Managing Customers Managing Customers Kerry Kyriacou 12 th Jan 2015.

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Presentation transcript:

Managing Customers Managing Customers Kerry Kyriacou 12 th Jan 2015

To-days objectives The drivers for customer satisfaction Valuing your key customers Customer profiling to win more business Measuring service performance Exceeding customer expectations.

“Customer service is a function of how well an organisation meets the needs of its customers”

Customer Satisfaction Product FactorsConvenience Factors Human Factors The product range The price The quality & specification The standard of after care service Location Delivery schedules On line services Payment arrangements Skills, and Knowledge of staff Attitude & behaviours Getting things right

Basic Principles of Customer Management Understand customer needs and expectations for products, delivery, price, dependability Communicate these needs and expectations throughout the organization. Measure customer satisfaction & act on results Manage customer relationships & their expectation.

Value the Customer

Delivering Added Value?

Getting the most from your customers Who are they? Profiling them Knowing what they want?

Customer Relationship Management

Customer Profiling Sales history Gross margin history Products purchased % of purchases Hot buttons When do customers buy? Company turnover Company profit Company employees Credit rating Decision maker Interests Relationship owner

Customer Segmentation Race Horses StallionsWorkersTrotters MargInMargIn Customer Size

Any market will do?

Pareto 20%80% Customers % Sales

Levels of Service

Customer Touch Points Exceed customer expectations Provide excellent service to customers Create the right customer perceptions Show how efficient you are

Measuring Service Performance Face to face meetings Questionnaire surveys Focus group surveys (Customer inclusion) Mystery shopping Free phone help line Customer business reviews

Thank You

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