9 Expanding Customer Relationships. 9 Learning Objectives Explain how to follow up to assess...

9Expanding Customer

Relationships

9Learning Objectives

Explain how to follow up to assess customer satisfaction.

Explain how to harness technology to enhance follow-up and buyer-seller relationships.

Discuss how to take action to assure customer satisfaction.

Discuss how to maintain open, two-way communication.

Discuss how to expand collaborative involvement.

Explain how to add value and enhance mutual opportunities.

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L 2

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L 4L 5

L 6

9Relationship Enhancers & Detractors

Building Goodwill: The processof convertingnew customersinto lifetime customers by continually adding value to the product.

9Assess Customer Satisfaction (cont)

Research Results Regarding Customer Satisfaction Management Capability:• More than 65% do not have a dedicated customer experience

management role.• Nearly 73% do not have a clear definition of the customer

experience that is well communicated in their companies.• Less than 29% provide employees with the tools and authority

to solve customer problems.• Nearly 76% do not have employees who are well-versed in how

to delight customers.• Slightly over 56% believe that their

companies do not deserve theircustomers’ loyalty.

9Assess Customer Satisfaction

9Assess Customer Satisfaction (cont)

• __________the customer for satisfaction feedback.

• _____________for seeking customer satisfaction feedback.

Key Driversof Customer Satisfaction: Salesperson’s reliability and responsiveness;Regular, clear, and concise communication.

9Four Sequential Components

of Effective Follow-up

Apply relevant understanding and insight tocreate value-added interactions with the buyer.

Develop and manage contact with multiple influential individuals in the buying organization.

Maximize the number of critical encounters with buyer and encourage effective dialogue and involvement.

Coordinate and interpret

information and develop insight regarding buyer’s changing situation, needs, and expectations.

9Harness Technology to Enhance

Follow-Up and Buyer-Seller Relationships

• Internet• Extranet• CRM Systems Salesforce.com

Netsuite.com

ACT

Microsoft CRM

Oracle Siebel CRM

9Relationship Enhancement Activities

9Assure Customer Satisfaction

9Providing Useful Information

Continue to ___________and ___________the relationship after the sale by _______________ ____________.

9Expediting Orders andMonitoring Installation

• Track the order• ___________________________• Demonstrate concern• Supervise installation• ________________with installation

9Training Customer Personnel

• Ensure customer has access to appropriate training

• _______ as a training facilitator• _______________

with training

9Ethical Dilemma

9Typical Customer Complaints

9Ethical Dilemma

9Resolving Complaints

• Build the relationship to the point you customers are comfortable complaining

• _________________and get the whole story• Ask the customer what s/he would like

you to do• _______________________on a solution• ____________— educate the customer• ________________on all

promises — add value

9Other Ways to Add Value

• Maintain open, two-way communication• __________________________________• Work to add value and enhance mutual

opportunities• _____________________________• Look for ways to _________________

Service Quality: Meeting and or exceeding customer service expectations

9Customer Expectations

9Developing Service Strategy

ServiceStrategy: A plan in which a salesperson identifies hisor her businessand customersand what the customers wantand what is important to them.

9Customer Service Dimensions

9Role Play