Kotler Customer Satisfaction CRM
Kotler Customer Satisfaction CRM
Kotler Customer Satisfaction CRM
Satisfaction,
and Loyalty
What is Customer Perceived Value?
• Periodic surveys
• Customer loss rate
• Mystery shoppers
• Monitor competitive performance
What is Quality?
• Customer profitability
• Customer equity
• Lifetime value
Estimating Lifetime Value
• Customer • Business
database database
• Database • Data warehouse
marketing • Data mining
• Mailing list
Using the Database
• To identify prospects
• To target offers
• To deepen loyalty
• To reactivate customers
• To avoid mistakes
Don’t Build a Database When