MarketingTime Frame Marketing ConceptYesterday SellingToday Customer SatisfactionTomorrow Relationship And Networking1by: ...
Marketing ConceptProduction Concept Factory Product Production EfficiencyProfit Through Mass ProductionProduct Concept Fac...
CRMCustomer Relationship Management3by: swarupjee@hotmail.com
Abraham LincolnBecause We Live In The PRESENT,If We Do Not Plan For TheFUTUREFUTUREWe Will Remain In The PAST.4by: swarupj...
CRMCompaniesaregreatnotbecausetheyfocuscostorflexibilityorspeedbutbecausetheyhavethe ABILITIES to manage transactions.the ...
ThehugenessofTHREATandOPPURTUNITIESbearingdownonthemanufacturing/servicesectors:1. RETHINK your strategies & PEOPLE.1. RET...
Who is customer?A customer is a person who brings you his or her ‘Need-Want-Demand’.Itis your job to handle for profitabil...
Level Of Customer LoyaltySuspect ProspectFirst TimeCustomerRepeatCustomerClientMemberAdvocatePartner ClientMemberAdvocateP...
OVERALL GOALS OF CRM ARE TO:1. To find customers.2. Attract customers.3. WIN new customer.4. Retain customers.5. Entice (C...
Benefits of CRM1. Benefits to the firm.• Repeat business.• Enhanced brand loyalty. (Occasional customerinto a regular clie...
Benefits of CRM2. Advantages to the customers• Superior value through better products &services.• Attention to the custome...
CUSTOMERS ARE THE BUSINESS• To provide world class levels of service thecustomer must be placed at the center of allbusine...
The CUSTOMER is theKINGor the QUEENof any organization.ONCE a customer ALWAYS a customerDeliver customer service that crea...
Unhappy customers greatly affectpresent and future Business• 96% unhappy customers never complain to company aboutthe rude...
Total Customer Satisfaction(TCS)• The best way to handle a situation where thecustomer is angry or upset is to remember th...
LEARN• ListenCarefully to your customers. You need to stop everything youare doing and give your customer 100% of your att...
LEARN• RESOLVEThe problems. Let the customers know you are on their side andyou will do everything you can to help them ge...
SUCCESSFUL SELLING IS“ CUSTOMER ALWAYS RIGHT”In times of complaints the salesperson/ staff is often caught in the middle, ...
LOVE LETTERLearn fromOthers’Others’ValuableExperience19by: swarupjee@hotmail.com
How To Handle Customer ComplaintHow to handleANGRYCustomers 20by: swarupjee@hotmail.com
Then What To Do……Don’t take it personally.Usually it’s the company thatthey are angry with.They my have had difficultygett...
Handling Customer ComplaintsProvide customer with the opportunity to complain.Give customers your full and undivided atten...
Types of ComplainersThe Meek Customer ( Gentle) – ebebebeb||||• Generally will not complain.The Aggressive Customer - l/;l...
Things customer say they Highly valueHaving a problem fixed first time, and on timeHaving confidence that you know what yo...
Delighted Customers• Satisfied Customer is no longer good enough tosurvive todays competitive market place.• Then What : t...
THE POWER OF +1Delight = Expectation Or Satisfaction +1• This Is Excellent, Simple Way Of ExpressingHow To Create Delight....
• These extra itemsThe +1s are what I sometimes call theWOW factors. The little extras youprovide, that cause your custome...
PLEASE28by: swarupjee@hotmail.com
FINDING NEW CUSTOMERSThe Best Way To Get Business Is1. To get repeat business From Current Customersby doing absolutely ev...
There are lots of techniques for finding newcustomers some of which tend to be more effectivethan others.Generally the bes...
SOME POWERFUL WAYS TO FIND NEW CUSTOMERSFriends AndRelativesFriends AndRelativesAcquaintancesAcquaintancesNetworks AndRela...
A CASEDivide The Class Into Two Groups1st is salesmen group AND 2nd is customer groupPracticeThe Customer Relationship Man...
Consumer BehaviorMake Friendship With This Question More…What do they buy? A product/service? A convenience, shopping orsp...
7 Deadly Sins In Customer ServiceDetachment Inhospitality RudenessAttitude Ignorance InaccessibilityAttitude Ignorance Ina...
