Marketing homework
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ch_9_expanding_relationships.pptxExpanding Customer Relationships
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
GOVT
8
Expanding Customer Relationships
9
1
Explain how to follow-up to assess customer satisfaction
Explain how to harness technology to enhance follow-up and buyer-seller relationships
Discuss how to take action to ensure customer satisfaction
Discuss how to expand collaborative involvement
Explain how to add value and enhance mutual opportunities
Learning Objectives
LEARNING OUTCOMES
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2
Ways to Establish Customer Relationship
Build goodwill: Convert new customers into lifetime customers by continually adding value to the product
Handle complaints in a timely and thoughtful manner
Process requests for rush deliveries willingly
Assure the customer that the salesperson will do everything possible to make that request happen
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9.1 Relationship Enhancers and Detractors
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Exhibit
SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4
Customer Satisfaction
Ensures customer trust
Salespeople should:
Perform post-sale follow-up activities
Anticipate and adapt to changes in situations
Regularly provide product information
Gather customer satisfaction information through surveys, feedbacks, and social media
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9.2 The Four Sequential Components of Effective Follow-up
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Figure
SELL5 | CH9
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6
Salesforce Automation Tools
Maximizer
Goldmine
Netsuite
Salesforce
ACT
PC based applications
Internet-based applications
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Harnessing Technology to Enhance Follow-up and Buyer-Seller Relationships
Customer contact management tools are used in multiorganization intranets and extranets
Intranet: Organization’s computer network that offers password-controlled access to people within and outside
Extranet: Computer network created by an organization for use by its customers or suppliers
Linked to the organization’s internal systems, informational databases, and intranet
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Harnessing Technology to Enhance Follow-up and Buyer-Seller Relationships (continued)
Customer relationship management systems (CRM)
Links buyers and sellers into a rich communication network
Establishes and reinforces long-term, profitable relationships
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9.3 Relationship Enhancement Activities
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Exhibit
SELL5 | CH9
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10
9.3 Traditional versus Relational Sales Process
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Figure
SELL5 | CH9
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11
Ethical Dilemma
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SELL5 | CH9
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12
9.5 Typical Customer Complaints
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Exhibit
SELL5 | CH9
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13
9.6 General Procedures for Handling Complaints
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Exhibit
SELL5 | CH9
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14
Collaborative Involvement
Process in which the buyer’s organization and the salesperson’s organization combine to improve an offering
Customers can provide insight on how products can be improved
Companies can hold training sessions, seminars, and social engagement workshops for its customers
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Adding Value and Enhancing Mutual Opportunities for the Customer
Provide quality customer service
Meet customer expectations
Develop a service strategy
Concentrate on the dimensions of customer service
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9.8 Customer Expectations of Salespeople
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Exhibit
SELL5 | CH9
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17
9.9 Checklist for Developing a Service Strategy
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Exhibit
SELL5 | CH9
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Customer Service Dimensions
Customer Service Dimensions
Communication
Resilience
Service motivation
Two-way flow of information between salesperson and customer
Salesperson’s ability to withstand customer’s verbal assault and get right back up with a smile and ask for more
Desire of a salesperson to serve customers each day
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Key Terms
Building goodwill
Adding value
Interact
Connect
Know
Relate
Intranet
Extranet
Customer relationship management (CRM) system
Critical encounters
Collaborative involvement
Service quality
Service strategy
Communication
Resilience
Service motivation
KEY TERMS
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Summary
Building goodwill and adding value to the product or service through regular follow-up enhances customer relationship
Components of effective follow up
Interact, connect, know, and relate
Relationship-enhancement activities are critical to the success of building long-term relationships
Salespeople should always look for ways to improve the relationship and create a stronger bond
SUMMARY
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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SELL5 | CH9
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
