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Uma Estratégia de Fidelização de Clientes
Carla Monteiro Helena Silva Manuela Dias Pedro Santos Virginia Trandafir 5 de Janeiro de 2004

A Fidelização
• • • • • • Definição (P.K.): “Uma empresa desfruta de alta fidelidade à marca se uma quantidade considerável de clientes não muda para outras marcas.” Medida de fidelidade: taxa de retenção de clientes Construção de fidelidade => discriminação de clientes “Customer satisfaction is worthless; customer loyalty is priceless – how to make customers love you, keep coming back and tell everyone you know.” Jeffrey Guitomer Fidelização Satisfação

Um cliente satisfeito: - permanece fiel mais tempo - compra mais e mais diversificado - excelente publicidade - menor sensibilidade aos 4 P´s da concorrência - inovação participada - menor custo (rotinas) Retenção de clientes – barreiras à mudança – Marketing de Relacionamentos

•

A Fidelização
• Marketing de Relacionamentos (5 níveis) – Básico (simples venda do produto) – Reactivo (venda, encorajando reacção do cliente) – Responsável (acompanhamento pós-venda, com – –

pedido de sugestões e de críticas) Proactivo (cliente é contactado periodicamente para fornecer sugestões sobre melhorias no produto ou novos produtos) Parceria (cliente e empresa trabalham em conjunto)

Nº clientes Lucros/produto

•

Ferramentas de Marketing
– – – Acréscimo de benefícios financeiros (programas de marketing de frequência e de clube) Acréscimo de benefícios sociais Acréscimo de vínculos estruturais

A Fidelização
Relatório da Mckinsey • Fidelização: indicadores satisfação vs perfis fidelidade
Cliente Fiel Emotivo Migrador Descendente Por estilo de vida Deliberado Insatisfeito

Inerte Deliberado

• •

Perfis = f (Sector) ^ Acções de Marketing = f (perfis de fidelidade) Atracção de clientes emocionalmente fiéis

A Fidelização
O conceito clássico Cupões Cartões de fidelização Pontos
Customer

Basta com:

E-mails Telefonemas

Will you be my customer always

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