CH 5

80/20 rule
no of customer
amount of profit 100
80jon profit de 20tk
20jon profit de 80tk
most profitable customer 20jon
satisfaction related to expectation of customer and performance of product

Determinants of customer perceived value: benefits customer get by buying your

product; total benefit-total cost= perceived value

1. Total customer benefit:

 Product benefit- benefit we get by buying a product
 Services benefit- services associated while buying product and after buying it
 Personnel(employee) benefit- service je dicche she Kemon shei benefit
 Image benefit- manush jon amar purchased jinish dekhe amar shomporke ki
perception ba ki dharona rakhe, the goods im using
2. Total customer cost:
 Monetary cost- tk jacche cost
 Time cost- time spent in buying a product
 Energy cost- energy spent while buying
 Psychological cost- psychic cost; stress/tension eshob nei when we buy sthg

Why customer satisfaction is imp- 5 reasons-

1. satisfied customer stay loyal for a longer period
2. they talk favourably about your product; manushke recommend korbe, tomar profit hobe
3. they can give you suggestions for product and service improvement
4. it costs 5 times more to attract a new customer than satisfying old customer
5. may buy more when company produces new product

Measuring customer satisfaction-

1. Periodic survey- conduct survey to get feedback whether customer are satisfied are not
customer loss rate- ager theke kom customer ashche;

2. Customer loss rate- amount of customer you loose

3. Mystery shoppers- posing oneself(high level executive or hiring a 3rd party person) as a
customer to find out how is the customer service
4. Monitor competitive performance- competitor kemon perform korche shob ber kora to find out
how they are doing, oder position Kemon

Quality- products ability to satisfy a customer

Maximizing customer lifetime value:
1. Customer profitability
2. Customer equity- loyal;lots of customer lagbe
3. Lifetime value- customer ekta product purchase korar jonno sharajibon koto tk use kore

Customer product profitabilty analysis- kon customer, kon product shob cheye beshi
profit de amake
jeita labh hocchena ota ki korbo- ota profitable customer ke deyar try korbo

C1- duita kinche profitable- highly profitable customer

C2- ekta profit, ekta loss- mixed bag customer
C3- ekta profit, ekta losing (shoman shoman hoye gelo) and arekta mixed bad- losing customer
mixed bag kinle kono labh hocchena

Framework for CRM-

1. Identify prospects and customers

2. Differentiate customer by needs and value (customer theke koto profit pacche; can find it by
maintain customer database) to company
3. Interact to improve knowledge- seminar/workshop etc to find out what customer wants
4. Customize for each customer- (customization; jeta customer chachhe and customiraztion; jeta
customer nijer moto kore chay)

CRM strategies-
1. Reduce defection rate- lessen customer loss rate, also goods and services
2. Increase longevity- customer jeno beshi thake
3. Enhance share of wallet- customer er money amar kachei jeno thake

4. Terminate low profit customer-

5. Focus more effort on high profit customer

Customer development process:

1. Suspects- potential customers; segments
2. Prospects- customer searching for info/products; might buy it  disqualified- kinlona;
 First time customer- jara
kinlo

↓ Repeat customer

SLIDE DEKH BE

Using database:
 To identify prospect- diff info use kore customer ke target kora
 To target offers- offer deya
 To deepen loyalty- offer dilo
 To reactivate customers- customer kinchena, keno ota reson ber korte hobe
 To avoid mistakes