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

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

3. Discuss the importance of positive customer relations.

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

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

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

7. 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

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

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

10. Describe ways that organizations can build positive customer relations.

11. 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

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

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

14. Factors Affecting Customer Relations
People (employees)

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

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

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

18. Techniques for Building Positive Customer Relations
Reminder about the importance of customer relations:

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

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

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

22. Digital-based photography sources:
ThinkStock Photos
Various images used in this presentation are ©2015 ThinkStock Photos. All rights reserved

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