WebEx Confidential 1 Paramita Chaudhuri Client Services Manager CUSTOMER INTERACTION MANAGEMENT...

WebEx Confidential1

Paramita Chaudhuri

Client Services Manager

CUSTOMER INTERACTION MANAGEMENT

Improving your chances of Improving your chances of successsuccess

2 WebEx Confidential

PETER DRUCKER SAID“The purpose of a business is to create customers.”


CUSTOMER INTERACTION MANAGEMENTInteraction plays a lead role in building customer relationships. CIM constitutes the customer relationship technologies with additions of technology-based interactive solutions. The interactive channels that are currently available enable very effective customer interactive communications, which leads to CIM, which further leads to relationship building.

In view of technology growth, the interaction management is facilitated by communication in terms of media, message, speed, accuracy, distance, content, reach, repetition etc. The customer interaction management stands for intensive interaction between customers and the organisation, which is supported by technology-enabled mechanisms such as Internet.

CIM can assume the following routes:

Online routes- e-mails, web communities, chat rooms.

Offline routes- telephone, fax, mails, interactive television network.

Outsourcing


CUSTOMER INTERACTION MANGEMENT

“You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied.” - JERRY FRITZ


CIM- PROCESS

The Selling ProcessThe Selling Process

PRE-PRE-INTERACTIONINTERACTION INTERACTIONINTERACTION POST-INTERACTIONPOST-INTERACTIONSkills:Skills: Skills:Skills: Skills:Skills:

•Pre-Call Planning •Relating

•Need discovery

•Advocating

•Closing

•Supporting

•Implementing

•Dealing with dissatisfaction

•Enhancing the relationship


CUSTOMER INTERACTION

Pre-Call Planning

• What do I want to accomplish?

• What do I know about the prospect?

• Where can I find the information?

• What am I going to say?



What is the size of the business?

What product lines do they sell and what markets do they serve?

Where, how, when, why, and by whom will the products be used?

Who are the prominent executives and other key personnel?

Who are their competitors and on what basis do they compete?

Do they have any previous experience with our company?

What are the prospects for future sales volume and what is the upside potential?



• Anticipate Buyer Questions

• What are you selling?

• Why do I need it?

• Who is your company?

• How much will it cost?

• Who else is using it? Are they satisfied?

• What kind of person are you?

• How does your solution compare to alternatives?

• Is price competitive?

• Why do I need it now?

• Your record for support & service?



Successful Salespeople

Research prospect background

Use referrals for prospecting

Open by asking questions

Use needs-satisfaction type presentation

Focus on customer needs

Let prospect make purchase decision

Less Successful Salespeople

Do little background research

Use company generated prospect lists

Open with a product statement

Use standard presentations

Focus on product benefits

Close by focusing on the most important customer objection



Task MotivesTask Motives

PRODUCTIVITYPRODUCTIVITY MONEYMONEY

More Outputor Quality

Less Cost

Less Effort More Profit



Personal MotivesPersonal Motives

Respect Power

Approval Recognition



Handling Concerns

Listen to the buyers feelings

Share concerns without judgment

Clarify real issue with questions

Problem-solve present options and solutions

Ask for ACTION to determine commitment



Pseudo-Concerns

““I’ll have to talk it over with Frank.”I’ll have to talk it over with Frank.”

““I’ll get back to you.”I’ll get back to you.”

““I’m too busy right now.”I’m too busy right now.”

““Our budget is tight this year.”Our budget is tight this year.”

““We have no room to store it.”We have no room to store it.”



Ways to Anger Customers

Constant Selling

Neglecting Customer Problems

Talking Too Much

Stretching the Truth

No Thank-Yous

Keep in mind all those for managing the Customer interaction in a better way and CIM is


CUSTOMER INTERACTION- THE MANTRA

Not just customer satisfaction but CUSTOMER DELIGHT

From “Yes” to “Wow”

And

All starts with YOU


THE BEST IN THE BUSINESS

• Walt Disney• Amazon.com• Pike Place Fish Market• Café Coffee Day• FedEx• The Taj Group of hotels


ADEQUATE IS NOT ACCEPTABLE


THE TRUTH ABOUT CUSTOMERS

“Ten times more expensive to acquire a new customer than to keep a current customer .”

