Värdet av lojalitet
Vad är lojalitet egentligen värd för en mediaplaneringsbyrå i Singapore?
Marketing in a business-to-business environment differs from its counterpart in the business-to-consumer market. Where the latter focuses on customer satisfaction, the former is all about value. This value creates loyalty between seller and buyer. Creating loyalty is becoming more and more important in the media planning industry as fierce competition reduces profit margins. Value is created through selling what a client wants at an acceptable price. What the client wants can be divided in three categories using the Kano model: Must-have features, which are the basic requirements of a product, onedimensional features, which increase the value of a product proportionally, and attractive features, which if they are available increase the value of a product without diminishing it if they are not. Mindshare Singapore, a local office of a global media planning agency, and their prospective clients do not always share views on which category different features fit into. Personal relationships and honesty are key features that can overshadow many other aspects of the business situation.