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Market Research and Customer Service

Market Research and Customer Service. Essential Question? How can I MAKE GOOD DECISIONS?. MARKETING RESEARCH. Mktg Info Mgt System. Systematic process of regularly: 1) gathering 2) recording 3) analyzing 4) distributing Data related to mktg goods/services. HELPS BUSINESS BY:.

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Market Research and Customer Service

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  1. Market Research and Customer Service Essential Question? How can I MAKE GOOD DECISIONS? Marketing Research - How can I make good decisions

  2. MARKETING RESEARCH Marketing Research - How can I make good decisions

  3. Marketing Research - How can I make good decisions

  4. Marketing Research - How can I make good decisions

  5. Marketing Research - How can I make good decisions

  6. Marketing Research - How can I make good decisions

  7. Mktg Info Mgt System Systematic process of regularly: 1) gathering 2) recording 3) analyzing 4) distributing Data related to mktg goods/services Marketing Research - How can I make good decisions

  8. HELPS BUSINESS BY: • Determine customer wants and needs • Solve marketing problems • Help anticipate future problems • Increase sales & profits • Offer products consumers want • Help plan future promotions & sales Marketing Research - How can I make good decisions

  9. DIFFICULTIES • Getting people to take survey • Bias among groups (lie to say what they think you want them to) Marketing Research - How can I make good decisions

  10. TECHONOLOGICAL IMPACT • Collect more info • Distribute info quicker • More professional • More applicable • Just in time Marketing Research - How can I make good decisions

  11. RESEARCH PROCESS • Define Problem • Obtain Data • Analyze Data • Recommend Solutions • Apply Results Marketing Research - How can I make good decisions

  12. TYPES of RESEARCH Media Advertising – ex. Neilson ratings Product – point of sale, test mktg Sales Consumer – study behavior, attitude, motivation to buy Market – define potentionaltgtmkt, investigate mkt for a product Marketing Research - How can I make good decisions

  13. Types of Data Marketing Research - How can I make good decisions

  14. COLLECTION METHODS (Survey) • Mall Intercept • Focus Group • Telephone Survey • Mail Questionnaire (Other) • Panel Discussion • Experiment/Test Marketing • Observation Marketing Research - How can I make good decisions

  15. Mall Intercept Marketing Research - How can I make good decisions

  16. Marketing Research - How can I make good decisions

  17. Marketing Research - How can I make good decisions

  18. Marketing Research - How can I make good decisions

  19. Focus Group Marketing Research - How can I make good decisions

  20. Focus Group Marketing Research - How can I make good decisions

  21. Focus Groups Marketing Research - How can I make good decisions

  22. Telemarketing Marketing Research - How can I make good decisions

  23. Marketing Research - How can I make good decisions

  24. Marketing Research - How can I make good decisions

  25. Marketing Research - How can I make good decisions

  26. TYPES OF SURVEY QUESTIONS • Open Ended • Forced Choice • Yes/no • Multiple choice (be sure to have e. other) • Rating scale (ex. 1-5 with 1 best) • Level of agreement (disagree, strongly disagree, slightly disagree Marketing Research - How can I make good decisions

  27. Marketing Research - How can I make good decisions

  28. Marketing Research - How can I make good decisions

  29. SURVEY WRITING GUIDELINES • Clear and brief • Same scale for similar questions • Design appealing to consumers • Numbers • Directions • Personal & Demographic questions at end (more likely to answer) • Use more than one type of question Marketing Research - How can I make good decisions

  30. Customer Service Marketing Research - How can I make good decisions

  31. Importance of the sales associate 45% of customers say they arc likely to spend more if the sales associate is helpful 18% of customers will walkout of a store if they don’t like the attitude of the sales associate

  32. Good Business Satisfied customers are loyal customers who tell their friends

  33. Steps of Selling Pre Approach Approach the Customer needs Determined Product Presentation Objections Handled Close the Sale Suggestive selling

  34. Pre Approach Steps to take before walking on the sales floor

  35. Pre Approach Knowledgethings to know before trying to sell a product Product into: features, benefits, materials, country of origin, # in stock, sizes available, etc. Store into: hours open, where merchandise is located, who else is working, etc. company into: return policies, warranties, website into, who your target market is industry into: who you competitors are, what is the going price

  36. 1. Approach the Customer Greet customer, Rules-w/in 30 secs Eye contact, Smile, not close ended question If busy, let them know you will be with them in a second for get another associate to help.

