Presentation to topic 4

Presentation to topic 4

• 1.
  "You cannot managea quality service organisation unless you understand the nature of what you are providing, fully realise what your customers want from you and how they perceive you from the start." W. Martin: Managing Customer Service, С risp, 1989 Contents: 1. Client orientation of company. 2. Customer needs. 3. Basic conditions of correct identification of client's needs.
• 2.
  1. Client orientationof company. Client orientation is business strategy of the company, by which the company acts to meet customer needs in order to turn him/her into a loyal customer. Customer satisfaction is the main priority in this company. The main motto of the company is "customer is always right" (Harry Gordon Selfridge phrase). In the new rapidly changing economy, however, customer predictability is dead. "Whatever a customer wants today may not be what he or she wants tomorrow. Or he or she may want more of it. If you're offering low prices, customers want those prices slashed further. If you're offering state-of-the art products, they want them flower still. In meeting ever-increasing customer demands for lower, faster, better, and newer, companies need to be the first in their market to identify their customer needs.
• 3.
  So, the mainobjectives of client oriented companies are: meet customer needs, establish contact with clients, attract new customers, increase profits. There are a number of different ways of categorizing what customers want and value. One of these is called the RATER scale. This is made up of five elements: Reliability Assurance Tangibles Empathy Responsiveness
• 4.
  Reliability."Do what yousay you will do, reliably and consistently". Relates to timeliness, consistency, regularity, accuracy. Assurance. "I need to be confident of the knowledge and courtesy of your staff'. Relates to competence, knowledge, respect, credibility, honesty, confidentiality, safety, security. Tangibles. "Make sure your facilities, equipment, communication materials look attractive and are user friendly". Relates to appearance of facilities, staff, and communication facilities.
• 5.
  Empathy. "Treat meas an individual, in a caring and empathic way; understand my needs". Relates to access to staff and information, clear, appropriate and timely information, and individualized attention. Responsiveness. "Be flexible and willing to help me; resolve my problems promptly and effectively". Relates to prompt service, willingness to help, problem resolution.
• 6.
  Providing superior customerservice means meeting customers' needs by providing them with the products and services they want or by providing effective solutions to their problems. In order to do that, customer service, customer care, and call center representatives must be able to accurately and completely identify customers' needs. Correctly identifying customers' needs is essential for ensuring customer satisfaction and loyalty. If you fail to properly identify customers' needs, or if you are indifferent to their needs, they will take their business elsewhere.
• 7.
  Every customer isdifferent from another individual, therefore every customer has a different need. Understanding customer needs will help you define new market opportunities and drive innovation and revenue growth in every aspect of your organization. If you have correctly identified customer needs you will only gain a competitive edge. In order to identify customer needs and make use of this information you will need to do three things: 1. Communicate with your customers and find out how you can satisfy their needs better. 2. Establish ways to record and interpret customer feedback. 3. Use this information when making important decisions about marketing, buying and selling.
• 8.
  Finding out whichbuying needs are most important to your customers will allow you to match these needs to the benefits of your products. For example, a customer's buying need might be for comfort and economy - "These slippers are made from wool and are padded with foam, so therefore will be extremely comfortable. They are also on «special» this week so represent a great buy!" The value of purchases (goods or services) to customers is not determined by its characteristics, but how the product can meet current needs. For example, a person does not buy signaling for the car, and calm and confidence in security. For the seller the most important is to identify the benefits expected by the buyer to purchase.
• 9.
  If this isignored, even if the unit purchase is fulfilled, the customer will not return to you, and certainly will not recommend your company in his/her friends. Remember that only 20% of buyers clearly know their needs. Academic Krolar identified six types of motivation, which are used by people when buying goods. •Security. When buying goods clients want to be sure of their features and characteristics, that they will not break soon and they will not have problems with warranty. For such customers, guarantee, sign of quality, after-sales service are essential. •Affection and Connection. The client may be connected to a specific brand, model or even color of product.
