Social Enterprise Learning Toolkit (Customer Relations Module)

Customer Relations Module #6

1Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

Sales and customers are the core of your business venture.

Blended value drives your success!

2Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

You have to: Reach the customer! Serve the customer need! Maintain the customers! “Spend it to make it!”

3Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

Who is your customer? What do they want? Why do they want it?

4Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

Understand why they have chosen to do business with you in the first place

You have to look at the whole customer experience to get them to continue as your customer◦ Deliver Value … Every Day◦ Act Promptly to fix problems◦ Review Service from the customer perspective◦ Never forget your Competition

5Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

“Customer is Always Right” “It takes 10 positive responses to outweigh 1 negative response”

“Service with a smile” (even over the phone!)

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 6

Target Customer◦ Market Segmentation

Analysis◦ Who is going to buy? Who is buying?

Selling Strategy◦ Advertising and Resources

Competition◦ Who else is out there?

7Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

Direct or Retail Selling Wholesale Sales or Distribution Online Sales A Mix

8Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

Fundraising Sales

Grants and Clients come to you

Social Need Potential Funders Amount of Ask Amount Received Reporting Clients Served Overhead Allocation

You have to go to the customer

Competition Market Demand Customers Pricing Sales Revenue Communications Overhead Expenses Income / Profits

9Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

From a customer’s perspective, review and evaluate:◦ Quality of Product◦ Competitive Pricing◦ Service & Experience Level / Convenience◦ Social Value◦ Other tangibles◦ Other intangibles

“We sell ________”

10Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

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Social enterprises are businesses operated by non-profits with the dual purpose of generating income by selling a product or service in the marketplace and creating a social, environmental or cultural value.

Enterprising Non-Profits (enp) is a unique, collaborative program that promotes and supports social enterprise development and growth as a means

to build strong non-profits and healthier communities. The program is supported by the following funding organizations:

For more information on enp and different modules in the Social Enterprise Learning Toolkit please check out www.enterprisingnonprofits.ca