CUSTOMER HANDLINGCUSTOMER HANDLINGBy K. Madhu
What is Customer What is Customer Handling?Handling?It’s the most vital part of
business cycle.It includes Understanding
Customer Needs, Fulfilling their requirements, Regular interaction with clients, Execute best service.
“ Less Promise, More Delivery….”
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Customer RelationshipCustomer RelationshipTraditional Marketing Customer Handling
Goal: Expand customer base, increase market share by mass marketing
Goal: Establish a profitable, long-term, one-to-one relationship with customers; understanding their needs, preferences, expectations
Product oriented view Customer oriented view
Mass marketing / mass production
Mass customization, one-to-one marketing
Standardization of customer needs
Customer-supplier relationship
Transactional relationship Relational approach
Importance of Customer Importance of Customer HandlingHandlingHelps in customer retention.Always be in the customer’s
mind.Increase customer loyalty.Better price negotiation.Improves repeated business from
the clients.
© THM Business Si
mulations Ltd 2008
You can’t buy your way out of You can’t buy your way out of something you behaved your way something you behaved your way intointo
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© THM Business Si
mulations Ltd 2008
5. CPE = Customer and 5. CPE = Customer and Partner Partner ExperienceExperience
Partners are customers too
And they deliver some of your customer experience
Do you know how well they do it?
How to do Customer How to do Customer HandlingHandling
The Magic FormulaDeliver excellent basics
+Build strong relationships
+Create competitive differentiation
=Excellent customer experiences
= Achieve business goals
Relationships and desired Relationships and desired behavioursbehaviours Get inside the mind of
the customer – use the data, tools and processes available. Deliver insight.
Drive desired behaviours – move the attention or discussion to where you want it to be
Build strong relationships – make the customer feel good and look good. Become an ally not a supplier.
CRM
CEM+