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1. 06. CUSTOMER RELATIONSHIP
OBJECTIVES
At the end of this lesson, students should be able to demonstrate appropriate
knowledge and skills pertaining to manage good customer relationship.

2. INTRODUCTION
Customer relations, or customer service, are the front line
between a company and its customers. How customers
are initially greeted and treated can influence their
decisions to do business with your company. Effective
customer relations strategies include listening skills, oral
and written communication, analytical and problem solving
skills and teamwork based on the company's commitment
to meet customer needs while making customers feel
welcome and valued.

3. BASICS OF CONSUMER BEHAVIOUR
The study of consumers helps firms and company
improve their marketing strategies by understanding
issues such as how
The psychology of how consumers think, feel, reason, and
select between different alternatives (e.g., brands, products,
and retailers);
The psychology of how the consumer is influenced by his or
her environment (e.g., culture, family, signs, media);
The behaviour of consumers while shopping or making other
marketing decisions;
Limitations in consumer knowledge or information processing
abilities influence decisions and marketing outcome;
How consumer motivation and decision strategies differ
between products that differ in their level of importance or
interest that they entail for the consumer

4. THE 5As CONCEPT
The 5 As Cycle (also known as the Behaviour Change
Counselling Model) uses five key strategies outlined below
to support people to manage themselves effectively. It will
also give you an opportunity to understand the customers
need and get connected with them.
Assess: Explore your customer’s knowledge, belief and
values. Does the customer believe he/she is able to self-
manage?
Advice: Share with the customer information about
products and services in detail. The current plethora of
information available on the internet often means people
have already accessed information. Ensure information is
both accurate and current.

5. THE 5As CONCEPT
Agree: Jointly set a goal. This goal needs to be important
and valued by the customer – something that the customer
wants to do. It must be achievable and measurable.
Assist: Help the customers to identify barriers and
problem solve to identify potential solutions. Discuss
strategies and resources available to help them.
Arrange: Arrange a follow up or visit before the customer
leaves. This provides the customer with a time frame for
achieving some or all the goals and also indicates support.

6. CUSTOMER RELATIONS
It’s a mantra hammered into the heads of anyone who
has ever owned a business, worked in a service
industry or stepped foot in the world of sales: “The
customer is always right.”
Know That Happy Customers = Returning Customers
Set and Manage Realistic Expectations
Be a Connector
Keep Documentation
Respond Promptly
Think like a Salesperson

7. BUILD RELATIONSHIP WITH CUSTOMERS
In order to set up and manage your relationships with
individual customers, you have to accomplish four basic
things:
Identify customers individually.
Differentiate customers, one from another.
Interact with customers.
Customize for customers.
The professional qualities of customer service to be
emphasized always relate to what the customer wants. After
years of polling and market research, it turns out customers
are constantly internalizing their customer service
experience. What this means is they are grading your
customer service during each transaction but you rarely
know it.

8. BUILD RELATIONSHIP WITH CUSTOMERS
It is clear that just looking good will not produce the
desired level of customer satisfaction.
Smiling
Eye contact
How you look
Shaking hands
Be attentive
Tone of voice
Hand gestures
Personal space
Posture
Observation
Remember

9. ESTABLISH RAPPORT WITH CUSTOMERS
• Be adaptable
• Pace and lead
• Allow them to ‘get it all out’
• Repeat back
• Be aware of your intonation
• Get their name first
• Make their problem your problem
• See it from the customer’s
perspective
• Share their priorities
• Remember the value of an apology
• You don’t have to have ‘things in
common’
• Don’t rush
• Smile
• Take a personal interest
• Know what you’re selling
• Really listen
• Be respectful
• Start off with something positive
• Keep focused
• Not all customers want to chat
• Avoid assumptions
• End on a high
• Be flexible with formality
• Smile through the complaints
• Don’t linger on the tough calls
• Beware of inappropriate jokes
• Don’t leave them waiting over phone

10. DEAL WITH QUERIES
Keep below points in mind while dealing with
customer’s complaint:
Quick thinking
Observe and take note
Make an apology
Be composed
Be positive
Think of your business
Communicate regularly
Own the problem
Discover the reasons
Serious complaints

11. SPOT CUSTOMER PROBLEMS
Complaints happen every day. When a customer complains,
it is usually for a good reason or genuine concern. They
usually have made a purchase that did not meet their
expectation—a product, service, or maybe a combination of
the two. We must take care of the customer by listening to the
complaint, and resolving it, to ensure a happy customer.
Fewer than half of unhappy customers will bring a complaint
to your attention. Those who never say anything will tell an
average of 11 other people about their bad experience. It is
important that we recognize complaints as opportunities, so
we can sway these averages, one resolved complaint at a
time.

12. SPOT CUSTOMER PROBLEMS
Here are strategies that will help you handle a customer
complaint in a smooth and professional manner:
Acknowledge the problem
Stay calm
Listen well
Get the facts
Offer a solution