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  • 02 Building Customer Satisfaction Value and Retention Lite

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    This document discusses building customer satisfaction, value, and retention. It defines value as the benefits offered by producers to consumers and benefits sought by consumers. Providing value to customers is important to ensure their needs are met or exceeded, leading to satisfaction and positive perceptions. Strategies to create and deliver value include understanding customer expectations, measuring satisfaction levels through surveys and secret shopping, analyzing complaints and lost customers, and redefining value over time as needs change. The document also discusses the importance of customer retention programs that engage customers through loyalty programs, databases, communities, and complaint resolution to maintain relationships.

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    02 Building Customer Satisfaction Value and Retention Lite

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    This document discusses building customer satisfaction, value, and retention. It defines value as the benefits offered by producers to consumers and benefits sought by consumers. Providing value to customers is important to ensure their needs are met or exceeded, leading to satisfaction and positive perceptions. Strategies to create and deliver value include understanding customer expectations, measuring satisfaction levels through surveys and secret shopping, analyzing complaints and lost customers, and redefining value over time as needs change. The document also discusses the importance of customer retention programs that engage customers through loyalty programs, databases, communities, and complaint resolution to maintain relationships.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    281 views16 pages

    02 Building Customer Satisfaction Value and Retention Lite

    Uploaded by

    kennyfitelia
    This document discusses building customer satisfaction, value, and retention. It defines value as the benefits offered by producers to consumers and benefits sought by consumers. Providing value to customers is important to ensure their needs are met or exceeded, leading to satisfaction and positive perceptions. Strategies to create and deliver value include understanding customer expectations, measuring satisfaction levels through surveys and secret shopping, analyzing complaints and lost customers, and redefining value over time as needs change. The document also discusses the importance of customer retention programs that engage customers through loyalty programs, databases, communities, and complaint resolution to maintain relationships.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 16

    Building Customer Satisfaction, Value

    and Retention

    Sumber Bacaan
    Kotler dan Keller, Prinsip-prinsip Pemasaran, Prentice Hall, 2009
    Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007

    Peta Pembelajaran
    Creating Value, Satisfaction & Retention
    Definisikan
    value
    Samakan
    persepsi

    Databas
    e

    Customer
    service

    Program

    Creating
    value

    Quiz

    Comunit
    y
    etc

    Value
    Delivery ?

    Customer
    retention strategy

    Impact !

    Custmr
    stisfaction

    Marketing strategy

    How to know

    Finding (Result)

    Complain &
    Suggestion

    C. Satf.
    Surveys

    Measure

    Lost customer
    analysis

    Ghost
    shopping

    Scale, Indicator,
    etc

    Mrketing
    Research

    Value
    What is value?

    Value
    Value ?
    Manfaat yang ditawarkan oleh produsen ke
    knsumen
    Manfaat yang dicari oleh konsumen

    Mengapa kita harus memberikan value


    kepada konsumen?
    Benefit < Cost = Negative Unsatisfied
    Benefit = Cost Satisfied
    Benefit > Cost Positive Delight

    Marketing oriented Customer Satisfaction


    Kenapa harus
    dikasih Value ?

    Value
    Consumers
    Loyalty
    How

    Value

    Became

    Why
    Increased
    Expectation

    Retention

    Fullfiled their
    expectation

    Satifaction

    Repurchasing
    Then

    If not ?
    Not satisfy

    Value
    Added

    Value

    Competitive
    Adventage

    Bagaimana membuat nilai tambah?


    Definisikan dulu value-nya
    eg : nyaman, nyaman itu apa ?, bagus, bagus itu apa?,
    enak, enak seperti apa?

    Samakan persepsi Anda dengan persepsi konsumen


    Cari tahu, penting atau tidak bagi konsumen?.
    Berapa biaya (pengorbanan) untuk merealisasikannya?
    Realisasikan value tersebut
    Berikan nilai pelanggan yang tertinggi benefit yang
    didapatkan
    Perlu ada benchmarking dengan pesaing

    Ukur hasil dari value tersebut, apakah menguntungkan


    bagi perusahaan?. Jika tidak, definisikan ulang.
    LG-Smart TV

    Value Re-Definition
    Terkadang,
    seiring
    perjalanan
    waktu; value
    yang diberikan
    konsumen tidak
    akan sama dari
    value
    sebelumnya

    Satisfaction

    Time
    Past

    Present
    Same
    value

    Value

    N&W
    terpuaska
    n
    Satisfactio
    n

    New
    value

    Give

    Give

    Compan
    y
    Effort

    Re-crea
    ting
    Not
    satisfaction
    Why ?

    Find
    out

    Change

    Redefi
    nition

    Customer Satisfaction

    Customer Satisfaction
    Feedback

    Ekspektasi

    Produk

    Jawaban

    Result
    Market
    Feedback
    Delight
    Pertahanka
    n

    Satisf

    Company

    Evaluasi

    Unsatis
    f

    Tingkatkan

    Result

    How to know
    Customer Satisfaction
    Complaint and suggestion systems
    S.O.P Complain and suggestion system (IP-O, Metodh, PIC, Feedback)
    S.O.P Complain Handling

    Customer satisfaction surveys


    Measure our product performance (visible
    metodh)

    Ghost shopping
    Measure our product performance (invisible
    metodh)

    Lost Customer analysis


    Reason ?, Where ?, Change behaviour ?, etc

    Customer Retention

    Customer Retention

    Customer Retention : adalah aktivitas yang dilakukan


    perusahaan dalam rangka agar konsumen tidak beralih ke merek
    lain

    Aktivitas ini untuk membentuk Customer Engagement

    Aktivitas ini tercermin dalam program dan strategi


    Contoh : Potongan harga, kartu keanggotaan, event, etc

    Langkah yang diambil dalam Customer Retention Program


    Budaya perusahaan. Eg : budaya di maskapai penerbangan
    Differensiasi. Eg : berikan sesuatu yang unik
    Database konsumen. Eg : profil dan perilaku konsumen
    Komunitas. Eg : Produsen otomotif, touring
    Kontrol internal. Eg : Perlakuan yang sama terhadap karyawan
    Menangani komplain. Eg : tindak lanjut terhadap komplain
    Tempatkan diri sebagai konsumen. Eg : empathy

    Customer Attraction and Retention


    Marketing
    Strategy
    (Marketing
    mix, STP,
    Differentation,
    Value, etc)

    Attracting

    Company

    Marketing
    effort
    Target Market
    Commitment
    Customer
    engaged

    Maintain
    (Program, Database,

    Retain

    Sekian
    Terimakasih

    Latihan
    Mengapa value harus di definisikan
    dan disamakan persepsi-nya dengan
    konsumen?, berikan contoh!
    Berikan contoh, tindakan yang harus
    dilakukan untuk memperlakukan
    konsumen yang tidak puas!

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