C hapter

5
C reating L ong-
Term
Loyalty
Relati onships

5-1
Learning Objectives
1. What are customer value, satisfaction, and
loyalty, and how can companies deliver them?
2. What is the lifetime value of customers, and
how can marketers maximize it?
3. How can companies attract and retain the right
customers and cultivate strong customer
relationships and communities?
4. How do customers’ new capabilities affect the
way companies conduct their marketing?

5-2
 Building Customer Value,
Satisfaction, and
Loyalty
• Figure 5.1

5-3
 Building Customer Value,
Satisfaction, and
Loyalty
• Customer-perceived value (CPV)

– The difference between the prospective

– Total customer benefit vs. total customer

5-5
CUSTOMER VALUE ANALYSIS
1. Identify the major attributes and benefits that customers
value
2. Assess the quantitative importance of the different
attributes and benefits
3. Assess the company’s and competitors’ performances
on the different customer values against their rated
importance
4. Examine how customers in a specific segment rate the
company’s performance against a specific major
competitor on an individual attribute or benefit basis
5. Monitor customer values over time

5-6
 Building Customer Value,
Satisfaction, and
Loyalty
• Customer-perceived
value (CPV)

– Choice processes

– Delivering high
customer
value

– Loyalty 5-7
 Building Customer Value,
Satisfaction, and
Loyalty satisfaction
• Total customer
– A person’s feelings of pleasure or
disappointment that result from comparing a
product or service’s perceived performance
(or outcome) to expectations

5-8
 Building Customer Value,
Satisfaction, and
Loyalty
• Monitoring satisfaction: many companies
are systematically measuring how well
they treat customers, identifying the
factors shaping satisfaction, and changing
operations and marketing as a result
– Periodic surveys, customer loss rate, mystery
shoppers, J. D. Power’s satisfaction ratings

5-9
 Building Customer Value,
Satisfaction, and
Loyalty
• Product and service quality
– Quality is the totality of features and
characteristics of a product or service that
bear on its ability to satisfy stated or implied
needs
– Conformance quality vs. performance
quality
– Impact of quality

5-10
 Maximizing Customer Lifetime
Value
• Customer profitabillity analysis
– Activity-based costing (ABC)

5-11
 Figure 5.3
Customer-Product Profitability Analysis

5-12
 Maximizing Customer Lifetime
Value
• Customer lifetime value (CLV)
– The net present value of the stream of future
profits expected over the customer’s
lifetime purchases

5-13
Maximizing Customer Lifetime
Value

5-14
Maximizing Customer Lifetime
Value

5-15
 Attracting and Retaining
Customers
• Reducing defection/customer churn

 Define and measure retention rate

5-16
 Attracting and Retaining
Customers
• Retention dynamics/marketing funnel

5-17
 Attracting and Retaining
Customers
• Managing the customer base
Reduce
customer

defection
Focus on Increase
high-profit
customer
customers
longevity
Terminate Share of wallet
low-profit &
customers cross/upsellin
g
5-18
 Building loyalty

Interact closely with customers

Develop loyalty programs

Create institutional ties

5-19
 Brand communities
• A specialized community of consumers
and employees whose identification and
activities focus around the brand

5-20
 Table 5.5
Value Creation Practices
• Social networking • Community
– Welcoming, engagement
empathizing, – Staking, milestoning,
governing badging,
• Impression documenting
management • Brand use
– Evangelizing, – Grooming,
justifying customizing,
commoditizing
5-21
 Cultivating Customer
Relationships
• Customer relationship management
(CRM)
– The process of carefully managing detailed
information about individual customers and all
customer “touch points” to maximize loyalty
– Customer value management (CVM)

5-22
 CRM
• Personalizing/permissi
on marketing
• Customer
empowerment
• Customer reviews/
recommendations
• Customer
complaints

5-23
5-24