standard 5.1 understand resources used to enhance customer experiences
TRANSCRIPT
Standard 5.1
Understand Resources Used to Enhance Customer Experiences.
Why would a company utilize customer service?
O Positive name/ReputationO Expand/GrowthO Profits $$$$$$
What is your reputation worth?
O Nu Skin Products is an international company based out of Provo.
O Along with other companies, Nu Skin pays a lot of money to track online communication.
O “Word of Mouth” is no longer word of mouth!O In the past, one angry customer could spread
to family, friends, and co-workersO Now a post online can be seen by many in a
matter of minutes.
Nu Skin ContinuedO Nu Skin invested millions of dollars
to track online post about their company.
O If an angry customer post “Never buy from Nu Skin ………”
O Nu Skin employees will receive an email, therefore quickly and effectively, they can decide how to handle the situation to save the brand name and future customer relations.
Growing TrendsO Companies like Vocus and Sprout
Social provide services to track online communication.
O This is a useful tool for companies like Nu Skin, to interact quickly with customers.
O This can be used to react to situations that are taking place, as well as a proactive approach to current and potential customers
Worth While Investment?
O Companies have invested a lot of $$$$ to ensure positive relations with their customers.
O Reputations and profits are on the line with a poor image/poor customer service.
O What type of things would you say or do to keep a reputation?
Positive Customer Experience
O What happens when a customer is happy with their experience with a company?O Return CustomerO Positive reference of company to
othersO Direct referencesO Indirect references (friend of a friend)
O Ultimately a happy customer is a customer!
O An Unhappy customer is no longer your customer!
What do happy customers mean?
O Money $$$$$$O Return customers = Future BusinessO Referrals = Future BusinessO Increased Market-share
O Market-share- % of market or sales O Increased Market-share = Ability to
control prices and more ability to make decisions.
Poor Customer Experiences
O When customers have bad experiences they usually like to share this information with others. Some ways in which dissatisfied customers relay information includeO Word of mouth
O Talking, internet “post”….O Surveys O Reviews O Complaints
What unhappy customers mean
O Not likely to returnO Lack of referralsO Poor reputationO Poor reviewsO Decrease business and market-shareO Go to your competitorsO Basically future business is tough to
come by
EvaluationsO There are ways to find out if your
customers have had good experiences with you company.
O The information can be gathered in a formal or indirect setting
Evaluations
Formal- Direct Informal- indirect
O Surveys O Reviews O Secret Shopper
responsesO Tracking customers
purchases (repeat/how often)
O Sales (generally)O Reading
customers reactions
O Data from outside sources
Secret ShopperO Survey done without employees
knowing.O Performed by the store to evaluate
their companyO Offer someone in the parking lot a gift
card or incentive to fill out the form and return it
O Or completed by a 3rd party to ensure quality of the results.
Secret Shopper O Companies now have documentation
of their customers serviceO Things can be measured and
evaluated.O Great tool to measure employees
performance as well as the store.
Secret Shopper Assignment
O Pass out forms and go over.