Principles of Marketing

Third Quarter – Module 2

Customer Relationship:
Customer Service
Customer Relationship
 Relationship Marketing
Is a form of marketing developed from direct response marketing campaigns that
emphasizes customer retention and satisfaction rather than sales transactions.
It differentiates from other forms of marketing in that it recognizes the long-
term value of customer relationships and extends communication beyond
intrusive advertising and sales promotional messages. With the growth of the
Internet and mobile platforms, relationship marketing has continued to evolve
as technology opens more collaborative and social channels such as tools for
managing relationships with customers that go beyond demographics and
customer service data collection. Relationship marketing extends to include
inbound marketing, a combination of search optimization and strategic
content, public relations, social media and application development.
 Customer
is a person or organization that transacts with a business person or business
organization to buy goods or services for monetary or other valuable considerations.
Acquiring and keeping customers is the end goal of businesses because customers
create demand. Through customers' purchases, organizations are able to cover
manufacturing costs, operating expenses, and generate profits. Because businesses
have to be sustainable, products or services are not expected to be purchased only
once. They need to be purchased over and over again in order to maintain profitable
and sustainable operations.
Customer Service
Is the process of ensuring customer satisfaction with a
product or service. Customer service can take on many forms
- salesperson, product delivery, technical advice, help desks,
or other means. It involves activities designed to enhance
customer satisfaction, or the perception that a product has met
or exceeded expectations. This perception can be shaped and
influenced by the level and type of Good customer service
can lead customers to perceive the value offered as superior
over its competitors. This is because a customer not only buys
a product or pays for a service, but also the entire purchase or
shopping experience.
Customer Service
The value of customer service is evident in the local setting.
Call center representatives is one of the most in demand jobs
in the Philippines where they assist customer with online
transactions and/or reservations, product information and
many others via telecommunications.

It is important to know the customers' feedback from using

their product as well as their competitors' product. That us
why organizations provide platforms for the customer'
feedback.
 Managing Customer Service
Quality
Maintaining high levels of customer service quality may be challenging
due to variability of service. In order to ensure the consistency of customer
service quality, organizations conduct rigid customer service training and
assess periodically how services will be delivered. This assessment can result
in the identification of customer service problems, areas of improvement, and
current levels of customer satisfaction.

Maintaining customer service quality is important. Disgruntled

customers tend to tell others about a bad service experience more often than a
pleasant one. This can lead to deterioration of the organization's image. It
shall be perceived as being unable to deliver the level of service expected by
customers.
Managing Customer Service Quality

Companies can best manage customers' service quality by:

• Establishing service objectives with specific and measurable targets
• Committing sufficient organization resource towards the
achievement of these targets
•Collecting customer feedback on service quality regularly
• Reviewing target accomplishment
• Identifying customer service weakness and connecting them
Organization must constantly bear in mind thar it is better to exceed
customers service expectations than to simply fulfil or underachieve
them.
Managing Customer Service Differentiation

How can organizations make their customer service stand out? How can they protect
their services from being duplicated by competitors? For physical products,
differentiation can be easily undertaken and protected through patents. This is,
however, not the case with services.

Customer-centered organizations can differentiate their customer service through:

(1) the development and training of competent customer contact personnel and
(2) designing and implementing a superior service delivery environment and process.

Organizations should continuously improve their customer service. An intimate

knowledge and understanding of customer needs and wants can lead to effective
customer service that can result in long-term customer loyalty.
 Managing Customer Service Differentiation
The following are some of the more popular customer service practices in the Philippines:
Customer Service Practice Practicing Organization(s)
Free delivery Most restaurants and fast food chains

Automated in-home ordering system Some supermarkets and drugstores

Free gift wrapping/plastic book jacket Some department stores and bookstores

Merchandise/document pick-up Selected courier services

Free parking Some churches and religious organizations

Valet parking Some hotels and resorts

Reservations, instalment plans Some large department stores, bookstores

Complimentary refreshments, waiting lounge Most car dealership

Help desk, touch phone access, 24-hour Most utility firms and telecommunication firms
customer hotline
Free appliance installation Most appliance stores
Scheduled floral bouquet delivery Some flower shops
Drive-Through Most fast food outlets
Free-alterations on garments Selected apparel retailers
Complimentary massage Some barbershops and salons
 Customer Relationship Management

At its core, customer relationship management (CRM) is all of the

activities, strategies, and technologies that companies use to manage
their interactions with their current and potential customers. A saying
frequency heard and said in many businesses is "customers is king."

CRM helps businesses build a relationship with their customers

that, in turn creates loyalty and customer retention. Since customer
loyalty and revenue are both qualities that affect a company's revenue,
CRM is a management strategy that results in increased profits for a
business. Its core, a CRM tool creates a simple user interface for a
collection of data that helps businesses recognize and communicate with
a customers in a scalable way.
 Customer Relationship Management

Initially, marketing companies create and maintain customer databases that record and keep the
following information :customer names, birth dates, contact numbers and physical and email addresses. The
information Progresses to include customers buying history and behavior (I.e., what they buy, when and where
they buy, in what quantities and prices, and their responses to sales promotion efforts).

While most consumers may not be able be willing to share personal information, products retailers
utilize different strategies to coax costumers into sharing. A common practice is through a shoppers club.
Benefits of joining the club include earning points on purchases or participating in a store contest. The customer
swipes his membership card at the check out counter every time he/she shops this updates his/her purchasing
history. The information can yield customers purchased value, preferences and buying habits, among others.
 Customer Lifetime Value
This is the customer lifetime value, or CVL. This digital marketing
KPI underscores the importance of nurturing healthy relationships
over the long term. Weigh factors like average size and number of
purchases against the cost of acquiring them.

