Customer Analysis

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• Customer Analysis
• CRN 42210
• Markstein Hall 205
• Tues Thurs 800 950 AM
• Jim Hamerly, Ph.D.

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Last class

• Customer orientation
• Perspective

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Customer orientation

• You are the marketing manager for a new chain of
  fast-casual restaurants. Identify concretely
  what you would do in each of the following steps

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Perspective

• Fast-casual restaurant Identify concretely what
  each person in the diagram at right cares about

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Market Action

• Chapter 2 of Johnson

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Managers Information Needs

• Market strategy decisions Where the company is
  headed (and, equally importantly, where they are
  not headed)
• Monitoring the market
• Pre-purchase perceptions (brand awareness,
  customer attitudes, etc.)
• Post-purchase satisfaction
• Problem-driven decisions

Manager
Economist
Psychologist
Customer
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Four phases of customer orientation
The speed of this feedback loop is getting faster
CustomerStrategy Focus
Implementation
Analysis Priority Setting
CustomerSatisfactionMeasurement
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Customer orientation Mktg 442
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Chapter 3 of Johnson Understanding and
Anticipating Customer Needs
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• Customer Research What is the purpose?

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Customer research goals

• Understand customer root needs and values
• How they are served by current products/services
• How they will likely be served by future
  products/services

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Customer research Reactive, Proactive, and
Projective

• Reactive In reaction to a recent purchase
• Proactive Beyond immediate preferences and/or
  purchase decisions (e.g. to discover consumer
  trends)
• Projective Project customer forward in time to
  react to possible product or service improvements

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Reactive research

• Three categories of satisfaction
• Basic or expected attributes
• Performance attributes
• Surprise and delight attributes

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Kano Model
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Reactive research

• Categories of satisfaction cell phones
• Basic or expected attributes
• widespread service
• good voice quality
• Performance attributes
• Good user interface
• Video camera
• Surprise and delight attributes
• Integrated phone book that works with all phones

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Proactive market research

• Proactive research permits the examination beyond
  immediate preferences to discover consumer trends
• Marketing myopia Customer reactions to early
  prototypes can be misleading
• Example GE Sony with small TVs

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Reactive ? Proactive ? Projective techniques

• Project customer forward in time to react to
  possible product or service improvements
• Examples value of
• If your milk carton didnt need to be
  refrigerated before opening
• Automobile oil change and lube every 100,000
  miles
• Recorded course lectures available 24 hrs/day