  37. 2.Needs Determined Need to determine a customers needs (or wants)so that you can satisfy them Observe: look for customers looking at certain products or picking up& holding products fit products to customers by getting to know them Question: ask open ended questions to get the customer talking Listen: keep eye contact, give feed back, confirm details, be empathetic

  38. Dead Ended us. Open Ended

  39. Refer somewhere If gone store or dept. doesn’t offer the product or service the customer needs always suggest alternatives that yo Do have 1st special order it refer to a competitor-call ahead and give directions tell which aisle or dept. its in, call ahead to other sales person or escort them

  40. 3.Product Presentation(like show and tell) Tips: show no more than 3, medium price range, use layman’s terms

  41. Product Presentation cont. Display handle: be creative- ask customer to touch fabric or try on coat Demonstrate: be dramatic pour water on shoes to show water resistance Sales aids: samples, newspaper articles, drawings, charts, warranty into, Customer testimonials

  42. Product Presentation cont. Involving the Customer: do anything you can to get customer physically involved test drive, taste, touch, etc. Involving the Entire group – friends, children, relatives, spouses Make small talk, provide a comfortable chair, offer a magazine, coloring book or toy

  43. 4. Objections Handled - THANKS T – thank the customer for bringing the problem to your attention H – hear the problem, listen carefully A – apologize for the inconvenience the customer has experienced N – need more info, ask questions K – know a solution, and be prepared to propose it S – solve the problem, or find someone who can Marketing Research - How can I make good decisions

  44. 4. Objections handled Objection – concerns, hesitations, doubts or honest reasons a customer has for not making a purchase Excuse – insincere reasons for not buying or not seeing a salesperson Marketing Research - How can I make good decisions

  45. YOU take care of it • Do it YOURSELF: • Show features of a warranty • Show how to upload picts • Pick up trash • Check up on orders • Follow up with the manager • Look on a website Marketing Research - How can I make good decisions

  46. YOU take care of it, cont. 2. SATISFY the customer: completely satisfy them Do WHATEVER make THEM happy (not you or your boss) Don’t worry about sales/profit Don’t worry about checking with manager CUSTOMER is ALWAYS RIGHT (even when they are wrong or uninformed) Marketing Research - How can I make good decisions

  47. YOU take care of it, cont. 3. Be empathetic: • Sympathise with the customer • Even if they ARE wrong • They want you to UNDERSTAND them • They want you to LISTEN to them • They want you to APOLOGIZE for the way things are – even if you had no control over it and it was someone elses fault • Have the right attitude – POSITIVE • Show energy and enthusiasm, not laziness Marketing Research - How can I make good decisions

  48. YOU take care of it, cont. 4. DON’T do nothing: • Ask some one else to handle it • Check with a manager 1st Marketing Research - How can I make good decisions

  49. 5. Close the sale – obtaining positive agreement to buy. Don’t be afraid to ask Buying signals – the things customers do or say to indicate a readiness to buy Verbal - “Oh, I like that” “That is exactly what I was looking for” “ How can I pay for this” Non Verbal – holding merchandise & smiling, taking it off a hanger and draping it over their arm, carrying it around with them Marketing Research - How can I make good decisions

  50. 6. Suggestive Selling Selling additional goods to the customer Ex. Related merchandise, larger quantities, sales, new items Make the suggestions definite, not optional Ex. The manufacturer recommends this to take care of the product Marketing Research - How can I make good decisions

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