Understanding Your Customer

Jill Beasant

To look at ways to improve your business in terms of

•The products you stock

•The promotions you run

•The environment you create

•The service you provide

Workshop Objectives

Workshop Content

MarketingPromotions

Customer CareStore Environment

What Is Marketing?Marketing is about understanding

•Who your customers are

•Where they can be found

•What they want

•How much they will pay for what they want

Ten Fundamentals Of Marketing

1. Improving Profit Performance (Not Sales).2. Understanding Customer Needs.3. Seeking Customer Satisfaction As A

Central Value.4. Well Focused Target Markets5. Delivering Product / Service Packages

Designed For Target Markets

Ten Fundamentals Of Marketing

6. Integrating All Company Activity Around The Customer,

7. Planning ahead8. Building On Strengths And Facing

Deficiencies.9. Hiring Quality People And Investing In

Them.10.Knowledge Of Your Market / Customers

Market Research

The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and

services.

Improving PerformanceFour rulesSell to new customers Sell more in each transactionPersuade existing customers to return more oftenImprove margins by cutting overheads and improving sales quality

The Questions Chain

Who wants to shop at a store like mine?What is it that they like about us?Which products excite them?What promotions do they like?Where can I find these people?What should I tell them?

Promotions PlannerSheet of paper for the yearWrite down all the things you can predict will be happening - Jan sale etcWrite down all the predictable ‘quiet times’Write down all the predictable ‘busy times’New product launches you know aboutMajor events with good promotion links

Promotions PlannerYou will be able to see

Dead zones – where you can plan to strengthen and promote the business

Busy times – where you will avoid promotions

Keeping Track/ MeasurementAny direct activity needs to be made

measurableAdd coded coupons to any printed materialsAsk email customers to quote a reference codeRecord the number of responses, value of purchase and margin earnedCalculate the total profit from promotionDeduct costs

Priorities

Make the best of every customer who walks in – this is always your

first priority

Great Customer Service

A pre-requisite for survival

Service quality should be the basis for every decision you make – processes, staff recruitment, promotions, or events

Great Customer ServiceImproved team satisfaction = Improved

service quality

Rewards and bonus schemes based on customer satisfaction helps the team to make the link between how they look after their customers and what goes into their pockets

Great Customer ServiceFeedback –Mystery ShoppingCreate a customer complaint process which makes it easy for your customers to complainGive customers quality surveys they can fill in and send back to you.Customer complaints are free market researchBehind most complaints is a truth that can help you make your business better.

Why Invest In Customer Care

Longstanding Customers Spend More On Average Than Newer, More Cautious Customers

Retained Customers Take A Lot Less Marketing Effort (Sales Force, Advertising, Special Introductory Offers etc) Than Winning New Customers

Why Invest In Customer Care

Satisfied Customers Are Your Best Sales Force – They Make The Task Of Turning “Prospects” Into “Certainties” A Bit Easier

Selling More And Costing Less Will Have Obvious Benefits On The Bottom Line

Building Customer Retention

Sell More Than A Product – Understand And Solve Customer Problems

Be A Partner Not A Supplier – Work With Customers.

Understand How Your Customers Use Your Product And Service.