1. Lesson 2.3
6/9/2018
LESSON 2.3
RESPOND EFFECTIVELY
Explain how companies use data about customer needs and wants to increase sales and satisfaction
Compare product features and benefits
CUSTOMER SERVICE

2. Uses of Customer Data Influence ad campaigns Influence selection
2.3
Uses of Customer Data
Influence ad campaigns
Influence selection
Influence services offered
Drive new product development
Drive efforts to win new customers

3. 2.3
Case Studies
Black and Decker
Coinstar, Inc.

4. The Employee’s Role Gather information Relay feedback
2.3
The Employee’s Role
Gather information
Relay feedback
Customer relationship management software

5. 2.3
Misusing Technology
Misuse of technology can jeopardize customer satisfaction.
Price research
Dynamic pricing

6. CRM and Customer Retention
2.3
CRM and Customer Retention
CRM spending
Relationship between CRM spending and customer satisfaction

7. Sell Benefits, Not Features
2.3
Sell Benefits, Not Features
Highlight the benefits instead of features
Buyers want to know
How the item will solve their problem
How the item will improve their life

8. Compare Features and Benefits
2.3
Compare Features and Benefits
Features are characteristics of a product or service.
Benefits are advantages a customer gains from using a product or service.

9. Examples of Features and Benefits
2.3
Examples of Features and Benefits
BENEFITS
Saves time
Saves money
Eliminate a concern
Reduces work
Provides safety
FEATURES
Color
Size
Material
Weight
Speed
Power

10. Highlight Benefits Stress benefits to your customers.
2.3
Highlight Benefits
Stress benefits to your customers.
Discuss the benefits that are most important to your customers.
Solve their problem.
Make them feel good.
Sell the solution your customers want or need.

11. Show That You’re an Expert
2.3
Show That You’re an Expert
Provide answers.
Offer accurate information.
Stay informed.