Transcript 2.02 – FOSTER positive relationships with customers to enhance

2.02 – FOSTER
positive
relationships
with customers
to enhance
company
image.
Marketing 6621
Identify beliefs held by employees who have
a customer-service mindset
 Fostering
positive customer interactions vs.
________________
 View negative customer interactions as a
way to identify customer’s __________
 View your work through the eyes of the
customer; devote full attention to
______________.
 Define your functions with the customer in
_____________
Importance of exhibiting a customer-service
mindset
 Customer
satisfaction = Profit
 Goodwill/positive feelings develop
 Gathers information about customer buying
decisions
 Avoids loss of sales
 Avoids markdowns and sales returns
 Avoids delays in sales that result in longer
interest payments on loans to purchase store
items for resale
Occasions for exhibiting customerservice mindset
When a customer is upset and angry, the
_________________ should act quickly to
correct the mistake.
Employee should demonstrate a focus of
attention on the customer when there is a
_____________________.
Guidelines for exhibiting
customer-service mindset
 Measure
regularly through customer
feedback
 Measure internally for employee
satisfaction
 Customer ________________ = employee
bonuses (incentives)
 Link _____________________satisfaction to
other business goals
Activity 1
Working
 You
in tables:
will receive a strip of paper
 Create a role-play for your
assigned scenarios.
 One role-play should represent
bad customer service and the
other role-play should represent
good customer service.
Service orientation
 Listening
to and understanding the
customer. Customer satisfaction is high
priority.
The Relationship between communication
and service
 Clear
communications from sales personnel will
ensure customer buys the product that best
suits his needs.
 If there is a problem, then clear _______________
is imperative so that the employee can act
precisely and quickly to clear up the problem
for the customer.
 Clear communication is again necessary in
record keeping so that the data can be used
to influence future business decisions
 Clear communications to receive feedback
from customers and employees on satisfaction
levels
Different Ways employees demonstrate
service orientation.







Greets the person promptly
and courteously.
Pays attention to the person.
Asks questions to determine
the person's needs.
Listens carefully and
empathizes with the person's
concerns.
Offers relevant information.
Summarizes to check for
understanding.
Acts or agrees on a clear
course of action.







Tries to do better than
expected.
Asks questions to check for
satisfaction.
Follows through.
Thanks the individual.
Takes surveys to determine
people's needs.
Is courteous to citizens,
clients, patients, etc.
Does not "pass the buck.”
(Play the “blame” game)
Procedures for reinforcing a service orientation
through communication
 Use
customer surveys to pinpoint areas for
improvement
 Use employee surveys to pinpoint areas
for improvement
 Develop a follow up procedure to
determine levels of customer satisfaction
after the sale
Activity 2
WARM
UP 2/23 –
Argumentative Writing:
Out of the 14 ways to demonstrate
service orientation through
communication (discussed
yesterday in notes), write down
which three you perceive to be the
most important and why they are
better choices then the others.
When complete, turn in to bin and
continue to work on project
Activity 3
What next?
 With
the sheet that says clock buddy, go
around and make different appointments
with classmates. Write their names on the
different slots (ex: you write your name on
their paper by ‘12’ and they write their name
on your paper by 12.) None of your
appointments can be with people at your
table.
 Also put a number 1 – 18 on the second slot –
DO NOT GO IN ORDER 1:00 – 1, 2:00 – 2 etc
 Example – 2:00 appointment- Chantel - 12
What is the purpose of Adapting
communication to a client’s cultural or
social community?
To avoid offending clients with
your lack of sensitivity to their
needs.
1.
To better assist clients to make
the right purchase for their
needs.
2.
Reasons for adapting communication to the
cultural or social differences among clients.
1.
Our market is very global and therefore impacts many
different cultures socially and geographically.
2.
The success of all companies depends on their abilities to
understand cultural differences and work with them to
keep all customers happy and well-informed to make
the best buying decisions.
3.
It is impossible to achieve customer satisfaction without
clearly communicating product _________ and benefits.
4.
Clients could be offended by your lack of understanding
of their culture’s typical use of a product.
Skills associated with adapting
communication.
Empathy
Being
– Risk taking – Problem solving
patient, flexible, and empathetic
are key personality traits when dealing
with communication barriers.
Different ways to adapt
communication to the cultural or social
environment of clients.
1.
2.
3.
4.
5.
Language
Material culture (understand the way a
country makes products and you will
understand how they value the products)
Aesthetics (what a culture considers
valuable or beautiful)
Social organization (what is acceptable in a
culture)
Religious beliefs, attitudes, values, space
and time
Activity 3
“How culturally aware are
you?” Quiz

 When
the music stops get w/ the next appointment
1 -7, 14-18 are on the wall – others just look at your
paper
8
9
 11
1
5
 12
10
3
7
6
2
4
Identify the types of customer
inquiries
1.
Merchandise

2.
Store personnel

3.
Defective, wrong size or color, damaged, improper
labeling, not meeting customer needs, customer
purchased the wrong product
High pressure sales, rudeness, providing insufficient
product information, being inaccurate
Business

Unhappy with the number and types of services
offered, unhappy with business policies)
How to handle customer inquiries:
 Listen
to determine reason for complaint
(shows a concerned attitude) helps
customer feel connected
 Restate the complaint
(show your understanding of the problem)
 Investigate the problem; be proactive!
(determine how to handle)
How to handle customer
inquiries (cont):
 Explain
the store policy(desire to maintain
fairness by following store policy)
 Take action (quick action makes the
customer feel important)
 When obtaining _____________ for client,
always ask when it would be convenient to
call them _________. Touch points are all the
opportunities an employee has to
interacting with the customer.
Term business policy:
 General
rule that personnel should follow in
order to avoid misunderstandings and
apply fair and consistent treatment to all
situations
 What
are some of the policies at your job?
 What are some the policies at school?
Characteristics of effective
business policies
1.
2.
3.
4.
Goal should be __________ satisfaction
Policy should be used consistently
Policy should be flexible
Policies should be well understood by
employees
Why do business’ have
policies?
 The
policies create a business image and
help you to consistently maintain that
image.
 Nature of the business – different situations
will deem what policy is necessary.
 By saving time and resources, positive
customer relations can ________________ a
business’s productivity.
Types of policies that affect
customers:
Purchase
policies
Return and exchange
policies
Other customer relationship
items to remember:
 Sometimes
there are unwritten or intangible rules
that are referred to as corporate culture
 __________________
can be a convenient way to
help personnel connect with _________________
(ex: email, facebook, google+, LinkedIn).
 Always
show _______________ for the customers
business; they will always remember it!
What next?
Complete
“Customer Relations Match-up”
worksheet on the back of the
2.02 notes.
Activity 4
 On
your desk – read over “Policies & Customer
service – CAN YOU BLEND THE TWO?”
 Think about how you will respond to the
following situations (know the policies; you will
have approximately 5 minutes)!!
 With your 2:00 appointment – do situation A
 With your 5:00 appointment – do situation B
 With your 12:00 appointment – do situation C
 With your 9:00 appointment – do situation D
 With your 1:00 appointment – do situation E