Managing Customer Experience and Relationships. Don Peppers
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Название: Managing Customer Experience and Relationships

Автор: Don Peppers

Издательство: John Wiley & Sons Limited

Жанр: Экономика

Серия:

isbn: 9781119815341

isbn:

СКАЧАТЬ loyalty is closely associated with customer relationships and may, in certain cases, be directly related to the level of each customer's satisfaction over time.24 According to James Barnes, satisfaction is tied to what the customer gets from dealing with a company as compared with what they have to commit to those dealings or interactions.25 For now, it's enough to know that the customer satisfaction issue is controversial—maybe even problematic. There are issues of relativity (are laptop users just harder to satisfy than desktop users, or are they really less satisfied?) and skew (is the satisfaction score the result of a bunch of people who are more or less satisfied, or a bimodal group whose members either love or hate the product?). Barnes believes that by increasing the value that the customer perceives in each interaction with the company, enterprises are more likely to increase customer satisfaction levels, leading to higher customer retention rates. When customers are retained because they enjoy the service they are receiving, they are more likely to become loyal customers. This loyalty leads to repeat buying and increased share of customer. (We will discuss more about the differences between emotional loyalty and behavioral loyalty, as well as ways to measure loyalty and retention, later in the chapter.)

      The Financial Payoff of Building Customer Relationships in Financial Services

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      Source: Peppers & Rogers Group, Roper Starch Worldwide survey.

      The problem is simple arithmetic. Given the high cost of customer acquisition, a company can never realize any potential profit from most customers, especially if a customer leaves the franchise.

      The problem is simple arithmetic. Given the high cost of customer acquisition, a company can never realize any potential profit from most customers, especially if a customer leaves the franchise. High levels of customer churn trouble all types of enterprises, not just those in the online and wireless industries. The problem partly results from the way companies reward sales representatives: with scalable commissions and bonuses for acquiring the most customers. Fact is, many reps have little, if any, incentive for keeping and growing an established customer. In some cases, if a customer leaves, the sales representative can even be rewarded for bringing the same customer back again!

Industry Cost
Travel $7
Retail $10
Consumer Goods $22
Manufacturing $83
Transportation $98
Marketing Agency $141
Financial $175
Technology (Hardware) $182
Real Estate $213
Banking/Insurance $303
Telecom $315
Technology (Software) $395

      Source: Rishabh Rathi, “Customer Acquisition Cost by Industry: How to Calculate CAC?” February 14, 2022, available at https://startuptalky.com/cac-by-industry/, СКАЧАТЬ