Presentation on theme: "2.02A – FOSTER positive relationships with customers to enhance company image. Marketing 6621."— Presentation transcript:
2.02A – FOSTER positive relationships with customers to enhance company image. Marketing 6621
What is Customer Service? Customer service is the provision of service to customers before, during and after a purchase.
Identify beliefs held by employees who have a customer-service mindset Fostering positive customer interactions vs. negative View negative customer interactions as a way to identify customer’s needs View your work through the eyes of the customer Define your functions with the customer in mind
Importance of exhibiting a customer-service mindset Customer satisfaction = Profit Goodwill/positive feelings develop Gathers information about customer buying decisions Avoids loss of sales Avoids markdowns and sales returns Avoids delays in sales
Occasions for exhibiting customer- service mindset When a customer is upset and angry, the employee should act quickly to correct the mistake. Employee should demonstrate a focus of attention on the customer when there is a problem.
Guidelines for exhibiting customer- service mindset Measure regularly through customer feedback Measure internally for employee satisfaction Customer satisfaction = employee bonuses (incentives) Link customer satisfaction to other business goals
Demonstrate a customer-service mindset Employee shows clear, relentless, unwavering focus on the customers. Internal customer (co-workers) satisfaction is important
How does customer service relate to the marketing concept?
2.02B – FOSTER positive relationships with customers to enhance company image. Marketing 6621
Service orientation Listening to and understanding the customer. Customer satisfaction is high priority.
The Relationship between communication and service Clear communications from sales personnel will ensure customer buys the product that best suits his needs. If there is a problem, then clear communication is imperative so that the employee can act precisely and quickly to clear up the problem for the customer. Clear communication is again necessary in record keeping so that the data can be used to influence future business decisions Clear communications to receive feedback from customers and employees on satisfaction levels
Different Ways employees demonstrate service orientation. Greets the person promptly and courteously. Pays attention to the person. Asks questions to determine the person's needs. Listens carefully and empathizes with the person's concerns. Offers relevant information. Summarizes to check for understanding. Acts or agrees on a clear course of action. Tries to do better than expected. Asks questions to check for satisfaction. Follows through. Thanks the individual. Takes surveys to determine people's needs. Is courteous to citizens, clients, patients, etc. Does not "pass the buck.” (Play the “blame” game)
Procedures for reinforcing a service orientation through communication Use customer surveys to pinpoint areas for improvement Use employee surveys to pinpoint areas for improvement Develop a follow up procedure to determine levels of customer satisfaction after the sale