prof. dr. Henry Robben (Hoogleraar Marketing, Business Universiteit Nyenrode en directeur Nyenrode Research Group) benaderd de werkelijke waarde van een geïntegreerd klantbeeld vanuit een strategisch perspectief.
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nLTV = ! (Ma)r
(a-1) / (1 + i)a - AC
a=1
Prof.dr. Henry RobbenNyenrode Business Universiteit
Figure 2.4Perspectives on Derived Demand in Business Markets
... hence leading to more (less)sales of the industrial company's
products and services
More (less) demand by end customers, leads to more (less)
demand by the direct customers...
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Visionary Marketing.
! This new book by Moenaert, Robben and Gouw is now available. A great support during the process of developing your own business roadmap.
!
! VISIONARY MARKETING
! Building Sustainable Business
! isbn 978 90 209 7698 4
! publisher LannooCampus
! Says Philip Kotler:
! “Visionary Marketing will recharge your marketing battery”!
Marketing=
BuildingSustainableBusiness
MarketMaking
MarketFarming
MarketHunting
The Essence of Marketing.
Market
Hunting
Is about acquiring the right customers.
Market
Farming
Is about retaining the right customers, and create up- and cross-selling.
Market
Making
Is about developing the customer value proposition and determining the hunting grounds for your organization.
How far should you go in customer service?
Value Is Created By Fulfilling Needs.
Needs
Symbolic
needs
Functional
needs
Experiential
needs
Next: Photo
Creating Value Is A Multi-layered Process.
Your Company
Customer
Needs to Create
Value For Your
While Appropriating
Value For Who is the customer?
What is value to whom?
Who owns the customer?
You need an integrated image of your
customer!
Market Making: Customer Value Proposition.
Environmental
Safety
Styling &
Design
Functional
performanceCompatibility
User
convenienceServiceability
Pre-transaction
processes
Transaction
processes
Switching
cost
Product
image
Corporate
Reputation
Reliability &
Consistency
Acquisition
costDisposal
cost
Operating
cost
Professionalism
Post-transaction
processes
Market
presence
Empathy
User
community
Bundling &
Complementarities
Needs
Symbolic
needs
Functional
needs
Experiential
needs
Product
Service
Price Image
Customer
Process
Benefits O"ered
Brand
image
Moenaert, Robben, & Gouw
Market Hunting…How do we compete?
The hunting strategy.
Where do we want to compete? The
hunting grounds.
“Between 65% and 85% of the customers who change
suppliers are in fact satisfied with their previous supplier”
Reichheld
Market Farming.
Satisfaction versus Loyalty.
Loyalt
y
Satisfaction
1 2 3 4 5 6 7 8 9 10
Non-competitive
Zone
Highly Competitive
Zone
CS ! Loyalty !
Advocacy.
Satisfaction License to enter
Loyalty License to excel
AdvocacyLicense to lead
Persuading The Customer / 1.
Persuading The
Customer / 2.
#
• Product/ServiceThe core functional product or service your company offers
• Customer ProcessThe company/customer- interaction process, as perceived by the customer, by means of which your company identifies, builds and maintains relationships with its customers and delivers its offering
• PriceThe financial and non-financial costs your customers make in order to own or consume your products/services
• ImageThe beliefs, images, ideas or impressions the market holds about your company and/or the products you offer