Professional Documents
Culture Documents
CHAPTER 13
Building Customer
Relationships
Looking AHEAD
After you have read this chapter, you should be able to:
1. Define customer relationship management (CRM) and explain
its importance to a small firm.
2. Discuss the significance of providing extraordinary customer
service.
3. Illustrate how technology, such as the Internet, can improve
customer relationships.
4. Describe the techniques for creating a customer profile.
5. Explain how consumers are decision makers and why this is
important to understanding customer relationships.
6. Describe certain psychological influences on consumer
behavior.
7. Describe certain sociological influences on consumer behavior.
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Focus of CRM:
Customers rather than products
Changes in processes, systems, and culture
All channels and media involved in the marketing
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ones.
Happy customers refer their friends and colleagues.
Order-processing costs are higher for new customers.
Old customers will pay more for products.
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satisfaction.
Customer satisfaction results in a positive
transactional relationship.
2008 Cengage Learning. All
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service.
Offering general support services, such as customer
assistance.
Setting up a system to counteract customers bad
experiences.
Delivering extraordinary services that excel in meeting
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Extraordinary Service
Ways
Ways to
to Provide
Provide
Extraordinary
Extraordinary Service
Service
Name
Name
Names
Names
Custom
Custom
Care
Care
Keeping
Keepingin
in
Touch
Touch
Boo-Boo
Boo-Boo
Research
Research
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complaints
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Telephone
Contacts
Online
Shopping
CRM Software
Customer
Relations
Customer
Support
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Categories
Categories of
of Customer
Customer
Profile
Profile Information
Information
Transactions
Transactions
Customer
Customer
Contacts
Contacts
Descriptive
Descriptive
Information
Information
Responses
Responsesto
to
Marketing
Marketing
Stimuli
Stimuli
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recognition.
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Evoked Set
A group of brands that a consumer is both aware of
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advertising
Purchase setting: store or non-store outlet
Store, catalogs, TV shopping channels, the Internet
Intention to purchase:
planned or spontaneous
Store layout, sales personnel,
and point-of-purchase displays.
Ease of use of Web site
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by salespersons.
follow-ups.
Confirming
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Understanding Psychological
Influences
on Customers
Needs
daily newspaper).
Function together (e.g., the desire for status clothing).
Consumers
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Understanding Psychological
Influences on Customers (contd)
Perceptions
Are individual processes that give meaning to the
Perceptual Categorization
Is the process of grouping similar things so as to
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Understanding Psychological
Influences on Customers (contd)
Motivations
Are goal-directed forces that organize and give
Attitudes
Is an enduring opinion based on knowledge, feeling,
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Understanding Sociological
Influences on Customers (contd)
Culture
Culture
Social
Social Classes
Classes
Consumers
Consumers
Opinion
Opinion Leaders
Leaders
Reference
Reference Groups
Groups
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Key TERMS
customer relationship
management (CRM)
transactional relationship
customer profile
evaluative criteria
evoked set
cognitive dissonance
needs
perception
perceptual categorization
motivations
attitude
culture
social classes
reference groups
opinion leader
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