1. Improving your chances of success
CUSTOMER INTERACTION MANAGEMENT
Improving your chances of success
Paramita Chaudhuri
Client Services Manager

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

3. 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- s, web communities, chat rooms.
Offline routes- telephone, fax, mails, interactive television network.
Outsourcing

4. 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

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

6. 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?

7. 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?

8. 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?

9. 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

10. CUSTOMER INTERACTION Task Motives More Output or Quality Less Cost
PRODUCTIVITY
MONEY
More Output or Quality
Less Cost
Less Effort
More Profit

11. CUSTOMER INTERACTION Personal Motives Respect Power Approval
Recognition

12. Handling Concerns CUSTOMER INTERACTION 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

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

14. Ways to Anger Customers
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

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

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

17. ADEQUATE IS NOT ACCEPTABLE

18. 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

19. MANAGING THE CUSTOMER INTERACTION. WHY?

20. 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

21. 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

22. KNOW YOUR CUSTOMERS

23. 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

24. MOMENT OF TRUTH

25. 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.

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

27. MAKING CUSTOMER DELIGHT A CORE VALUE

28. CREATING CUSTOMER DELIGHT

29. CREATING CUSTOMER DELIGHT

30. 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 "
Operator : "OK... you're... Mr. Rohit and you're calling from Aishwarya Avenue Apartments, 802 , 17th Road ,Marine Lines Mumbai .. Your home number is & , your office and your mobile is Which number are you calling from now Sir?"

31. 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"

32. 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?"

33. 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, 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"

34. 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-G "

35. 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]

36. ANY QUESTIONS!