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Title: Enhancing Marketing Strategy and Customer Experience Objective: To provide team members with a foundational understanding of key marketing principles, the experience economy, customer touchpoints, and modern methods for assessing customer experience, along with a case study and reflection assignment to apply knowledge. Agenda (1 Hour) Time Topic 0–5 mins Welcome & Objectives 5–20 mins Marketing Fundamentals, Experience Economy & Service-Dominant Logic 20–35 mins Touchpoints, Moments of Truth, Customer Engagement & Loyalty 35–50 mins Customer Experience Research (NPS, Mystery Shopping, Ethnography) 50–60 mins Case Study & Assignment Brief Part 1: Marketing Fundamentals, Experience Economy & Service-Dominant Logic (15 mins) Marketing Fundamentals Marketing is more than advertising or sales; it is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that h...

  1. Introduction Understanding customer experience (CX) requires collecting accurate data on how customers interact with a brand across various touchpoints. Multiple research methods and data sources are available to evaluate and improve these experiences. 2. Satisfaction Surveys Purpose : To assess customer satisfaction with services or products. Used to monitor performance over time and benchmark against competitors . Delivery Methods : Face-to-face Telephone Online (most common today) Limitation : Low response rates due to survey fatigue. Response bias : Only customers with extreme positive or negative experiences tend to respond. 3. Net Promoter Score (NPS) Developed by : Fred Reichheld Key Question : “How likely is it that you would recommend this organization to a friend or colleague?” Response Scale : 0 to 10 Customer Categories : Category Score Range Description Promoters 9–10 Loyal customers who promote the brand and repur...

  Study Notes: Customer Lifetime Value (CLV) 1. Introduction to CLV Customer Lifetime Value (CLV) is a prediction of the net profit attributed to the entire future relationship with a customer. It is a core metric in Customer Relationship Management (CRM), helping businesses evaluate the long-term impact of customer acquisition, retention, and referral strategies (Buttle & Maklan, 2019). Focus: Relationship value, not just individual transactions Importance: Assesses the cost-effectiveness of retention vs. acquisition Strategic Use: Drives segmentation, personalisation, and budgeting decisions 2. When Is CLV Easy to Calculate? CLV is easier to calculate in industries with predictable customer behaviours: Easier Sectors: Banking, telecoms, credit cards, insurance (recurring and stable revenue) Harder Sectors: Fashion, groceries, travel (irregular or seasonal purchases) 3. CLV Influencing Factors Key variables influencing CLV include: Customer ...

Chapter 2: Understanding Relationships Source: Buttle, F. and Maklan, S. (2019) Customer Relationship Management: Concepts and Technologies , 5th edn. Routledge. Pages 54–63: Relationship Concepts and Theories Definition and Nature of Relationships Relationships are ongoing exchanges between parties with mutual recognition and benefits. CRM is based on understanding, developing, and managing collaborative and value-creating relationships (Buttle & Maklan, 2019). Transactional vs. Relational Marketing Transactional: one-off exchanges, short-term orientation. Relational: long-term orientation, customer retention focus. CRM adopts a relational approach: lifetime value and customer engagement over one-time sales. Six Market Model (Payne et al., 1999) Stakeholder groups include: customer, internal, referral, supplier, influence, and recruitment markets. CRM strategies should consider all six to build strong relational networks. Key Theories Supporting CRM Social Exchange Theory : Relat...

  2.9 Lecture 3: The Five Theoretical Underpinnings of Relationship Management Customer relationships are underpinned by five key schools of thought: 1. IMP (Industrial Marketing and Purchasing) School Focuses on B2B relationships . Key elements: Actor Bonds : Personal interactions between individuals across firms; build trust and commitment. Activity Links : Commercial, technical, financial, and administrative connections (e.g. shared IT or stock systems). Resource Ties : Human, financial, legal, physical, and intellectual resources dedicated to maintaining the relationship (e.g. time, contracts, payments). 2. Nordic School Based on Grönroos and Gummesson. Applies to both B2B and B2C. Emphasizes service in interactions. Key ideas: Organizations and customers co-create value through mutual service. Leads to Service-Dominant Logic (SDL) : All organizations, including manufacturers, are service providers. Example: A car’s value is transportation; true value is only realized when use...

  1. Customer Engagement through Social Media (Class Activity + Examples) Brands Studied: Duolingo & Dove Duolingo is a great example of a brand using humour, consistency, and platform-native content to drive engagement. Their TikTok posts, especially with the Duolingo Owl as a chaotic, funny character, regularly go viral. Instead of traditional educational content, they use trending memes, funny voiceovers, and even poke fun at the "pushy" nature of their notification reminders. This makes them feel less like a brand and more like a relatable, entertaining presence on users' feeds. Dove , in contrast, takes a more emotional and purpose-driven approach to engagement. Through campaigns like #RealBeauty and the Dove Self-Esteem Project, the brand focuses on social issues such as body image, self-confidence, and digital distortion. They encourage people to share their own stories, celebrate diversity, and engage in real conversations about beauty standards. Dove’s conte...

In today’s increasingly customer-centric business landscape, traditional views of value creation are being challenged. Rather than seeing business as the sale and transfer of goods, modern marketing scholars and practitioners are shifting toward a more dynamic and collaborative view of value: Service-Dominant Logic (S-D Logic). This perspective, introduced by Stephen Vargo and Robert Lusch in 2004, redefines the foundations of marketing and business strategy. It provides a powerful framework for understanding how value is created, exchanged, and experienced in contemporary markets. What is Service-Dominant Logic? Service-Dominant Logic proposes that service, rather than goods, is the fundamental basis of economic exchange. According to Vargo and Lusch (2004), all businesses ultimately offer services, even when they appear to be selling physical products. Goods are considered mere appliances or tools for delivering services. For example, a smartphone is not valuable solely because of i...

Customer Relationship Management (CRM) teaches us that not every organisation requires—or even benefits from—a deep, long-term relationship with its customers. Some interactions are best kept transactional, while others thrive on mutual investment and trust. Drawing from Buttle and Maklan’s insights on relationship quality, commitment, and engagement, I’ve reflected on five types of service organisations I’d want to have a relationship with—and five I wouldn’t. ✅ Five Service Organisations I’d Want a Relationship With Bank or Financial Institution These services involve recurring interactions, trust, and sensitive data. A strong relationship ensures tailored financial advice, loyalty rewards, and confidence in security. Trust and commitment here are vital (Morgan & Hunt, 1994). Healthcare Provider or Clinic Consistency, trust, and data continuity matter immensely. A relationship with a healthcare provider leads to better care outcomes, faster service, and a sense of secur...