Transcript Challenges in regional management

MARKETING AND CUSTOMER SERVICE
MANAGMENT
February, 2014
1
INTRODUCTION
Please introduce your:
• NAME
• BRANCH
• POSITION
• FAVORITE BRAND
• WHY it is your favorite?
2
EXPECTATIONS
What are your expectations
from this module?
3
TRAINING OBJECTIVES
At the end of training you will be able to:
•
•
•
•
•
•
•
•
•
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Define what is Marketing
Define 6Ps of Marketing Mix
Define and conduct Customer Segmentation
Apply Marketing Mix in business with customers
Apply Marketing Mix in Competitor analysis
Conduct PESTEL and SWOT
Define and reinforce FINCA Brand
Define customer service concept
Deliver highest level of service to customers
Prepare concrete action plans for branch to improve Marketing
and Customer Service activities
4
MARKETING CONCEPT
• What is marketing?
5
MARKETING CONCEPT
INDIVIDUAL WORK
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WHAT IS MARKETING
Advertising
Selling
Marketing
Encompasses
customer
focused product
concept and
branding from
research to
design to
advertising to
sale
Personal
interaction with
the prospect or
customer aimed
at persuading or
influencing them
to buy
Non-personal
presentation or
promotion of
products to
existing and
potential
customers.
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MARKETING VERSUS SALES
Marketing
Selling
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MARKETING VERSUS SALES
This is how I
lend, won’t
you please
take it?
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MARKETING VERSUS SALES
This is how I
prefer to take
won’t you please
lend it?
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MARKETING VERSUS SALES
Marketing makes selling easy
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MARKETING MIX
Product
Price
Place
Promotion
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MARKETING MIX EXTENDED
People
Processes
Product
Price
Place
Promotion
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MARKETING MIX
Place
Price
Promotion
People
Product
Processes
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MARKETING TRIANGLE
Communicate
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MARKETING TRIANGLE
Understand
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UNDERSTAND YOUR CUSTOMERS
Want
Customer
Need
Demand
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UNDERSTAND YOUR CUSTOMERS
Want
Water
Customer
Need
Thirst
Demand
$1
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UNDERSTAND YOUR CUSTOMERS
How?
Loan
customer
What?
Capital
How
much?
26%
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MARKETING VERSUS SALES
How can I give
clients what
they prefer?
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MARKETING VERSUS SALES
NEED is WHAT?
PREFER is HOW?
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Segmenting your customers
You need to segment your customers based on their
preferences.
1. Learn what your customers need
2. Learn what are their preferences in meeting their need
3. Group them by their similar preferences
4. Work to satisfy their needs in the way how they prefer.
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MARKETING TRIANGLE
Solve
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Segmentation
Group your customers by a
specific set of common
preferences.
Segment based
on common
preferences
Collect and
Analyze Client
Data
Design Segment
Specific
Marketing Mix
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GROUP WORK
SEGMENTATION
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Characteristics of Market Segments
Market Segments
Internally sharing similar
preferences and Externally
different from other groups
of customers
Marketing Mix
Product
Segment One
Preference is Measurable
Segment is accessible by
specific channels
Segment Two
Price
Promotion
People
Process
Product
Price
Have a the same response
to the marketing mix
Place
People
Place
Promotion
Process
Durable
Substantial enough to be
profitable
Segment Three
Product
Price
People
Place
Promotion
Process
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MARKETING MIX VERSUS CUSTOMER VALUE
PERCEPTION
Place
Time Cost
Price
Monetary
Cost
Product
Benefit
Promotion
Time Cost
People
Personnel
Benefit
Processes
Energy
Cost
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CUSTOMER’S PERCEPTION OF MARKETING MIX
Total
Customer
Benefit
Customer
Perceived
Value
Total
Customer
Cost
Product
Benefit
Monetary
Cost
Services
Benefit
Time cost
Personnel
Benefit
Energy Cost
Image
Benefit
Psychological
cost
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COMPETITOR ANALYSIS
Competitor Analysis
• Do you analyze your competitors?
• What information is important to collect?
• How do you collect it?
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COMPETITOR ANALYSIS
FINCA
Place
Competition
Promotion
Place
Price
People
Product
Processes
Price
Promotion
People
Product
Processes
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MARKETING AND SALES
INDIVIDUAL WORK
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COMPETITOR ANALYSIS
PESTEL
Political
Economic
Socio-Cultural
Technological
Ecological
Legal
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COMPETITOR ANALYSIS
SWOT
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MARKETING AND SALES
INDIVIDUAL WORK
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COMPETITOR ANALYSIS
EXPERIENCE SHARING
ABOUT PRODUCT
DEVELOPMENT
PROCESSES
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MARKETING TRIANGLE
Communicate
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The Promotional Mix
Promotional Mix
Direct Marketing
Sales Promotions
Sales Literature
Personal Selling
Exhibitions
Public Relations
Advertising
Branding
Sponsorship
Packaging
Customers
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Promotional Mix
COMMUNICAITON ACTIVITIES
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Promotional Mix
EXPERIENCE SHARING
ABOUT COMMUNICATION
METHODS
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CUSTOMERS
•
•
•
•
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WHO ARE YOUR CUSTOMERS?
