building customer satisfaction
TRANSCRIPT
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GROUP-4
building customer satisfaction
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building customer satisfaction
No business can run without building customer satisfaction and loyalty. Satisfaction will be determined by the value of the difference between what the customer receives and what they pay to receive
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Companies can achieve Customer Satisfaction by.
• Incorporating good business practices• Creating and delivering value• Customer relation management
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Importance of building customer satisfaction
Customer-oriented management Comparison with the competitors Comparison over time Profit from specific insights Loyalty Reduced costs Leads and referrals Ideas for new development
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Tools for building strong customer satisfaction/ relationships
Strategies for improving customer relations and building customer loyalty range from simply opening up communications channels in implementing elaborate point system that reward loyalty. Enhanced customer communications approaches include.
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Providing customer feedback forms Asking about customer needs in general when customers call with problems Training call centre staff to handle disputes uniformly and constructively Responding directly to customer feedbackDemonstrating how the company listens to its customers Encouraging the service culture throughout the organization
Tools for building strong customer satisfaction/ relationships
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Companies also encourage a wide variety of tactics to directly encourage customer loyalty through promotions or special treatment.
Creating a point system that offers rewards once a customer accumulates a certain number of points Offering discounts on free- product couponsRunning contests in which customers may win prizes by entering a drawing Offering lifetime guarantees.
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MEASURING CUSTOMER SATISFACTION
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Measuring Customer satisfaction
Customer satisfaction Review And Evaluation or measurement of customer satisfaction Is Essential to maintain.
Customer satisfaction measurement is done Using customer survey method.
It may be in oral form or return form. 3 possible methods of administering the survey Interview administered Machine administered self administered
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Reasons for customers satisfaction measurement
Business related Customer related
Supplier related competitors related
Performance related
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Methods to measure Cost Satisfaction Comment cards Focus groups Visiting to the customers Mass communication Questioners Toll free number lines Report cards Customer satisfaction index
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Essential Of customer satisfaction measurement Measures should be Accurate Measures should be sensitive Measures provide a competitive contact Measures should be Regular Measures should be Easy to
communicate and understand
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CUSTOMER RELATIONSHIP MANAGEMENT
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DEFINITION
It is a business strategy designed to optimise profitability , revenue and customer satisfaction.
It is a multifaceted process , mediated by a set of information technologies that focuses on creating two way exchanges with customers so that firms have an intimate knowledge of their needs , wants and buying patterns.
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CHARACTERISTICS OF CRM
1. SHARE OF CUSTOMER2. LIFETIME VALUE OF THE CUSTOMER3. CUSTOMER EQUITY4. GREATER FOCUS ON HIGH VALUE CUSTOMERS
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OBJECTIVES OF CRM
1. To provide updated information2. To customise strategies3. To anticipate problems4. To prompt follow-up5. To establish problem solving mechanism6. To assess customer interests7. To integrate functional system
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TYPES OF CRM
1. OPERATIONAL CRM2. ANALYTICAL CRM3. COLLABORATIVE CRM
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PROCESS OF CRM
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Acquisition Enquiry, interaction,exchange, coordination, adoption Customer Interaction Management (CIM) Online routes, offline routes, outsourcing Customer Retention Attrition Increase in no. of complaints Decrease in : frequency of contacts, enquiries, vol of biz, no. of active buyers, flow of communication Defection
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Benefits of CRM Increased sales revenues & reduced cost of sales Increased customer satisfaction Increased customer retention & loyalty Evaluation of customer profitability Excellent customer service Customer knowledge Customisation Opportunity to cross-sell & up-sell
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LIMITATIONS OF CRM
Requires top management support Confusion in attributes Problem in implementation Building relationships Not functionally organised Customer dissatisfaction Front line staff
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MARKETING RESEARCH
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DEFINITION Marketing research is the function
which links the consumer, customer, and public to the market through information used to identify and define marketing opportunities and problems, generate, refine, ad evaluate marketing actions; monitor marketing performance, an improve understanding of market as a process.
-AMA
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Marketing research is the
systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
PHILIP KOTLER
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CHARACTERISTICS
Functions of marketing management Integrated effort Systems approach Inter-disciplinary process Imperfect science Indispensable for the new product
information Market orientation
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OBJECTIVES
Discovering the new market Capturing the greater market share Analysing tastes and preferences of
customers Anticipating the future sales volume Reducing the cost of market
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Improving the quality of product Helping in formulation of suitable
price policy Facing cut throat competition Making liaison with ultimate
consumers Studying the external environment
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IMPORTANCE OF MARKETING RESEARCH
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Decision making tool Management planning Problem solving Control technique Large scale production Complex market Pattern of consumption
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Market complex Suitable marketing operations pricing Marketing strategy Distribution Sales promotion
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MARKETING RESEARCH PROCESS
Identifying and defining research problem
Extensive literature survey
Formulation of hypotheses
Preparing the research design
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Determining sample design
Collecting the data
Execution of the project
Analysis of data
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Testing of hypothesis
Generalization and interpretation
Preparation of the report or thesis