Expanding Customer Relationships

Learning Objectives L 1 L 2 L 3 L 4 L 5 L 6 Explain how to follow up to assess customer satisfaction. Explain how to harness technology to enhance follow-up and buyer-seller relationships. Discuss how to take action to assure customer satisfaction. Discuss how to maintain open, two-way communication. Discuss how to expand collaborative involvement. Explain how to add value and enhance mutual opportunities. L 2 L 3 L 4 L 5 L 6

Relationship Enhancers & Detractors Building Goodwill: The process of converting new customers into lifetime customers by continually adding value to the product.

Assess Customer Satisfaction (cont) Research Results Regarding Customer Satisfaction Management Capability: More than 65% do not have a dedicated customer experience management role. Nearly 73% do not have a clear definition of the customer experience that is well communicated in their companies. Less than 29% provide employees with the tools and authority to solve customer problems. Nearly 76% do not have employees who are well-versed in how to delight customers. Slightly over 56% believe that their companies do not deserve their customers’ loyalty.

Assess Customer Satisfaction

Assess Customer Satisfaction (cont) __________the customer for satisfaction feedback. _____________for seeking customer satisfaction feedback. Key Drivers of Customer Satisfaction: Salesperson’s reliability and responsiveness; Regular, clear, and concise communication.

Four Sequential Components of Effective Follow-up Maximize the number of critical encounters with buyer and encourage effective dialogue and involvement. Develop and manage contact with multiple influential individuals in the buying organization. Coordinate and interpret information and develop insight regarding buyer’s changing situation, needs, and expectations. Apply relevant understanding and insight to create value-added interactions with the buyer.

Harness Technology to Enhance Follow-Up and Buyer-Seller Relationships Internet Extranet CRM Systems Salesforce.com Netsuite.com ACT Microsoft CRM Oracle Siebel CRM

Relationship Enhancement Activities

Assure Customer Satisfaction

Providing Useful Information Continue to ___________and ___________the relationship after the sale by _______________ ____________.

Expediting Orders and Monitoring Installation Track the order ___________________________ Demonstrate concern Supervise installation ________________with installation

Training Customer Personnel Ensure customer has access to appropriate training _______ as a training facilitator _______________ with training

Ethical Dilemma

Typical Customer Complaints

Ethical Dilemma

Resolving Complaints Build the relationship to the point you customers are comfortable complaining _________________and get the whole story Ask the customer what s/he would like you to do _______________________on a solution ____________— educate the customer ________________on all promises — add value

Other Ways to Add Value Maintain open, two-way communication __________________________________ Work to add value and enhance mutual opportunities _____________________________ Look for ways to _________________ Service Quality: Meeting and or exceeding customer service expectations

Customer Expectations

Developing Service Strategy Service Strategy: A plan in which a salesperson identifies his or her business and customers and what the customers want and what is important to them.

Customer Service Dimensions

Role Play