Nature of Customer Relations Customer Relations LAP 1 Accentuate the Positive Nature of Customer Relations Customer Relations LAP 1

Objectives A B Discuss the importance of positive customer relations. Describe ways that organizations can build positive customer relations. B

Discuss the importance of positive customer relations.

“Every great business is built on friendship.” –James Cash Penney Customers = people, not numbers Customer relationships—very important!

Customer Relations Customer relations—all the activities a business engages in to interact with its customers Used interchangeably with “customer service”

Positive Customer Relations Customers: Are happy Are more than just satisfied— needs/wants have been exceeded Feel important Feel connected to the business

Positive Customer Relations The business: Is proactive: Takes initiative to build relationships Stays ahead of issues and complaints Integrates customer relations into each aspect of the organization

Importance of Positive Customer Relations Tough-to-please customers Fierce competition Value of customer loyalty

Importance of Positive Customer Relations Value of word-of-mouth promotion Increased productivity Inclusion of employees

Describe ways that organizations can build positive customer relations.

Factors Affecting Customer Relations Business processes Building customer relations into every aspect of the business Relating to specific target market Approaching daily tasks with customers in mind

Factors Affecting Customer Relations Business environment Tangible—physical environment Intangible—corporate culture

Factors Affecting Customer Relations Technology Allows customer greater access to the business Allows business to track customer information more effectively/efficiently

Factors Affecting Customer Relations People (employees)

Techniques for Building Positive Customer Relations Be customer-centric. Pay attention to internal customers. Communicate.

Techniques for Building Positive Customer Relations Resolve complaints in a quick, satisfactory manner. Be thankful. Display courtesy, friendliness, and professionalism at all times.

Techniques for Building Positive Customer Relations Keep promises. Be helpful. Remember touch points.

Techniques for Building Positive Customer Relations Reminder about the importance of customer relations: http://video.foxnews.com/v/3695243351001/importance-of-good-customer-service/?#sp=show-clips

How does your school build customer relations? Are you a happy “customer”?

Should a salesperson tell a customer if a competitor will better meet her/his needs? What do you think?

Acknowledgments Original Developers: Christopher C. Burke, Sarah Bartlett Borich, MBAResearch Version 2.0 Copyright © 2015 MBA Research and Curriculum Center

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