Customer is the most important visitor to our premises. He is not depended on us, we depend on him. He is not an outsider, He is not an interruption in our work, he is part of it. He is doing a favour by giving us an opportunity.

Mahatama Gandhi

C.L.T.V. = Age Remaining x (Sales-Cost)

CUSTOMER BEHAVIOURCUSTOMER BEHAVIOUR

Why Customers Leave A Store

Sign of good Behaviour

• Smile• Lavish use of words like EXCUSE ME, PARDON,

SORRY, PLEASE, THANK YOU, IT IS MY MISTAKE.• Know the name. Address by name.• See the Eyes of men and Bindia of women.• Use local courtesy words like DADA, KAKA, MAMA,

BEN, MASI, DIDI etc• Make the customer feel “ WELCOME” use local

culture of greetings.• Make a stock of standard questions and ideal

answers.

Never ask • a) what do you want, • b) have you used this, • c) what price range you want to buy, • d) what is the age of your wife/sister,• e) what is the colour of your

wife/sister.• Never discuss religion, politics, sex.

• Talk what a person likes.• Give a Patient Listening.• Give the required service without

asking for. Anticipate.

Customer psychologyCustomer psychology

• MASLOW’S hierarchy of Needs/Buying Motive

• A) Physical Needs-Rice ,Dal,Sabji

• B) Safety Needs-Umbrella,Suitcase

• C) Social Needs-T.V,fridge,

• D) Recognition / Status Needs-car,watches

• E) Self Fulfillment / Self Actualisation-

Types Of Customer [ For Behaviour Strategy]

• Regular / Routine - New Customer

• Presold Customer - Indecisive Customer

• Quick Customer - Confused Customer

• Difficult/Tough - Docile Customer

• VIP Customer - Nervous/Hardcore Customer

Characteristics of different customersRegular/Routine customer- Wants to be recognised Wants extra privilege like credit Generally more found in super marketNew customer-Asks for everything like for basket, products, billingPresold customer-Found in more no in speciality store /dept store Eg-Foot wear, Garments,T.VsIndecissive customer-Not decided, needs assistance, found more in no in children or ladies garments

section ,nowadaysfound more in cell phone storeQuick customer-Generally buys one or two items not many.Confused customers-Needs guidance specially in white goods like mobile, plasma tv

Contd…..

Difficult customer-Give referenceDocile customer-not choosy ,can take anythingV.I.P. customer-Should be treated well like giving regard,

greeting themNervous customer/handicapped customer-

Types of customer(from positioning point of view)Types of customer(from positioning point of view)

Price sensitivity

Contd…..

FASHION SENSITIVITY

CLASSICFASHION LEADERFASHION FOLLOWERINDIFFERENT

CUSTOMER SERVICE MANAGEMENT [ CSM ]

• Infrastructure Service – Big Building, Tall Ceiling, Wide Aisle, Big Parking, More Check Outs, Creech

• Comfort Level Service – Ramp, Escalator, AC, Sitting Arrangement, Music, TV

• Convenience Service – Drinking Water, Toilet, Trolley, Basket

• Sales Related Service – Mode of Payment, Door Delivery, Gift Packing

• After Sales Service• Promotional Service• Behaviour Service

Customer Satisfaction Management

Footfall : It is the number of customers visits to shop.

Conversion Rate : It’s a number of customer actually made the purchase.

Avg. Ticket Size / Basket Size / Bill Size:

= Total Sale / Number of Bills

Rs. 150 – 200 : Convenience Store

Rs. 250 : Supermarket

Rs. 400 + : Bigger Supermarket

Rs. 500 + : Hyper Market

Rs. 950- 1250 + : Department Store

Stock Keeping Unit ( SKU ) :

SKU / Bill :

Department Store - 2 to 3 Super Market - 6 to 8Hypermarket - 10Specialty Store - 1 - 2

Avg. Cost of SKU :

Super Market – Rs. 35 to 40/-

Customer Satisfaction Measurement :

1.Volume of Sale

2.Number of Customers

3.Avg. Ticket Size

4.SKU / Bill

5.Value of SKU

Customer Mix Analysis :Avg. Bill Size = Total Sale / Number of Customers

Customer Traffic Analysis :

Customer Flow Analysis :

Difference Between :Consumer :Customer :Shopper :

Customer Mood : Three Types:

1.Child Mood-

2.Parent Mood-

3.Adult Mood-

At adult mood - the transaction take placeAt Child & Parent Mood – No sale