customer relationship management practical knowledge

Marketing

Time Frame Marketing Concept

Yesterday Selling

Today Customer Satisfaction

Tomorrow Relationship And Networking

1by: [email protected]

Marketing Concept

Production Concept Factory � Product � Production Efficiency �

Profit Through Mass Production

Product Concept Factory � Product � Product Quality and

Performance � Profit Through Long Lasting and

High Performance Products

Selling Concept Factory � Existing Product � Selling And

Promotion � Profit Through Sales Volume

Marketing Concept Market � Customer Needs � Integrated

Marketing � Profit Through Customer Satisfaction

Societal Marketing Concept Market � Social Responsibility � Concerned For

Societal Ethical Issues Overall Marketing � Profit

Through Customer And Social Welfare

Holistic Marketing Concept

�Everything matters with marketing

�Holism means Every Things In An

Environment Are Connected In Some

Way

Components

i. Relationship Marketing

ii. Internal Marketing

iii. Integrated Marketing

iv. Social Responsibility Marketing

v. Performance Marketing2by: [email protected]

C R M

Customer Relationship Management


Abraham Lincoln

Because We Live In The PRESENT,

If We Do Not Plan For The

FUTUREFUTURE

We Will Remain In The PAST.


CRM

Companies are great not because they focus cost or

flexibility or speed but because

they have

the ABILITIES to manage transactions.the ABILITIES to manage transactions.

We are here to help you to develop the

abilities.


The hugeness of THREATand OPPURTUNITIESbearing down on the manufacturing/service sectors :

1. RETHINK your strategies & PEOPLE .1. RETHINK your strategies & PEOPLE .

2. Market is PEOPLE and People are

CUSTOMERS ( Internal and External) .


Who is customer?

� A customer is a person who brings you his or her ‘Need-Want-Demand’. It

is your job to handle for profitability of the customer and business.

� A customer does not depend on you, your business depends on the customer.

� A customer is not an interruption to your work but the purpose of it.

� You are not doing the customer a favor by serving he or she, they are � You are not doing the customer a favor by serving he or she, they are

doing you a favor by giving you to opportunity to do so.

� A CUSTOMER is not someone to ARGUE with. No one ever gained by

winning an argument with a customer.

� A customer is therefore the most important person for your business.

Remember if there were no customers you

would not have a business/job.


Level Of Customer Loyalty

Suspect ProspectFirst Time Customer

Repeat Customer

ClientMemberAdvocatePartner ClientMemberAdvocatePartner

CRM INVOLVES:

SALES ACTIVITIES

MARKETINGCUSTOMER

SERVICETECHNICAL SUPPORT


OVERALL GOALS OF CRM ARE TO:

1. To find customers.

2. Attract customers.

3. WIN new customer.

4. Retain customers.

5. Entice (Charm) the customers.5. Entice (Charm) the customers.

6. Reduce the cost of marketing and client service.

7. Enhancing relationship with customers.

8. Closeness with the customers.

9. Market intelligence system.

10. Identify high profitable area.

11. Most flexible business operation.

12. Excellent distribution capabilities.9by: [email protected]

Benefits of CRM

1. Benefits to the firm.

• Repeat business.

• Enhanced brand loyalty. (Occasional customer into a regular client, admirer opinion leader giving word of mouth to the firm and into a regular client, admirer opinion leader giving word of mouth to the firm and product/service).

• Increased long-term profitability.

• Brand building (Customers meet and exchange of feeling, views for suppliers and users)


Benefits of CRM

2. Advantages to the customers

• Superior value through better products &

services.

• Attention to the customer complaints of • Attention to the customer complaints of

product & services.

• Customization (tailor-made) to suit the

convenience of each individual customer


CUSTOMERS ARE THE BUSINESS

• To provide world class levels of service the

customer must be placed at the center of all

business activities.

• All profit come from customers• All profit come from customers

So, if no profit � No business

And no customers � No profit

Then no customers � No business

Therefore customers ARE the business.


The CUSTOMER is the

KING or the QUEENof any organization.

ONCE a customer ALWAYS a customer

Deliver customer service that creates

CUSTOMERS FOR LIFE13by: [email protected]

Unhappy customers greatly affect

present and future Business• 96% unhappy customers never complain to company about

the rude or discourteous treatment they receive.

