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Expanding Customer Relationships

Expanding Customer Relationships. Learning Objectives. Explain how to follow up to assess customer satisfaction. Explain how to harness technology to enhance follow-up and buyer-seller relationships. Discuss how to take action to assure customer satisfaction .

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Expanding Customer Relationships

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  1. Expanding Customer Relationships

  2. Learning Objectives Explain how to follow up to assess customer satisfaction. Explain how to harness technology to enhance follow-up and buyer-seller relationships. Discuss how to take action to assure customer satisfaction. Discuss how to maintain open, two-way communication. Discuss how to expand collaborative involvement. Explain how to add value and enhance mutual opportunities. L L L L L L 1 2 3 4 5 6

  3. Relationship Enhancers & Detractors Building Goodwill: The processof convertingnew customersinto lifetime customers by continually adding value to the product.

  4. Assess Customer Satisfaction (cont) Research Results Regarding Customer Satisfaction Management Capability: More than 65% do not have a dedicated customer experience management role. Nearly 73% do not have a clear definition of the customer experience that is well communicated in their companies. Less than 29% provide employees with the tools and authority to solve customer problems. Nearly 76% do not have employees who are well-versed in how to delight customers. Slightly over 56% believe that their companies do not deserve theircustomers’ loyalty.

  5. Assess Customer Satisfaction

  6. Assess Customer Satisfaction (cont) Key Driversof Customer Satisfaction: Salesperson’s reliability and responsiveness; Regular, clear, and concise communication. __________the customer for satisfaction feedback. _____________for seeking customer satisfaction feedback.

  7. Four Sequential Componentsof Effective Follow-up Maximize the number of critical encounters with buyer and encourage effective dialogue and involvement. Develop and manage contact with multiple influential individuals in the buying organization. Coordinate and interpret information and develop insight regarding buyer’s changing situation, needs, and expectations. Apply relevant understanding and insight tocreate value-added interactions with the buyer.

  8. Harness Technology to Enhance Follow-Up and Buyer-Seller Relationships Microsoft CRM Salesforce.com ACT Netsuite.com Oracle Siebel CRM Internet Extranet CRM Systems

  9. Relationship Enhancement Activities

  10. Assure Customer Satisfaction

  11. Providing Useful Information Continue to ___________and ___________the relationship after the sale by _______________ ____________.

  12. Expediting Orders andMonitoring Installation • Track the order • ___________________________ • Demonstrate concern • Supervise installation • ________________with installation

  13. Training Customer Personnel • Ensure customer has access to appropriate training • _______ as a training facilitator • _______________with training

  14. Ethical Dilemma

  15. Typical Customer Complaints

  16. Ethical Dilemma

  17. Resolving Complaints • Build the relationship to the point you customers are comfortable complaining • _________________and get the whole story • Ask the customer what s/he would like you to do • _______________________on a solution • ____________— educate the customer • ________________on allpromises — add value

  18. Other Ways to Add Value • Maintain open, two-way communication • __________________________________ • Work to add value and enhance mutual opportunities • _____________________________ • Look for ways to _________________ Service Quality: Meeting and or exceeding customer service expectations

  19. Customer Expectations

  20. Developing Service Strategy ServiceStrategy: A plan in which a salesperson identifies hisor her businessand customersand what the customers wantand what is important to them.

  21. Customer Service Dimensions

  22. Role Play

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