POM -CUSTOMER- VALUE -AND- STRATEGIC.pdf

This can help those you want to have a business.

1. Value of Customer
Differentiate
Strategic and Marketing
Planning

2. OBJECTIVES:
At the end of the lesson, the learners are expected to:
1. Levels of Customer Value;
2. Describe the types of customers and how should
a company prepare its marketing efforts for
effective customer service;
3. Appreciate the importance of practicing the
relationship development strategies to retain
loyal customers.

3. Building Customer Value
Customer value is defined
as the satisfactionderived
from what a customer may
experience or expect by
choosing a particular action
relative to the costof that
action. The action can be a
purchase, a visit, an order,
or a sign up.

4. Levels of Customer Value
Basic and Expected
Levels
Desired customer
value
Unanticipated
customer value
These levels include the
basic requirements of
conducting a business.
For instance, restaurants
are expected to have a
spacious dining area and
clean tables and
utensils. If these
requirements are not
met by the business, it
cannot provide high
quality customer value.
This involves what the
customers want from the
purchase or service
experience. This is the first
opportunity for a business
to get ahead of the
competition. For example,
a retail shop can provide
friendly and helpful staff
who can assist the
customers in making the
right choices.
It pertains to an
unexpected purchase or
service experience that
may go beyond what the
customers desire. For
example, in a gasoline
station, the gasoline boy
cleans the window after
filling up the customer’s
gasoline tank without an
extra charge.

5. Types of Customers
StrangersButterfliesTrue friendsFreeloaders
Strangers are
customers whose
needs do not fit
the company’s
offerings. The
company does
not need to
invest and exert
effort to win
them.
-as the name
implies, are not
loyal to specific
brand because
they keep on
looking for the
best deals which
may lead to
patronizingother
brands.
They have needs
that matchthe
company’s
offerings. They
make repeat
purchases and
patronizethe
brand as long asit
satisfies their
needs.
Freeloaders are loyal
but not profitable
because of the limited
fit between their needs
and the company’s
offering. For example, a
few customers of a
salon patronizes its
services regularly but
do not generate enough
profit to sustain the
maintenance costs, it
can earn only if it raises
the prices of its
services.

6. Relationship Development
Strategies
Purpose : to retain loyal customers
1. Communicate with customers
frequently and effectively. It is
important to always contact
customers through e-mail and social
networking sites especially in the new
normal situation. Provide various
means to give immediate feedback
(e.g., online customer surveys).

7. 2. Offer customer rewards.
Customer loyalty programs, which
include special discounts, freebies,
perks, may work well for various
types of products and services.
These encourage customers to
remain loyal to the brand because
they are rewarded for their
patronage.

8. 3. Conduct special events
and provide sponsorship.
Companies can hold or
sponsor parties, concerts,
contests, and the like to
boost interaction among
loyal customers and
company representatives.

9. 4. Enhance customer service. Some
company outsourcetheir services to third
party organizations to cater complaints and
inquiries, promote their latest offerings and
provide technical support.

10. 5. Utilize languages to reach a wider customer base.
Marketers can create promotional materials in different
languagesto cater specific regions. Consumers can also now
choose the language they would like to use to communicate
with customer service representative.

11. Customer Service in the Philippine
Business Enterprise
1.EmailandSMS–alsohelpbusinessescommunicatewith
theirclientelemoreeasilyasmostconsumersregularlycheck
theirinboxes.

12. Customer Service in the Philippine Business Enterprise
2. Social Networking sites –aside from their primary function of
connecting people, have become a channel for netizens to ask for
customer support. Telecom Companies promptly responds to inquiries
and complaints on social media and redirects the customer to the site’s
private messaging system for further assistance.

13. Customer Service in the Philippine Business Enterprise
3. Live chat support –facilitates real time
correspondence between customer and the company
representative.

14. Strategic Planning
and Marketing
Planning

15. Strategic planning is the process of defining an
organization's long-term direction, while
marketing planning is a subset of strategic
planning focused on developing and implementing
marketing strategies and tactics to achieve specific
marketing and sales objectives. Both processes
are essentialfor the success of an organization,
with marketing planning serving as a key
component of the overall strategic plan.

16. Purpose:
Strategic Planning: Strategic planning is a high-level, long-
term processthat focuses on definingan organization's overall
purpose, mission, vision, and objectives. It involves setting the
direction for the entire organization and determining how to
allocate resources to achieve these objectives.
Marketing Planning: Marketing planning is a subsetof
strategic planning. It is a more focused and short-to-medium-
term processthat specificallydeals with developing marketing
strategies and tacticsto achieve the marketing and sales goals
of the organization.

17. Scope:
Strategic Planning: It encompasses all aspects of an
organization, including its mission, values, goals, resource
allocation, and overall business strategy. It considers the big
picture and involves decisions about which markets to enter,
how to compete, and long-term growth.
Marketing Planning: It primarily focuses on the marketing
aspects of the business, such as product development, pricing,
distribution, promotion, and customer segmentation. It is
concerned with how to implement the broader strategic goals
related to marketing and sales.

18. Timeframe:
Strategic Planning: Typically, strategic planning looks
several years into the future, often ranging from 3 to 5
years or even longer. It sets the long-term direction for
the organization.
Marketing Planning: Marketing planning usually
operates on a shorter timeframe, often covering a single
fiscal year or a few years. It deals with the executionof
specificmarketing campaigns and initiatives within the
context of the broader strategy.

19. Level of Detail:
Strategic Planning: It is less detailed when it comes to
specific marketing tactics and campaigns. Instead, it
focuses on high-level goals, resource allocation, and the
overall direction of the organization.
Marketing Planning: It is highly detailed and includes
specific marketing strategies, tactics, budgets, timelines,
and performance metrics. It involves the day-to-day
operational aspects of marketing.

20. Alignment:
Strategic Planning: It sets the framework within
which marketing planning operates. The marketing
plan should align with and support the broader
strategic goals of the organization.
Marketing Planning: It translates the strategic
objectives into actionable marketing initiatives. It
ensures that marketing efforts are consistent with
the overall strategy.