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  • Course Figures

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    Moreau Laura
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    The document discusses customer relationship management (CRM) and improving customer satisfaction and retention to increase profitability. It outlines a model where increased customer satisfaction leads to greater customer retention and loyalty, which then leads to greater revenue and profits. The document also mentions administering customer satisfaction surveys, analyzing the results, communicating findings, and using insights to strengthen areas of weakness.

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    Marketing figures

    Original Title

    COURSE FIGURES

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    The document discusses customer relationship management (CRM) and improving customer satisfaction and retention to increase profitability. It outlines a model where increased customer satisfaction leads to greater customer retention and loyalty, which then leads to greater revenue and profits. The document also mentions administering customer satisfaction surveys, analyzing the results, communicating findings, and using insights to strengthen areas of weakness.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    6 views11 pages

    Course Figures

    Uploaded by

    Moreau Laura
    The document discusses customer relationship management (CRM) and improving customer satisfaction and retention to increase profitability. It outlines a model where increased customer satisfaction leads to greater customer retention and loyalty, which then leads to greater revenue and profits. The document also mentions administering customer satisfaction surveys, analyzing the results, communicating findings, and using insights to strengthen areas of weakness.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 11

    CRM Dimensions

    Customer Acquisition, Relationship Duration, and Customer Profitability


    B. Value to the Company
    Improving product and service attributes an improvement
    in customer satisfaction.

    Increased customer satisfaction i.e. increased value for the


    customer is expected to lead to greater customer retention (i.e.
    a proxy of loyalty), which then is expected to lead to greater
    profitability or value from the customer.
    Product
    Performance

    Service Customer Retention/ Revenue/


    performance satisfaction Loyalty Profit

    Employee
    performance

    Value for the Customer Value from the Customer


    3. Ways to measure Customer Satisfaction
    4. Administer the survey:
    5. Analyze the results

    6. Communicate the results


    ….
    7. Know your strengths and
    weaknesses
    3. Drivers of Loyalty Program Effectiveness
    5. Overview of Loyalty
    CRM: Levels of relationship intensity
    Many CRM goals refer to customer loyalty

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