- Bain & Company Research

“A customer is only profitable from the second year in real sense”

- Peter Drucker


MANAGING THE CUSTOMER INTERACTION. WHY?


STANDING OUT

“When we did it right it was still pretty ordinary”

- Barry Gibbons, Burger King

We defined personality as a market niche - we seek to amuse, entertain, surprise

Herb Kelleher, Southwest Airlines


CREATE A LIFE CHANGING EXPERIENCE

“What we sell is the ability for a 43 year old accountant to dress in black leather, ride through small towns and have people be afraid of him.”

-Harley Davidson Executive


KNOW YOUR CUSTOMERS


KNOW YOUR CUSTOMERS

“MEN AND WOMEN DON’T THINK THE SAME WAY, DON’T COMMUNICATE THE SAME WAY, DON’T BUY FOR THE SAME REASONS.”

“HE SIMPLY WANTS THE TRANSACTION TO TAKE PLACE. SHE’S INTERESTED IN CREATING A RELATIONSHIP. EVERY PLACE WOMEN GO, THEY MAKE CONNECTIONS.”

FAITH POPCORN


MOMENT OF TRUTH


WHY SHOULD WE BE CONCERNED?

In the average business, for each customer who complains there are 26 who feel the same way and don’t speak up.

The customers who feel poorly served will tell between 8 and 16 people about their negative experience.

• Technical Assistance Research, Inc.


INTERNAL FOCUS

When the organization has

its face focused internally,

it has its butt toward the

customer.-Paraphrased from Funky Business


MAKING CUSTOMER DELIGHT A CORE VALUE


CREATING CUSTOMER DELIGHT


HAVE SOME FUN…. KNOW YOUR CUSTOMER

CUSTOMER CARE IN 2020

Operator : "Thank you for calling Pizza Hut . May I have your..."

Customer: "Hello, can I order.."

Operator : "Can I have your multi purpose card number first, Sir?"

Customer: "It's eh..., hold..........on......889861356102049998-45-54610"

Operator : "OK... you're... Mr. Rohit and you're calling from Aishwarya Avenue Apartments, 802 , 17th Road ,Marine Lines Mumbai .. Your home number is 2234409 & 22302366, your office 76452302 and your mobile is 98142662566.Which number are you calling from now Sir?"



Customer: "Home! How did you get all my phone numbers?

Operator : "We are connected to the system Sir"

Customer: "May I order your Seafood Pizza..."

Operator : "That's not a good idea Sir"

Customer: "How come?"

Operator : "According to your medical records, you have high blood pressure and even higher cholesterol level Sir"



Customer: "What?... What do you recommend then?"

Operator : "Try our Low Fat Sania Mee Pizza. You'll like it"

Customer: "How do you know for sure?"

Operator : "You borrowed a book entitled "Popular Sania Dishes" from the British Library last week Sir“

Customer: "OK I give up... Give me three family size ones then, how much will that cost?"



Operator : "That should be enough for your family of 10, Sir. The total is Rs "2230"

Customer: "Can I pay by credit card?"

Operator : "I'm afraid you have to pay us cash, Sir. Your credit card is over the limit and you owe your bank Rs 68,680.50 since October last year. That's not including the late payment charges on your housing loan, Sir."

Customer: "I guess I have to run to the neighborhood ATM and withdraw some cash before your guy arrives"



Operator : "You can't Sir. Based on the records, you've reached your daily limit on machine withdrawal today"

Customer: "Never mind just send the pizzas, I'll have the cash ready. How long is it gonna take anyway?"

Operator : "About 45 minutes Sir, but if you can't wait you can always come and collect it on your motorcycle..."

Customer: " What!"

Operator : "According to the details in system ,you own aScooter,...registration number MH-G01123..."



Customer: " ????"

Operator : "Is there anything else Sir?"

Customer: "Nothing... by the way... aren't you giving me that 3 free bottles of Big Pepsi as advertised?"

Operator : "We normally would Sir, but based on your records you're also diabetic....... "

Customer: "#$$^%&$@$%^"

Operator "Better watch your language Sir. Remember on 15th July 2008 you were booked for using abusive language on a traffic police and u're on watch... "

Customer: [Faints]


ANY QUESTIONS!

WebEx Confidential 1 Paramita Chaudhuri Client Services Manager CUSTOMER INTERACTION MANAGEMENT...

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