Sesi 4 MP1 Nilai Kepuasan dan Loyalitas Pelanggan

CREATING LONG-
TERM LOYALTY
RELATIONSHIPS
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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?
Building Customer Value,
Satisfaction, and Loyalty
 Figure 5.1

 Customer-perceived value (CPV)
 The difference between the prospective customer’s

evaluation of all the benefits and costs of an offering
and the perceived alternatives
 Total customer benefit vs. total customer cost

Figure 5.2
Determinants of CPV

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

 Customer-perceived
value (CPV)
 Choice processes
 Delivering high customer

value
 Loyalty

 Total customer satisfaction
 A person’s feelings of pleasure or disappointment that
result from comparing a product or service’s
perceived performance (or outcome) to expectations

 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
 Periodicsurveys, customer loss rate, mystery shoppers,
J. D. Power’s satisfaction ratings

 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

Maximizing Customer
Lifetime Value
 Customer profitabillity analysis
 Activity-based costing (ABC)

Figure 5.3
Customer-Product Profitability
Analysis

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

Maximizing Customer
Lifetime Value

Maximizing Customer
Lifetime Value

Attracting and Retaining
Customers
 Reducing defection/customer churn
✓ Define and measure retention rate

✓ Distinguish/identify customer attrition causes
✓ Compare lost CLV to reducing defection rate

Customers
 Retention dynamics/marketing funnel

Customers
 Managing the customer base
Reduce
customer
defection
Focus on Increase
high-profit customer
customers longevity
Terminate Share of wallet

low-profit &
customers cross/upselling

Building loyalty
Interact closely with customers
Develop loyalty programs
Create institutional ties

Brand communities
 A specialized community of consumers and
employees whose identification and
activities focus around the brand

Table 5.5
Value Creation Practices
 Social networking • Community
– Welcoming, engagement
empathizing, – Staking,
governing milestoning,
 Impression badging,
management documenting
– Evangelizing, • Brand use
justifying – Grooming,
customizing,
commoditizing
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)

CRM
 Personalizing/permissi
on marketing
 Customer
empowerment
 Customer reviews/
recommendations
 Customer complaints


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CREATING LONG-

Copyright © 2016 Pearson Education Ltd. 5-1

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(46) I Tried McDonalds in Indonesia -

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 The difference between the prospective customer’s

 Total customer benefit vs. total customer cost

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 Delivering high customer

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 Monitoring satisfaction: many companies are

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✓ Define and measure retention rate

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Terminate Share of wallet

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Interact closely with customers

Develop loyalty programs

Create institutional ties

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