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Presentation Outline
1.
2. 3. 4.
1.
Introductions
www.quintadamata.net
2.
Competitive advantage
Price Service quality Loyal relationships
2.
2.
Emotions:
Are attached to the provider/staff Trust the provider Resist changing despite competitors persuasion Willing to forgive mistakes
3.
3.
Latent loyals
Spurious loyals
Low loyals
3.
Latent loyals find out why they cant come more often, find other ways they can help, dont discount Spurious loyals come but dont care, make them connect with you, make them wish for special treatment Low loyals dont get distracted with them, but make sure they are satisfied (approx. 40-60% of your customers)
4.
4.
R.I.M.
Provider Customer
R.I.M.
Resource Investment Model
Retribution to the provider Providers investment of special resources Customers investment of special resources Protect customers equity
4. RIM
4. RIM
Types of Resources
Information Money
Goods
Types of Investments
Give to your valuable customers
1. 2. 3.
4. RIM
Make sure that your special customers receive special treatment Send cards for birthdays rather than just for the holidays Make them feel unique (use name, compliment them for helping)
4.
4. BC
Characteristics
Communality help and expect help from others Brandfests are used to share history Keep consuming to stay connected
4. BC
Building a Community
Community
1. 2. 3. 4. 5. 6. 7. Use a newsletter to share news about customers Develop an online forum for customers to stay in touch Organize annual events by invitation for VIP customers Facilitate picture / story sharing Help customers help each other Give a name to the community
Action Outline
1. Select your market segment
Identify most valuable customers (what criteria?) Identify customers who might become valuable
4.
4.
Provider
Customer