服务营销第12章概要1.pptxVIP

;Overview of Chapter 12;The Search for Customer Loyalty;How Much Profit a Customer Generates Over Time;Why Customers Are More Profitable Over Time;Why is Customer Loyalty Important to a Firm’s Profitability?;Assessing the Value of a Loyal Customer;Assessing the Value of a Loyal Customer;Measuring Customer Equity:Lifetime Value of Each Customer;Measuring Customer Equity:Lifetime Value of Each Customer;Gap Between Actual and Potential Customer Value;Why are Customers Loyal? (Service Insights 12.1);Understanding the Customer-Firm Relationship;Transactional Marketing;Relationship Marketing;Relationship Marketing ;Relationships with Customers;The Wheel of Loyalty;The Wheel of Loyalty ;Building a Foundation for Loyalty;Targeting the Right Customers;Effective Tiering of Service The Customer Pyramid;The Customer Satisfaction Loyalty Relationship ;Strategies for Building Loyalty Bonds with Customers;Strategies for Developing Loyalty Bonds with Customers;Strategies for Developing Loyalty Bonds with Customers;Strategies for Developing Loyalty Bonds with Customers ;Strategies for Developing Loyalty Bonds with Customers ;Strategies for Reducing Customer Defections;Analyze Customer Defections and Monitor Declining Accounts ;What Drives Customers to Switch?;Addressing Key Churn Drivers;Other Ways to Reduce Churn;CRM: Customer Relationship Management;Objectives of CRM Systems;Objectives of CRM Systems;;;;;;;Integrated Framework for CRM Strategy ;Common Failures in CRM Implementation;Defining a CRM Strategy;Summary;Summary