Documente Academic
Documente Profesional
Documente Cultură
- Rakesh. N
Assistant Professor,
Dept.Of Management Studies,
Don Bosco Institute Of Technology,
Bangalore
Module-III
Understanding customer expectation
through
market
research
:using
marketing research to understand
customer expectation, types of service
research,
Building
customer
relationship
through
retention
strategies,
market
segmentationProcess & targeting in services,
retention
strategies-Monitoring
relationship, 3 levels of retention
strategies, Market segmentation- basis
and targeting in services.
UNDERSTANDING
CUSTOMER
EXPECTATIONS AND
PERCEPTIONS THROUGH
MARKETING RESEARCH
Measures
Priorities
or
Importance
Includes
Quantitative
Research
Research
Objectives
Includes
Perceptions
and
Expectations
of
Customers
Includes
Measures
of
Loyalty or
Behavioral
Intentions
ost
C
es of
c
n
e
la
Ba Valu ion
Includes
Statistical
and ormat
Validity
Inf
When Necessary
Type of Research
Customer Complaint
Solicitation
Relationship Surveys
Post-Transaction Surveys
Customer Focus Groups
Mystery Shopping of
Service Providers
Employee Surveys
Define Problem
Develop Measurement Strategy
Implement Research Program
Collect and Tabulate Data
Interpret and Analyze Findings
Report Findings
Importance/Performance Matrix
HIGH
High
Leverage
Importance
Attributes to Improve
Attributes to Maintain
Low
Leverage
Attributes to Maintain
LOW
Performance
Attributes to De-emphasize
HIGH
BUILDING
CUSTOMER
RELATIONSHIPS
Relationship Marketing
is a philosophy of doing business that focuses on
keeping and improving current customers
does not necessarily emphasize acquiring new
customers
is usually cheaper (for the firm)--to keep a current
customer costs less than to attract a new one
goal = to build and maintain a base of committed
customers who are profitable for the organization
thus, the focus is on the attraction, retention, and
enhancement of customer relationships
Social benefits:
familiarity
social support
personal relationships
Special treatment
benefits:
special deals
price breaks
Economic benefits:
increased revenues
reduced marketing and administrative
costs
regular revenue stream
Customer Goals of
Relationship Marketing
Enhancing
Retaining
Satisfying
Getting
Employee Loyalty
Quality
Service
STEP 1:
STEP 2:
Develop
Identify
Profiles of
Bases for
Segmenting Resulting
the Market Segments
STEP
3:
Develop
Measures
of Segment
Attractiveness
STEP4:
Select the
Target
Segments
STEP
5:
Ensure that
Segments
Are
Compatible
Stable
Pricing
Bundling and
Cross Selling
Continuous
Relationships
I. Financial
Bonds
Integrated
Information
Systems
IV.
Joint
Structural
Investments
Bonds
Shared
Processes
and
Equipment
Excellent
Quality
and
Value
II.
Social
Bonds
III. Customization
Bonds
Anticipation
/ Innovation
Mass
Customization
Personal
Relationships
Social Bonds
Among
Customers
Customer
Intimacy
SERVICE RECOVERY
Unhappy Customers
Repurchase Intentions
Unhappy Customers Who Dont Complain
9%
37%
19%
46%
54%
Complaints Resolved
70%
82%
Source: Adapted from data reported by the Technical Assistance Research Program.
95%
Take Action
Do Nothing
Switch Providers
Complain to
Provider
Complain to Family
& Friends
Switch Providers
Complain to Third
Party
il
Fa
fe
Sa
e
th
c
vi
r
Se
We
En lcom
co
ura e an
ge d
Co
m
pla
i
nts
Act Quickly
Learn from
ers
Lost Custom
Service
Recovery
Strategies
Le
Re arn f
co rom
ve
ry
Ex
pe
ri
en
ce
s
ea
Tr
om
t
s
Cu
er
i
Fa
rl y
Pricing
High Price
Price Increases
Unfair Pricing
Deceptive Pricing
Inconvenience
Location/Hours
Wait for Appointment
Wait for Service
Figure 7-6
Service Mistakes
Billing Errors
Service Catastrophe
Uncaring
Impolite
Unresponsive
Unknowledgeable
Negative Response
No Response
Reluctant Response
Service
Switching
Behavior
Competition
Found Better Service
Ethical Problems
Cheat
Hard Sell
Unsafe
Conflict of Interest
Involuntary Switching
Customer Moved
Provider Closed
Service Guarantees
guarantee = an assurance of the fulfillment of a
condition (Websters Dictionary)
for products, guarantee often done in the form of a
warranty
services are often not guaranteed
cannot return the service
service experience is intangible
(so what do you guarantee?)
Meaningful
It should guarantee elements of the service that are
important to the customer.
The payout should cover fully the customer's
dissatisfaction.
Service Guarantees
Does everyone need a guarantee?
Reasons companies do NOT offer
guarantees:
guarantee would be at odds with companys image
too many uncontrollable external variables
fears of cheating by customers
costs of the guarantee are too high
Service Guarantees
service guarantees work for companies who are
already customer-focused
effective guarantees can be BIG deals - they put
the company at risk in the eyes of the customer
customers should be involved in the design of
service guarantees
the guarantee should be so stunning that it comes
as a surprise -- a WOW!! factor
its the icing on the cake, not the cake
Thank you