CVL can be measured using the formula:

CVL=(PV) (RP) (RT)
Where :PV is the average peso value of a sale to a particular
customer or customer group

RP is the repeat purchase in a year

RT is the retention time in months or years
CVL is the customer lifetime value
 Customer Lifetime Value
For example, an athlete who spends P2,000.00 for every visit to a spa and goes to
the spa twice a month for an expected time period of five years would have a CVL
computed as:

Let PV= P2,000.00

RP= 24 (twice a month for 1 year)
RT=5
CVL= ?

CVL= (PV) (RP) (RT)

=(2000)(24)(25)
=P240,000.00

The athlete’s Customer Lifetime Value is P240,000.00

 Summary
Relationship marketing- is a form of marketing developed from direct response marketing
campaigns that emphasizes customer retention and satisfaction rather than sales
transactions.
Customer- is a person or organization that transacts with a business person or business
organization to buy goods or services for monetary or other valuable considerations.
Costumer Service- it is the process of ensuring customer satisfaction with a product or
service
Managing Customer Service Quality- It is important. Disgruntled customers tend to tell
others about a bad service experience more often than a pleasant one.
Managing Customer Service Differentiation- Organizations should continuously improve
their customer service. An intimate knowledge and understanding of customer needs and
wants can lead to effective customer service that can result in long-term customer loyalty.
Customer Relationship Management- it is all of the activities, strategies, and technologies
that companies use to manage their interactions with their current and potential customers.
Customer Lifetime Value- it is the forecasted sales or profits that a company can derive
from the entire span of its future relationship with a particular customer.
 Konkurrenzanalyse

Neptun Saturn Venus

Die Venus ist fast so groß wie Er besteht aus Wasserstoff Die Venus hat einen schönen
die Erde Namen
 Marktsegmentierung
20% 10%
Jupiter Venus
Jupiter ist der größte Ist ein Gasriese und der
Planet größte Planet

30% 40%
Mars Mercury
Obwohl er rot ist, ist Mars Obwohl er rot ist, ist Mars
sehr kalt Folge dem Link in das Diagramm, um die Daten zu sehr kalt
ändern und füge dann das neue hier ein.Für mehr Infos,
klicke hier
Unsere Strategie
Phase 1 Phase 3
Die Venus ist fast so groß Die Venus hat einen schönen
wie die Erde Namen

01 02 03 04

Phase 2 Phase 4
Obwohl er rot ist, ist der Der Merkur ist der
Mars sehr kalt sonnennächste Planet
Beschreibung des Produkts

120 890
Jupiter Venus
Ist ein Gasriese und der Ist ein Gasriese und der
größte Planet größte Planet

200 543
Merkur Mars
Der Merkur ist der kleinste Obwohl er rot ist, ist der
Planet Mars sehr kalt
Pricing

Basic Pro

10,000$ 50,000$
Die Venus hat einen schönen Namen Die Erde ist der dritte Planet von der
und ist der zweite Planet von der Sonne aus gesehen und der einzige,
Sonne. Sie ist fast so groß wie die der Leben beherbergt. Das ist der Ort
Erde
Logistik
Hersteller

Wholesaler

Einzelhändler Einzelhändler

Kunden Kunden Kunden

Die Venus hat einen Obwohl er rot ist, ist der Saturn besteht aus
schönen Namen Mars sehr kalt Wasserstoff
Ein bild sagt mehr als tausend Worte
Unsere Werbung

Radio
Die Erde ist der dritte Planet
von der Sonne aus gesehen
Multimedia und der einzige mit Leben Press
Die Venus hat einen schönen Jupiter ist ein Gasriese und
Namen und ist der zweite der größte Planet in unserem
Planet von der Sonne Sonnensystem
Werbekampagne 1

Budget Channel
$20,000 Multimedia

Beschreibung Ziele

Merkur ist der kleinste Jupiter ist der grösste Die Venus is wirklich
Planet Planet warm
Werbekampagne 2

Budget Channel

$20,000 Multimedia

Beschreibung Ziele

Die Venus hat einen Die Erde ist der dritte

schönen Namen und ist der Planet von der Sonne aus
zweite Planet gesehen
Pr Outreach

Soziale Medien Key Messages

Die Venus hat einen Jupiter ist der größte
schönen Namen und ist Planet des
Sonnensystems
35% 20%

Die Erde ist der dritte Jupiter ist ein Gasriese

Planet von der Sonne und der größte Planet
30% 15%
 9h 56m 23s
ist Jupiter's Rotationsdauer

333,000.000
Erden passen in die Sonne

386,000 km
ist der Entfernung zwischen Erde und Mond
Budget Allocation

Merkur Venus Mars

Social Media $3,100 $400 $1,300

Radio $600 $200 $100

Influencers $800 $2,500 $700

Voraussichtliche Reichweite
Venus
Die Venus ist ein
Gesteinsplanet

Mars
Der Mars ist eigentlich sehr
kalt

2019 2020 2021

Mercury
Folge dem Link in das Diagramm, um die Daten zu Der Merkur ist der
ändern und füge dann das neue hier ein. Für mehr Infos, sonnennächste Planet
klicke hier
Unser Team

Timmy Jimmy Jenna Doe

Hier kannst du über diese Person Hier kannst du über diese Person
sprechen sprechen
Mockups

Tablet Computer Handy

Du kannst das Bild auf dem Du kannst das Bild auf dem Du kannst das Bild auf dem
Bildschirm durch dein eigenes Bildschirm durch dein eigenes Bildschirm durch dein eigenes
Werk ersetzen Werk ersetzen Werk ersetzen
 Danke!
Gibt es noch Fragen?

[email protected]
+39 620 421 838
yourcompany.com

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