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Customer Relationship Management Practical Knowledge

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Transcript of "Customer Relationship Management Practical Knowledge"

  1. 1. MarketingTime Frame Marketing ConceptYesterday SellingToday Customer SatisfactionTomorrow Relationship And Networking1by: swarupjee@hotmail.com
  2. 2. Marketing ConceptProduction Concept Factory Product Production EfficiencyProfit Through Mass ProductionProduct Concept Factory Product Product Quality andPerformance Profit Through Long Lasting andHigh Performance ProductsSelling Concept Factory Existing Product Selling AndPromotion Profit Through Sales VolumeMarketing Concept Market Customer Needs IntegratedMarketing Profit Through Customer SatisfactionSocietal Marketing Concept Market Social Responsibility Concerned ForSocietal Ethical Issues Overall Marketing ProfitThrough Customer And Social WelfareHolistic Marketing ConceptEverything matters with marketingHolism means Every Things In AnEnvironment Are Connected In SomeWayComponentsi. Relationship Marketingii. Internal Marketingiii. Integrated Marketingiv. Social Responsibility Marketingv. Performance Marketing 2by: swarupjee@hotmail.com
  3. 3. CRMCustomer Relationship Management3by: swarupjee@hotmail.com
  4. 4. Abraham LincolnBecause We Live In The PRESENT,If We Do Not Plan For TheFUTUREFUTUREWe Will Remain In The PAST.4by: swarupjee@hotmail.com
  5. 5. CRMCompaniesaregreatnotbecausetheyfocuscostorflexibilityorspeedbutbecausetheyhavethe ABILITIES to manage transactions.the ABILITIES to manage transactions.We are here to help you to develop theabilities.5by: swarupjee@hotmail.com
  6. 6. ThehugenessofTHREATandOPPURTUNITIESbearingdownonthemanufacturing/servicesectors:1. RETHINK your strategies & PEOPLE.1. RETHINK your strategies & PEOPLE.2. Market is PEOPLE and People areCUSTOMERS (Internal and External).6by: swarupjee@hotmail.com
  7. 7. Who is customer?A customer is a person who brings you his or her ‘Need-Want-Demand’.Itis your job to handle for profitability of the customer and business.Acustomer does not depend onyou,yourbusinessdependsonthecustomer.A customer is not an interruption to your work but the purpose of it.You are not doing the customer a favor by serving he or she, they areYou are not doing the customer a favor by serving he or she, they aredoing you a favor by giving you to opportunity to do so.A CUSTOMER is not someone to ARGUE with. No one ever gained bywinning an argument with a customer.A customer is therefore the most important person for your business.Remember if there were no customers youwould not have a business/job.7by: swarupjee@hotmail.com
  8. 8. Level Of Customer LoyaltySuspect ProspectFirst TimeCustomerRepeatCustomerClientMemberAdvocatePartner ClientMemberAdvocatePartnerCRM INVOLVES:SALESACTIVITIESMARKETINGCUSTOMERSERVICETECHNICALSUPPORT8by: swarupjee@hotmail.com
  9. 9. OVERALL GOALS OF CRM ARE TO:1. To find customers.2. Attract customers.3. WIN new customer.4. Retain customers.5. Entice (Charm) the customers.5. Entice (Charm) the customers.6. Reduce the cost of marketing and client service.7. Enhancing relationship with customers.8. Closeness with the customers.9. Market intelligence system.10. Identify high profitable area.11. Most flexible business operation.12. Excellent distribution capabilities.9by: swarupjee@hotmail.com
  10. 10. Benefits of CRM1. Benefits to the firm.• Repeat business.• Enhanced brand loyalty. (Occasional customerinto a regular client, admirer opinion leadergiving word of mouth to the firm andinto a regular client, admirer opinion leadergiving word of mouth to the firm andproduct/service).• Increased long-term profitability.• Brand building (Customers meet and exchangeof feeling, views for suppliers and users)10by: swarupjee@hotmail.com
  11. 11. Benefits of CRM2. Advantages to the customers• Superior value through better products &services.• Attention to the customer complaints of• Attention to the customer complaints ofproduct & services.• Customization (tailor-made) to suit theconvenience of each individual customer11by: swarupjee@hotmail.com
  12. 12. CUSTOMERS ARE THE BUSINESS• To provide world class levels of service thecustomer must be placed at the center of allbusiness activities.• All profit come from customers• All profit come from customersSo, if no profit No businessAnd no customers No profitThen no customers No businessTherefore customers ARE the business.12by: swarupjee@hotmail.com
  13. 13. The CUSTOMER is theKINGor the QUEENof any organization.ONCE a customer ALWAYS a customerDeliver customer service that createsCUSTOMERS FOR LIFE13by: swarupjee@hotmail.com
