CUSTOMER

RELATIONSHIP

2

“The approach of identifying, establishing, maintaining, and enhancing lasting relationships

with customers.”

“The formation of bonds between a organisation and its customers.”

What is CRM?

3

Prospecting (of first-time consumers)

Loyalty

Win back or Save

Strategies in CRM

for Mass Customization

THE IMPORTANCE OF CRM CUSTOMER

RELATIONSHIP MANAGEMENT

CRM Customer Relationship Management is one of the newest innovations in customer service today.

CRM stands for customer relationship management and helps the management and customer service staffs cope with customer concerns and issues.

CRM involves gathering a lot of data about the customer.

The data is then used to facilitate customer service transactions by making the information needed to resolve the issue or concern readily available to those dealing with the customers

THE IMPORTANCE OF CRM CUSTOMER

RELATIONSHIP MANAGEMENT

This information is important in providing the customer the answer that he or she needs to resolve the issue without having to wait for a long time and without going to several departments.

With just a few mouse clicks, a customer support representative for example can track the location of the customer's package

ORGANIZATION’S IMAGE

Organisation’s image is like a house of cards, delicate , fragile, like a crystal palace

It is not a fort that can be attacked over and over again

Images rest in the subconscious minds of the customers built over a period of time but

shattered fast

BASICS OF COMPANY’S IMAGE

1. Organisation’s image is customer related and

depends on the perception of the customer

2. The perception need not be in conformity with that

of the Oranisation

3. First impressions may make a big difference in

building the image

4. Communications play a major role in enhancing

the image

PERCEPTION AND CUSTOMER

Perception of the customer may/may not be the one you have

Thinking about customer first your effort to be on common perceptions is a must

More customer relationships are ruined due to perceptions

WHAT IS CUSTOMER SERVICE

Customer service is the ability of an organization to constantly and consistently exceed the customer's expectations.

Good customer service is all about sending them away happy

Customer service is the provision of service to customers before, during and after a transaction.

Customer service, like a brand, is what the customer perceives and remembers of the service they received. What a customer perceives is the service they receive is not necessarily the service they actually receive.

WHAT IS QUALITY

“Performance to the standard expected by the customer”

“Meeting the customer’s need the first time and every time

“Providing customers with products and services that consistently meet their needs and expectations

“Doing the right thing right the first time, always striving for improvement, and always satisfying the customer”.

Quality involves meeting or exceeding customer expectations.

Quality applies to products, services, people, processes, and environments

CURRENT LANDSCAPE OF THE CUSTOMER

Today’s customer profile has changed because the means of communication available

The previously one-way broadcast has become a two-way dialogue

CURRENT LANDSCAPE OF THE CUSTOMER

. The Internet has turned into a research hub.

The modern customer wants to know he or she is being listened to.

CUSTOMER FOCUS

“More problems

through neglect, than through any

other cause.”

Let the customer vent

Ask the customer to identify the

solution

If you don’t know, find out

FIRST IMPRESSION COUNTS

A new customer will develop an impression about you in first in four to seven seconds (A,B and C)

11 ways we are judged are:-

Cleanliness

Knowledge

Professionalism

Friendliness

Helpfulness

FIRST IMPRESSION COUNTS

Courtesy

Credibility

Confidence

Attractiveness

Responsiveness

Understanding

THE CUSTOMER IS ALWAYS RIGHT

Do not take comments or insults

personally

Never interrupt the customer

Show empathy

Stay focused

Take responsibility. Do not pass the blame on organisation

Patience really is a virtue

Remember the “Golden Rule”

Ease their pain

WHEN THE CUSTOMER IS NOT RIGHT

– DO NOT attempt to negotiate when

someone becomes abusive

– DO NOT get into a power struggle

– DO walk away from the situation

– DO report the situation to your

supervisor

GUIDELINES FOR DEALING WITH CLIENT

Every effort should be made to resolve an enquiry at the point of initial contact.

Clients should know who they are dealing with and be able to get back to that person easily if they need to.

Commitments made to clients should be honoured. Keep a written record of any undertakings. An immediate email to your client to confirm your understanding.

Take particular care when dealing with clients from non-English speaking backgrounds. Confirm that you have fully understood your client’s enquiry and he/she has fully understood you.

Never criticise another part of the organisation, If concern is expressed about service elsewhere, make it clear that we take such feedback seriously and will follow it up.

GUIDELINES FOR DEALING WITH CLIENT

Email, letters and faxes

Respond as quickly as possible, and preferably within two working days. If you can’t include a resolution to the query, explain the delay and advise when an answer is most likely to be available.

Provide full contact details on all emails, letters and faxes. Ensure that correspondence is always dated.

Use appropriate templates for letters and faxes.

If you will be away for any length of time, ask a colleague to monitor your email Inbox. Place an out of office auto reply on your Inbox that states the period you will be away, and advises of an alternative contact.

GUIDELINES FOR DEALING WITH CLIENT

FACE TO FACE

Acknowledge clients promptly. Smile. Be pleasant and friendly - ask how you can help. Wear a name badge or have a nameplate on your desk/door.

Don’t consume food or drink while at a service counter.

Don’t allow your body language to communicate negatively.

Make eye contact and give the client your undivided attention.

GUIDELINES FOR DEALING WITH CLIENTTelephone

Greeting

Announcing Identity

Asking for the concerned person

If the person concerned is not in, when will the person wanted be in

Listening carefully

Signing off – thanking

Requests on the call – information

Returning calls

Picking telephone soon

Wrong numbers

Misuse

Short calls

Divert your phone to a colleague (if permission is given) if you will be away for any length of time.

