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2.02A – FOSTER positive relationships with customers to enhance company image. Marketing 6621.

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Presentation on theme: "2.02A – FOSTER positive relationships with customers to enhance company image. Marketing 6621."— Presentation transcript:

1 2.02A – FOSTER positive relationships with customers to enhance company image. Marketing 6621

2 What is Customer Service?  Customer service is the provision of service to customers before, during and after a purchase.

3 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

4 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

5 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.

6 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

7 Demonstrate a customer-service mindset  Employee shows clear, relentless, unwavering focus on the customers.  Internal customer (co-workers) satisfaction is important

8  How does customer service relate to the marketing concept?

9 2.02B – FOSTER positive relationships with customers to enhance company image. Marketing 6621

10 Service orientation  Listening to and understanding the customer. Customer satisfaction is high priority.

11 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

12 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)

13 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


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