1. Expanding Customer Relationships

2. 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

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

4. 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.

5. Assess Customer Satisfaction

6. 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.

7. 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.

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

9. Relationship Enhancement Activities

10. Assure Customer Satisfaction

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

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

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

14. Ethical Dilemma

15. Typical Customer Complaints

16. Ethical Dilemma

17. 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

18. 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

19. Customer Expectations

20. 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.

21. Customer Service Dimensions

22. Role Play