CUSTOMER HANDLINGCUSTOMER HANDLINGBy K. Madhu

What is Customer What is Customer Handling?Handling?It’s the most vital part of

business cycle.It includes Understanding

Customer Needs, Fulfilling their requirements, Regular interaction with clients, Execute best service.

“ Less Promise, More Delivery….”

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Customer RelationshipCustomer RelationshipTraditional Marketing Customer Handling

Goal: Expand customer base, increase market share by mass marketing

Goal: Establish a profitable, long-term, one-to-one relationship with customers; understanding their needs, preferences, expectations

Product oriented view Customer oriented view

Mass marketing / mass production

Mass customization, one-to-one marketing

Standardization of customer needs

Customer-supplier relationship

Transactional relationship Relational approach

Importance of Customer Importance of Customer HandlingHandlingHelps in customer retention.Always be in the customer’s

mind.Increase customer loyalty.Better price negotiation.Improves repeated business from

the clients.

© THM Business Si

mulations Ltd 2008

You can’t buy your way out of You can’t buy your way out of something you behaved your way something you behaved your way intointo

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© THM Business Si

mulations Ltd 2008

5. CPE = Customer and 5. CPE = Customer and Partner Partner ExperienceExperience

Partners are customers too

And they deliver some of your customer experience

Do you know how well they do it?

How to do Customer How to do Customer HandlingHandling

The Magic FormulaDeliver excellent basics

+Build strong relationships

+Create competitive differentiation

=Excellent customer experiences

= Achieve business goals

Relationships and desired Relationships and desired behavioursbehaviours Get inside the mind of

the customer – use the data, tools and processes available. Deliver insight.

Drive desired behaviours – move the attention or discussion to where you want it to be

Build strong relationships – make the customer feel good and look good. Become an ally not a supplier.

CRM

CEM+