Customer Relationship Management Practical Knowledge

Marketing
Time Frame Marketing Concept
Yesterday Selling
Today Customer Satisfaction
Tomorrow Relationship And Networking
1by: swarupjee@hotmail.com

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 Marketing 2by: swarupjee@hotmail.com

CRM
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
Companiesaregreatnotbecausetheyfocuscostor
flexibilityorspeedbutbecause
theyhave
the ABILITIES to manage transactions.the ABILITIES to manage transactions.
We are here to help you to develop the
abilities.

ThehugenessofTHREATandOPPURTUNITIES
bearingdownonthemanufacturing/servicesectors:
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.
Acustomer does not depend onyou,yourbusinessdependsonthecustomer.
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 areYou 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 Prospect
First Time
Customer
Repeat
Customer
ClientMemberAdvocatePartner ClientMemberAdvocatePartner
CRM INVOLVES:
SALES
ACTIVITIES
MARKETING
CUSTOMER
SERVICE
TECHNICAL
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.

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
KINGor the QUEEN
of any organization.
ONCE a customer ALWAYS a customer
Deliver customer service that creates
CUSTOMERS FOR LIFE

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 complaintsDivision 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, wrong 18by: swarupjee@hotmail.com

LOVE LETTER
Learn from
Others’Others’
Valuable
Experience

How To Handle Customer Complaint
How to handle
ANGRY
Customers 20by: swarupjee@hotmail.com

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.

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 24by: swarupjee@hotmail.com

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 +1
Delight = 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 Customers 26by: swarupjee@hotmail.com

• 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 your2. 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: swarupjee@hotmail.com

SOME POWERFUL WAYS TO FIND NEW CUSTOMERS
Friends And
Relatives
Friends And
Relatives
AcquaintancesAcquaintances
Networks And
Relationships
Networks And
Relationships
Creating Your Own
Target Lists
Creating Your Own
Target Lists
Buying Lists Of
Prospects
Buying Lists Of
Prospects
Following The
Competition
Following 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
groups
Non professional
groups
AlumniAlumni Trade showsTrade shows
News and feature
articles
News and feature
articles
SeminarsSeminars
Speaking
engagements
Speaking
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 Behavior
Make 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: swarupjee@hotmail.com

7 Deadly Sins In Customer Service
Detachment Inhospitality Rudeness
Attitude Ignorance InaccessibilityAttitude Ignorance Inaccessibility
Invalidation

Customer Relationship Management Practical Knowledge

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