Verfügbarkeit: Aftermarketing | Technische Universität München

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Bibliographische Detailangaben
Beteilige Person:	Vavra, Terry G (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Burr Ridge, Ill. u.a. Irwin 1992
Schlagwörter:	Beziehungsmanagement Kundenbetreuung Kundendienst
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005827432&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	XV, 292 S. Ill., graph. Darst.
ISBN:	1556236050

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Datensatz im Suchindex

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adam_text	TABLE OF CONTENTS t 1 , ¦ ¦ CHAPTER 1 A CHANGE OF ORIENTATION: RETENTION INSTEAD OF CONQUEST 1 The Challenges of the Changing U.S. Market, 1 The Economy, 2 The Competition, 3 The Consumer, 7 The Purpose of a Business or Organization, 7 Marketing s Current Orientation, 9 / The Costs of Conquest Marketing, 11 The Value of Current Customers, 12 . . • An Introduction to Aftermarketing, 13 ^ / .. ¦ ¦ The Psychology of Aftermarketing, 19 The Perspective of this Book, 22 , v Key Points of the Chapter, 22 ~~ APPENDIX 1 A SURVEY OF THE TOP 100 ADVERTISERS TO ASSESS ATTITUDES ABOUT RETENTION VERSUS CONQUEST MARKETING 23 CHAPTER 2 WHAT YOU NEED TO KNOW: COLLECTING THE RIGHT INFORMATION 27 The Changing Face of the Marketplace, 27 — Why Marketers Need to Know Their Customers, BO y, Whose Business Is Right for Customer Information Files?, 34 Durables Marketers, 35 Consumer Packaged Goods Marketers, 35 The Benefits of a Customer Information File, 36 Specific Benefits, 38 How to Construct a Customer Information File, 40 vil viii Table of Contents What Department or Organization Will Build the CIF?, 41 Who Will Be Included in the CIF?, 43 What Information Will Be Collected in the CIF?, 43 How Will the CIF be Organized?, 45 How Will the Customer Information File Be Used?, 46 The Costs of Establishing a Customer Information File, 47 Data Costs, 48 Processing Costs, 48 Output (Reporting) Costs, 49 Enhancing the Customer Information File, 49 External Databases, 50 Proprietary Databases, 52 Other Sources for Database Enhancement, 52 Key Points of the Chapter, 53 APPENDIX 2 SUPPLIERS OF EXTERNAL DATABASES AND MASS COMPILED DATABASES 54 CHAPTER 3 THE VALUE OF A CUSTOMER INFORMATION FILE 59 Just Whose Customers Are They?, 59 Opportunities to Establish a CIF, 60 Service Marketers, 60 Durable Marketers, 62 Consumer Packaged Goods, 63 Retailers, 67 Who s Using Customer Information Files?, 67 General Foods, 69 Philip Morris, 75 Quaker Oats, 75 Nintendo, 76 Royal Viking Lines, 77 ~ Building and Increasing Loyalty,_77, Purchasing Iriggers , 8TJ The Issue of Privacy, Legality, and Ethics, 81 The Issue, 81 The Degree of Concern, 82 Where the Data Comes from, 84 Key Points of the Chapter, 85 Table of Contents ix CHAPTER 4 BLUEPRINTING CUSTOMER CONTACT OPPORTUNITIES 88 Customer Interactions: Moments of Truth, 88 The Servicing Outcome, 90 Customer Interaction Blueprinting, 94 The Steps Involved in Blueprinting Customer Contacts, 97 Failpoints Examined: Critical Incidents, 100 Using Employees to Help Spot Problems, 102 Employee Focus Groups, 102 Employee Surveys, 103 Alert Reports, 103 The Value of Employee Input, 104 Key Points of the Chapter, 104 CHAPTER 5 ENCOURAGING AN INFORMAL DIALOGUE WITH CUSTOMERS 106 Making an Organization Accessible to Customers, 107 Responsibility for Customer Outreach, 109 How Representative Are Letters and Telephone Calls?, 112 Read Your Mail, 112 Communicating with Customers by Telephone, 113 Answer Your Phones: 800 Numbers, 116 Answer Your Phones: 900 Numbers, 122 Strategies for Complaint Handling, 126 How to Handle Complaints, 128 Getting Employees Involved in Proper Complaint Handling, 130 Acknowledging Compliments, 132 Speed of Response, 133 Contents of Response, 133 The Marketing Opportunity of Satisfied Customers, 133 Key Points of the Chapter, 135 APPENDIX 5 ANALYSIS OF CUSTOMER COMMUNICATIONS 135 CHAPTER 6 ESTABLISHING A FORMAL DIALOGUE: FOLLOW UP AFTER SALE 139 — What Is Satisfaction?, 139 A History of Customer Satisfaction Measurement, 143 The Value of a Customer Satisfaction Program, 144 x Table of Contents What a CSP Is and How It Can Be Established, 149 Designing the CSP, 151 /. Defining the Objectives for the