Service with character to creat customer value in indonesia pharmaceutical industry part 4

SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE IN INDONESIA PHARMACEUTICAL INDUSTRY PART 4

Moch Kurniawan

THREE WAYS TO GROW A BUSINESS: RETENTION, ADVOCACY, PURCHASING

http://businessoverbroadway.com/customer-loyalty-measurement-framework

THE BASICS OF CUSTOMER LOYALTY

https://www.washaccess.com/home/whatisloyalty.aspx

3 DIFFERENT PERSPECTIVES ON LOYALTY

Customer Brand Commitment

Customer Brand Acceptance

Customer Brand Buying

Mark D. Uncles et al ,Journal of Consumer Marketing October 2002

www.marketingmag.com.au/blogs/customer-loyalty-programs-too-much-love-not-enough-action-16465/#.UwjWW87zqkw

CUSTOMER LOYALTY PROGRAMS

• raising purchase/usage levels• increasing the range of products bought from the supplierA

Increase sales

revenues

• building a closer bond between the brand and current customers

More defensive

• furthering cross-selling• creating databases• aiding trade relations• assisting brand PR• establishing alliances

Peripheral goals

Mark D. Uncles et al ,Journal of Consumer Marketing October 2002

http://blogs.salesforce.com/company/2012/08/53-of-customer-loyalty-is-from-sales.html

RECOVEREY PARADOXON

Customer Loyalty in the Oilfield: Experience | Gelb Consulting Group, Inc.

COMPANIES WITH HIGHER LEVELS OF CUSTOMER LOYALTY EXPERIENCE ACCELERATED BUSINESS GROWTH.


ECONOMIC VALUE TO THE CUSTOMER

www.mckinseyquarterly.com/strategy/deva00.asp


GREAT CUSTOMER EXPERIENCE AND HOW TO CREATE IT

Listen to your employees

Hire for attitude, not aptitude – then reinforce

Give people purpose, not rules

Tap into the creativity of your front line

The secret to delighting customers? Put employees first , Mc Kinsey&Company

TEN BEST WAYS TO EXCITEExtreme simplicity: Devise processes that are exceptionally easy and intuitive to use

Premium quality and design: Develop products that are outstanding in look and feel as well as performance

Exceptional service: Create a friendly personalized approach that takes the pain out of purchasing

Innovative technology: Develop revolutionary solutions that raise the bar of customer expectations for all competitors

Exclusivity: Appeal to status-seekers with premium-priced luxury services

Can a goldfish show you how to excite your customers? | McKinsey on Marketing & Sales | ebruari 2014

TEN BEST WAYS TO EXCITE (CONT’)

Hedonism: Provide fun, freedom, and shared experience through adventure or entertainment

Mystique: Cultivate an aura of secrecy or intrigue around a product specification or launch

Taboo breaking: Reject stereotypes for a more daring approach

Co-creation: Foster shared ownership through participation, contribution, and community

Authenticity:Show unusual frankness and openness to win – or woo back – skeptical customers

Can a goldfish show you how to excite your customers? | McKinsey on Marketing & Sales | ebruari 2014

NEW TRENDS IN CUSTOMER EXPERIENCE

consumer expectations are risingconsumer empowermentincreasingly sophisticated channels and tools to

work well

For customer loyalty, only the best will do | McKinsey on Marketing & Sales | Februari 2014

WHAT TO DO ABOUT CHANGES IN CUSTOMER PREFERENCES AND BEHAVIOR

Customer segmentation

Segment Needs and

Performance (SNAP) charts

Customer ethnographic

research

Loyalty and retention

The revenue sieve

http://www.businessknowhow.com/marketing/anticipatechange.htm

EXPERIENCE RADAR UNCOVERED FOUR CUSTOMER SEGMENTS BASED ON THEIR MEDICATION BEHAVIOR

AND DESIRED EXPERIENCE

PwC Health Research Institute | Customer experience in the pharmaceutical sector: Getting closer to the patient | November 2013

A SERIES OF POSITIVE INTERACTIONS GOES BEYOND “COMPLETELY SATISFIED”

Delighting the customer behind the meter |Copyright © 2011 Bain & Company, Inc. All rights reserved.

MAPPING THE CUSTOMER EXPERIENCE HELPS HIGHLIGHT INTERDEPENDENCIES AND DIFFERENT

TRIGGERS OF A UTILITY’S CUSTOMER INTERACTIONS

Delighting the customer behind the meter |Copyright © 2011 Bain & Company, Inc. All rights reserved.

5 STEPS TO INCREASE CUSTOMER RETENTION

Improve customer "stimulation.""Red flag" high-risk customers and act quickly to retain themAddress key sources of customer dissatisfaction

Resist downward pricing pressure among existing customers

Focus customer investment in low-attrition segments

http://www.inc.com/karl-and-bill/5-ways-to-improve-customer-retention.html?cid=readmore

STRATEGIES THAT INCREASE CUSTOMER VALUE

Cost: Lower the cost to serve

Loyalty: Retain customers longer

Sales: Increase per customer sales

http://www.genroe.com/blog/the-only-3-strategies-that-increase-customer-value/1787

HOW TO PRIORITIES YOUR MULTICHANNEL MARKETING

http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]

THE ‘RIGHT PERSON’

What is the role of different groups within my target universe in influencing and determining prescribing behavior?

What are their core information needs professionally (in order to do their job and to reach prescribing judgements)?

How do they use different channels to find and assimilate this information?


THE ‘RIGHT CHANNEL’


THE ‘RIGHT CHANNEL’


THE RIGHT ‘MESSAGE’


SO THE MOST IMPORTANT IS.......

HOW TO MAKE THAT..............

18 PRINCIPLE SERVICE WITH CHARACTER

True Blue• Service never lies !• Be brave, serve the right way consistently• Keep your promise, serve with commitment

Golden Rule• Customer is your friend, not your KING !• Always show sincerity to everyone• Involve customers, create experiences

Green• Follow your service script in natural way• Service failure is not an option• Always ready to serve and make things done

18 PRINCIPLE SERVICE WITH CHARACTER

Orange• Be open, allow customer to know what they should know• Never let your customer down, even if you down• Avoid personal biases in serving customers

Red• Show kindness in every service touch point• Consider customer’s hidden needs in all service processes• Know what customer feels is good, able to serve it is great

Purple• Implement your service ethically, live your company’s value• Spread the caring spirit to the society• Encourage customers to be more environental conscious

Thank you

Business

Service with character to creat customer value in indonesia pharmaceutical industry part 4