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Objectives for Service: Creating Customer Satisfaction &

Professionalism• Define customer satisfaction relative to marketplace- and

sales-driven expectations. (Ch11, Q # 1)• Describe 4 levels of customer satisfaction. (Q # 2, Ch11)• ID ways to insure satisfaction for each level. (Q # 3, Ch11)• List & manage touchpoints• How do you know if a customer is satisfied? (Q # 4 Ch11) • Explain follow-up value & when and how to debrief (Ch11, Q

# 5)• What are 3 steps in resolving a complaint?(Ch11 Q#6)

Retention vs. Acquisitions

• Retaining 2 to 5% more customers has the same effect on profits as does

• The average is 7 sales calls to close a new account but

• Average cost of a sales call is $259, so

when selling current accounts.• _______ of the average company's sales come from

current customers. (one can find higher numbers from other sources)

• The average cost of acquiring a new customer is

Chapter 8 3

Customer Satisfactionadded slide

• Customers buy on the basis of ____

• Actual value is not received until

• Customers logically make a comparison

between the two

Chapter 8 4

Customer Satisfaction• Following a purchase decision a customer’s

perceptions turn into expectations• ________________________________________• ________________________________________• ________________________________________

• Perceptions and expectations are not formed solely with input from the salesperson

Chapter 8 5

Customer Satisfaction• The value a customer receives is judged on the bases

of two primary factors

• What the customer

________________________________

• What has been

________________________________

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Customer Satisfaction (Q # 1, Ch11)

• Customer expectations are fluid, but where do they come from?

Expectations are:

1. ________________

2. ________________

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1. Market Place Generated Expectations

• Each company is looking for a

• A strategy is to add value by

• The key is to discover the

Chapter 8 8

Marketplace-Driven Expectations

• Customers often form their expectations based on what is available in the market

• In order to meet or exceed those, salespeople must ____

• In addition to knowing of and shaping perceptions of value, salespeople must also

• _________________________________________

Chapter 8 9

Marketplace-Driven ExpectationsCustomers often expectations relative to:

•__________________________, free of defects•__________________________•______________________ not just local•Guarantees or __________ to problems

• ___________________________• ___________________________• ___________________________• And things like Purchase incentives

for bulk orders

Chapter 8 10

Marketplace-Driven Expectations• General expectations are not as valuable as your

customer’s specific expectations• Don’t assume you know what they expect

• ______________________________________

• ______________________________________• It’s always best to

___________________________

Chapter 8 11

Marketplace-Driven Expectations• Understanding expectations offers you the

opportunity to

• __________________________

than they may have considered

• __________________________

than they may have considered• For example: Understanding expectations on

delivery times allows you to be seen as more responsive by exceeding them

04/20/23 AEC 320-Fall 2007 - Robbins 12

Brian Mattingly, on Company Follow-UpEducate our

people about _________________________________

Look for _________________________________A proposition that gives_________________________________

Audio Video clips funded by the Barnhart Fund for Excellence

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David Gress, sales personMiles Enterprises

• ______________________________________________________

• Delivery, spraying, billing, etc.

• ______________________________________________________

Video clip made possible by the Barnhart Fund for Excellence

Chapter 8 14

Marketplace-Driven Expectations• Companies communicate their competitive advantages• Competitive advantages are often fleeting because

successful advantages are copied by competitors

• However, a sales-driven expectation & value created by the salesperson is

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Sales-Driven Expectations

• ____________________________________• You sell many times, over many years, to the

same customer.• Satisfaction at the but more..• On the • The ability of the customer to

__

There are 4 levels of satisfaction.

