Market Research and Customer Service
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Transcript of Market Research and Customer Service
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ESSENTIAL QUESTION?HOW CAN I MAKE GOOD DECISIONS?
Market Research and Customer Service
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MARKETING RESEARCH
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Mktg Info Mgt System
Systematic process of regularly:
1) gathering2) recording 3) analyzing4) distributingData related to mktg
goods/services
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HELPS BUSINESS BY:
Determine customer wants and needs
Solve marketing problemsHelp anticipate future
problemsIncrease sales & profitsOffer products consumers
wantHelp plan future
promotions & sales
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DIFFICULTIES
Getting people to take survey
Bias among groups (lie to say what they think you want them to)
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TECHONOLOGICAL IMPACT
Collect more infoDistribute info quickerMore professionalMore applicableJust in time
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RESEARCH PROCESS
Marketing Research - How can I make good decisions
Define ProblemObtain DataAnalyze DataRecommend SolutionsApply Results
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TYPES of RESEARCH
Media Advertising – ex. Neilson ratingsProduct – point of sale, test mktgSalesConsumer – study behavior, attitude,
motivation to buyMarket – define potentional tgt mkt,
investigate mkt for a product
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Types of Data
DATA TYPE DEFINITION EXAMPLE BENEFIT DISADVANTAGE
Primary Data you obtain yourself
Observation, survey,
experiment
Applicable to your
needs/wants
Expensive and time consuming
Secondary Data that already exists
Internet, U.S. Govt census
Quick and cheap
Out of date, not applicable to your
needs/wants
Internal Data from inside the business
Store sales, Employee
hours
External Data from outside the business
Competitor’s sales price, customers
preferences
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COLLECTION METHODS
(Survey)Mall InterceptFocus GroupTelephone SurveyMail Questionnaire(Other)Panel DiscussionExperiment/Test
MarketingObservation
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Mall Intercept
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Focus Group
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Focus Group
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Focus Groups
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Telemarketing
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TYPES OF SURVEY QUESTIONS
Open EndedForced Choice
Yes/no Multiple choice (be sure to have e. other) Rating scale (ex. 1-5 with 1
best) Level of agreement (disagree, strongly disagree,
slightly disagree
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SURVEY WRITING GUIDELINES
Clear and briefSame scale for similar questionsDesign appealing to consumersNumbersDirectionsPersonal & Demographic questions at end
(more likely to answer)Use more than one type of question
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Customer Service
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Importance of the sales associate
45% of customers say they arc 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
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Good Business
Satisfied customers are loyal customers who tell their friends
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Steps of Selling
Pre Approach1. Approach the Customer2. needs Determined3. Product Presentation4. Objections Handled5. Close the Sale6. Suggestive selling
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Pre Approach
Steps to take before walking on the sales floor
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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
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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.
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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
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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?
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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
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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
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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
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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
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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
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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
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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
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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)
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YOU take care of it, cont.
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
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YOU take care of it, cont.
4. DON’T do nothing:- Ask some one else to handle it- Check with a manager 1st
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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
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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
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Referrals
Getting names and information of other interested customers
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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