WHAT CUSTOMERS WANT?
IS THERE ANY BANKS OR MFIs PROVIDING THE
LOANS?
WHY THE CUSTOMERS CHOOSE YOU OR
SOMETIME OTHER BANKS?
WHAT IS THE DIFFERENCE THE MONEY IS MONEY?
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Brands Reside in the Hearts and Minds …
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A Powerful Brand Does 3 Things:
IDENTIFIES
DIFFERENTIATES
CONNECTS
who you are and
what you do – it is
easily recognizable
by helping you stand out
from others who compete
with you
you to audiences on an
emotional level – you
become part of who
they are and what they
believe
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BUILD YOUR BRAND
Build your brand:
•
•
•
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Define your brand value/promise
Communicate your brand value/promise
Deliver consistent brand value/promise
Regularly check your customer’s perception of your brand
value/promise
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BUILD YOUR BRAND
Intangibility of service:
•
Place – Clean exterior and interior, thoughtfully planned customer area,
waiting lines are managed and not long
•
People – Employees are well trained, busy, and in sufficient number to
manage the workload
•
Equipment – Computers, copy machines, desks, ATMs should look like
and be state of art
•
Communication material – Printed materials, text and photos are high
quality
•
•
Symbols – the bank’s name and symbol could suggest its mission
Service Standards – Each service activity is bound by time, customer
service standards are regulating the service.
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Trust
Warmth
Responsible
Banking Services
you trust me
When you say _______________
___________________________.
I know you really mean it when
let me make my own
you _______________________
decisions
___________________________.
you are
When you say _______________
responsible
___________________________.
I know you really mean it when
offer me most suitably loan product
you _______________________
___________________________.
you treat people
When you say _______________
with warmth
___________________________.
I know you really mean it when you
acknowledge my emails even when
_____________________________
you are too busy to answer fully.
_____________________________.
CUSTOMER SERVICE CONCEPT
Retain
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CUSTOMER SERVICE CONCEPT
Attract by putting
customer in the
center
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Customer centricity at FINCA
………a journey
 Our products: Products are clearly focused on meeting customer
needs, solving their problems and enabling opportunities.
 Our prices: The cost of accessing the product or service is transparent
and easy to calculate. Prices are affordable, taking into account both the
direct costs and the opportunity costs of accessing the service.
 Our premises: The environment is clean, well-organized, attractive and
as creative as possible.
 Our location: Services are accessible through nearby locations and
convenient channels and opening hours. The environment is secure and
comfortable.
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Customer centricity at FINCA (2)
 Our promotion: Clear and accurate communication of benefits,
costs, conditions and procedures in an easy to understand language
and format. This includes the timely communication of any changes
that might be made.
 Our positioning: FINCA commits to consistently deliver a superior
customer experience across in all customer interactions.
 Our people: Employees are caring, competent, informed, motivated,
respectful, attentive and welcoming.
 Our processes: Procedures are as simple as possible, confidential
and reliable. They are fast, with no unavoidable delays or bottlenecks,
minimal handovers and no redundant steps. They are also flexible
enough to accommodate special needs or circumstances.
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CUSTOMER SERVICE CONCEPT
Serve making it an
exciting experience
for customers
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10 Key customer service standards
10 Key Customer Service standards
Responsible person
1. Upon arrival, customer is welcomed with a
smile by FINCA staff within 5 minutes, and
BM , CSO
served within 10 minutes.
2. Staff treats the customer courteously with
consideration and respect.
BM, TM, MM/CSS
3. Staff are knowledgeable to answer
customers’ questions;
BM, TM, MM/CSS
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Cont. 10 Key customer service standards
10 Key customer service standards
Responsible
person
4. Staff take time to listen and capture the needs
of the customer and respond appropriately;
BM, TM,
MM/CSS
5. Staff provide transparent service with detailed
explanation;
BM, TM,
MM/CSS
6. Staff ensure that customers feel safe and
secure in all financial transactions;
BM, TM,
MM/CSS
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Cont. 10 Key customer service standards
10 Key Customer service standards
Person responsible
7. Staff are appropriately dressed as per
the dress code, and wear a visible name BM, Admin, HRM
tag or identification;
8. Branch facilities are clean and visually
BM, Admin
appealing;
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Cont. 10 Key customer service standards
10 Key customer service standards
Person responsible
9. Marketing materials displayed at the
branch are visible and visually appealing.