Chapter 8 16

Sales Driven Expectations• Salespeople make both

• _____________________ are those that are stated• _____________________ are those that are implied

• Both create expectations on what will be delivered to the customer

Chapter 8 17

Sales Driven Expectations• Explicit promises must be

• Implicit promises are not contractual obligations

But, in the customer’s

A promise is

Chapter 8 18

Sales Driven Expectations• A discussion that clearly manages customer

expectations is key

• In line with the communication style of the buyero ___________________________o ___________________________o ___________________________o _____________________________________

Chapter 8 19

Sales Driven Expectations• “Service” is often a judgment about how well the

salesperson has delivered compared to expectations

• Therefore, a salesperson • __________________________________

• _________________________

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Four Levels of SatisfactionThe sales person “controls”

Q#2, Ch11

Level;

1. _______________________________that is the process & sales skills

2. Customer value added by the

3. _______________________________ (of a jointly

developed solution) of the product and service

4. __________________________________

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Level I - Sales Call Quality or PRESENTATION

• Every call should have an ____ • Every call should have an agenda• Every call should help __• Every call should ___

Customers expect that each interaction with a professional salesperson is

Chapter 8 22

Presentation Satisfaction Example

You evaluate the quality of your sales calls by:• Taking the time to review

• Being honest with yourself

• Consistently asking questions

o __________________o _______________________________________o Are VB and prospects needs closer to_________ o _______________________________________

• Note - these follow a strategic analysis format!

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Level II - Value Added by the Sales Process

or INFORMATION• Does the customer understand in dollars and

cents how the

__• Are all the customer’s

__• What would the customer say if asked to

__

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Information Satisfaction Examples

• Did I leave the prospect with something

• Does the customer see, or begin to see an • Is there evidence?

• Start each follow-up call in a series of calls with,

Level III - USE(of a Jointly developed solution)

B. Implementation or USE

• Was the

–why not?• ___________________

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A.– Implementation or USE

Does the customer;• Know what needs to be

done to

__• What else can I add to

__

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Service Satisfaction Examples

• You implement the service (field scouting, grid mapping, consulting) but the buyer decides if it was

• Your work isn’t complete when the service

• Be sure the service yielded the desired benefit by

____

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Product Use Satisfaction Examples

• Thoroughly mix feed antibiotics before giving to animals – Therefore you do feed assays &/or mixer validation tests to ensure _

• Harvesting efficiency of a combine is f (local weather, field conditions)

• POS software – train all staff on use and managers

on reports

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Level IV - Business Benefits orRESULTS Q # 4, Ch11

• This is what one usually thinks about when considering customer satisfaction. How do you find out?

• _______________

Are you satisfied with the increased yield, efficiency or reduced cost you were promised?

Is the customer satisfied about working with you?• ______________

Chapter 8 29

Managing Touchpoints

• Touchpoints are????• …any place that your customer experiences your

company• ______________________• ______________________• ______________________• ______________________• ______________________• _____________________________________

Chapter 8 30

Managing Touchpointsadded slide

• Some touchpoints are controllable • _______________

• Some touchpoints are “somewhat” uncontrollable• _________________________

• Some touchpoints are dealbreakers• _________________________

• Some are just nuisances• _________________________

Chapter 8 31

Managing Value Chain Linkages• There are often many linkages, and perceptions may not

be correct, however, • A salesperson can have better management of

touchpoints by:• Making sure everyone knows about

• ______________________ from organizational leaders• ______________________ working up and down in the organization

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SERVICE

• A) Importance of Follow-Up– Remember the value of securing repeat business

• ________________________________________________________________________________________

– Being there

sends a powerful message to the customer that they are still important to you.

• B) Take the initiative - It should be standard procedure to follow up with

--- in person, by phone or by e-mail---within a few

– Follow up call should be exclusively designed for

rather than immediate sales.

Chapter 8 33

Managing Complaints

• Often if customers are dissatisfied they will complain• Some complaints are temporary nuisances or

transactional dissatisfaction called a tactical complaint• The more serious are

• _________________________

• Relationship concerns

• Areas of concern beyond the salesperson’s control

Chapter 8 34

Recognize• Whether the complaint is a list of grievances• Or just the result of a bad day• The first step is to listen and recognize the customer’s

concerns

without being

• _______________

• Ask fact _______________

in order to better understand

Chapter 8 35

Respond

• Hopefully the salesperson has authority to respond adequately to a complaint

• This is often true with tactical complaints• Sometimes a supervisor must be involved (at least

informed). There are

consequences and costs of taking or NOT taking responsibility

The important thing is to _______________________

Chapter 8 36

Resolve• Resolution requires a

____• Keep in mind that the complaint results in a new set

of

• _______________________________________

• _______________________________________