Customer Relations and Marketing Marketing Dynamics Copyright © Texas Education Agency, All rights reserved

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Goals Students will explain the nature of positive customer relations Students can describe a customer service mindset. Students can explain the role of management in customer relations. Students can identify a company brand promise. Students can explore ways of reinforcing company image through employee performance. Students can describe the role of ethics in customer relationships Students can describe the role of technology in customer relationship management. Copyright © Texas Education Agency, All rights reserved

Terms Relationship Marketing One-to-one marketing Customer-Oriented Personnel Empowerment Code of Ethics Copyright © Texas Education Agency, All rights reserved

Building Customer Relationships Attracting new customers is a short-term solution. Keeping customers helps guarantee success. Relationship marketing is a strategy where businesses build long term relationships with their customers. Copyright © Texas Education Agency, All rights reserved

Building Customer Relationships Most successful companies who use relationship marketing use ◦ One-to-one marketing ◦ Customer oriented personnel ◦ Effective training plans ◦ Empowered employees ◦ Teamwork Copyright © Texas Education Agency, All rights reserved

One-to-One Marketing One-to-one marketing uses customer information to build long-term relationships with customers that are personalized to that customers interests. Copyright © Texas Education Agency, All rights reserved

Customer-Oriented Personnel It is vital that all customers have a customer-oriented attitude. This is not only employees who come in contact with the customer but all departments must be focused on customer satisfaction. Copyright © Texas Education Agency, All rights reserved

Employee Training Training can provide background and philosophy of the company so employees know what is expected of them. Training also highlights how the company expects employees to treat customers and company hierarchy when solving customers problems. Copyright © Texas Education Agency, All rights reserved

Empowerment Empowerment is giving employees the authority to solve customers problems. ◦ Happier customers ◦ Lower operating costs ◦ Employees feel like part-owners Copyright © Texas Education Agency, All rights reserved

Teamwork Companies who are noted for excelling at customer service often times incorporate team-building into their training. Improvements can be seen in ◦ Productivity ◦ Job performance ◦ Customer satisfaction Copyright © Texas Education Agency, All rights reserved

Brand Promise A company brand promise is a statement which tells customers what they can expect in all interactions when dealing with the company. Copyright © Texas Education Agency, All rights reserved

Ethics in Customer Relations Ethics plays a very big role in customer relations. ◦ Company Code of Ethics ◦ Ethics need to come from top down ◦ Legal vs moral Copyright © Texas Education Agency, All rights reserved

Ethics in Customer Relations Ethical situations may deal with ◦ Privacy of customers information ◦ Product or service deception ◦ Unsafe products ◦ False or misleading advertising ◦ Stereotypical portray of women, minorities or senior citizens ◦ Misleading product or service warranties ◦ Sexually oriented advertising Copyright © Texas Education Agency, All rights reserved