Sebastian Perrier

Customer satisfaction <=> perceived performance = buyer’s expectations

*(acquiring a customer is 8 times more expensive than retaining him)

Three characteristics to comply to achieve customer satisfaction:

1. Must be or satisfiers: characteristics that are taken for granted
2. More is better: make positive impact (but can also have a negative impact, be careful)
3. Delighters: unexpected characteristics that delight the customer, although if they are not there they do not affect customer’s satisfaction.

Customer Value = perceived benefits – perceived sacrifice

Perceived benefits can derive from:

• product features
• associated service
• company’s image or brand
• suppliers’ reliability
• social and enviromental responsability
• etc

• integration with the demands and capabilities of other business functions
• provide customer satifaction while protecting consumer’s welfare (e.g. ethic, environment, etc)
• relying only on customer research for innovating (e.g. laboratory research breakthroughs, etc)
• produce me-too products…

Market orientation:

Customer needs->potential market opportunities->production->marketing & sales->customer

vs. Production orientation:

Production capabilities->manufacturing->aggressive sales effort->customers

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Market driven business vs. Internally orientated business

• customer concer /vs/ convenience
• know customer and adjust mkt mix /vs/ price-performance is the key
• segment by customer needs /vs/ segment by product
• invest in mkt research /vs/ rely on anecdotes
• welcome change /vs/ hold status-quo
• try to understand competition /vs/ ignore competition
• mktg spend=investment /vs/ mktg spend=luxury
• innovation rewarded /vs/ innovation punished
• search for latent markets /vs/ stick with the same
• being fast /vs/ why rush
• strive for competitive advantages /vs/ happy to be me-too
• efficient and effective /vs/ efficient

Use the AIDA approach when you write a piece of text that has the ultimate objective of getting others to take action. The elements of the acronym are as follows:

1. Attention/Attraction
In our media-filled world, you need to be quick and direct to grab people’s attention. Use powerful words, or a picture that will catch the reader’s eye and make them stop and read what you have to say next. With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents.

2. Interest
This is one of the most challenging stages: You’ve got the attention of a chunk of your target audience, but can you engage with them enough so that they’ll want to spend their precious time understanding your message in more detail?

Gaining the reader’s interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out.

3. Desire
The Interest and Desire parts of AIDA go hand-in-hand: As you’re building the reader’s interest, you also need to help them understand how what you’re offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants…explain to the audience what’s in it for them.

5. Action
Finally, be very clear about what action you want your readers to take.

To: Optimistic, open-minded, trend-setting urban customers

Who: Aspire to be… Believe they can ….

Our company is: A solid, trusted, mould-breaking customer champion

That: Enables you to make the most of the power of technology

Because: <List of product offerings and why they address the above>