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Kotler • KellerPhillip Kevin Lane
Marketing Management •
Donald Picauly, S.E., M.M.
donald_pic4uly@yahoo.com
Menciptakan Nilai, Kepuasan, danLoyalitas Pelanggan
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Pertanyaan pada bab ini
1. Apakah nilai, kepuasan, dan loyalitas pelanggan, danbagaimana perusahaan menghantarkan ketiga haltersebut?
2. Apakah nilai seumur hidup pelanggan (lifetime value of customers), dan bagaimana pemasarmemaksimalkannya?
3. Bagaimana perusahaan menarik danmempertahankan pelanggan yang tepat danmengembangkan hubungan pelanggan yang kuat?
4. Apakah arti pemasaran database (database marketing)?
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Nilai, Kepuasan dan Loyalitas Pelanggan
Holistic Marketing• Menginformasikan• Melibatkan diri• Memperkuat
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Organisasi Tradisional vs. Organisasi Berorientasi Pelanggan
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Customer Perceived Value (Nilai yang dipersepsikan pelanggan)
Total biayapelanggan
Total manfaatpelanggan
Customer-perceived Value
Fungsional
Ekonomi
Psikologis
Mengevaluasi
Mendapatkan
Menggunakan
Menyingkirkan
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Customer-perceived value
Total manfaatpelanggan
Total biayapelanggan
Manfaatproduk
Biaya moneter
Manfaat jasa Biaya waktu
Manfaatpersonal
Biaya energi
Manfaatcitra/image
Biayapsikologis
Determinan dariCustomer Perceived Value
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Konsep Nilai- Caterpillar
Harga menurutpembeli:$20,000
Biaya produksi: $14,000
Profit PriceCustomer
Value
$6,000 $20,000 -0-
5,000 19,000 $1,000
4,000 18,000 2,000
3,000 17,000 3,000
2,000 16,000 4,000
1,000 15,000 5,000
-0- 14,000 6,000
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Proses Pilihan dan Implikasi
Harga terendahmenang.
Berteman denganpenjual
“Komitmen yang dipegang secaramendalam untuk membeli ataumendukung kembali produk atau jasayang disukai di masa depan meskipengaruh situasi dan usaha pemasaranberpotensi menyebabkan pelangganberalih”
-- Oliver
Loyalitas Pelanggan
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Value Proposition (Penawaran Nilai)
Core positioning: • Keamanan
Volvo
Benefit lain: • Kinerja baik• Desain bagus• Ramah lingkungan
Perasaan senang atau kecewaseseorang yang dihasilkan darimembandingkan persepsi kinerjadari suatu produk (atau hasil) dengan ekspektasi
Kepuasan (Satisfaction)
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Kepuasan Pelanggan
Expectations
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Ekspektasi Pelanggan
Ekspektasi
Pembelian masa lalu
Saran/nasihat teman
Informasi/janji pemasar danpesaing
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Memonitor Kepuasan
KeluhanPelanggan
TeknikPengukuran
Pengaruh KepuasanPelanggan
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Teknik Pengukuran
Tingkat kehilangan pelanggan(Customer Loss Rate)
Pembelanja misterius(Mystery Shopper)
Survei
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Pengaruh kepuasan pelanggan
Kepuasan Pelanggan
Kecepatan Komunikasi
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Keluhan Pelanggan
25%Tidak puas
5%Komplain
95%Berhenti membeli
54% - 70%Membeli kembali jikakeluhan diselesaikan
95%Jika diselesaikan
dengan cepat
Mencerita-kan ke 5
orang
Menceritakanke 11 orang
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Kualitas Produk dan Jasa
Quality
ProfitabilitySatisfaction
Performance Conformance
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Memaksimalkan Nilai Seumur Hidup Pelanggan
20% of Customers
80% of Profits
Customers
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Profitabilitas Pelanggan
Customer Lifetime Value
Customer Profitability Analysis
Profitable
Unprofitable
Orang, rumah tangga, atau perusahaanyang sepanjang waktu menghasilkanaliran pendapatan yang melebihijumlah aliran biaya perusahaan yang dapat ditoleransi untuk menarik, menjual, dan melayani pelanggantersebut.
Pelanggan yang menguntungkan
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Customer-Product Profitability Analysis
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Mengembangkan Hubungan Pelanggan
Informasi tentang Pelanggan
• didiferensiasikan
• disesuaikan
• dipersonalisasikan
• dibagikan
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Manajemen Hubungan Pelanggan/Customer Relationship Management (CRM)
Pemasaran secara personal
Pemberdayaan pelanggan
Review dan rekomendasi pelanggan
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Pemasaran secara Personal
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Pemasaran satu-satu (One-to-One Marketing)
Diferensiasikanpelanggan
Interaksidengan setiappelanggan
Melakukan”Customize”
Identifikasiprospek danpelanggan anda
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Pemberdayaan Pelanggan
Brand Evangelists
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Review Pelanggan/Rekomendasi
Rating pelanggan
Review negatif
Menciptakan “buzz”
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Customer Retention (Retensi Pelanggan)
Mengakuisisi pelanggan barumenelan biaya
5x lipat lebih besarDibandingkan mempertahankan
pelanggan lamaRata-rata perusahaan
kehilangan
10%Pelanggan setiap tahun
Mengurangi beralihnya pelanggan sebesar 5% dapat meningkatkan profit
25% to 85%
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Menarik dan Mempertahankan Pelanggan
Mengurangi keberalihan(defections)1. Mendefinisikan dan
mengukur tingkat retensi2. Menentukan penyebab3. Bandingkan CLV ke biaya
Dinamika retensi (retention dynamics)
Mengelola basis pelanggan
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The Marketing Funnel
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Membangun loyalitas
Mengembangkan program loyalitas
Berinteraksi dengan pelanggan
Menciptakan ikatan institusional
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Database & Pemasaran Database
Customer databases• Name, address, telephone #• Purchase history• Demographics• Psychographics• Mediagraphics
Data Warehouses
Data mining
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