CUSTOMER INTERACTION MANAGEMENT Improving your chances of success

CUSTOMER INTERACTION MANAGEMENT Improving your chances of success Paramita Chaudhuri 1 Web. Ex Confidential Client Services Manager

PETER DRUCKER SAID “The purpose of a business is to create customers. ” 2 Web. Ex Confidential

CUSTOMER INTERACTION MANAGEMENT Interaction plays a lead role in building customer relationships. CIM constitutes the customer relationship technologies with additions of technology-based interactive solutions. The interactive channels that are currently available enable very effective customer interactive communications, which leads to CIM, which further leads to relationship building. In view of technology growth, the interaction management is facilitated by communication in terms of media, message, speed, accuracy, distance, content, reach, repetition etc. The customer interaction management stands for intensive interaction between customers and the organisation, which is supported by technology-enabled mechanisms such as Internet. CIM can assume the following routes: Online routes- e-mails, web communities, chat rooms. Offline routes- telephone, fax, mails, interactive television network. Outsourcing 3 Web. Ex Confidential

CUSTOMER INTERACTION MANGEMENT “You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied. ” JERRY FRITZ 4 Web. Ex Confidential

CIM- PROCESS The Selling Process PREINTERACTION Skills: POST-INTERACTION Skills: • Pre-Call • Relating • Supporting • Need • Implementing Planning discovery • Advocating • Closing • Dealing with dissatisfaction • Enhancing the relationship 5 Web. Ex Confidential

CUSTOMER INTERACTION Pre-Call Planning 6 • What do I want to accomplish? • What do I know about the prospect? • Where can I find the information? • What am I going to say? Web. Ex Confidential

CUSTOMER INTERACTION What is the size of the business? What product lines do they sell and what markets do they serve? Where, how, when, why, and by whom will the products be used? Who are the prominent executives and other key personnel? Who are their competitors and on what basis do they compete? Do they have any previous experience with our company? What are the prospects for future sales volume and what is the upside potential? 7 Web. Ex Confidential

CUSTOMER INTERACTION • Anticipate Buyer Questions • What are you selling? • Why do I need it? • Who is your company? • How much will it cost? • Who else is using it? Are they satisfied? • What kind of person are you? • How does your solution compare to alternatives? • Is price competitive? • Why do I need it now? • Your record for support & service? 8 Web. Ex Confidential

CUSTOMER INTERACTION Successful Salespeople Less Successful Salespeople Research prospect background Do little background research Use referrals for prospecting Use company generated prospect lists Open by asking questions Use needs-satisfaction type presentation Open with a product statement Use standard presentations Focus on customer needs Focus on product benefits Let prospect make purchase decision Close by focusing on the most important customer objection 9 Web. Ex Confidential

CUSTOMER INTERACTION Task Motives 10 PRODUCTIVITY MONEY More Output or Quality Less Cost Less Effort More Profit Web. Ex Confidential

CUSTOMER INTERACTION Personal Motives 11 Web. Ex Confidential Respect Power Approval Recognition

CUSTOMER INTERACTION Handling Concerns 12 Listen to the buyers feelings Share concerns without judgment Clarify real issue with questions Problem-solve present options and solutions Ask for ACTION to determine commitment Web. Ex Confidential

CUSTOMER INTERACTION Pseudo-Concerns “I’ll have to talk it over with Frank. ” “I’ll get back to you. ” “I’m too busy right now. ” “Our budget is tight this year. ” “We have no room to store it. ” 13 Web. Ex Confidential

CUSTOMER INTERACTION Ways to Anger Customers § Constant Selling § Neglecting Customer Problems § Talking Too Much § Stretching the Truth § No Thank-Yous Keep in mind all those for managing the Customer interaction in a better way and CIM is 14 Web. Ex Confidential

CUSTOMER INTERACTION- THE MANTRA Not just customer satisfaction but CUSTOMER DELIGHT From “Yes” to “Wow” And All starts with 15 Web. Ex Confidential YOU

THE BEST IN THE BUSINESS • Walt Disney • Amazon. com • Pike Place Fish Market • Café Coffee Day • Fed. Ex • The Taj Group of hotels 16 Web. Ex Confidential

ADEQUATE IS NOT ACCEPTABLE 17 Web. Ex Confidential

THE TRUTH ABOUT CUSTOMERS “Ten times more expensive to acquire a new customer than to keep a current customer. ” - Bain & Company Research “A customer is only profitable from the second year in real sense” - Peter Drucker 18 Web. Ex Confidential

MANAGING THE CUSTOMER INTERACTION. WHY? 19 Web. Ex Confidential

STANDING OUT “When we did it right it was still pretty ordinary” Barry Gibbons, Burger King - We defined personality as a market niche - we seek to amuse, entertain, surprise Herb Kelleher, Southwest Airlines 20 Web. Ex Confidential

