634602 Wk6 Customer Relations

8/11/2019 634602 Wk6 Customer Relations

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MIT 6346 2 MELBOURNE INSTITUTE OF TECHNOLOGY

Communication

Week 6: Customer Relations & Public

Relations

MIT 634602




Customers – a history

• hunter-gather society – self sufficient

• trade - exchange surplus goods

• mass production of consumables - sales

• modern era – Consumer have choice betweencompeting prospective suppliers




Customer typesCustomer service- providing a positive

customer experience to all customer/client types

• B2C – business to customer

• B2B – business to business

• P2P – peer to peer (private non-commercial transactions)




The Customer Experience

• An organisation’s PRODUCTS

• An organisation’s SERVICES

• An organisation’s PEOPLE

• An organisation’s PROCESSES




Organisations offerings

• Service culture

• Quality management

• Knowledge of their products

• Knowledge of their customers




Customer valuation levels• BASIC SATISFACTION

• treated to minimal requirements (just do the job)eg. deliver the newspaper

• EXPECTED LEVEL OF SATISFACTION• treated to standard level expected by customers

• DESIRED LEVEL OF SATISFACTION• as good as you could wish

• UNANTICIPATED LEVEL OF SATISFACTION• beyond all expectations• organisation has increased standards under its

own initiative




Communicating with the

Customer• survey and interview

• providing feedback opportunities

• listening and talking to customers

• asking your customers questions




Knowing the dissatisfiedCustomer

• respond to all complaints

• try to re-engage dissatisfied customers

• develop a dialog

• realise you cannot please ALL the people ALLthe time

• research suggests only 4% of dissatisfiedcustomers complain, and they will tell 8 to 10other people what happened




The Dos of complainthandling

• communicate

• ensure confidentiality

• helpful attitude

• empathy• respect feelings

• acknowledge/ accept complaint

• aim for win-win

• be flexible




CRM technology

Track contacts –prospective customers

Track customer contacts

Support target marketing projects

Tend to fail unless supported by aformal Customer Relations policywhich is well understood andsupported by management and allemployees




To Conclude

• Customer service is an essentialtool in all stages of business

• Companies must aim to providethe best customer service throughthe implementation of effective

policies and procedures andcommunicate actively to determinetheir customer’s needs and desires




PUBLIC RELATIONS






stakeholders

• individuals or groups who are affectedby the successes/failures of theorganisation.

• eg.• customers

• shareholders• suppliers• office bearers• suppliers

• community groups• environmentalists• governments




Public relations tasks

• relate the organisation to the needs andinterests of the public

• inform the public about the organisation

and its products• maintain communications with themedia and its audience

• avoid conflict / misunderstanding

• build positive image / goodwill• project corporate image

• research public opinion




Media relations

• critical to public relations efforts

• requires understanding of whatmakes news

• media release – attempt to attractattention (using style typical of jornalist)

– new operation, project move to a new site

– opening paragraph summarises main facts

– news of secondary importance

– reiteration and explanation




Media interviews

• set your objective

• understand your prospectiveaudience (depends on the interviewers

audience demographic)• identify ‘must say’ items

• bridge from interviewers questions

to your ‘must say’ items






references

• DWYER, Judith (2009).Communication in Business:

strategies and skills. FrenchsForest, Australia: PearsonEducation Australia Ch.7

Documents

634602 Wk6 Customer Relations