CUSTOMER

RELATIONSHIP

LESSON 2
 • SIMPLY SELLING A PRODUCT TO CUSTOMERS IS NOT GOOD
MARKETING.

• IN MARKETING, THERE MUST ALWAYS BE CUSTOMER

SATISFACTION, NO BUYER’S REMORSE, AND CONSISTENT
REPEAT PURCHASES.
RELATIONAL • THE CONCEPT OF “SUKI” REFLECTS CUSTOMER LOYALTY, A
MARKETING RELIABLE WAY OF EVALUATING CUSTOMER SATISFACTION.

• RELATIONAL MARKETING IS NOT JUST ABOUT GOOD

MARKETING. IT WILL NOT WORK IF THE PRODUCT OR SERVICE
IS NOT RELEVANT TO THE CONSUMERS, SO PRODUCT AND
SERVICE NEEDS UPDATING PERIODICALLY.
 • CUSTOMER SATISFACTION COMES AFTER TRIAL OF
THE PRODUCT/SERVICE.

• CUSTOMER LOYALTY COMES AFTER THE REPEAT

CUSTOMER PURCHASE.

• A GOOD INDICATOR OF CUSTOMER SATISFACTION IS

SATISFACTION AND THEIR WILLINGNESS TO BUY AGAIN AS WELL AS TO
LOYALTY RECOMMEND TO OTHERS.

• A GOOD INDICATOR FOR CUSTOMER LOYALTY IS THE

UNWILLINGNESS TO CHANGE BRAND WHEN THERE IS
AN OUT-OF-STOCK SITUATION.
 1. FUNCTIONAL BENEFIT - THIS BENEFIT EXPLORES WHICH KIND
OF BENEFITS YOUR PRODUCT OR SERVICE FEATURES HAVE. 
2. EMOTIONAL BENEFIT - THIS BENEFIT CONSIDERS HOW THE
CONSUMERS FEELS ABOUT YOUR BRAND.
4 BRAND 3. SOCIAL BENEFIT – IT TAKES INTO CONSIDERATION HOW
BENEFITS CUSTOMERS WANT TO BE PERCEIVED BY OTHERS WHEN
USING A PRODUCT OR SERVICE.
4. ECONOMIC BENEFIT – TO THE CONSUMERS, THE RIGHT PRICE
IS NO MORE THAN THE PERCEIVED VALUE. THE HIGHER THE
TOTAL BENEFITS, THE HIGHER THE PRICE CAN COMMAND.
 FOUR BRAND BENEFITS
Functional Benefit Why should I buy your product/service?

Emotional Benefit How will I feel when I own and use the product or
service?

Social Benefit How will others perceive me when I use your product
or service?

Economic Benefit Why is your offer priced that way it is?

 • THE CONCEPT OF CUSTOMER LIFETIME VALUE
(CLTV) ALLOWS FIRMS TO LOOK AT CUSTOMERS
NOT ON TRANSACTIONAL MODE BUT ON
RELATIONSHIP MODE.
THE VALUE OF
• EX: A COFFEE SHOP LIKE STARBUCKS MAY SELL A
CUSTOMERS CUP OF COFFEE FOR 150 PESOS PER
TRANSACTION, BUT IF A LOYAL CUSTOMER VISITS
THEM 5 DAYS A WEEK FOR THE NEXT 20 YRS, THE
CLTV IS AS HIGH AS 780,000.
RELATIONSHIP DEVELOPMENT STRATEGIES

• THERE ARE MANY WAYS TO DEVELOP A GOOD RELATIONSHIP WITH CUSTOMERS. FIVE OF THE MOST POPULAR
WAYS ARE:
1. TECHNOLOGY
2. VALUE CHAIN EXCELLENCE
3. FRONTLINE EXCELLENCE
4. ACCOUNT SEGMENTATION
5. CO-OPETITION: ALLIANCES AMONG COMPETITION
RELATIONSHIP DEVELOPMENT STRATEGIES

1. TECHNOLOGY
EX: MICROSOFT HOLOLENS HEADSET CAN NOW BE USED TO NOT JUST DIFFERENTIATE AN AIRLINE’S SERVICE
BUT TO ALSO CREATE A UNIQUE CUSTOMER EXPERIENCE
RELATIONSHIP DEVELOPMENT STRATEGIES

2. VALUE CHAIN EXCELLENCE

• EMPLOYEES IN ANY COMPANY MUST REALIZE THAT CUSTOMER SATISFACTION IS THE JOB OF EVERYBODY, AND
THAT A CHAIN IS AS STRONG AS ITS WEAKEST LINK.
RELATIONSHIP DEVELOPMENT STRATEGIES

3. FRONTLINE EXCELLENCE
• HAPPY AND EMPOWERED EMPLOYEES MAKE HAPPY CUSTOMERS, SO THERE IS A NEED TO LOOK INTO INTERNAL
PEOPLE, PROCESSES, POLICIES AND PRACTICES WHILE FORMULATING PLANS FOR EXTERNAL CUSTOMERS.
• NEVER OVERPROMISE! YOU MIGHT END UP HAVING NOTHING. IT IS BETTER TO UNDER PROMISE AND OVER
DELIVER THAN OVER PROMISE AND UNDER DELIVER.
RELATIONSHIP DEVELOPMENT STRATEGIES

4. ACCOUNT SEGMENTATION
• PROGRESSIVE COMPANIES SEGMENT THEIR CLIENTS. THE BIGGER
THE BUSINESS, THE HIGHER THE SUPPORT LEVEL.
• EX: IN SHOPWISE, THERE IS AN ELITE LANE, WHILE SM HAS THEIR
PRESTIGE LANE
RELATIONSHIP DEVELOPMENT STRATEGIES

5. CO-OPETITION: ALLIANCES AMONG COMPETITION

• IS THE ACT OF COOPERATION BETWEEN COMPETING COMPANIES; BUSINESSES THAT ENGAGE IN BOTH
COMPETITION AND COOPERATION ARE SAID TO BE IN COOPETITION. CERTAIN BUSINESSES GAIN AN ADVANTAGE
BY USING A JUDICIOUS MIXTURE OF COOPERATION WITH SUPPLIERS, CUSTOMERS, AND FIRMS PRODUCING
COMPLEMENTARY OR RELATED PRODUCTS.
THANK YOU
QUESTIONS?