Customer Ppt

8/3/2019 Customer Ppt

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DEFINITION

y CUSTOMER

y A customer (also known as a client, buyer, or purchaser)is usually used to refer to a current or potential buyer or

user of the products of an individual or organization,called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services.



CUSTOMER CONCEPTy The customer concept is a 4 stage model which

shows how the organization can achieve growth by

capturing and retaining its customers.

y The customer concept model can be used to determine where the organization stands in terms of serving its

customers



STAGES OF CUSTOMER CONCEPT

y Starting point

y Focus

y Means

y Ends



STARTING POINTO ver here the customer is just an individual who fallsin a Target group. Thus the first thing which the

organization needs is to know they Segmentation

y Targeting

y positioning.



FOCUSIn this stage, the organization needs to focus on thecustomers needs and wants as well as the value it

provides for the customer. Thus it needs time toy time gap analysis

y market surveys

y research to focus on customers needs and wants.



MEANSy In this stage, it is very important for the organization to

connect each and every function of the organization soas to form a Value Chain. The services should beconnected to sales which in turn should be in sync withthe manufacturing so on and so forth. You can refer the value chain to understand how customer value can becreated in an organization.



ENDSThis is the last stage of the customer concept

wherein the organization has to ensure that it has kept

its customers satisfied.y Customer share

y customer loyalty

y customer lifetime value



TYPES OF CUSTOMER

y INTER N AL CUSTOMER

y ENTER N AL CUSTOMER



INTERNAL CUSTOMER

y Internal customers are persons or departments whorely on output from another department of the same

organization to accomplish their own function.y Example : In the supermarket example, an internal

customer is the manager who relies on informationfrom accounting to make decisions, or the stock

person who needs to receive materials from the warehouse in order to put goods on the shelf.



WAYS TO SERVE OUR INTERNAL

CUSTOMER

y 1. Come to work on time

y 2. Be polite

y 3. Answer calls quickly

y 4. Get back to each other promptly with replies to queriesy 5. Provide clear guidelines of what is expected of each other

y 6. Define roles and responsibilities

y 7. Be professional at all times

y

8. Go the "extra mile" and exceed internal customerexpectations

y 9. Hold customer focus "round tables" to discuss eachothers needs

y 10.Say THA NK Y OU



EXTERNAL CUSTOMER

y External customers are most common in sales wherea company sells a product to a customer.

y Example : A typical example of an external customer

is a grocery shopper who goes to a market to buy goods. This person is from outside the organization of the market. For instance, McDonalds determine thecustomer to be the child when they introduce their

Happy Meals. The child never paid for the meals butit influenced the sale.



CUSTOMER SATISFACTION

y Customer satisfaction is the measure of how wellour PRODUCTS, SERV ICE, SUPPORT andENGAGEMENT are able to meet the customerEX PECTATIONS.



CUSTOMER SATISFACTION



SATISFACTION IN 6

STEPSy Encourage FACE-TO-FACE dealings

y Respond to messages promptly & keep your clients

informedy Be friendly and approachable

y Have a clearly-defined customer service policy

y Anticipate your Client·s needs & Go out of your way to

help them out

y Honour your promises



CUSTOMER LOYALTY y Customer loyalty is all about attracting the right

customer, getting them to buy, buy often, buy in

higher quantities and bring you even morecustomers.



MEASURING CUSTOMER

SATISFACTION



CUSTOMER PERCEPTION OF

QUALITY

y There is a strong link between customer satisfaction and customer retention. Customer'sperception of Service and Quality of product will determine the success of the product orservice in the market.

y With better understanding of customers' perceptions, companies can determine theactions required to meet the customers' needs.

y They can identify their own strengths and weaknesses, where they stand in comparisonto their competitors, chart out path future progress and improvement.They are:

y Performancey Featuresy Servicey Warranty y Pricey Reputation



CUSTOMER EXPECTATION -TYPES

y EX PERSSED

y Expressed Customer Expectations are thoserequirements that are written down in the contract

and agreed upon by both parties, for example, productspecifications and delivery requirements. Supplier'sperformance against these requirements is most of the times directly measurable.

y IMPLIED- Implied Customer Expectations are not written or spoken but arethe ones the customer would 'expect' the supplier to meet nevertheless.For example, a customer would expect the service representative whocalls on him to be knowledgeable and competent to solve a problem onthe spot.



CUSTOMER SATISFACTION INDEX

y The Customer Satisfaction Index represents the overallsatisfaction level of that customer as one number, usually as apercentage.

y Plotting this Satisfaction Index of the customer against a timescale shows exactly how well the supplier is accomplishing thetask of customer satisfaction over a period of time.

y Since the survey feedback comes from many respondents in one

organization, the bias due to individual perception needs to beaccounted for.

y This can be achieved by calculating the satisfaction index



CUSTOMER RETENTION

y Customer Retention is the activity that a sellingorganization undertakes in order to reduce customerdefections.

y A companys ability to attract and retain new customers, isnot only related to its product or services, but strongly related to the way it services its existing customers and thereputation it creates within and across the marketplace.

y Customer retention is more than giving the customer whatthey expect, its about exceeding their expectations so thatthey become loyal advocates for your brand.



WAYS TO RETAIN CUSTOMERS :1. Welcome the complaints you receive

2. Instigate loyalty programs

3. Send out questionnaires and surveys to existing customers

4. Check for repeat sales often to instill your companys brand

5. Reactivate dormant customers

6. Have you scheduled a frequent communications plan to your customer base.

7. Provide exceptional customer service

8. Make a good first impression

9. Make courtesy top priority with all customer-facing staff

10. Do regular reviews



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Customer Ppt