2. CUSTOMER
A party that receives or consumes products
( goods or services ) & has the ability to
choose between different products &
suppliers .
EXTERNAL CUSTOMERS
The External Customer is someone who
signs a check ,pays our employer &
ultimately makes our paycheck possible.
External Customers have choice & if they
don’t like your product or service can take
their business elsewhere .
PRIMARY CUSTOMERS –
Essentially Trade
Partners .
INTERNAL CUSTOMERS
An Internal Customer or
internal service provider can
be anyone within the
organization.
SECONDARY /TERTIARY
CUSTOMERS
End Users.
●Customer Engagement is the engagement of customers with a company or a brand .
●The initiative for engagement can be either consumer or company led .
●The medium of engagement can be online or offline .
SOME DEFINITIONS

3. PURPOSE OF ENGAGEMENT WITH PRIMARY CUSTOMERS –
TRADE PARTNERS
“After our clever marketing men &women have put their plans in place..
After our production people have made…what our customers need & would buy…
We are not in business until the “sales force” have sold these products ….
Again & again to our existing as well as new customers….”

4. Push Pull Engagement Methods –Channel Partners
PUSH effects are directed at trade partners –direct dealers & distributors in order to persuade trade
to buy & sell products ,thereby creating a push effect on the market thru
 Sales Calls .
 Training.
 Schemes .
 Credit Facility .
 Immediate delivery for local customers.
PULL effects are directed at the end consumer in order to create a “Pull “ effect for our products thru
 Above &Below the line activities .
 Exhibitions .
 Signage.
 Shop front activities .
 Effective after sales service.

5. Trade Engagement Activities
Market Development activities with a view to developing his business with us include
 Sales training of dealer salesman. Soft Skills & Product benefits .
 Advise on financial returns (ROI) .
 Share information on Product mix & movement.
 Providing retailing support to key distributors .
 Proposals for implementation of Merchandising & Sales Promotion activities.
Market Protection activities include providing feedback on
 Market Behavior.
 Competition Feedback .
 Customer Relations .
 Public Contacts .

6. Engage through Best Practices
 The goods ordered must be available when committed.
 The goods must be delivered speedily &reliably ,in the exact quantity ordered
&undamaged.
 Invoices &credit notes must be accurate &sent on time.
 Requests for information &any complaints must be dealt with quickly &effectively.
 Increasing the turnover speed of dealers ,say by making multiple deliveries in smaller lots
(weekly instead of monthly).The higher the turnover speed ,the more satisfied he is.

7. Trade Partners Engagement Measurement
 Key customers &their long term potential.
 How they operate.
 How they are financed/Credit requirement .
 Their expectations on trade margins.
 What level of servicing is required.
 What activities can they/we do to sell the products.

8. Do We Know Them as People ?
-Dealers
-Dealers Counter Salesmen
-In Shop Promoters
 Names , Anniversaries, Greetings .
 Do they know what are our plans & their role in it ?
 Do Important Company people meet them ?
 Do we train them ?
 Do we motivate them ?
 Do we socialize with them ( once in a while )?
RELATIONSHIP BASED METRICS

9. Customer Delight
●Good Service Level -All customer Touch points must not only be aware of the
problems ,but take an effort to solve them. Non responsive contact centers ,
websites etc .
● Remove Small Frustrating Dissatisfiers -Small things which you ignore but the
customer hates – fulfillment -commitment to timely deliveries .
● Ensure acceptable service levels even with different service levels based on
customer profile .
● Providing an end to end experience – right from flight to destination .
● This would ensure customer retention and customer acquisition.

10. Customer Development
Efforts to increase the profitability of current customers .
● Cross Selling – purchasing additional products/services .
● Up selling –to higher level services/products .
● Premium pricing ( bundled with special services )
However
● Don’t overspend on retention –the flighty customers will fly away no matter
what you do (or they ‘ll be unprofitable ).

11. AIDA
 Attention – awareness
 Interest
 Desire
 Action
AIDEA
 Attention – awareness
 Interest
 Desire
 ENGAGEMENT
 Action
AIDA – Common list of events that occur when a consumer sees an advertisement
QR codes
QR is short for Quick Response .With the QR scanner downloaded on your cell phone, it may give
you details about that business (allowing users to search for nearby locations), or details about the
person wearing the t-shirt, show you a URL which you can click to see a trailer for a movie, or it
may give you a coupon which you can use in a local outlet.

12. Talk less about your own product and more and more about what consumers can do with that product.
Offer relevant content. Content tells a story and gives people something of value.
Engaging Emotionally
Many of us want to buy, few of us like being “sold.”

13. Trust & Reputation
● Customers will value Organizations that are easy to reach with respect to
inquiries , suggestions & complaints.
● That has the best service policies & guarantees.
● That adds some “customer delight” factors.
● That manifests social responsibility & earns reputation as a good citizen.

14. Engagement is a Business Strategy that can be
Leveraged to Drive Revenue and Profitability
Engaged Customers
 Spend more money
 Less price sensitive, deliver higher margin
Engaged Associates
 Provide higher levels of customer centric
behavior
 More productive & have fewer accidents
Engaged Associates + Engaged Customers = Profitable Growth