CREATE A LIFE CHANGING EXPERIENCE “What we sell is the ability for a 43 year old accountant to dress in black leather, ride through small towns and have people be afraid of him. ” -Harley Davidson Executive 21 Web. Ex Confidential

KNOW YOUR CUSTOMERS 22 Web. Ex Confidential

KNOW YOUR CUSTOMERS “MEN AND WOMEN DON’T THINK THE SAME WAY, DON’T COMMUNICATE THE SAME WAY, DON’T BUY FOR THE SAME REASONS. ” “HE SIMPLY WANTS THE TRANSACTION TO TAKE PLACE. SHE’S INTERESTED IN CREATING A RELATIONSHIP. EVERY PLACE WOMEN GO, THEY MAKE CONNECTIONS. ” FAITH POPCORN 23 Web. Ex Confidential

MOMENT OF TRUTH 24 Web. Ex Confidential

WHY SHOULD WE BE CONCERNED? In the average business, for each customer who complains there are 26 who feel the same way and don’t speak up. The customers who feel poorly served will tell between 8 and 16 people about their negative experience. • Technical Assistance Research, Inc. 25 Web. Ex Confidential

INTERNAL FOCUS When the organization has its face focused internally, it has its butt toward the customer. Paraphrased from Funky Business 26 Web. Ex Confidential

MAKING CUSTOMER DELIGHT A CORE VALUE 27 Web. Ex Confidential

CREATING CUSTOMER DELIGHT 28 Web. Ex Confidential

CREATING CUSTOMER DELIGHT 29 Web. Ex Confidential

HAVE SOME FUN…. KNOW YOUR CUSTOMER CARE IN 2020 Operator : "Thank you for calling Pizza Hut. May I have your. . . " Customer: "Hello, can I order. . " Operator : "Can I have your multi purpose card number first, Sir? " Customer: "It's eh. . . , hold. . on. . . 889861356102049998 -45 -54610" Operator : "OK. . . you're. . . Mr. Rohit and you're calling from Aishwarya Avenue Apartments, 802 , 17 th Road , Marine Lines Mumbai. . Your home number is 2234409 & 22302366, your office 76452302 and your mobile is 98142662566. Which number are you calling from now Sir? " 30 Web. Ex Confidential

CUSTOMER CARE IN 2020 Customer: "Home! How did you get all my phone numbers? Operator : "We are connected to the system Sir" Customer: "May I order your Seafood Pizza. . . " Operator : "That's not a good idea Sir" Customer: "How come? " Operator : "According to your medical records, you have high blood pressure and even higher cholesterol level Sir" 31 Web. Ex Confidential

CUSTOMER CARE IN 2020 Customer: "What? . . . What do you recommend then? " Operator : "Try our Low Fat Sania Mee Pizza. You'll like it" Customer: "How do you know for sure? " Operator : "You borrowed a book entitled "Popular Sania Dishes" from the British Library last week Sir“ Customer: "OK I give up. . . Give me three family size ones then, how much will that cost? " 32 Web. Ex Confidential

CUSTOMER CARE IN 2020 Operator : "That should be enough for your family of 10, Sir. The total is Rs "2230" Customer: "Can I pay by credit card? " Operator : "I'm afraid you have to pay us cash, Sir. Your credit card is over the limit and you owe your bank Rs 68, 680. 50 since October last year. That's not including the late payment charges on your housing loan, Sir. " Customer: "I guess I have to run to the neighborhood ATM and withdraw some cash before your guy arrives" 33 Web. Ex Confidential

CUSTOMER CARE IN 2020 Operator : "You can't Sir. Based on the records, you've reached your daily limit on machine withdrawal today" Customer: "Never mind just send the pizzas, I'll have the cash ready. How long is it gonna take anyway? " Operator : "About 45 minutes Sir, but if you can't wait you can always come and collect it on your motorcycle. . . " Customer: " What!" Operator : "According to the details in system , you own a Scooter, . . . registration number MH-G 01123. . . " 34 Web. Ex Confidential

CUSTOMER CARE IN 2020 Customer: " ? ? " Operator : "Is there anything else Sir? " Customer: "Nothing. . . by the way. . . aren't you giving me that 3 free bottles of Big Pepsi as advertised? " Operator : "We normally would Sir, but based on your records you're also diabetic. . . . " Customer: "#$$^%&$@$%^" Operator "Better watch your language Sir. Remember on 15 th July 2008 you were booked for using abusive language on a traffic police and u're on watch. . . " Customer: [Faints] 35 Web. Ex Confidential

ANY QUESTIONS! 36 Web. Ex Confidential

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