Building customer relationships

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Building customer relationships

The most important part of the marketing process is building profitable customer relationships.

Customer relationship management (CRM)

The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Relationship building blocks: customer value and satisfaction

The key to building customer relationships is to have customer value and satisfaction. Satisfied customers are more likely to be loyal.

Customer value: the customer buys from the customer that offers the highest perceived value.

Customer perceived value: the difference between total customer value and total customer cost.

Customers do not judge product values accurately or objectively (perceived value).

Customer satisfaction: the extent to which a product’s perceived performance matches a buyer’s expectations.

Dissatisfaction occurs when the performance of the product falls below expectations while the customer is satisfied if it matches of exceeds customer expectations.

Highly satisfied customers make repeat purchases and tell others about their good experiences with the product.

The purpose of marketing is to generate customer value profitability.

Customer relationship level and tools

A company with low-margin customers will seek to develop basic relationships with them.

In markets with few customers and high margins, companies will want to create full partnerships with key customers.

Companies are developing customer loyalty and retention problems. For example customers offer frequency marketing programs which reward customers who buy frequently or in large quantities.

Another method is club marketing programs which offer members special discounts and encourage member communities.

Companies add structural, financial and social benefits to build customer relationships.

The changing nature of customer relationships

Companies nowadays are building direct and lasting relationships with selected customers.

Relating with more carefully selected customers

Companies are nowadays targeting fewer and more profitable customers. Companies now use customer profitability analysis to target winning customers by pampering them. Once they identify them, firms create attractive offers to capture these customers and earn their loyalty (selective relationship management).

Relating for the long-term

Companies are using CRM to retain current customers and build long-term relationships with them.

Building the right relationships with the right customers

Not all customers are loyal and profitable. Some loyal customers can even be unprofitable. Companies should:

“Keep the consistent big spenders and lose the erratic small spenders”.

Customers can be classified according to their profitability and loyalty:
– Strangers: low profitability and loyalty;
– Butterflies: profitable but not loyal;
– True friends: profitable and loyal;
– Barnacles: loyal but not profitable.

Different types of customers require different relationship management strategies. The goal is to build the right relationships with the right customers.

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relazzjonijiet tal-klijent bini

L-aktar parti importanti tal-proċess ta ‘kummerċjalizzazzjoni hija bini ta’ relazzjonijiet tal-klijent profittabbli.

ġestjoni relazzjoni mal-klijent (CRM)

Il-proċess globali ta ‘bini u jinżammu relazzjonijiet profittabbli klijent billi jikkonsenjaw il-valur tal-klijent superjuri u sodisfazzjon.

blokki tal-bini Relazzjoni: valur tal-klijent u s-sodisfazzjon

Iċ-ċavetta għal bini ta ‘relazzjonijiet tal-klijent huwa li jkun il-valur tal-klijent u s-sodisfazzjon. konsumaturi sodisfatti huma aktar probabbli li jkunu leali.

valur tal-klijent: il-klijent jixtri mill-klijent li joffri l-ogħla valur osservat.

Klijent valur osservat: id-differenza bejn il-valur tal-klijent totali u l-ispiża tal-klijent totali.

Klijenti ma imħallef valuri tal-prodott b’mod preċiż jew oġġettivament (valur osservat).

Sodisfazzjon tal-klijent: il-punt sa liema l-productâ € ™ s perċepita prestazzjoni logħbiet buyerâ € ™ s aspettattivi.

Nuqqas ta ‘sodisfazzjon iseħħ meta l-prestazzjoni tal-prodott jaqa’ taħt l-aspettattivi waqt il-klijent ikun sodisfatt jekk taqbel mat tad taqbeż l-aspettattivi tal-klijenti.

konsumaturi sodisfatti ħafna jagħmlu xiri ripetuti u għid oħrajn dwar l-esperjenzi tajbin tagħhom mal-prodott.