  14. 14. Unhappy customers greatly affectpresent and future Business• 96% unhappy customers never complain to company aboutthe rude or discourteous treatment they receive.• 90%( or more) dissatisfied with the service will not return.• Every unhappy customer story will be shared with morethan 20 people, friends, associates and other companiesresulting in loss of present and potential customers.resulting in loss of present and potential customers.• 68% of the customers who end doing business with acompany because of the indifferent ATTITUDE towardsthem(customers).Positive story (experience of the customer) can be created/accomplished if you, your staff have knowledge, skills andpositive attitude towards customers and solving theirproblems.14by: swarupjee@hotmail.com
  15. 15. Total Customer Satisfaction(TCS)• The best way to handle a situation where thecustomer is angry or upset is to remember theacronymLEARNLEARNTurn this ANGRY person into HAPPY person15by: swarupjee@hotmail.com
  16. 16. LEARN• ListenCarefully to your customers. You need to stop everything youare doing and give your customer 100% of your attention.Listening requires a lot of effort and cannot be accomplishedwhen we are distracted.• Empathy• EmpathyWith your customer’s concerns.Let them know that you sincerely care about their problem/seven if you don’t agree with their comments.• APOLOGIZEEven if you are not the cause of problem.When said sincerely, the words “I’m Sorry” can diffuse as muchas 95% of most people’s anger.16by: swarupjee@hotmail.com
  17. 17. LEARN• RESOLVEThe problems. Let the customers know you are on their side andyou will do everything you can to help them get it resolvedsoon.If an employee is in another department can only fix it, thenHELP to make the transition smooth so the customers don’thave to tell their story more than once.HELP to make the transition smooth so the customers don’thave to tell their story more than once.• NOWis the time to address problem/s.The faster a mistake is fixed, the more likely it is that thecustomer will give your company another chance.YOUR CUSTOMERS ARE YOUR BUSINESS & JOBSECURITY.17by: swarupjee@hotmail.com
  18. 18. SUCCESSFUL SELLING IS“ CUSTOMER ALWAYS RIGHT”In times of complaints the salesperson/ staff is often caught in the middle, between thecustomer and the company.S/he has to represent company’s case to the customer and customers’ case to thecompany.This has to done in a fair way to both companies/ customer solve this separately.Division to handle customer complaintsDivision to handle customer complaintsStaff/ Sales people honor all claims (except fraudulent ones ) and see that CUSTOMER ISSATISFIEDSome times staff/ sales person has to submissively face a customer and say right evenwhen s/he is wrong.But the question is should they do this?They often should in their interest and companys interestComplaints can open up many immediate and future chances for salesStaff/Salesperson get fed up every once in a while in the career or face a complainingcustomer to prove that s/he is wrong, wrong, wrong 18by: swarupjee@hotmail.com
  19. 19. LOVE LETTERLearn fromOthers’Others’ValuableExperience19by: swarupjee@hotmail.com
  20. 20. How To Handle Customer ComplaintHow to handleANGRYCustomers 20by: swarupjee@hotmail.com
  21. 21. Then What To Do……Don’t take it personally.Usually it’s the company thatthey are angry with.They my have had difficultygetting through to you or mayhave had previous enquiriesmishandled.Take notes and check theseback with the customer todemonstrate clearly that youare paying attention andtreating the matter seriously.Try to keep a calm tone ofvoice, but if abuse persistspass the call to yoursupervisor.If possible, avoid transferringthe call or putting on hold.As far as the customer isconcerned, you are thecompany.They don’t know you as thenice person your family andfriends are familiar with.Give the customers space tolet off steam before you tosteer them towards adiscussion of the facts.They are probably moreanxious/restless/uneasyabout the situation than youare.Get someone to call thecustomer back promptly. Putcome back on the hold line atthirty seconds intervalsTo reassure the customer.21by: swarupjee@hotmail.com
  22. 22. Handling Customer ComplaintsProvide customer with the opportunity to complain.Give customers your full and undivided attention.Listen completely.Ask the key question: “What else”.Agree that a problem exists; never disagree or argue.Apologize.Resolve the complaint. (Ask again “What else”)Thank the customer for bringing the complaint to your attention.22by: swarupjee@hotmail.com
  23. 23. Types of ComplainersThe Meek Customer ( Gentle) – ebebebeb||||• Generally will not complain.The Aggressive Customer - l/;l/;l/;l/;fxffxffxffxf• Readily complain often loudly and at length.The High Roller Customer – aaaa´´´´sLsLsLsLThe High Roller Customer – aaaa´´´´sLsLsLsL• Accept to absolute best and is willing to pay for it.The Rip-off Customer – srsrsrsrsrsrsrsr]]]]• A constant and repetitive “not good enough” response. Goal is not to getcomplaint resolved but to get something not entitled to receive.The Chronic Complainer – c;Gtfc;Gtfc;Gtfc;Gtf]]]]ifLifLifLifL• Is never satisfied there is always something wrong, mission is to grumble.23by: swarupjee@hotmail.com
