encouraging customer loyalty
TRANSCRIPT
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Chapter 10Encouraging Customer Loyalty
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Strategies to gain trust
• Communicate effectively and convincingly
• Display caring• Be fair• Admit errors or lack of knowledge• Trust your customer• Keep your word• Provide peace of mind
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Customer Relationship Management (CRM)
• The relationship with customer
• To make sure that you can stay in the
business
• Know your customers personally
• Long-term customer relationship
(customer retention)
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Benefits of CRM
• Less need to obtain new customers
through marketing
• Reduced marketing costs
• Increase Return On Investment
• Enhanced customer loyalty due to
products that meet customer wants
• Target market based on previous sales
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Effective product/service delivery
Proactive relationship building
Elimination of dissatisfiers
Resolution of Problems
Follow up
CUSTOMER SATISFACTION AND LOYALTY
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Provider characteristics affecting customer loyalty
• Responsiveness• Adaptability• Communication skill• Decisiveness• Ethical behavior• Initiative• Knowledge• Planning ability
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5Create
implementation plan
3Identify
alternatives
4Select bestalternative
1 Set a goal
2Examine
and Evaluate
…planning process model
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Identify the problem
Analyze the problem
Identify alternatives
Evaluate alternatives
Make a decision
Monitor the results
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Responsible for customer relationship
• Personalize your approach
• Listen actively
• Keep an open mind
• Individualized service
• Show respect
• Elicit input
• Use effective closing statement
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Gathering information from customer
• Customer comment card
• Toll-free number
• Verbal comment
• Follow-up telephone survey
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• Service contact surveys
• Exit interviews
• Shopper/customer surveys
• Focus group
• Sales and service records
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Enhance customer satisfaction
• Pay attention
• Deal with one customer at a time
• Know your customers
• Give customer a special treatment
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• Service each customer at least
adequately
• Do the unexpected
• Handle complaints effectively
• Sell benefits not features
• Know your competition
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