BM, Admin, MM
10. Suggestion box is visible with pen and
paper
BM, Admin, MM
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CUSTOMER SERVICE CONCEPT
Retain by building
mutual customer
relationship
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Monitoring impact on customer
relationship
Customer feedback
 Communicating directly with
clients
 Serving clients being as
Regional/Branch/Credit
Manager
 Customer satisfaction
surveys
 Exit surveys
 Suggestions boxes
 Informal customer feedback
Direct observation
Mystery shopping
Staff feedback
Complaints/compliment letters
Call center/hotline
Online
Rating devices
 etc
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What is mystery shopping
1. Mystery shopping or a mystery consumer is a tool
used externally by market research companies or
watchdog organizations or internally by companies
themselves to: measure quality of service or
 compliance to regulation, or
 to gather specific information about products and
services.
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Benefits of Mystery shopping
1. Improve your service levels
2. Check staff performance
3. Understand your customers
4. Keep your clients satisfied, every time
5. Increase your sales figures
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Benefits of mystery shopping
7. Increase customer loyalty
8. Improve your brand image
9. Survey your competitors
10.Beat your competitors
11.Benchmark against previous performance
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CUSTOMER SERVICE CONCEPT
Attract
Customers
Customer
Experience
Customer
Relationship
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Customer Service
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CUSTOMER SERVICE CONCEPT
CUTOMER SERVICE:
•
•
•
•
•
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WHAT DOES CUSTOMER SERVICE MEAN TO YOU?
SHARE A GREAT CUSTOMER SERVICE EXAMPLE?
SHARE A BAD CUSTOMER SERVICE EXAMPLE?
WHAT WERE THE SIMILARITIES?
WHAT WERE THE DIFFERENCES?
WHAT COULD BE DONE TO MAKE IT BETTER?
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CUSTOMER SERVICE CONCEPT
CUTOMER SERVICE:
•
•
•
•
DO YOU THINK THAT IT IS IMPORTANT TO SATISFY THE
CUSTOMERS?
25-40% SATISFIED CUSTOMERS DO NOT RETURN
CUSTOMERS LOOK FOR A GREAT SERVICE NOT JUST
FOR OKAY SERVICE
GREAT SERVICE IS ON-GOING AND EVER CANGING
PROCESS
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CUSTOMER SERVICE CONCEPT
Five Levels of Service
Super Brand
or Beyond
excellent
World Class
or
Excellent
Satisfactory
Basic
Unacceptable
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CUSTOMER SERVICE CONCEPT
DEFINITION MATRIX FOR SERVICE LEVELS:
GROUP WORK # 3
PREPARE DEFINITION PER EACH SERVICE LELEL:
• UNACCEPTABLE
• BASIC
• SATISFACTORY
• WORLD CLASS OR EXCELLENT
• TRADEMARK OR EXCELLENT AND BEYOND
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Please define which level of service
your branch provides to its customers?
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Customer Experience
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CUSTOMER SERVICE CONCEPT
WHAT IS FUNCTION OF BUSINESS?
“ FUNCTION OF EVERY BUSINESS AND ORGANZATION IS TO
GET AND KEEP CUSTOMERS”
Theodore Levitt, Harvard Business School
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CUSTOMER SERVICE CONCEPT
MOMENTS OF CUSTOMER SERVICE:
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•
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MOMENTS OF TRUTH
MOMENTS OF MISERY
MOMENTS OF MAGIC
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CUSTOMER SERVICE CONCEPT
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•
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INDIVIDUAL WORK
Work with your peers near to you in groups of three
Define customer interaction points (customer touch points) of
clients with FINCA
Individually calculate the number moments of truth for you
Branch
Share with the larger group with guidance of trainer
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CUSTOMER SERVICE CONCEPT
SET FOR
EXCELLENT AND
BEYOND:
•
•
INTERNAL VALUE
CHAIN
INTERNAL
CUSTOMER
SERVICE
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CUSTOMER SERVICE CONCEPT
TRAINING EMPLOYEES ON CUSTOMER SERVICE:
•
•
•
INDIVIDUAL EMPLOYEES
EMPLOYEES AS A TEAM
REGULAR MONITORING AND IMPROVEMENT
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Customer Relationship
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CUSTOMER SERVICE CONCEPT
Why customer retention is important?
What is situation with retention in your branch?
What are the possible reasons?
What can be done?
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CUSTOMER SERVICE CONCEPT
Possible customer relationship strategies that aimed
at in customer retention:
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•
•
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Regular feedback to excel the products and services
Checking your product benefit
Social projects
Advocacy for client businesses, etc
Other value added activities such as market chain
development etc.
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CUSTOMER SERVICE CONCEPT
EXPERIENCE SHARING
ABOUT CUSTOMER
RELATIONSHIP BUILDING
ACTIVITIES
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THANK YOU!
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