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    Week 3-4 - Customer Relationship

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    Richard Oliver Cortez
    This document provides an overview of topics to be covered in weeks 3 and 4 of an entrepreneurial marketing course, including customer relationship, relationship marketing, suki marketing, customer satisfaction and loyalty, customer service, customer lifetime value, and cost of customer acquisition. The learning outcomes are to explain customer relationship strategies, customer service strategies, suki marketing concepts, and how to assess customer lifetime value and acquisition costs. Relationship marketing is defined as a strategy to foster long-term customer engagement through information and communication tailored to customer needs.

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    Week 3-4 - Customer Relationship

    Uploaded by

    Richard Oliver Cortez
    33 views49 pages
    This document provides an overview of topics to be covered in weeks 3 and 4 of an entrepreneurial marketing course, including customer relationship, relationship marketing, suki marketing, customer satisfaction and loyalty, customer service, customer lifetime value, and cost of customer acquisition. The learning outcomes are to explain customer relationship strategies, customer service strategies, suki marketing concepts, and how to assess customer lifetime value and acquisition costs. Relationship marketing is defined as a strategy to foster long-term customer engagement through information and communication tailored to customer needs.

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    This document provides an overview of topics to be covered in weeks 3 and 4 of an entrepreneurial marketing course, including customer relationship, relationship marketing, suki marketing, customer satisfaction and loyalty, customer service, customer lifetime value, and cost of customer acquisition. The learning outcomes are to explain customer relationship strategies, customer service strategies, suki marketing concepts, and how to assess customer lifetime value and acquisition costs. Relationship marketing is defined as a strategy to foster long-term customer engagement through information and communication tailored to customer needs.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    33 views49 pages

    Week 3-4 - Customer Relationship

    Uploaded by

    Richard Oliver Cortez
    This document provides an overview of topics to be covered in weeks 3 and 4 of an entrepreneurial marketing course, including customer relationship, relationship marketing, suki marketing, customer satisfaction and loyalty, customer service, customer lifetime value, and cost of customer acquisition. The learning outcomes are to explain customer relationship strategies, customer service strategies, suki marketing concepts, and how to assess customer lifetime value and acquisition costs. Relationship marketing is defined as a strategy to foster long-term customer engagement through information and communication tailored to customer needs.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 49

    Entrepreneurial

    Marketing (ENT 03)


    WEEK 3-4 – Customer Relationship

    Presented By: Dr. Richard Oliver F. Cortez, DBA, FRIBA, AFBE


    Quezon City University
    TOPICS TO BE COVERED FOR WEEK 3:
    • Customer Relationship
    • Relationship Marketing
    • Suki Marketing Customer Satisfaction and Loyalty
    • Customer Service: Treating Customers
    • Barriers to exit Four Brand Benefits Jobs-To-Be-Done The Value of
    Customers
    • Customers lifetime value (CLTV)
    • Cost of Customer acquisition (COCA)
    LEARNING OUTCOMES:

    By the end of semester, the students will be able to:


    • Explain how to develop the different customer relationship strategies
    and the successful customer service strategies
    • Determine the essence of customer relationship in delivering
    satisfaction and good service to the customers.
    • Explain the concept of “SUKI” marketing.
    • Interpret how customers should want to be treated
    • Assess the process of getting the customer lifetime value and cost of
    customer acquisition
    Relationship marketing is a strategy
    designed to foster customer loyalty,
    interaction and long-term engagement.
    It is designed to develop strong
    connections with customers by
    providing them with information
    directly suited to their needs and
    interests and by promoting open
    communication.
    Suki, is not simply a popular moniker among
    market folk. It is essentially a buddy system
    of doing business in the Philippines,
    wherein a customer buys certain products
    from a particular vendor, who in turn offers
    discounts and other perks for such
    exclusivity. Filipinos use the word suki to
    refer to both buyers and sellers, indicating
    their equal roles and obligations in an
    mutual relationship.
    n the Philippine suki system,
    however, the commitment
    etween buyer and seller goes
    even further. Though the
    elationship seems informal, it
    can be as binding as a formal
    contract, complete with
    personal and social clauses.
    In suki, there
    is a level of
    personalized
    service that
    corporate
    loyalty
    programs can't
    match. 
    BENEFITS OF BRANDING
    How Customers want to
    be Treated

    ! !
    a re
    e C
    W
    1. Acknowledge them
    quickly, if not immediately,
    and offer to help.

