customer realtions and services vs

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18/01/20101Vinika Shingala - ADISHWAR INDIA LTD


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The word derives from "custom," meaning"habit"; a customer was someone whofrequented a particular shop,

who made it a habit to purchase goods whichis sold in the shop rather than elsewhere,

And the shopkeeper had to maintain a goodrelationship with "customer" for (expectedpurchase in the future).

Vinika Shingala - ADISHWAR INDIA LTD


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People who receive my output

People who pay me

They are the reason why I do my job

People who want to avail mycompanys services



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Our greatest asset is the customer! Treat each customer as if they are the

only one!

Customer is a Advocate, Positive word ofmouth.

Invest maximum time and effort to servethese customer.



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Know your customer..to Capture

and retain them!

Data helps in Customer

Segmentation! If we dont take care of our

customer then some one else will !



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Does traditional Methods attract &Motivate Customer?

Media gives new choices that matchcustomers Interest.

Consumers desire RETAIL EXPERIENCE ismore Personalized.



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Based on unique behavioral attributes,customer are of following types:

Wandering Customer Need based Customer

Impulse Customer

Discount Customer Loyal Customer



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Now customers want to own a BUYINGEXPERIENCE.

What Moves Products

VS

What Moves People



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When product becomes so similar andTechnologies are commonly available,

CUSTOMER EXPERENCE is the only truedifferentiator!!

The Goal as a Company is to havecustomer service that is not just the best,but legendry!



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Is there a scientific systematic method?

How do we identify ourloyal customers?

How can we retain them as an

organisation? How do we ensure all our departments ,

employees worktowards this?

Can we enter into a long termrelationship with our customers?

How do we maintain, manage this

relationship? 18/01/2010 11Vinika Shingala - ADISHWAR INDIA LTD


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Tracking the buying patterns of existing customers

Customer services, promotion & pricing tocustomers specific requirements

Providing two way communication channels(company to customer & customer to company)

Minimizing the probability of service errors &breakdowns

Augmenting core service offerings with valuedextras

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Its a Scientific Management to achieve

Organization's Goal.



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Customer satisfaction



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A typical dissatisfied customer will tell 8-10

people about their problem.

7 out of 10 complaining customers will do

business with you again if you resolve the

complaint in their favor.

If you resolve a complaint on the spot, 95% will

do business again.



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9%

9%

13%

69%

Others

ProductDissatisfaction Better Prices

Elsewhere

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Poor Service &ignorance of any one

Employee



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Some customers have .....



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A great

experience

OR

A poor

experience



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High expectations

Low expectations

A poorexperience

A greatexperience



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High expectations

Low expectations

A poorexperience

A greatexperience

Delighted



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Delighted customers

Are surprised by the level of serviceyou provide



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So !



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which is a good

thing !18/01/2010 31Vinika Shingala - ADISHWAR INDIA LTD


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The challenge is to consistently deliver

A great

Experience and tohave a Devoted

customer



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High expectations

Low expectations

A poorexperience

A greatexperience

Devoted customer



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TargetingAcquiringServicing

Retaining

Building Long-Term Relationship withCUSTOMERS.

In simple words ,Winning the confidenceof customer, Maintaining the Goodwillof Organisation in terms of Product andService (Pre-Sales + Sales + Post-Sales)



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WHY?Devoted customers !!



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Devoted customers

How?



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The more you engage with

customer the clearer things

become and Its easier todetermine what you should bedoing..



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Give yourcustomers a

very goodlistening



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Think 3D



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Hi h t ti


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High expectations

Low expectations

A poor

experience

A' great

experience



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A Poor

Experience18/01/2010

46Vinika Shingala - ADISHWAR INDIA LTD


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High expectations

Low expectations

A poorexperience

A greatexperience

Disappointed



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Spot Disappointment18/01/2010 48Vinika Shingala - ADISHWAR INDIA LTD


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High expectations

Low expectations

A poorexperience

A greatexperience

Disaffected



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Go for Delighted



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Aim for Devoted



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Spot Disappointed and

Avoid Disaffected



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Customers (ExternalCustomers)

Employees (InternalCustomer)



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Marketing Team

Stores

Support Team (Contact Centre ieVoice & Web based)

Delivery Team



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CRM Benefits Increased Revenues from better prospect targeting.

Increased Purchase per current Customer.

Customer Retains Longerwith the Organisation.

But need good which isproperly maintained in order to retaincustomers and serve their particular needs

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database



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Customer Data Baseis :


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Customers information = currency

Make customer a Open Bookto YOU.

Every information is Revenue for us.



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The basic premise of CRM is to offersuperior value to customers in an effortto turn

Suspect into prospect

Prospects into Customers,

Customers into Loyal Customers, and Loyal Customers into Partners &

Advocates



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Quality

MarketingCustomer

service

CRM


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