5

Creating Customer Value,

Satisfaction,
and Loyalty

Marketing Management, 13th ed

 Chapter Questions
• Apakah arti dari nilai, kepuasan dan loyalitas
pelanggan dan bagaiaman cara perusahaan
menghantarkan ketiga hal tersebut?
• Apakah arti nilai seumur hidup pelanggan dan
bagaiaman cara pemasara memaksimalkannya?
• Bagaimana perusahaan dapat mengembangkan
hubungan pelanggan yang kuat?
• Bagaimana perusahaan dapat menarik sekaligus
mempertahankan pelanggan?
• Apakah arti pemasaran database itu?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-2
 Ritz Carlton - Famous for its
Exceptional Service
• ” kami adalah para pria
dan Wanita terhormat
yang melayani para
pria dan Wanita
terhormat”
• https://www.ritzcarlton.c
om/

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Perbandingan organisasi tradisional dan organisasi
modern yg berpusat pada pelanggan

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 What is Customer Perceived Value?

Customer perceived value adalah

selisih antara penilaian pelanggan
prospektif atas semua manfaat dan
biaya dari suatu penawaran terhadap
alternatifnya.

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 Figure 5.2 Determinants nilai yang
dipersepsikan pelanggan

Total customer benefit Total customer cost

Product benefit Monetary cost

Services benefit Time cost

Personal benefit Energy cost

Image benefit Psychological cost

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 Steps in a Customer Value Analysis
• Mengidentifikasi atribut dan manfaat utama
yang dinilai pelanggan (pelanggan akan
ditanya: tingkat atribut, manfaat dan kienrja
dalam memilih produk dan penyedia layanan).
• Menilai arti penting kuantitatif dari atribut dan
manfaat yang berbeda
• Menilai kinerja perusahaan dari pesaing
berdasarkan nilai pelangan yang berbeda dan
membandingkan dengan peringkat arti
pentingnya
• Mengamati nilai pelanggan sepanjang waktu

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 What is Loyalty?

Adalah perasaan senang atau

kecewa seseorang yang timbul
karena membandingkan kinerja yang
dipersepsikan produk terhadap
ekspektasi mereka.

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 Merek teratas dalam loyalitas
pelanggan
• Avis • Land’s End
• Google • Coors
• L.L. Bean • Hyatt
• Samsung (mobile • Marriott
phones) • Verizon
• Yahoo! • KeySpan Energy
• Canon (office • Miller Genuine Draft
copiers) • Amazon

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 The Value Proposition
• Proposisi terdiri dari sekumpulan manfaat
yang dijanjikan perusahaan untuk
menghantarkan proposisi nilai melebihi
positioning inti penawaran.
• Proposisi adalah : pernyataan tentang
pengalaman ayang akan di dapatkan
pelanggan dari penawaran pasar perusahaan
• Contoh proposisi niai Volvo adalah
“KEAMANAN” tetapi pembeli dijanjikan lebih
dari sekedar mobil yang aman, manfffat lain
meliputi mobil tahan lama,pelanyanan yang
baik dan periode jaminan yang panjang

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-10

 Raising Customer Expectations

• Jole de vavire Inc. hotel, butik,

restoran dan resor di San Fransisco.
Dekorasi unik fasilitas khusus dan
gaya tematiknya sering kali diddarkan
pada majalah2 popular

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 Measuring Satisfaction

Survey
Survey Berkala
Berkala

Tingkat
Tingkat Kehilangan
Kehilangan Pelanggan
Pelanggan

Pembeli
Pembeli Misteri
Misteri

Memantau
Memantau Kinerja
Kinerja Kompetitif
Kompetitif

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 J.D. Power Rates
Customer Satisfaction

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 What is 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.

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 Maximizing Customer Lifetime Value

Customer
Profitability

Customer Lifetime
Equity Value

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 Figure 5.3 The 150–20 Rule

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 Figure 5.4 Customer-Product
Profitability Analysis

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 Estimating Lifetime Value

• Annual customer revenue: $500

• Average number of loyal years: 20
• Company profit margin: 10
• Customer lifetime value: $1000

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 What is Customer Relationship
Management?

CRM is the process of carefully

managing detailed information about
individual customers and all customer
touchpoints to maximize
customer loyalty.

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 Framework for CRM

Identify prospects and customers

Differentiate customers by needs

and value to company

Interact to improve knowledge

Customize for each customer

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 Harrah’s
targets
hundreds of
segments

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 CRM Strategies

Reduce
Reduce the
the rate
rate of
of defection
defection

Increase
Increase longevity
longevity

Enhance
Enhance “share
“share of
of wallet”
wallet”

Terminate
Terminate low-profit
low-profit customers
customers

Focus
Focus more
more effort
effort on
on high-profit
high-profit
customers
customers

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-22

 Focus
on
CRM

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 Customer Retention

• Acquisition of customers can cost five times

more than retaining current customers.
• The average customer loses 10% of its
customers each year.
• A 5% reduction to the customer defection
rate can increase profits by 25% to 85%.
• The customer profit rate increases over the
life of a retained customer.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-24

 Figure 5.5 The Customer
Development Process
Suspects

Prospects Disqualified

First-time Repeat
customers customers Clients Members

Partners
Ex-customers

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 Creating Customer Evangelists

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 Steps for Creating
Customer Evangelists
• Customer plus-delta
• Napsterize your knowledge
• Build the buzz
• Create community
• Make bite-size chunks
• Create a cause

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 Database Key Concepts

• Customer • Business
database database
• Database • Data warehouse
marketing • Data mining
• Mailing list

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 Using the Database

To
To identify
identify prospects
prospects

To
To target
target offers
offers

To
To deepen
deepen loyalty
loyalty

To
To reactivate
reactivate customers
customers

To
To avoid
avoid mistakes
mistakes
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-29
 Don’t Build a Database When

• The product is a once-in-a-lifetime

purchase
• Customers do not show loyalty
• The unit sale is very small
• The cost of gathering information is too
high

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-30

 Perils of CRM

• Implementing CRM before creating a

customer strategy
• Rolling out CRM before changing the
organization to match
• Assuming more CRM technology is
better
• Stalking, not wooing, customers

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-31

 Marketing Debate
 Online vs. Offline Privacy?

Take a position:
1. Privacy is a bigger issue in the
online world than in the offline world.
or
2. Consumers receive more benefit
than risk from marketers knowing
their personal information.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-32
 Marketing Discussion

 Choose a business and show how

you would go about developing a
quantitative formulation that captures
the concept of customer lifetime value.

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