The document discusses customer interaction management (CIM) and improving customer relationships. It notes that interaction plays a key role in building customer relationships and that CIM uses technology-enabled interactive solutions to facilitate intensive interaction between customers and organizations. It provides examples of online and offline interaction routes and emphasizes that developing a strong customer service culture through interactions cannot be easily copied by competitors. The document then outlines the CIM process and skills needed at different stages of interaction. It stresses the importance of managing customer interactions to build customer delight and long-term relationships.

1. WebEx Confidential1
Paramita Chaudhuri
Client Services Manager
CUSTOMER INTERACTION
MANAGEMENT
Improving your chances ofImproving your chances of
successsuccess

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PETER DRUCKER SAID
“The purpose of a business is to create customers.”

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CUSTOMER INTERACTION
MANAGEMENT
Interaction plays a lead role in building customer relationships. CIM
constitutes the customer relationship technologies with additions of
technology-based interactive solutions. The interactive channels that are
currently available enable very effective customer interactive
communications, which leads to CIM, which further leads to relationship
building.
In view of technology growth, the interaction management is facilitated
by communication in terms of media, message, speed, accuracy,
distance, content, reach, repetition etc. The customer interaction
management stands for intensive interaction between customers and the
organisation, which is supported by technology-enabled mechanisms
such as Internet.
CIM can assume the following routes:
Online routes- e-mails, web communities, chat rooms.
Offline routes- telephone, fax, mails, interactive television network.
Outsourcing

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CUSTOMER INTERACTION MANGEMENT
“You’ll never have a product or
price advantage again. They can
be easily duplicated, but a strong
customer service culture can’t be
copied.” - JERRY FRITZ

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CIM- PROCESS
The Selling ProcessThe Selling Process
PRE-PRE-
INTERACTIONINTERACTION INTERACTIONINTERACTION POST-INTERACTIONPOST-INTERACTION
Skills:Skills: Skills:Skills: Skills:Skills:
•Pre-Call Planning •Relating
•Need discovery
•Advocating
•Closing
•Supporting
•Implementing
•Dealing with
dissatisfaction
•Enhancing the
relationship

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CUSTOMER INTERACTION
Pre-Call Planning
• What do I want to
accomplish?
• What do I know about the
prospect?
• Where can I find the
information?
• What am I going to say?

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CUSTOMER INTERACTION
What is the size of the business?
What product lines do they sell and what markets do they serve?
Where, how, when, why, and by whom will the products be used?
Who are the prominent executives and other key personnel?
Who are their competitors and on what basis do they compete?
Do they have any previous experience with our company?
What are the prospects for future sales volume and what is the upside
potential?

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CUSTOMER INTERACTION
• Anticipate Buyer Questions
• What are you selling?
• Why do I need it?
• Who is your company?
• How much will it cost?
• Who else is using it? Are they satisfied?
• What kind of person are you?
• How does your solution compare to alternatives?
• Is price competitive?
• Why do I need it now?
• Your record for support & service?

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CUSTOMER INTERACTION
Successful Salespeople
Research prospect background
Use referrals for prospecting
Open by asking questions
Use needs-satisfaction type
presentation
Focus on customer needs
Let prospect make purchase
decision
Less Successful Salespeople
Do little background research
Use company generated prospect
lists
Open with a product statement
Use standard presentations
Focus on product benefits
Close by focusing on the most
important customer objection

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CUSTOMER INTERACTION
Task MotivesTask Motives
PRODUCTIVITYPRODUCTIVITY MONEYMONEY
More Output
or Quality
Less Cost
Less Effort More Profit

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CUSTOMER INTERACTION
Personal MotivesPersonal Motives
Respect Power
Approval Recognition

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CUSTOMER INTERACTION
Handling Concerns
Listen to the buyers feelings
Share concerns without judgment
Clarify real issue with questions
Problem-solve present options and solutions
Ask for ACTION to determine
commitment

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CUSTOMER INTERACTION
Pseudo-Concerns
““I’ll have to talk it over with Frank.”I’ll have to talk it over with Frank.”
““I’ll get back to you.”I’ll get back to you.”
““I’m too busy right now.”I’m too busy right now.”
““Our budget is tight this year.”Our budget is tight this year.”
““We have no room to store it.”We have no room to store it.”

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CUSTOMER INTERACTION
Ways to Anger Customers
 Constant Selling
 Neglecting Customer Problems
 Talking Too Much
 Stretching the Truth
 No Thank-Yous
Keep in mind all those for managing the
Customer interaction in a better way and CIM is

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CUSTOMER INTERACTION- THE MANTRA
Not just customer satisfaction but CUSTOMER DELIGHT
From “Yes” to “Wow”
And
All starts with YOU

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THE BEST IN THE BUSINESS
• Walt Disney
• Amazon.com
• Pike Place Fish Market
• Café Coffee Day
• FedEx
• The Taj Group of hotels

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ADEQUATE IS NOT ACCEPTABLE

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THE TRUTH ABOUT CUSTOMERS
“Ten times more expensive to acquire
a new customer than to keep a current
customer .”
- Bain & Company Research
“A customer is only profitable from
the second year in real sense”
- Peter Drucker

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MANAGING THE CUSTOMER INTERACTION. WHY?