GUIDELINES FOR DEALING WITH CLIENT

Cell Phone

Avoid jarring tunes and religious melodies

Use for important calls it is for office use. Don't spend long hours on private calls

When conversing with others don’t take calls

Meant to enhance your efficiency at work use it for that only

WAYS TO ENGAGE STAFF AND PLEASE THE CUSTOMER

Let go of any negative opinions you may have about your employees. Approach each of them as a source of unique knowledge with something valuable to contribute to the company.

Make sure employees have everything they need to do their jobs. Just as marketplace and customer needs change often, so do your employees' needs.

Clearly communicate what's expected of employees - what the organization values and vision are, and how the organization defines success. Employees can't perform well or be productive if they don't know exactly what it is they're there to do, and the part they play in the overall success of the company.

WAYS TO ENGAGE STAFF AND PLEASE THE CUSTOMER

Get to know your employees - especially their goals, their stressors, what excites them and how they each define success. Show an interest in their well-being and do what it takes to enable them to feel more fulfilled.

Make sure they are trained and retrained in problem solvingand conflict resolution skills. These critical skills will help them interact better with you, their co-workers, customers and suppliers.

Constantly ask how you are doing in your employees' eyes. It can be difficult for managers to request employee feedback, and it can be equally if not more challenging for an employee to give the person who evaluates them an honest response..

THE TEN DEMANDMENTS

Give me 24/7 access,

from anywhere, at anytime.

Get to know me —

listen, learn and study me, the real consumer, not just data.

Exceed my expectations

with uncommon courtesies and surprising services.

Reward me

with points programs, privileges of access or other worthwhile extras.

Stay with me

with follow through and meaningful follow-up

THE TEN DEMANDMENTS OF CUSTOMERS

Earn my trust

through respect, integrity, advocacy and quality.

Inspire me

through immersive experiences, motivating messages and related philanthropy.

Make it easy

with simplicity, speed and usefulness.

Put me in charge

of making choices and give me control.

Guide me

with expert advice, education and information.

THE TEN COMMANDMENTS OF CUSTOMER SERVICE

Know who is boss. You are in business to service customer needs, and you can only do that if you know what it is your customers want. Never forget that the customer pays our salary and makes your job possible.

Be a good listener. Take the time to identify customer needs by asking questions and concentrating on what the customer is really saying. Listen to their words, tone of voice, body language, and most importantly, how they feel. Beware of making assumptions. identify and anticipate needs.

Customers don't buy products or services. They buy goodfeelings and solutions to problems. Most customer needs are emotional rather than logical. The more you know your customers, the better you become at anticipating their needs. Communicate regularly so that you are aware of problems or upcoming needs

Customer Satisfaction in 7 Steps

ENCOURAGE FACE-TO-FACE DEALINGS

RESPOND TO MESSAGES PROMPTLY & KEEP

YOUR CLIENTS INFORMED

BE FRIENDLY AND APPROACHABLE

HAVE A CLEARLY-DEFINED CUSTOMER SERVICE

POLICY

ATTENTION TO DETAIL (ALSO KNOWN AS ‘THE

LITTLE NICETIES’)

ANTICIPATE YOUR CLIENT’S NEEDS & GO OUT OF

YOUR WAY TO HELP THEM OUT

HONOUR YOUR PROMISES

THE TEN COMMANDMENTS OF CUSTOMER SERVICE

Make customers feel important and appreciated. Treat them as individuals. Always find ways to compliment them, but be sincere. People value sincerity..

Customers are very sensitive and know whether or not you really care about them. Thank them every time you get a chance. On the show floor be sure that your body language conveys sincerity. Your words and actions should be congruent.

Help customers understand your systems. Your organization may have the world's best systems for getting things done, but if customers don't understand them, they can get confused, impatient and angry. Take time to explain how your systems work.

THE TEN COMMANDMENTS OF CUSTOMER SERVICE

Know how to apologize. When something goes wrong, apologize. It's easy and customers like it. The customer may not always be right, but the customer must always win. Deal with problems immediately and let customers know what you have done.. Even if customers are having a bad day, go out of your way to make them feel comfortable.

Give more than expected. Since the future of all organisationin keeping customers happy, think of ways to elevate yourself above the competition. Consider the following:

– What can you give customers that they cannot get elsewhere?

– What can you do to follow-up and thank people even when they don't buy?

– What can you give customers that is totally unexpected?

THE TEN COMMANDMENTS OF CUSTOMER SERVICE

Get regular feedback. Encourage and welcome suggestions about how you could improve. There are several ways in which you can find out what customers think and feel about your services.

– Listen carefully to what they say.

– Check back regularly to see how things are going.

– Provide a method that invites constructive criticism, comments and suggestions.

Appreciate the power of "Yes". Always look for ways to help your customers. When they have a request (as long as it is reasonable) tell them that you can do it.

HOW WE WASTE TIME

Inability to say “NO”

Day Dreaming

Worry

Lack of discipline

Indecisiveness

Personal Disorganization

Procrastination

ANGER MANAGEMENT

Know the difference between ANGER and

AGGRESSION.

Anger is an emotion. It is ok to be angry.

Aggression is acting out inappropriately and is

not ok. Learn to check your aggression and

express your anger appropriately.