L-iskop ta ‘marketing hu li tiġġenera profittabbiltà valur tal-klijent.

livell relazzjoni mal-klijent u l-għodda

Kumpannija ma ‘klijenti’ marġini baxx se tfittex li tiżviluppa relazzjonijiet bażiċi magħhom.

Fi swieq bi ftit konsumaturi u l-marġini għolja, il-kumpaniji se tkun trid toħloq sħubijiet sħiħa mal-klijenti ewlenin.

Kumpaniji qed jiżviluppaw lealtà tal-klijent u taż-żamma problemi. Per eżempju klijenti joffru programmi ta ‘marketing ta’ frekwenza li l-klijenti li jixtru frekwentement jew fi kwantitajiet kbar premju.

Metodu ieħor huwa marketing programmi klabb li joffru l-membri skontijiet speċjali u jinkoraġġixxu komunitajiet membri.

Kumpaniji żid benefiċċji strutturali, finanzjarji u soċjali biex jibnu relazzjonijiet tal-klijent.

In-natura li qed tinbidel tal relazzjonijiet tal-klijent

Kumpaniji llum huma bini ta ‘relazzjonijiet diretti u dejjiema mal-klijenti magħżula.

Li għandha x’taqsam mal-klijenti magħżula b’aktar reqqa

Kumpaniji llum huma mmirati anqas u aktar profittabbli klijenti. Kumpaniji issa jużaw analiżi tal-profitt klijent li jimmiraw lejn konsumaturi rebbieħa minn pampering minnhom. Ladarba dawn jidentifikawhom, ditti joħolqu offerti attraenti biex jaqbdu dawn il-klijenti u jaqilgħu lealtà tagħhom (ġestjoni relazzjoni selettiva).

Relatata għall-perijodu fit-tul

Kumpaniji qed jużaw CRM li jżommu l-klijenti kurrenti u jibnu relazzjonijiet fit-tul magħhom.

Nibnu r-relazzjonijiet tajbin mal-klijenti dritt

Mhux klijenti kollha huma leali u profittabbli. Xi klijenti leali jista ‘anke jkun mingħajr profitt. Kumpaniji għandhom:

â € œKeep l spenders kbar konsistenti u jitilfu l spendersâ € żgħar erratiku.

Klijenti jistgħu jiġu kklassifikati skond il-profitabbiltà tagħhom u l-lealtà:
– Barranin: profitabilità baxxa u l-lealtà;
– Friefet: profittabbli iżda mhux leali;
– Ħbieb Veru: profitabbli u leali;
– Lepas: leali iżda mhux profittabbli.

Tipi differenti ta ‘klijenti jeħtieġu strateġiji differenti ta’ ġestjoni relazzjoni. L-għan huwa li jinbena-relazzjonijiet tajbin mal-klijenti dritt.


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verhoudings gebou kliënt

Die belangrikste deel van die bemarkingsproses is die bou van winsgewende verhoudings met klante.

Customer Relationship Management (CRM)

Die algehele proses van die bou en instandhouding van winsgewende verhoudings met klante deur die lewering van die beste moontlike waarde en bevrediging.

Verhouding boustene: kliënt waarde en bevrediging

Die sleutel tot die bou van verhoudings met klante is om waarde en tevrede kliënte te hê. Tevrede kliënte is meer geneig lojaal te wees.

Waarde vir die kliënt: die kliënt koop van die kliënt wat die hoogste waargenome waarde bied.

Kliënt waargenome waarde: die verskil tussen totale waarde vir kliënte en totale kliënt koste.

Kliënte nie die produk waardes akkuraat of objektief (waargenome waarde) oordeel.

Klanttevredenheid: die mate waartoe ‘n productâ € ™ s beskou prestasie by ‘n buyerâ € ™ s verwagtinge.

Ontevredenheid ontstaan wanneer die prestasie van die produk val onder verwagting terwyl die kliënt is tevrede as dit ooreenstem met van meer as verwagtinge van die kliënt.

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