Customer service int rev 12

1

ESSENTIAL QUESTION?HOW CAN I MAKE GOOD DECISIONS?

Customer Service

Marketing Research - How can I make good decisions

2

CUSTOMER SERVICE & Internet Marketing

Customer Service Online

Personalize customer service – dealing with each shopper as an individual

For most online shoppers, a product’s price is a – secondary consideration

Trust – is the biggest thingLess than HALF of the customers that used

the search engine purchased from the cheapest retailer, the majority bought from – the retailers whom they had them most trust in


4

Customer Service & Website Design

ON the web, savvy designers don’t let you – get lostDesigning a site that is – easy to navigate is essential to

creating a satisfying shopping experience and boosting an e-business’s bottom line

On average, shoppers who enter these sites – find what they’re looking for and buy it in less than 6 minutes

It usually takes the top companies – no more than 5 days to deliver a purchase to a buyers door

To reduce their costs, some online businesses have outsourced, or – contracted an outside agency their customer support departments to countries like India where salaries are a fraction of those paid in the US


5

Intelligent Agents

Intelligent agents – are mini programs that simplify the work you do online

With intelligent agents, BarnesandNoble.com can – remember you are a mystery buff and suggest new titles you might like to buy

Airline sites can remember – you prefer window seats and vegetarian meals

Researchers have found that online shoppers with stick with – stores that already know their names, addresses, credit-card info and preferences


6

Bots, Agents and Cookies

Bots keep working even when your computer is off. They scan the web continuously – looking for computer-program updates, new product alerts, price changes and the like

Intelligent agents depend on files known as cookies to – remember who you are

Cookies keep track of – information such as your name, preferences, age & address

Since cookies are inserted in your browser without your knowledge, - your browser may contain some cookies you don’t want

Advertising agencies sometimes – slip cookies into your browser to discover your interests


7

Customizing a Website

Personalization is – the key that unlocks online shopper’s wallets

A happy customer is a – repeat customerThere is a good reason for making the

shopping experience rewarding for online consumers – good service sways customers to identify and target them

Profiling – gathering info on customers to identify and target them


8

Customer Relationship Management

The intense focus on the consumer is called – customer relationship management (CRM) FOCUS –

Knowledge management – for acquiring info about the customer, analyzing it, and keeping tabs on the customer’s satisfaction

Database consolidation – for putting info about a customer in one place, generally a single database

Customer choice – for letting customers choose the way they prefer to receive support, whether by email, phone or online chat


9

What do you think?

What percent of online shoppers visited a bricks and mortar store to make their final purchase?

45%What percent of bricks and mortar window

shoppers ended up shopping on online?17%

Why???? What do you think?


10

CUSTOMER SERVICE BASICS

Importance of the sales associate

45% of customers say they are likely to spend more if the sales associate is helpful

18% of customers will walkout of a store if they don’t like the attitude of the sales associate

Good Business

Satisfied customers are loyal customers who tell their friends

Steps of Selling

Pre Approach1. Approach the Customer2. needs Determined3. Product Presentation4. Objections Handled5. Close the Sale6. Suggestive selling

Pre Approach

Steps to take before walking on the sales floor

Pre Approach Knowledgethings to know before trying to sell a

productProduct into: features, benefits, materials,

country of origin, # in stock, sizes available, etc.

Store into: hours open, where merchandise is located, who else is working, etc.

company into: return policies, warranties, website into, who your target market is

industry into: who you competitors are, what is the going price

1. Approach the Customer

Greet customer, Rules-w/in 30 secsEye contact, Smile, not close ended question If busy, let them know you will be with them

in a second for get another associate to help.

2.Needs Determined

Need to determine a customers needs (or wants)so that you can satisfy them

Observe: look for customers looking at certain products or picking up& holding products

fit products to customers by getting to know them

Question: ask open ended questions to get the customer talking

Listen: keep eye contact, give feed back, confirm details, be empathetic

Dead Ended us. Open Ended

Can I help you? How cant help you?

Do you like red or green? What color do you prefer?

Is that the brand you want? Why do you prefer that brand?

Are you barhopping for a gift? For whom are you shopping?

Do you like this option? What features are important to you?

Looking for anything special? What are your looking for?

Do you like cotton? What kind of fabric do you like?

Refer somewhere

If gone store or dept. doesn’t offer the product or service the customer needs

always suggest alternatives that yo Do have 1st

special order it refer to a competitor-call ahead and give

directions tell which aisle or dept. its in, call ahead to

other sales person or escort them

3.Product Presentation(like show and tell)

Tips: show no more than 3, medium price range, use layman’s terms

Feature Benefits

Product attributes or details

Advantage or personal gain you get from each feature

Ex. XM radio in you car Ex. You Can get you favorite stations no matter where you an Traveling

Product Presentation cont.

Display handle: be creative- ask customer to touch fabric or try on coat

Demonstrate: be dramatic pour water on shoes to show water resistance

Sales aids: samples, newspaper articles, drawings, charts, warranty into, Customer testimonials

Product Presentation cont.

Involving the Customer: do anything you can to get customer physically involved test drive, taste, touch, etc.

Involving the Entire group – friends, children, relatives, spouses

Make small talk, provide a comfortable chair, offer a magazine, coloring book or toy


23

4. Objections Handled - THANKS

T – thank the customer for bringing the problem to your attention

H – hear the problem, listen carefullyA – apologize for the inconvenience the

customer has experiencedN – need more info, ask questionsK – know a solution, and be prepared to

propose itS – solve the problem, or find someone who

can


24

4. Objections handled

Objection – concerns, hesitations, doubts or honest reasons a customer has for not making a purchase

Excuse – insincere reasons for not buying or not seeing a salesperson


25

YOU take care of it

1. Do it YOURSELF:- Show features of a warranty- Show how to upload picts- Pick up trash- Check up on orders- Follow up with the manager- Look on a website


26

YOU take care of it, cont.

2. SATISFY the customer:completely satisfy themDo WHATEVER make THEM happy (not you

or your boss)Don’t worry about sales/profitDon’t worry about checking with managerCUSTOMER is ALWAYS RIGHT (even when

they are wrong or uninformed)


27


3. Be empathetic: Sympathise with the customer Even if they ARE wrong They want you to UNDERSTAND them They want you to LISTEN to them They want you to APOLOGIZE for the way

things are – even if you had no control over it and it was someone elses fault

Have the right attitude – POSITIVE Show energy and enthusiasm, not laziness


28


4. DON’T do nothing: Ask some one else to handle it Check with a manager 1st


29

5. Close the sale – obtaining positive agreement to buy.

Don’t be afraid to askBuying signals – the things customers do or

say to indicate a readiness to buyVerbal - “Oh, I like that” “That is exactly what

I was looking for” “ How can I pay for this”Non Verbal – holding merchandise & smiling,

taking it off a hanger and draping it over their arm, carrying it around with them


30

6. Suggestive Selling

Selling additional goods to the customerEx. Related merchandise, larger quantities,

sales, new itemsMake the suggestions definite, not optionalEx. The manufacturer recommends this to

take care of the product


31

Referrals

Getting names and information of other interested customers


32

Relationship Building

***This is what its ALL aboutOngoing communication with customers to

prepare for FUTURE satisfying salesSay thank you even if they don’t buyCheck on shipment of itemsCall about delays or specialsSay customer name when paying

(check/credit)Reassure of their choices

Date post:	22-Nov-2014
Category:	Business
Upload:	maynardteacher
View:	753 times
Download:	2 times