2Workshop Programme Workshops Proposed Date Introduction workshop / The Food & Drink Sector31st OctoberPR, Social Media & Events14th NovemberPricing & Profitability9th JanuaryBest Practice Visit21st JanuaryProduct Evaluation / Product & Market Testing20th FebruaryProduct & Business USP6th MarchManaging your business, managing your customers27th MarchPackaging & Labelling24th AprilInvestment, Grants, Funding & Business Growth15th MayCreating Development Plans5th June
3Knowing your customer 50% of UK companies Are not sure who their most profitable customers areTherefore, don’t know which ones matter most to their businessDon’t know where tomorrow’s competition is coming from
4Knowing your customer What do customers like? Good service – are we catching on?:ServiceEmotional connectivityEnergyIntegritySpiritCreativity
5Exercise 1: What do you expect as a shopper? As a private shopper, note down the top five basic requirements that you require from your prospective supplier e.g. retail store, restaurant, hotel, garage showroom etc
6What do you expect as a shopper? Everything to be cleanGood product rangePolite attentive staffHelpful, well trained staff with excellent product knowledgeValue for money – benefits must out-weigh the sacrificeGood atmosphere/ambienceEfficient service and attention to detailGood first impressionThe feeling that I as a customer matterAccessibility of product
7Knowing your customer Example: Caledonia Bank What do customers dislike?Empty gesturesLack of energyLack of connectionExample: Caledonia BankYour own good examples – what characteristics did you use / display
8Personal Relationships Communication said to be7% content38% vocal55% physicalPersonal RelationshipWhat you sayHow you say itAppearanceImpact
9Personal Relationships Importance of the Customer“A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.”
10Personal Relationships Scenario planningDo you have a strategy for the following?Customer at the till and phone is ringingCustomer queuessReturning a callWhat is your best customer’s preferred method of communication?
11Personal Relationships ExpectationsAre you listening?How do you know?How does your customer know?You cannot listen while talking, or while distractedCan you summarise what they have said?Allow silence, empathy and patience
12Personal Relationships Four elements of customer careAttitudeSkillsApproachKnowledgeThink about a checklist for your customers. What would you do under each heading
13Personal Relationships Four elements of customer careAttitudeSkillsApproachKnowledgeThink about a checklist for your customers. What would you do under each heading
15The facts about complaints A typical business hears from only 4% of its dissatisfied customers; the other 96% just go quietly away and 91% of them will never go back.A typical dissatisfied customer tells more than eight people about his or her problem.Seven out of ten complaining customers will do business with you again if you resolve the complaint in their favour and, if it is resolved on the spot, 95% will do business with you again.
16Reasons why retail business customers are unhappy - Indifferent treatment- Poor quality- Poor service- Grievances not settled to customer’s satisfactionIn a market where customers are surrounded by choice, it is vital that we do not allow manageable irritations to drive customers away
17Customer Complaint Handling It is almost inevitable that, at some stage, you will receive a customer complaint.Don't assume that a customer complaint is a negative experience because, if handled well, it can be a valuable asset.It’s a great opportunity to turn an unhappy customer into a loyal customer.
18Customer Complaint Handling Some businesses believe that if they don't receive many complaints, their customers must be satisfied ~ Wrong!Only a few customers will complain to you. The majority will not return to your business and will tell others of their bad experience.
19Customer Complaint Handling Whether you win or lose customers can depend on the way you handle their complaintsPut the following points into practice:Train your staff to handle complaints wellMake it easy for customers to complainWelcome customer complaintsDeal with complaints promptly.
20The Good NewsThe benefits an efficient complaints handling system can includeFewer mistakes and less time spent fixing themImproved product qualityBetter understanding of customers' needsHappier customersGreater customer loyaltyMore customers through word-of-mouth advertisingLess time and money spent attracting customersImproving business reputation
21How to handle complaints Take time to handle complaints when they are first made.Prompt action will be more likely to satisfy the customer.The faster a complaint is resolved, the less time you'll need to spend on it.
22Be sympathetic and calm Acknowledge there is a problem and that it may be annoying, inconvenient or unfortunate.You may not believe the complaint is justified but remember that, although they may not be ‘right' in your opinion, they are telling you because they are unhappy. Their complaint is an opportunity to retain their custom.Stay calm. This may be difficult if the customer is angry or has an irritating manner, or if the complaint seems trivial, but getting angry will only make it worse.
23Identify the problem Find out the exact problem. Listen carefully to what the customer is saying, empathise with them and make sure you understand by checking it out with them.Ask what they want you to do for them.Don't assume.Write it down.
24Decide what can be doneWhere the complaint may be unjustified, you still need to make the customer happy again to keep their business.A simple explanation may be all that is needed.Sometimes, even if you are not legally required to do so, it may be worth doing more to keep the customer. E.g. If a customer is entitled to replacement, you may be willing to offer a refund if that is what the customer wants.Consider how important these problems are to customers. Try putting yourself in their place!
25Fix the ProblemTell customers what solution you can offer and make sure they understand.If they accept your proposed solution, act on it straight away.Make sure there is always someone available to speak to customers about their complaints. If a customer is promised a return phone call, make sure it happens.If it is not possible to do anything immediately, tell the customer when it will happen and keep a record of your commitment.Do what was agreed and finalise the matter with the customer.Never make promises you won't be able to keep.
26Keep a recordKeep a written record of the complaint and what you have agreed to do.Record all contact about complaints, including whether they were face-to-face, by telephone or in writing.Remember that simply filling out a complaint record form does not solve the problem.