Customer Delight
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Transcript of Customer Delight
CONTENTSCONTENTSIntroductionC h a p t e r 1 : The growing need of CRMC h a p t e r 2 : Taking an integrated approachC h a p t e r 3 : Database ManagementC h a p t e r 4 : CRM in Call CentresC h a p t e r 5 : CRM one-to-oneC h a p t e r 6 : The sound of serviceAppendix: Technology-Paving the road to CRM
INTRODUCTIONINTRODUCTION
One of the best book which has provided an insight to K-CRM, enabling Customer Delight.CRM in everyday life:DHABAWALA & DOODHWALACorporate examples:Everyday Dairy CreamerTESCO
TypesTypes
Criminal
Basic
Expected
Desirable
Unbelievable
The growing need of CRMThe growing need of CRM
Marketing Thought
Time
Product Centric – Era of Innovative products & Inventions
Competition Centric – Me too Products Avis vs Hertz & BMW vs Jaguar
Consumer Centric- Maruti 800- Bajaj Scooter & MTNL- Indian Airlines
What do you think??What do you think??
The Fragmentation of MEDIA The Fragmentation of MEDIA
• The effective use of CRM during revolution of TV channels.
• CRM enabled one to one marketing VIA personalized SMS
• BJP • Rediff.com & Indiatimes.com
WHY CRM
The rise of IndividualismTechnological advances
Realizing existing customers are Important
Any choice other than focusing & delighting customer??TINA factor
Taking an integrated approachTaking an integrated approachIt is built through relationship via:
Adding value to product Intimate consumer contact
Treating products like service brandsEx: Nestle Milkmaid
It’s Band Marketing not Brand Marketing
Power of customer delightPower of customer delight
DATABASE MANAGEMENTDATABASE MANAGEMENT
• In the customers own words• Obtaining customer feedback
Churn Management:25th flight with us, LG
CRM in Call CentresCRM in Call Centres
It’s not just about complaint
But providing tips…
Quality of service & checking it outQuality of service & checking it out
Parameters Met Expectation
Exemptions
Email Revert Call Opening / Call Closing
Opening Greeting and telling your name along with branding No Exceptions
Objection Handling Acknowledgement & resolution
ResolutionMaking sure the query is not repeated and was resolved on time &
accurately
Closing Includes thank you, branding & contact information
Contract
Hotel Information (Basic) Includes adding hotel, search and all basic information
Inventory & Rates Includes rate plan, meal plans, room prices & images No Exceptions
Account DetailsIncludes the details of hotel account, it's account holder name, bank,
branch, IFSC Code etcNo Exceptions
Promotion/Offers Includes last minute deal, early bird offer, customized offer etc
Sold Out Blocking/unblocking & default inventory No Exceptions
Quality Check
Quality Check of Contract Includes checking of tariff, inventory, details, bank A/c details and
all vital information
Feedback Session Includes one-o-one session with immediate supervisor
Meeting with the hotelier/BDMIncludes discussion over the rates, mapping and other issues which
helps in boosting sales
Second level/supervision of email or contract related issues Issues based in rates, inventory etc.
Parameters Met Expectation
ExemptionsContract
Hotel Information (Basic) Includes adding hotel, search and all basic information No Exceptions
Inventory & Rates Includes rate plan, meal plans, room prices & images
Account DetailsIncludes the details of hotel account, it's account holder name, bank, branch, IFSC Code
etc
Promotion/Offers Includes last minute deal, early bird offer, customized offer etc
Sold Out Blocking/unblocking & default inventory
Feedback From Hotels
Soft Skills Includes rate plan, meal plans, room prices & images No Exceptions
Presentation Includes the details of hotel account, it's account holder name, bank, branch, IFSC Code
etc No Exceptions
Personal relationship Includes last minute deal, early bird offer, customized offer etc
Negotiation Skills Blocking/unblocking & default inventory No Exceptions
Extranent training
Mainitaining weekly report
Login Id
Meeting with the hotelier/BDM Includes discussion over the rates, mapping and other issues which helps in boosting sales
Second level/supervision of email or contract related issues Issues based in rates, inventory etc.
CRM one to oneCRM one to one
1. Product/packaging2. Personality3. Place4. Passion 5. People6. Promotion7. Price
The sound of serviceThe sound of service
Identify customer touch points:Sales staff Service staffCall centerHome-delivery man etc.
Breaking the “sound of service into components:Choice of languagePausing and blendingGreetingFillers etc.
Opportunities For Customer DelightOpportunities For Customer Delight
• What happens when you first interact with a customer?
• What occurs to build a relationship?• Do you spend more to get new customers than on
enhancing the relationship with current customers?• What makes you unique?
So?So?• To be able to keep your customers and
keep them satisfied, you have to know them
o Who they are?o What do they want?o What do they need? (But not necessarily want, yet.)o Why do they like you?o Is there something they don’t like about you?
Levels of Customer SatisfactionLevels of Customer Satisfaction
PerceivedService
ExpectedService
CustomerSatisfaction
Much Better than expected
As expected
Worse/Different than expected
Delighted *
Satisfied
Dissatisfied
Loyal
Vulnerable
Walk & Talk
Points to ponder on …
1. The Customer will never be wrong.
2. If the Customer is found to be wrong, it must be that I have seen it wrongly.
3. If I have not seen it wrongly, it must be my fault that the Customer is wrong.
4. If the Customer is wrong and he does not admit it, then I must be wrong.
5. If the Customer does not admit that he is wrong and I insist that he is wrong, then I am wrong.
6. No matter what, the customer will never be wrong, this statement will never be wrong.