Program, 151 //. Selecting the Fielding Method, 153 ///. Sampling and Timing, 156 TV. Designing the Questionnaire, 157 V. Pretesting the Questionnaire, 160 VI. Analyzing and Reporting Results, 161 * Customer Comment Cards, 164 Measuring Customer Satisfaction in Consumer Packaged Goods, 165 How to Involve CSP Results in Marketing Strategy, 165 Key Points of the Chapter, 170 APPENDIX 6 WHO S SATISFYING THEIR CUSTOMERS 171 CHAPTER 7 MAINTAINING CUSTOMER CONTACT: COMMUNICATION PROGRAMS 173 The Nature of Proprietary Media Programs, 173 The Communication Goals, 174 Proprietary Magazines, 176 Deere Company: The Furrow, 178 Nintendo: Nintendo Power, 178 Polaroid: Test, 181 Unique Results of Proprietary Magazines, 181 Target Market Publishing, 183 Company Newsletters, 184 Establishing a Camaraderie Among Customers, 185 Providing a Channel for Interaction, 185 Computer Bulletin Boards, 187 — Special Events, 187 Use of Special Events in Marketing, 188 Picking an Appropriate Event, 192 Using Public (Visible) Support to Reinforce Current Users, 193 Image Benefits, 193 Rolls Royce Customer Events, 193 Cellular One s Cellular Phone Clinic, 194 American Express Gold Card Theater Parties, 194 Table of Contents xi Affinity Merchandise, 195 Guaranteed Success?, 196 Corporate Videos, 197 Key Points of the Chapter, 198 APPENDIX 7 SPONSORSHIPS OF SPECIAL EVENTS BY U.S. AND INTERNATIONAL MARKETERS 199 CHAPTER 8 WHAT TO DO WHEN YOU FAIL: LOST CUSTOMER PROGRAMS I 203 — The Costs of Losing a Customer, 203 I The Status of Lost Customers, 207 I Know Who Your Lost Customers Are, 209 I Conducting the Exit Interview, 209 I Knowing Who to Interview, 210 V Factors to Consider, 210 \| Results of an Exit Interview, 211 I High Risk Customer Profile, 215 I Acting on the Information, 215 Why Customers Leave, 216 \| Not All Lost Customers are Equal, 217 \| Customer Win Back Programs, 217 I Instituting a Win Back Program, 218 * Managing Expectations, 219 V Key Points of the Chapter, 221 CHAPTER 9 BUILDING AN INTERNAL ORGANIZATION TO SUPPORT AFTERMARKETING 222 Relationship Marketing Begins Inside, 222 Management s Assessment of Satisfaction, 225 The Role of an External Auditor, The Mystery Shopper/Customer, 226 Management Monitoring, 231 The Role of Customer Visits, 231 Incorporating Customer Input into Design and Production, 232 The Changing Orientation of Marketing Management, 238 The Organizational Culture, 241 Employee Empowerment, 243 Employee Teamwork, 243 xii Table of Contents Proper Training Programs, 244 Hiring the Right People, 244 Rewarding Good Performance, 245 Keypoints of the Chapter, 248 CHAPTER 10 QUALITY, SERVICING, AND AFTERMARKETING THE COMPONENTS OF RELATIONSHIP MARKETING 251 Quality: At the Bottom Line, 251 The Definition of Quality, 252 Correlates of Quality, 254 The Progression of Quality, 255 Components of Product Quality, 257 Components of Service Quality, 259 3 Servicing: At the Bottom Line, 262 The Components of Servicing, 264 Rewarding an Aftermarketing Perspective, 264 A Critique of the Baldrige Program, 266 Establishing an Aftermarketing Program, 268 lndentifying the Customer Base, 268 Acknowledging Customers, 269 Maintaining Contact with Customers, 269 Mapping Customer Contact Points, 269 Measuring Customer Satisfaction, 270 Maintaining Contact, 270 Some Final Thoughts, 271 Key Points of the Chapter, 272 APPENDIX 10 HOW TO DETERMINE IF YOUR BUSINESS OR ORGANIZATION IS CONQUEST OR RETENTION ORIENTED 273 BIBLIOGRAPHY 276 INDEX 281
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title	Aftermarketing how to keep customers for life through relationship marketing
title_auth	Aftermarketing how to keep customers for life through relationship marketing
title_exact_search	Aftermarketing how to keep customers for life through relationship marketing
title_full	Aftermarketing how to keep customers for life through relationship marketing Terry G. Vavra
title_fullStr	Aftermarketing how to keep customers for life through relationship marketing Terry G. Vavra
title_full_unstemmed	Aftermarketing how to keep customers for life through relationship marketing Terry G. Vavra
title_short	Aftermarketing
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title_sub	how to keep customers for life through relationship marketing
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