Building Loyalty in Business Markets  

Oleh:

Narayandas, Das

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 83 no. 9 (Sep. 2005), page 131-139.
Topik: BUSINESS; business markets; consumer behaviour; consumer marketing; customer relations; customer relationship management; customer retention; customization; loyalty; marketing strategy

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.29 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Companies often apply consumer marketing solutions in business markets without realizing that such strategies only hamper the acquisition and retention of profitable customers. Unlike consumers, business customers inevitably need customized products, quantities, or prices. A company in a business market must, therefore, manage customers individually, showing how its products or services can help solve each buyer's problems. And it must learn to reap the enormous benefits of loyalty by developing individual relationships with customers. To achieve these ends, the firm's marketers must become aware of the different types of benefits the company offers and convey their value to the appropriate executives in the customer company. It's especially important to inform customers about what the author calls nontangible, nonfinancial benefits - above - and - beyond efforts, such as delivering supplies on holidays to keep customers' production lines going. The author has developed a simple set of devices - the benefit stack and the decision - maker stack - to help marketers communicate their firm's myriad benefits. The vendor lists the benefits it offers, then lists the customer's decision makers, specifying their concerns, motivations, and power bases. By linking the two stacks, the vendor can systematically communicate how it will meet each decision maker's needs. The author has also developed a tool called a loyalty ladder, which helps a company determine how much time and money to spend on relationships with various customers. As customers become increasingly loyal, they display behaviours in a predictable sequence, from growing the relationship and providing word - of - mouth endorsements to investing in the vendor company. The author has found that customers follow the same sequence of loyalty behaviours in all business markets.

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