Database Reference
In-Depth Information
table 1.3
Loyalty Models
Name
Description
Personal profile/data
Customers are averse to furnish or confirm the same information
again. This model involves maintaining and sharing existing
customer databases to obviate the need to demand the same
information again across related functions or corresponding Call
Centers, Service Centers, Websites, etc.
Lethargy
Customers are averse to negotiate the interaction or dialog
mechanisms with the enterprise again and prefer to stick to the
familiar experiences including searching, assessing, evaluating,
configuring, ordering, and paying. Loyalty through lethargy is a
very powerful mechanism for loyalty.
Customized service
Customers vote for identified and customized service that creates
personalized experience of excellence attributable to the
enterprise. The customized service can get configured over time
through either user-selected options or a customer profile
maintained current.
Making it easier to do
business with the
enterprise
Customers appreciate informed and nonintrusive assistance while
doing business with the enterprise. The information and
assistance gets calibrated dynamically suitable to the available
customer profile and the current flow of the interaction or dialog.
Personal involvement
In later stages of customer bonding, customers have a great
desire to be involved and identify with the specific product
design, development, and production support activities or with
the brand or even the enterprise as a whole. User groups,
vendor-sponsored development communities, sponsored case
studies, etc., are manifestations of the customers wanting to share
a sense of ownership with the enterprise.
Free services, discounts,
and promotional
incentives
All customers get reassured with occasional reward for continued
relationship with the enterprise—even if, in real terms, these only
have a notional value.
Payments
Customers are gratified if they are rewarded, even with small
monies or points, for specific actions or activities, be that
satisfaction surveys, suggestions on promotional slogans, etc.
Sole supplier
This is akin to attaining the Everest of loyalty whereby customers
return again and again despite of numerous other hardships.
customer needs. In customized relationship marketing (or, in short, customized marketing), the
emphasis is on delivered solution effectiveness (i.e., how well are the individual problems commu-
nicated, diagnosed, and solved) and delivered solution efficiency (how few resources are required
to solve the problems).
While mass marketing enterprises try to sell a single product to as many customers as possible,
customized marketing enterprises try to sell to a single customer as many products across as many
different product lines over as long period of time as possible. CRM Systems like SAP CRM give
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