expanding customer relationships
DESCRIPTION
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 . - PowerPoint PPT PresentationTRANSCRIPT
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9Expanding Customer
Relationships
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9Learning 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.
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L 2
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9Relationship Enhancers & Detractors
Building Goodwill: The processof convertingnew customersinto lifetime customers by continually adding value to the product.
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9Assess 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.
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9Assess Customer Satisfaction
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9Assess Customer Satisfaction (cont)
• __________the customer for satisfaction feedback.
• _____________for seeking customer satisfaction feedback.
Key Driversof Customer Satisfaction: Salesperson’s reliability and responsiveness;Regular, clear, and concise communication.
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9Four Sequential Components
of Effective Follow-up
Apply relevant understanding and insight tocreate value-added interactions with the buyer.
Develop and manage contact with multiple influential individuals in the buying organization.
Maximize the number of critical encounters with buyer and encourage effective dialogue and involvement.
Coordinate and interpret
information and develop insight regarding buyer’s changing situation, needs, and expectations.
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9Harness Technology to Enhance
Follow-Up and Buyer-Seller Relationships
• Internet• Extranet• CRM Systems Salesforce.com
Netsuite.com
ACT
Microsoft CRM
Oracle Siebel CRM
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9Relationship Enhancement Activities
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9Assure Customer Satisfaction
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9Providing Useful Information
Continue to ___________and ___________the relationship after the sale by _______________ ____________.
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9Expediting Orders andMonitoring Installation
• Track the order• ___________________________• Demonstrate concern• Supervise installation• ________________with installation
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9Training Customer Personnel
• Ensure customer has access to appropriate training
• _______ as a training facilitator• _______________
with training
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9Ethical Dilemma
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9Typical Customer Complaints
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9Ethical Dilemma
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9Resolving 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 all
promises — add value
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9Other 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
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9Customer Expectations
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9Developing Service Strategy
ServiceStrategy: A plan in which a salesperson identifies hisor her businessand customersand what the customers wantand what is important to them.
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9Customer Service Dimensions
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9Role Play