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Quality Chapter Three MGMT467 Customer Focus Winter 2015

This chapter explores the importance of customer satisfaction and engagement, and identifies customer needs through segmentation and audience profiling.

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Quality Chapter Three MGMT467 Customer Focus Winter 2015

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  1. Quality Chapter Three MGMT467 Customer Focus Winter 2015 Customer Focus

  2. Quality Chapter Three MGMT467 Customer Focus Winter 2015 1. Customer Satisfaction and Engagement

  3. Quality Chapter Three MGMT467 Customer Focus Winter 2015 1. Customer Satisfaction and Engagement • Introduction

  4. Quality Chapter Three MGMT467 Customer Focus Winter 2015 1. Customer Satisfaction and Engagement • Introduction • Customer commitment to a brand

  5. Quality Chapter Three MGMT467 Customer Focus Winter 2015 1. Customer Satisfaction and Engagement • Introduction • Customer commitment to a brand • „Satisfaction is an atittude, loyality is a behavior“

  6. Quality Chapter Three MGMT467 Customer Focus Winter 2015 1. Customer Satisfaction and Engagement • Introduction • The American Customer Satisfaction Index

  7. Quality Chapter Three MGMT467 Customer Focus Winter 2015 1. Customer Satisfaction and Engagement • Introduction • The American Customer Satisfaction Index • Economic Indicator

  8. Quality Chapter Three MGMT467 Customer Focus Winter 2015 1. Customer Satisfaction and Engagement • Introduction • The American Customer Satisfaction Index • Economic Indicator • Customer satisfaction linked to customer loyalty

  9. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs

  10. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction

  11. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers

  12. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers

  13. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation

  14. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation

  15. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience

  16. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling

  17. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling

  18. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • Katherine – traditional, classic dresser, no risks, likes quality

  19. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • Katherine – traditional, classic dresser, no risks, likes quality • Julie – neo-classical, edgier, still classic

  20. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • Katherine – traditional, classic dresser, no risks, likes quality • Julie – neo-classical, edgier, still classic • Erin – contemporary, loves newness, shops by brand

  21. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • Katherine – traditional, classic dresser, no risks, likes quality • Julie – neo-classical, edgier, still classic • Erin – contemporary, loves newness, shops by brand • Alex – latest and greatest fashions

  22. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • Katherine – traditional, classic dresser, no risks, likes quality • Julie – neo-classical, edgier, still classic • Erin – contemporary, loves newness, shops by brand • Alex – latest and greatest fashions • Better to respond to customers‘ needs

  23. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • Katherine – traditional, classic dresser, no risks, likes quality • Julie – neo-classical, edgier, still classic • Erin – contemporary, loves newness, shops by brand • Alex – latest and greatest fashions • Better to respond to customers‘ needs • Better able to target customer groups

  24. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • By geographic location, age, gender, snowbirds

  25. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • By geographic location, age, gender, snowbirds • Juran – „the vital few, the useful many“

  26. Quality Chapter Three MGMT467 Customer Focus Winter 2015 2. Identifying Customer Needs • Introduction • Internal customers • External customers • Customer Segmentation • Who is your audience • Macy‘s customer profiling • By geographic location, age, gender, snowbirds • Juran – „the vital few, the useful many“ • NPVC – add (RBC), solicit (airlines) or drop (Fleet Financial)

  27. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs

  28. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction

  29. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • The drivers of customer satisfaction • Anthropology, psychology, biomechanics, etc

  30. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • The drivers of customer satisfaction • Anthropology, psychology, biomechanics, etc • Frank Perdue • https://www.youtube.com/watch?v=9Z789aLNfXo

  31. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • The drivers of customer satisfaction • Anthropology, psychology, biomechanics, etc • Frank Perdue • https://www.youtube.com/watch?v=9Z789aLNfXo • Yellow chicken, high meat-to-bone ratio, no pinfeathers, freshness, availability, brand name

  32. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services

  33. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality

  34. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Performance

  35. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Performance • Features

  36. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Performance • Features • Reliability

  37. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Performance • Features • Reliability • Conformance

  38. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Performance • Features • Reliability • Conformance • Durability

  39. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Performance • Features • Reliability • Conformance • Durability • Serviceability

  40. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Performance • Features • Reliability • Conformance • Durability • Serviceability • Aesthetics

  41. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality

  42. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality

  43. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality • Reliability

  44. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality • Reliability • Assurance

  45. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality • Reliability • Assurance • Tangibles

  46. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality • Reliability • Assurance • Tangibles • Empathy

  47. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality • Reliability • Assurance • Tangibles • Empathy • Responsiveness

  48. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality • Noriaki Kano Model of Customer Requirements

  49. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality • Noriaki Kano Model of Customer Requirements • Dissatisfiers („must haves“)

  50. Quality Chapter Three MGMT467 Customer Focus Winter 2015 3. Understanding Customer Needs • Introduction • Quality Dimensions of Goods and Services • Multiple dimensions of quality • Service, price, quality • Customer perceptions of quality • Noriaki Kano Model of Customer Requirements • Dissatisfiers („must haves“) • Satisfiers („wants“)

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