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BUILDINGCUSTOMERRELATIONSHIPSSpeaker：Daniel

Learningcontent

Frompage13topage14

1、understandingthemarketplaceandcustomerneeds2、designingacustomer-drivenmarketingstrategy

3、constructingmarketingprograms

leadupto4、buildingprofitablecustomerrelationshipstheFourStepsintheMarketingProcessmostimportantstepmodernmarketingconceptCustomerRelationshipManagementCustomerrelationshipmanagementisperhapsthemostimoportantconceptofmodernmarketingnarrowdefinitionacustomerdatamanagementactivity--apracticecalledCRMinordertomaximizecustomerloyaltyitinvolvesmanagingdetailedinfor-mationaboutindividualcustomersandcarefullymanagingcustomer"touchpoints"

thebroadermeaning

customerrelationshipmanagement

istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.

allaspectsofthebroadersense

acquiringkeepinggrowingcustomersTocreatesuperiorcustomervalueandsatisfactionSatisfiedcustomersarelikelytogivethecompanyalargershareoftheirbusiness.Satisfiedcustomersaremorelikelytobeloyalcustomers.RelationshipbBuildingBlocksCustomer-perceivedvalueThecustomer‘sevaluationofthedifferencebetweenallthebenefitsandthecostsofamarketingofferrelativetothoseofcompetingoffers.CustomerValueCustomersoftendonotjudgevaluesandcosts"accurately"or"objectively".Theyactonperceivedvalue.

what'sthe"value"forconsumers?Forexample,areGE'sprofileharmonywashersanddryersworththehigherprice?Tothetargetsegmentofstye-conscious,affluentbuyers,theansweris"yes".Buttomanyconsumers,theansw-erisno.sensibeproductsataffordablepricespayingmoretogetmoreCustomerSatisfactionCustomersatisfactiondependsonthepro-duct'sperceivedperformancerelativetoabuyer'duct'sperformance<expectationsdissatisfiedproduct'sperformance>expectationshighlysatisfiedordelighted*Outstandingmarketingcompaniesgooutoftheirwaytokeepimportantcustomerssatisfied.*Forcompaniesinterestedindelightingcustomers,exceptionalvalueandservicebecomepartoftheoverallcompanyculture.

Forexample,Ritz-Ccarltonranksatornearthetopofthehospitalityindustryintermsofcustomersatisfaction.Itspassionforsatisfy-ingcustomersissummedupinthecompa-ny'scredo,whichpromisesthatitsluxuryhotelswilldeliveratrulymemorableexperience--onethat"enlivensthesenses,instillswell-bing,andfulfillseventheunexpressedwishesandneedsofour"guests".togeneratecustomervalueprofitably.Nthe

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