• 10.
  •Comfort. There areclients who give priority to the comfort of the product. For example customers buy an automatic coffeemaker, so that in the morning be able to lie in bed for another 10 minutes longer. •Prestige of product. Customers are willing to pay much money in order to enjoy prestige goods and stand out among people. For example, rich people today want to have on their car number with zeros than a regular car number willing to pay several times more. •Novelty. When buying prime motive can be novelty of product, its new features or new look. •Savings. For most people major motive to purchase goods is saving as a result of buying cheaper goods (sales).
• 11.
  The Six BasicNeeds of Customers 1. Friendliness 2. Understanding and empathy 3. Fairness 4. Options and alternative 5. sInformation
• 12.
  1.Friendliness Friendliness isthe most basic of all customers needs, usually associated with being greeted graciously and with warmth. We all want to be acknowledged and welcomed by someone who sincerely is glad to see us. A customer shouldn't feel they are an intrusion on the service provider's work day! 2. Understanding and empathy Customers need to feel that the service person understands and appreciates their circumstances and feelings without criticism or judgment. Customers have simple expectations that we who serve them can put ourselves in their shoes, understanding what it is they came to us for in the first place.
• 13.
  3. Fairness Weall need to feel we are being treated fairly. Customers get very annoyed and defensive when they feel they are subject to any class distinctions. No one wants to be treated as if they fall into a certain category, left wondering if "the grass is greener on the other side" and if they only received second best. 4. Options and alternatives Customers need to feel that other avenues are available to getting what they want accomplished. They realize that they may be charting virgin territory, and they depend on us to be "in the know" and provide them with the "inside scoop." They get pretty upset when they feel they have spun their wheels getting something done, and we knew all along a better way, but never made the suggestion.
• 14.
  6. Information "Tellme, show me - everything!" Customers need to be educated and informed about our products and services, and they don't want us leaving anything out! They don't want to waste precious time doing homework on their own - they look to us to be their walking, talking, information central.
• 15.
  1. Set thecontact. Welcome your client with happiness be polite and patient. Once you have gained a prospect's attention it is time to find out the needs and wants of that person. People buy for different reasons, and they are motivated to buy because of individual needs and wants. A good salesperson takes the time to persuade a customer to reveal those needs and wants — not always an easy task, but it's the basic technique of the sales process. Once those needs and wants are established ask yourself this key question — "What can I do for this customer?" Then go all out to provide the appropriate product or service.
• 16.
  Most customer needscan be divided into four basic categories: The need to be understood. Customers need to feel that the message they are sending is being correctly received and interpreted. The need to feel welcome. Customers need to feel that you are happy to see them. The need to feel important for you. Customers like to feel important and special. The need for comfort. Customers need physical and psychological comfort.
• 17.
  2. Ask questions.Start with general questions and then ask for details. For example, if the client has come to your shop, a seller must ask if he/she wants to buy a normal mobile phone or iPhone, which brand, with which functions, what color etc. 3.Listen to buyer carefully. Use active listening skills: ask clarifying questions, encourage, give a feedback. Get confirmation that you have understood correctly, if you have doubts on this score. Do it in pauses without interrupting client. This will show how the real needs of the client are important for you.
• 18.
  4.Show that youunderstand what the buyer really wants and you know how to help him/her. During contact with the client, listen more than talk, and follow these rules: 1. Speak in turn and do not interrupt your client. 2. Looking at eyes, you show your interest in the conversation. There are three kinds of listening to client: •Passive is when the seller listens, but thinks about something else. •Selective hearing. When the seller listens to client and tries to understand what can be offered. •Active listening. Seller is fully concentrated on the client, defines his motives and needs, wishes to please him/her the best.
• 19.
  To find outwhat clients want from your company and your products, companies use the following means: Letters of complaint; Warranty or insurance claims; Formal market surveys; Contacting the customers; Test marketing new products.