• 90%( or more) dissatisfied with the service will not return.

• Every unhappy customer story will be shared with more than 20 people, friends, associates and other companies resulting in loss of present and potential customers.resulting in loss of present and potential customers.

• 68% of the customers who end doing business with a company because of the indifferent ATTITUDE towards them(customers).

Positive story (experience of the customer) can be created/ accomplished if you, your staff have knowledge, skills and positive attitude towards customers and solving their problems.


Total Customer Satisfaction(TCS)

• The best way to handle a situation where the

customer is angry or upset is to remember the

acronym

LEARNLEARN

Turn this ANGRY person into HAPPY person


LEARN

• Listen� Carefully to your customers. You need to stop everything you

are doing and give your customer 100% of your attention.

� Listening requires a lot of effort and cannot be accomplished when we are distracted.

• Empathy• Empathy� With your customer’s concerns.

� Let them know that you sincerely care about their problem/s even if you don’t agree with their comments.

• APOLOGIZE� Even if you are not the cause of problem.

� When said sincerely, the words “I’m Sorry” can diffuse as much as 95% of most people’s anger.


LEARN

• RESOLVE� The problems. Let the customers know you are on their side and

you will do everything you can to help them get it resolved soon.

� If an employee is in another department can only fix it, then HELP to make the transition smooth so the customers don’t have to tell their story more than once.HELP to make the transition smooth so the customers don’t have to tell their story more than once.

• NOW� is the time to address problem/s.

� The faster a mistake is fixed, the more likely it is that the customer will give your company another chance.

YOUR CUSTOMERS ARE YOUR BUSINESS & JOB SECURITY.


SUCCESSFUL SELLING IS

“ CUSTOMER ALWAYS RIGHT”� In times of complaints the salesperson/ staff is often caught in the middle, between the

customer and the company.

� S/he has to represent company’s case to the customer and customers’ case to the

company.

� This has to done in a fair way to both companies/ customer solve this separately.

� Division to handle customer complaints� Division to handle customer complaints

� Staff/ Sales people honor all claims (except fraudulent ones ) and see that CUSTOMER IS

SATISFIED

� Some times staff/ sales person has to submissively face a customer and say right even

when s/he is wrong.

� But the question is should they do this?

� They often should in their interest and company's interest

� Complaints can open up many immediate and future chances for sales

� Staff/Salesperson get fed up every once in a while in the career or face a complaining

customer to prove that s/he is wrong, wrong, wrong18by: [email protected]

LOVE LETTER

Learn from

Others’Others’

Valuable

Experience


How To Handle Customer Complaint

How to handle

ANGRYCustomers


Then What To Do……

Don’t take it personally.

Usually it’s the company that they are angry with.

They my have had difficulty getting through to you or may have had previous enquiries

mishandled.

Take notes and check these back with the customer to

demonstrate clearly that you are paying attention and

treating the matter seriously.

Try to keep a calm tone of voice, but if abuse persists

pass the call to your supervisor.

If possible, avoid transferring the call or putting on hold.

As far as the customer is concerned, you are the

company.

They don’t know you as the nice person your family and

friends are familiar with.

Give the customers space to let off steam before you to

steer them towards a discussion of the facts.

They are probably more anxious/restless/uneasy

about the situation than you are.

Get someone to call the customer back promptly. Put come back on the hold line at

thirty seconds intervals

To reassure the customer.


Handling Customer Complaints

Provide customer with the opportunity to complain.

Give customers your full and undivided attention.

Listen completely.

Ask the key question: “What else”.

Agree that a problem exists; never disagree or argue.

Apologize.

Resolve the complaint. (Ask again “What else”)

Thank the customer for bringing the complaint to your attention.


Types of Complainers

The Meek Customer ( Gentle) – ebebebeb||||

• Generally will not complain.

The Aggressive Customer - l/;l/;l/;l/;fxffxffxffxf

• Readily complain often loudly and at length.

The High Roller Customer – a'a'a'a'´́́́sLsLsLsLThe High Roller Customer – a'a'a'a'´́́́sLsLsLsL

• Accept to absolute best and is willing to pay for it.

The Rip-off Customer – srsrsrsrsrsrsrsr]]]]

• A constant and repetitive “not good enough” response. Goal is not to get complaint resolved but to get something not entitled to receive.

