Карстен Вульф, LS Retail: When customer is king, what is the retailer?
Customer is the king
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Transcript of Customer is the king
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Consumer is the king
Presented by – Kripi SinghEnrollment No. -01820304010
Business CommunicationSpecialization in Corporate
communication Master of Mass Communication
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“There is only one valid definition of business purpose-
to create a customer”
Peter Drucker
Creating Customer
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“Selling goods that don’t come back to customers that do” - anon
Customer satisfaction
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Customer is King
Customer satisfaction has to be the main criterion of any business or authority
The customer is the most important asset of any enterprise
Like colleagues they must beINFORMED ENGAGED EMPOWERED
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People•Customers are people•Companies are people•Therefore relationships can be developed around:
•Experience•Knowledge•Availability•Delivery of after sales service•Other users’ opinions
Test your product or service, from a customer’s perspective!
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Customers need it to “work”
A product has 5 characteristics or potentials:
1: Design2: Performance3: Reliability4: Maintainability5: Delivery
Each can satisfy or frustrate a customer
Check that your product/service does the job!
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Market place
Customers form a market that needs to be understood
• Fact finding Research• Product demand Forecasting• Anticipate change Development of
product• Stimulate demand Evaluate
How much? BudgetingWhat Price? Pricing Policy
• Selling goods Sales management
• Persuasive communication Advertising
Identify priorities and concentrate on perceived weaknesses.
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Customers want Innovation
Making some products at lower prices.
Making new and better products.
Creating and satisfying a new customer need.
Finding new uses for old products.
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Customers need Communication
The actual performance of a product is its most powerful communication
Word of mouth from users is key
The advert or launch is a promise, the product delivers it
Promise must have consistency with actual delivery
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Customers want Quality
Tough times mean durable, reliable and energy efficient products are sought out by consumers
Branding suggests, but does not guarantee quality
Poor quality.... Costs time Costs money Lost orders Lost customers
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Added value satisfies customers
Product:•Bigger•Simpler•More compact•More reliable•More convenient•More durable•Easier to maintain Delivery:
•Quicker•More Frequent
Service:•Friendlier•More imaginative
Literature:•More informative•Better written•More visual
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Customer Satisfaction Understand your market Know your customer
InvolveEngage Empower
It is the quality and “fit for purpose” of the product/service, that you provide that satisfies
customers, and solves their problems
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Thank you