This document discusses building customer satisfaction and relationship management. It covers key topics such as the importance of customer satisfaction, tools and strategies for building strong customer relationships, measuring customer satisfaction through surveys and other methods, and defining and discussing customer relationship management. The overall goal is to understand how to create value for customers, maintain good customer relations, and ensure customer loyalty over time through effective relationship management strategies and practices.

1. GROUP-4
building customer satisfaction

2. building customer satisfaction
 No business can run without building
customer satisfaction and loyalty.
Satisfaction will be determined by the value
of the difference between what the
customer receives and what they pay to
receive

4. Companies can achieve Customer Satisfaction
by.
• Incorporating good business practices
• Creating and delivering value
• Customer relation management

5. Importance of building customer satisfaction
 Customer-oriented management
 Comparison with the competitors
 Comparison over time
 Profit from specific insights
 Loyalty
 Reduced costs
 Leads and referrals
 Ideas for new development

6. Tools for building strong customer satisfaction/
relationships
Strategies for improving customer relations
and building customer loyalty range from simply
opening up communications channels in
implementing elaborate point system that
reward loyalty. Enhanced customer
communications approaches include.

7.  Providing customer feedback forms
 Asking about customer needs in general
when customers call with problems
 Training call centre staff to handle disputes
uniformly and constructively
 Responding directly to customer feedback
Demonstrating how the company listens to its
customers
 Encouraging the service culture throughout
the organization
Tools for building strong customer satisfaction/ relationships

8. Companies also encourage a wide variety of
tactics to directly encourage customer loyalty
through promotions or special treatment.
 Creating a point system that offers rewards once
a customer accumulates a certain number of points
 Offering discounts on free- product coupons
Running contests in which customers may win prizes
by entering a drawing
 Offering lifetime guarantees.

9. MEASURING CUSTOMER
SATISFACTION

11. Measuring Customer satisfaction
 Customer satisfaction Review And Evaluation
or measurement of customer satisfaction Is
Essential to maintain.
 Customer satisfaction measurement is done
Using customer survey method.
 It may be in oral form or return form.
 3 possible methods of administering the survey
Interview administered
Machine administered
self administered

12. Reasons for customers
satisfaction measurement
Business related
Customer related
Supplier related
competitors related
Performance related

13. Methods to measure Cost
Satisfaction
 Comment cards
 Focus groups
 Visiting to the customers
 Mass communication
 Questioners
 Toll free number lines
 Report cards
 Customer satisfaction index

14. Essential Of customer
satisfaction measurement
 Measures should be Accurate
 Measures should be sensitive
 Measures provide a competitive contact
 Measures should be Regular
 Measures should be Easy to communicate
and understand

15. CUSTOMER RELATIONSHIP
MANAGEMENT

17. DEFINITION
 It is a business strategy designed to optimise
profitability , revenue and customer
satisfaction.
 It is a multifaceted process , mediated by a
set of information technologies that focuses
on creating two way exchanges with
customers so that firms have an intimate
knowledge of their needs , wants and buying
patterns.

18. CHARACTERISTICS OF CRM
1. SHARE OF CUSTOMER
2. LIFETIMEVALUE OFTHE CUSTOMER
3. CUSTOMER EQUITY
4. GREATER FOCUS ON HIGHVALUE CUSTOMERS

19. OBJECTIVES OF CRM
1. To provide updated information
2. To customise strategies
3. To anticipate problems
4. To prompt follow-up
5. To establish problem solving mechanism
6. To assess customer interests
7. To integrate functional system

20. TYPES OF CRM
1. OPERATIONALCRM
2. ANALYTICAL CRM
3. COLLABORATIVECRM

21. PROCESS OF CRM

24.  Acquisition
 Enquiry, interaction,exchange, coordination, adoption
 Customer Interaction Management (CIM)
 Online routes, offline routes, outsourcing
 Customer Retention
 Attrition
 Increase in no. of complaints
 Decrease in : frequency of contacts, enquiries, vol of biz,
no. of active buyers, flow of communication
 Defection

25. Benefits of CRM
 Increased sales revenues & reduced cost of sales
 Increased customer satisfaction
 Increased customer retention & loyalty
 Evaluation of customer profitability
 Excellent customer service
 Customer knowledge
 Customisation
 Opportunity to cross-sell & up-sell

26. LIMITATIONS OF CRM
 Requires top management support
 Confusion in attributes
 Problem in implementation
 Building relationships
 Not functionally organised
 Customer dissatisfaction
 Front line staff

27. MARKETING RESEARCH

29. DEFINITION
Marketing research is the function which links
the consumer, customer, and public to the
market through information used to identify and
define marketing opportunities and problems,
generate, refine, ad evaluate marketing actions;
monitor marketing performance, an improve
understanding of market as a process.
-AMA

30. Marketing research is the systematic design,
collection, analysis, and reporting of data
relevant to a specific marketing situation facing
an organization.
PHILIP KOTLER

31. CHARACTERISTICS
 Functions of marketing management
 Integrated effort
 Systems approach
 Inter-disciplinary process
 Imperfect science
 Indispensable for the new product information
 Market orientation

32. OBJECTIVES
 Discovering the new market
 Capturing the greater market share
 Analysing tastes and preferences of customers
 Anticipating the future sales volume
 Reducing the cost of market

33.  Improving the quality of product
 Helping in formulation of suitable price policy
 Facing cut throat competition
 Making liaison with ultimate consumers
 Studying the external environment

34. IMPORTANCE OF MARKETING
RESEARCH

36.  Decision making tool
 Management planning
 Problem solving
 Control technique
 Large scale production
 Complex market
 Pattern of consumption

37.  Market complex
 Suitable marketing operations
 pricing
 Marketing strategy
 Distribution
 Sales promotion

38. MARKETING RESEARCH PROCESS
Identifying and defining research problem
Extensive literature survey
Formulation of hypotheses
Preparing the research design

39. Determining sample design
Collecting the data
Execution of the project
Analysis of data

40. Testing of hypothesis
Generalization and interpretation
Preparation of the report or thesis