The Chronic Complainer – c;Gtfc;Gtfc;Gtfc;Gtf]]]]ifLifLifLifL

• Is never satisfied there is always something wrong, mission is to grumble.23by: [email protected]

Things customer say they Highly value

Having a problem fixed first time, and on time

Having confidence that you know what you are doing

Not being blamed for the problem (Its our mistake)Not being blamed for the problem (Its our mistake)

Showing concern for their situation - Empathy

Being kept informed of progress

Being advised what they can do to help the problem from recurring


Delighted Customers

• Satisfied Customer is no longer good enough to

survive today's competitive market place.

• Then What : the Delighted Customer

Definition :Definition :

What is provided = What is Promised and Expected

�Satisfied Customers

What is Provided > What is Promised and Expected

�Delighted Customers


THE POWER OF +1Delight = Expectation Or Satisfaction +1

• This Is Excellent, Simple Way Of Expressing

How To Create Delight. But What Is +1?

• Delighted Could Be Any Or All Of The Following :

1 %

1 More Sale

1 Additional Item

1 More Personal Contact

1 Bit More Thoughtfulness

1 Extra Minute Of Your Time

1 Telephone Call To Ensure The Customer Is Happy

1 Any Thing Else That Will Delight Your Customers26by: [email protected]

• These extra items

The +1s are what I sometimes call the

WOW factors. The little extras you

provide, that cause your customers to

think and say woooooooow.


PLEASE


FINDING NEW CUSTOMERS

The Best Way To Get Business Is

1. To get repeat business From Current Customers� by doing absolutely everything you can possibly do.

� Find Solutions For Them And Serve Their Needs.

2. Get Referrals (Helping Persons) from your 2. Get Referrals (Helping Persons) from your Current Customers.� You can also get this by taking terrific care of those

current customers and by asking for referrals

� So by using a Customer-Focused Selling approach you will greatly increase your chances of getting both repeat business and plenty of referrals.


There are lots of techniques for finding new customers some of which tend to be more effective than others.

Generally the best leads (ahead in competitor) are going to be those leads that you are close to such as Word Of Mouth.

Often the best sales people use many different techniques for finding leads.

It is their Attitude about finding leads-they are always, always, always trying to talk up their business and find new leads even during no business hours. 30by: [email protected]

SOME POWERFUL WAYS TO FIND NEW CUSTOMERS

Friends And RelativesFriends And Relatives

AcquaintancesAcquaintancesNetworks And RelationshipsNetworks And Relationships

Creating Your Own Target ListsCreating Your Own Target Lists

Buying Lists Of ProspectsBuying Lists Of Prospects

Following The CompetitionFollowing The Competition

Getting Referrals From Competitors Who Are Not Ideally Suited For A Particular Job.

Getting Referrals From Competitors Who Are Not Ideally Suited For A Particular Job.

Local business association and professional groups

Local business association and professional groups

A Particular Job.A Particular Job.groupsgroups

Non professional groupsNon professional groups

AlumniAlumni Trade showsTrade showsNews and feature articlesNews and feature articles

SeminarsSeminarsSpeaking engagementsSpeaking engagements

Media PublicityMedia Publicity


A CASE

Divide The Class Into Two Groups

1st is salesmen group AND 2nd is customer group

Practice

The Customer Relationship Management

CRM

BEST OF LUCK FOR YOUR BRIGHT FUTURE


Consumer BehaviorMake Friendship With This Question More…

What do they buy? A product/service? A convenience, shopping or

specialty good?

Who buys? Everybody? Women only? Teenagers?

Where do they buy? Will they shop around or not? Outlet types?

Why do they buy? Motivations, perception of product and needs? Why do they buy? Motivations, perception of product and needs?

Influences of peers (close look), prestige,

influence of advertising and promotion, media?

How do they buy? On Impulse? By shopping?

When do they buy? Once a week? Everyday? Seasonal?

Anticipated Change? Incidence of new products? Shifts in consumes

preferences needs?

Nobody buys you unless you can solve someone’s problem or achieve the satisfaction.Michael Finke, Founder of Multimodal Technology.33by: [email protected]

7 Deadly Sins In Customer Service

Detachment Inhospitality Rudeness

Attitude Ignorance InaccessibilityAttitude Ignorance Inaccessibility

Invalidation