  24. 24. Things customer say they Highly valueHaving a problem fixed first time, and on timeHaving confidence that you know what you are doingNot being blamed for the problem (Its our mistake)Not being blamed for the problem (Its our mistake)Showing concern for their situation - EmpathyBeing kept informed of progressBeing advised what they can do to help the problemfrom recurring 24by: swarupjee@hotmail.com
  25. 25. Delighted Customers• Satisfied Customer is no longer good enough tosurvive todays competitive market place.• Then What : the Delighted CustomerDefinition :Definition :What is provided = What is Promised and ExpectedSatisfied CustomersWhat is Provided > What is Promised and ExpectedDelighted Customers25by: swarupjee@hotmail.com
  26. 26. THE POWER OF +1Delight = Expectation Or Satisfaction +1• This Is Excellent, Simple Way Of ExpressingHow To Create Delight. But What Is +1?• Delighted Could Be Any Or All Of The Following :1 %1 More Sale1 Additional Item1 More Personal Contact1 Bit More Thoughtfulness1 Extra Minute Of Your Time1 Telephone Call To Ensure The Customer Is Happy1 Any Thing Else That Will Delight Your Customers 26by: swarupjee@hotmail.com
  27. 27. • These extra itemsThe +1s are what I sometimes call theWOW factors. The little extras youprovide, that cause your customers tothink and say woooooooow.27by: swarupjee@hotmail.com
  28. 28. PLEASE28by: swarupjee@hotmail.com
  29. 29. FINDING NEW CUSTOMERSThe Best Way To Get Business Is1. To get repeat business From Current Customersby doing absolutely everything you can possibly do.Find Solutions For Them And Serve Their Needs.2. Get Referrals (Helping Persons) from your2. Get Referrals (Helping Persons) from yourCurrent Customers.You can also get this by taking terrific care of thosecurrent customers and by asking for referralsSo by using a Customer-Focused Selling approachyou will greatly increase your chances of getting bothrepeat business and plenty of referrals.29by: swarupjee@hotmail.com
  30. 30. There are lots of techniques for finding newcustomers some of which tend to be more effectivethan others.Generally the best leads (ahead in competitor) aregoing to be those leads that you are close to such asWord Of Mouth.Often the best sales people use many differenttechniques for finding leads.It is their Attitude about finding leads-they are always,always, always trying to talk up their business and findnew leads even during no business hours. 30by: swarupjee@hotmail.com
  31. 31. SOME POWERFUL WAYS TO FIND NEW CUSTOMERSFriends AndRelativesFriends AndRelativesAcquaintancesAcquaintancesNetworks AndRelationshipsNetworks AndRelationshipsCreating Your OwnTarget ListsCreating Your OwnTarget ListsBuying Lists OfProspectsBuying Lists OfProspectsFollowing TheCompetitionFollowing TheCompetitionGetting ReferralsFrom CompetitorsWho Are NotIdeally Suited ForA Particular Job.Getting ReferralsFrom CompetitorsWho Are NotIdeally Suited ForA Particular Job.Local businessassociation andprofessionalgroupsLocal businessassociation andprofessionalgroupsA Particular Job.A Particular Job.groupsgroupsNon professionalgroupsNon professionalgroupsAlumniAlumni Trade showsTrade showsNews and featurearticlesNews and featurearticlesSeminarsSeminarsSpeakingengagementsSpeakingengagementsMedia PublicityMedia Publicity31by: swarupjee@hotmail.com
  32. 32. A CASEDivide The Class Into Two Groups1st is salesmen group AND 2nd is customer groupPracticeThe Customer Relationship ManagementCRMBEST OF LUCK FOR YOUR BRIGHT FUTURE32by: swarupjee@hotmail.com
  33. 33. Consumer BehaviorMake Friendship With This Question More…What do they buy? A product/service? A convenience, shopping orspecialty good?Who buys? Everybody? Women only? Teenagers?Where do they buy? Will they shop around or not? Outlet types?Why do they buy? Motivations, perception of product and needs?Why do they buy? Motivations, perception of product and needs?Influences of peers (close look), prestige,influence of advertising and promotion, media?How do they buy? On Impulse? By shopping?When do they buy? Once a week? Everyday? Seasonal?Anticipated Change? Incidence of new products? Shifts in consumespreferences needs?Nobody buys you unless you can solve someone’s problem or achieve the satisfaction.Michael Finke, Founder of Multimodal Technology.33by: swarupjee@hotmail.com
  34. 34. 7 Deadly Sins In Customer ServiceDetachment Inhospitality RudenessAttitude Ignorance InaccessibilityAttitude Ignorance InaccessibilityInvalidation34by: swarupjee@hotmail.com
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