poor in quality
THANKS
top related