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STANDING OUT
“When we did it right it
was still pretty
ordinary”
-
Barry Gibbons, Burger King
We defined personality as
a market niche - we
seek to amuse,
entertain, surprise
Herb Kelleher, Southwest Airlines

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CREATE A LIFE CHANGING EXPERIENCE
“What we sell is the ability for a 43 year
old accountant to dress in black
leather, ride through small towns and
have people be afraid of him.”
-Harley Davidson Executive

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KNOW YOUR CUSTOMERS

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KNOW YOUR CUSTOMERS
“MEN AND WOMEN DON’T THINK THE SAME WAY, DON’T COMMUNICATE
THE SAME WAY, DON’T BUY FOR THE SAME REASONS.”
“HE SIMPLY WANTS THE TRANSACTION TO TAKE PLACE. SHE’S
INTERESTED IN CREATING A RELATIONSHIP. EVERY PLACE WOMEN GO,
THEY MAKE CONNECTIONS.”
FAITH POPCORN

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MOMENT OF TRUTH

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WHY SHOULD WE BE CONCERNED?
In the average business, for each customer
who complains there are 26 who feel the
same way and don’t speak up.
The customers who feel poorly served will
tell between 8 and 16 people about their
negative experience.
• Technical Assistance Research, Inc.

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INTERNAL FOCUS
When the organization has
its face focused internally,
it has its butt toward the
customer.-
Paraphrased from Funky Business

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MAKING CUSTOMER DELIGHT A CORE VALUE

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CREATING CUSTOMER DELIGHT

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CREATING CUSTOMER DELIGHT

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HAVE SOME FUN…. KNOW YOUR CUSTOMER
CUSTOMER CARE IN 2020
Operator : "Thank you for calling Pizza Hut . May I have your..."
Customer: "Hello, can I order.."
Operator : "Can I have your multi purpose card number first, Sir?"
Customer: "It's eh..., hold..........on......889861356102049998-45-54610"
Operator : "OK... you're... Mr. Rohit and you're calling from Aishwarya
Avenue Apartments, 802 , 17th Road ,Marine Lines Mumbai .. Your home
number is 2234409 & 22302366, your office 76452302 and your mobile is
98142662566.
Which number are you calling from now Sir?"

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CUSTOMER CARE IN 2020
Customer: "Home! How did you get all my phone numbers?
Operator : "We are connected to the system Sir"
Customer: "May I order your Seafood Pizza..."
Operator : "That's not a good idea Sir"
Customer: "How come?"
Operator : "According to your medical records, you have high blood
pressure and even higher cholesterol level Sir"

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CUSTOMER CARE IN 2020
Customer: "What?... What do you recommend then?"
Operator : "Try our Low Fat Sania Mee Pizza. You'll like it"
Customer: "How do you know for sure?"
Operator : "You borrowed a book entitled "Popular Sania Dishes" from
the British Library last week Sir“
Customer: "OK I give up... Give me three family size ones then, how
much will that cost?"

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CUSTOMER CARE IN 2020
Operator : "That should be enough for your family of 10, Sir. The
total is Rs "2230"
Customer: "Can I pay by credit card?"
Operator : "I'm afraid you have to pay us cash, Sir. Your credit
card is over the limit and you owe your bank Rs 68,680.50 since
October last year. That's not including the late payment charges
on your housing loan, Sir."
Customer: "I guess I have to run to the neighborhood ATM and
withdraw some cash before your guy arrives"

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CUSTOMER CARE IN 2020
Operator : "You can't Sir. Based on the records, you've reached your
daily limit on machine withdrawal today"
Customer: "Never mind just send the pizzas, I'll have the cash ready.
How long is it gonna take anyway?"
Operator : "About 45 minutes Sir, but if you can't wait you can always
come and collect it on your motorcycle..."
Customer: " What!"
Operator : "According to the details in system ,you own a
Scooter,...registration number MH-G01123..."

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CUSTOMER CARE IN 2020
Customer: " ????"
Operator : "Is there anything else Sir?"
Customer: "Nothing... by the way... aren't you giving me that 3 free
bottles of Big Pepsi as advertised?"
Operator : "We normally would Sir, but based on your records you're
also diabetic....... "
Customer: "#$$^%&$@$%^"
Operator "Better watch your language Sir. Remember on 15th July 2008
you were booked for using abusive language on a traffic police and u're
on watch... "
Customer: [Faints]

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ANY QUESTIONS!

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