    Good
    Morning sir,
    Welcome to
    Toyota.
    How may we
    help you?
    In Customer Service Communication…..
    2) Make it Personal. Remember Your
    Client's Name. Always use their name
    and find ways to compliment them

    How are you


    today Sir
    Ferdz?
    3) Invite Them to Enjoy Special Customer Events

    Good Morning Sir


    Mark!
    We are inviting you
    to our new Product
    Launch next
    week
    4. Laughter is a Sign of Caring
    5) Take a Personal Interest
    How’s your
    restaurant
    business doing
    sir?
    6. Saying “Please" and “Thank you" still
    works. Thank them every time you get a chance
    7. Give Back 
    8) Ask For Their Feedback and Pay Attention to It
    Check back
    regularly to Provide a
    see how method that
    Listen carefully things are invites
    to going constructive
    what they say criticism,
    comments and
    suggestions
    9. Loyalty Programs
    10. Use the words they love to hear.

    Free Extra
    New
    Instant
    Small
    Save
    Guarantee
     11. Speed is secondary to quality.

    Quality

    Speed
     12. Go the extra mile. “Give more than what is expected”
     13. Identify and Anticipate needs. The more
    you know your customers, the better you become at
    anticipating their needs
    14. Be honest with your customers,
    employees, and employers. If a
    customer asks about a mistake in a
    product or service, be honest with
    them. They will be more likely to
    respond positively.
    CLTV
    The lifetime value of a customer,
    or customer lifetime value (CLV),
    represents the total amount of money
    a customer is expected to spend in
    your business, or on your products,
    during their lifetime.
    Let us have a role-playing activity
    Situation #1:

    During a casual conversation regarding


    regarding a recently sold
    product, an entrepreneur takes personal
    interest on the life of
    his long-time customer.
    This is to establish trust
    and confidence on the part of the
    customer and to have a relaxed
    conversation.
    Situation #2:

    An entrepreneur quickly
    acknowledges an inquiring
    customer at the entrance
    of her shop and offers help
    right away.
    Situation #3:

    A very upset customer


    arrives, he is complaining
    about the delayed delivery of
    his product. A marketing
    personnel “goes the extra
    mile” just to calm him down.
    Situation #4:

    A satisfied customer telling


    his friends about his
    happiness on store #1 and
    his dissatisfaction on store
    #2.
    Situation #5:

    A complaining customer is narrating the


    information about the defects he
    experienced on his newly-bought
    products. Thereafter, the entrepreneur
    shows that he is listening actively, by
    summarizing all the data given and that he
    got it right.
    Situation #6:

    • A waiter showing a not so


    sincere apology

    • A waiter personnel showing


    sincerity and using carefully
    worded apology
    Situation #7:

    • An entrepreneur who is defensive


    in dealing with customer complaints

    • An entrepreneur who is not


    defensive in dealing with customer
    complaints
    Situation #8:

    A complaining customer is telling the


    entrepreneur his bad experience on his
    newly-bought product. He mentioned all his
    dissatisfactions and also compares the
    product and services of the other brand.
    Instead of getting angry, entrepreneur shows
    appreciation about the feedback given
    Situation #9:

    A complaining customer brought her


    product for repair. After explaining
    the details, the entrepreneur told her
    of what he is going to do to reassure
    the customer.
    Situation #10:

    A complaining customer brought


    her product for repair. After two
    days, the customer called up
    asking for an update. How are
    you going to handle the call?
    CREDIT

    goes to for the photos


    used in the presentation
    Thank you very
    much for
    listening!

    Dr. Richard Oliver F. Cortez

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