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Building Customer Satisfaction Through Quality, Service, & Value

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Presentation on theme: "Building Customer Satisfaction Through Quality, Service, & Value"— Presentation transcript:

1 Building Customer Satisfaction Through Quality, Service, & Value
Otterbein College Winter 2000

2 Chapter Content Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profitability Total quality management 4/22/2017

3 Determinants of Customer Delivered Value
Image value Personnel value Services value Product value Total customer value Customer delivered value Monetary cost Time cost Energy cost Psychic cost Total customer cost 4/22/2017

4 Satisfaction is... ...a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations. 4/22/2017

5 High Performance Business
Stake- holders Set strategies to satisfy key... Processes By improving critical business... Resources Organization and aligning... 4/22/2017

6 The Generic Value Chain
Firm infrastructure Margin Human resource management Support Activities Technology Development Procurement Serv- ice Inbound Logistics Opera- tions Out- bound Market- ing and sales Primary Activities 4/22/2017

7 Levi Strauss’ Value-Delivery Network
Sears (Retail) Levi’s (Apparel) Order Customer Du Pont (Fibers) Milliken (Fabric) Competition is between networks, not companies. The winner is the company with the better network. 4/22/2017

8 Satisfied Customers: Are loyal longer
Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs 4/22/2017

9 Levels of Relationship Marketing
High margin Medium Low Many customers/ distributors Medium number of Few Accountable Reactive Basic or reactive Proactive Accountable Reactive Accountable Proactive Partnership 4/22/2017

10 Customer Development Partners Advocates Clients Repeat customers
Inactive or ex-customers Partners Advocates Clients Repeat customers First-time Suspects Prospects Disqualified prospects 4/22/2017

11 Customer/Product Profitability Analysis
Customers P1 Highly profitable product P2 Profitable P3 Losing P4 Mixed-bag Products + + + + - - + - High profit customer Mixed-bag customer Losing customer 4/22/2017

12 Competitive advantage
The Profit Triangle Value creation Competitive advantage Internal operations Profit 4/22/2017

13 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. #1 4/22/2017

14 Chapter 3 Winning Markets: Market-Oriented Strategic Planning
Next... Chapter 3 Winning Markets: Market-Oriented Strategic Planning 4/22/2017

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