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CRM training Presentation developed by Bhupinder Kumar for the purpose of training call center Excutives
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Welcome to Retail BusinessTraining Programe for the Call Centre Executives
CRM Initiative
Customer Evolution
Vehicle
People in the Vehicle
Various Segments'
Product Based
Infra structure Based
Service Based
Industry Evolution
Types of Markets & Customers
UrbanProfile –Luna to Lamborghini Illiterate to Highly Educated
Age – 18-80 Yrs.
Income –Middle to HighType of Travel- Work, Socializing ,Evants
Highway
Goods Heavy Vehicle
SUV / Passenger Cars/ CABS
Families
Truck & Car Drivers
Age- Kids to 80 Yrs.
Income –Low to Very High
Business and Tourism Related Travels
Rural
Farming Community
Middle level Business Men/Traders
Small Time Travelers
Short Distance Commercial Drivers Cum Owners
Type of Business Agriculture
Highly Egoistic and opinion shapers in the Area
Language – Preferably Local
Brand Promise
• Caring
• Reliable
• Innovative
Mapping of customer’s mindset
Retail Outlet Value Explosion
SocialDimension
Mental Dimension SERVICES
Fuels
VALUE
l CCTV Coverage
l Auto Ticketing
l Digital Density DS
l SMS to Customer (RFID)
l 2T Dispensing
l Automation
l Fool proof traffic management
l Dedicated tank lorry decantation area
l Emergency helplines
l No leakage/oil spillage
SAFETY HI-TECHl 24 hours operation
l ATM
l Doctor on call
l Insurance
l Utility payment drop box
l Refreshment corner
l Railway reservation
l Consistency
l Breakdown
l Flat Tyre
l Free Air
l Free Water
l Toilet
l Seamless practices
l Petro Card Community
l Premium Fuel Community
l Customer Panel
l ARB Users
l Office Bearers of Adjoining Societies
PRODUCTS
QUALITY
BRANDS
l Speed
l Mak
l Petrocard
l Hi-speed
l V-care
l Fleetcard
l NPND
l NANOl Correct Delivery
l Correct Quality
l MS
l LUBESl HSD
Value Explosion of our BPCL Outlet
Responsibility of the Dealers Quality ,Quantity and Correct PriceAir Facility during RO operationsPrompt Service and Customer Behavior Suggestion and Complaint Book must be made available and Message to be displayed The working Hour should be prominently DisplayedAvailability of clean ToiletTelephone facility Must display the name of the Co. officer , Address of the customer Service CellFirst Aid Box to be made available RO to be kept adequately illuminated and meet the house keeping standards laid down by the company
Types of ComplaintsCritical
Major
Regular
Critical Complaints Quality & Quantity
Suspected adulteration
Short Delivery on account of Cheating by manipulation of the Fuel Dispenser
Suspected Tempering of the Dispensers
Major ComplaintsSelling of Normal MS /HSD as branded Fuel
Overcharging
Manual Bill at the Automated RO
Minor Complaints•Non provision of facilities like air, clean Toilet, Telephone and first aid box
•Non display of authorized Retail Selling prices of MS / HSD / CNG / AUTO LPG
•Non maintenance of complaint book or not providing the same when demanded by the customer.
•Poor housekeeping.
•Driveway Salesmen at the ROs not in uniform/wearing badges
How to Build the conversation
Diffusion of
image
Value Proposition
Demonstration
Resonate with
the customer
Differentiate with the
competition
Re-enforcement of
image
Points of
Leverage
Image
Augmentation
Communication Explosion
Fuelling Good!!!