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Customer service int rev 12


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  • 2. CUSTOMER SERVICE & Internet Marketing 2Marketing Research - How can I make gooddecisions
  • 3. Customer Service Online Personalize customer service – dealing with each shopper as an individual For most online shoppers, a product’s price is a – secondary consideration Trust – is the biggest thing Less than HALF of the customers that used the search engine purchased from the cheapest retailer, the majority bought from – the retailers whom they had them most trust in
  • 4. Customer Service & Website Design 4 ON the web, savvy designers don’t let you – get lost Designing a site that is – easy to navigate is essential to creating a satisfying shopping experience and boosting an e-business’s bottom line On average, shoppers who enter these sites – find what they’re looking for and buy it in less than 6 minutes It usually takes the top companies – no more than 5 days to deliver a purchase to a buyers door To reduce their costs, some online businesses have outsourced, or – contracted an outside agency their customer support departments to countries like India where salaries are a fraction of those paid in the USMarketing Research - How can I make gooddecisions
  • 5. Intelligent Agents 5 Intelligent agents – are mini programs that simplify the work you do online With intelligent agents, can – remember you are a mystery buff and suggest new titles you might like to buy Airline sites can remember – you prefer window seats and vegetarian meals Researchers have found that online shoppers with stick with – stores that already know their names, addresses, credit-card info and preferencesMarketing Research - How can I make gooddecisions
  • 6. Bots, Agents and Cookies 6 Bots keep working even when your computer is off. They scan the web continuously – looking for computer- program updates, new product alerts, price changes and the like Intelligent agents depend on files known as cookies to – remember who you are Cookies keep track of – information such as your name, preferences, age & address Since cookies are inserted in your browser without your knowledge, - your browser may contain some cookies you don’t want Advertising agencies sometimes – slip cookies into your browser to discover your interestsMarketing Research - How can I make gooddecisions
  • 7. Customizing a Website 7 Personalization is – the key that unlocks online shopper’s wallets A happy customer is a – repeat customer There is a good reason for making the shopping experience rewarding for online consumers – good service sways customers to identify and target them Profiling – gathering info on customers to identify and target themMarketing Research - How can I make gooddecisions
  • 8. Customer Relationship Management 8 The intense focus on the consumer is called – customer relationship management (CRM)  FOCUS –  Knowledge management – for acquiring info about the customer, analyzing it, and keeping tabs on the customer’s satisfaction  Database consolidation – for putting info about a customer in one place, generally a single database  Customer choice – for letting customers choose the way they prefer to receive support, whether by email, phone or online chatMarketing Research - How can I make gooddecisions
  • 9. What do you think? 9 What percent of online shoppers visited a bricks and mortar store to make their final purchase? 45% What percent of bricks and mortar window shoppers ended up shopping on online? 17% Why???? What do you think?Marketing Research - How can I make gooddecisions
  • 10. CUSTOMER SERVICE BASICS 10Marketing Research - How can I make gooddecisions
  • 11. Importance of the sales associate 45% of customers say they are 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
  • 12. Good Business Satisfied customers are loyal customers who tell their friends
  • 13. Steps of SellingPre Approach1. Approach the Customer2. needs Determined3. Product Presentation4. Objections Handled5. Close the Sale6. Suggestive selling
  • 14. Pre Approach Steps to take before walking on the sales floor
  • 15. 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
  • 16. 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.
  • 17. 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
  • 18. Dead Ended us. Open EndedCan I help you? How cant help you?Do you like red or green? What color do you prefer?Is that the brand you want? Why do you prefer that brand?Are you barhopping for a gift? For whom are you shopping?Do you like this option? What features are important to you?Looking for anything special? What are your looking for?Do you like cotton? What kind of fabric do you like?
  • 19. 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
  • 20. 3.Product Presentation (like show and tell) Tips: show no more than 3, medium price range, use layman’s termsFeature BenefitsProduct attributes or details Advantage or personal gain you get from each featureEx. XM radio in you car Ex. You Can get you favorite stations no matter where you an Traveling
  • 21. 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
  • 22. 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
  • 23. 4. Objections Handled - THANKS 23 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 canMarketing Research - How can I make gooddecisions
  • 24. 4. Objections handled 24 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 salespersonMarketing Research - How can I make gooddecisions
  • 25. YOU take care of it 251. 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 websiteMarketing Research - How can I make gooddecisions
  • 26. YOU take care of it, cont. 26 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 gooddecisions
  • 27. YOU take care of it, cont. 273. 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 lazinessMarketing Research - How can I make gooddecisions
  • 28. YOU take care of it, cont. 284. DON’T do nothing:- Ask some one else to handle it- Check with a manager 1stMarketing Research - How can I make gooddecisions
  • 29. 5. Close the sale – obtaining positive agreement to buy. 29 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 themMarketing Research - How can I make gooddecisions
  • 30. 6. Suggestive Selling 30 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 productMarketing Research - How can I make gooddecisions
  • 31. Referrals 31 Getting names and information of other interested customersMarketing Research - How can I make gooddecisions
  • 32. Relationship Building 32 ***This is what its ALL about Ongoing communication with customers to prepare for FUTURE satisfying sales Say thank you even if they don’t buy Check on shipment of items Call about delays or specials Say customer name when paying (check/credit) Reassure of their choicesMarketing Research - How can I make gooddecisions