Creating Long-term Loyalty Relationships

(Manajemen Pemasaran: 3)
Dosen:
Farah Oktafani S.E., M.M.
 Customer Value, Satisfaction, and Loyalty
product and sales philosophy

holistic marketing philosophy: strong

customer relationship

Holistic Marketing
• Inform
• Engage
• Energize

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 .1
e 5
r
Fi g u Traditional Organization vs.
Customer-Oriented Organization

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 1. Customer Perceived Value
Customer-perceived value (CPV) is the difference between the prospective customer’s
evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

Customer-
Economic perceived Value

Evaluating

Functional Obtaining

Using

Psychological Disposing
Total Customer Total Customer
Benefit Cost
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 .2 Customer-
e 5
u r perceived
i g value
F
Total customer Total customer
benefit cost

Determinants Product Monetary

of Customer benefit cost

Services Time
Perceived Value benefit cost

Personal Energy
benefit cost

Image Psychological
benefit cost

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 e d
fin
De 2. Satisfaction

A person’s feelings of pleasure or

disappointment that result from
comparing a product’s perceived
performance to (or outcome) to
expectations.
 Customer Satisfaction

Expectations

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Customer Expectations

Previous purchases
Friends advice
Marketers’ / competitors
Expectations

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Monitoring Satisfaction
Influence of
Customer Satisfaction

Measurement
Techniques

Customer
Complaints

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Measurement Techniques
Customer Loss Rate

Mystery Shopper
pose as potential buyers and Periodic Surveys
report on strong and weak points
experienced in buying the
company’s and competitors’
products

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ng by YOUR CUSTOMER'S EXPE
RIENCE (1).mp4

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Influence of Customer Satisfaction
Customer satisfaction • stays loyal longer,
• buys more
• talks favorably to others
Marketing • pays less attention to competing brands
tool • less sensitive to price,
• offers product or service ideas to the
company, and
• costs less to serve than new customers
because transactions can become routine.

Speed of communication
the Internet provides a tool for consumers to
quickly spread both good and bad word of
mouth to the rest of the world

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 Customer Complaints
54% - 70%
5% Buy again if resolved Tell 5
people
Complain
95%
25%
If resolved quickly

Dissatisfied
95% Tell 11
Stop buying people

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 Product and Service Quality

Quality is the totality of features and

characteristics of a product or service
that bear on its ability to satisfy needs.

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Maximizing Customer Lifetime Value

20% of 80% of
Customers Profits

Customers
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 e d
fin
De A Profitable Customer

A person, household, or company that

over time yields a revenue stream
exceeding by an acceptable amount
the company’s cost stream for
attracting, selling, and serving that
customer.
 Customer Relationship Management (CRM)
Customer relationship management (CRM) is the process of carefully managing
detailed information about individual customers and all customer “touch
points” to maximize loyalty.

Personalizing Marketing

Customer Empowerment

Customer Reviews & Recommendations

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Why is retaining existing customers so important?

Acquiring new customers costs

5x more The average company loses

than retaining current customers

10%
Of its customers yearly

Reducing customer defections by 5% can

increase profits from

25% to 85%
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 .4
e 5
u r
i g
F The Marketing Funnel

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 e d
fin
De Customer Loyalty
“A deeply held commitment to rebuy
or repatronize a preferred product or
service in the future despite situational
influences and marketing efforts having
the potential to cause switching
behavior.”
-- Oliver
 Building Loyalty
Interact with customers

Create institutional ties

Develop loyalty programs

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 Databases & Database Marketing
Customer databases
• Name, address, telephone #
• Purchase history
• Demographics
• Psychographics
• Mediagraphics
Data mining

Data Warehouses

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