MARKETING1.02B Explain the role of customer service as a component of selling relationships.

DISTINGUISH BETWEEN CUSTOMER SERVICE AS A PROCESS AND CUSTOMER SERVICE AS A FUNCTION.

Customer service in selling Is a process rather than a function Is a relationship rather than a department Enhances/Facilitates customer’s use of goods

and services

DESCRIBE HOW BUSINESSES CAN USE CUSTOMER SERVICE TO BEAT THEIR COMPETITION Customer service and competition

Customer service is where the real competition among businesses begins

Product quality and price can be easily matched.

DISCUSS FACTORS THAT INFLUENCE CUSTOMER EXPECTATIONS OF CUSTOMER SERVICE

Customer service means different things to different customers.

Every customer has their own unique expectations based on: Past experience

Repeat customers will expect the same or higher quality or customer service

Comparing one service with the competitors service Word-of-mouth

Word-of-mouth is extremely powerful in business and sales

Prospects may visit your business based on recommendations from family, friends, and acquaintances

Expect to receive the same quality of customer service that other received

DISCUSS FACTORS THAT INFLUENCE CUSTOMER EXPECTATIONS OF CUSTOMER SERVICE

AdvertisingA business invests in advertising to let

potential customers know that their products and services are the best

Personal SellingDetermine what is of value to the

customer and what they need help with.

EXPLAIN HOW CUSTOMER SERVICE FACILITATES SALES RELATIONSHIPS

Benefits of customer serviceBuilds profits through:

Partnerships with current customersLoyaltyStrive to provide high quality customer service

Generating new customers

IDENTIFY THE PRE-SALES OPPORTUNITIES FOR PROVIDING CUSTOMER SERVICE THAT CAN FACILITATE SALES RELATIONSHIPS.

Pre-Sale Customer ServiceSuggestion Selling

Adds value to a customer’s experience by suggesting additional products or services that will enhance his/her primary purchase

Ex: suggest a strap that goes along with a guitar

Builds solid partnerships with customers

IDENTIFY THE PRE-SALES OPPORTUNITIES FOR PROVIDING CUSTOMER SERVICE THAT CAN FACILITATE SALES RELATIONSHIPS. Product information

Providing help in customers purchase decisions for high priced items Vacations Houses Expensive electronic equipment

Successful salespeople make sure that customers have all the information they need to make a sound, well-informed decision

Happy customers = repeat customers Promises that can be kept

Customers remember the promises made to them during sales

If you can’t keep those promises, you will have unhappy customers and damaged client relationships

IDENTIFY POST-SALES OPPORTUNITIES WHEN CUSTOMER SERVICE CAN BE PROVIDED TO FACILITATE SALES RELATIONSHIPS

A. Post-Sale Customer Service 1. Order processing

a. It is the salespersons responsibility to ensure customer’s orders are processed correctly

b. Establish a relationship with the people that process orders so you can easily check on the status of orders to make sure customers are getting what they requested.

B. Shipping and delivery 1. Can be a major source of frustration for customers 2. With so many variables things can go wrong a. items arriving too early or too late b. items lost in transit c. items can arrive damaged or accidentally be

shipped to the wrong customer 3. Even the best salesperson cannot control all the

variables or ensure that nothing will ever go wrong.

IDENTIFY POST-SALES OPPORTUNITIES WHEN CUSTOMER SERVICE CAN BE PROVIDED TO FACILITATE SALES RELATIONSHIPS

Installation Salespeople need to stay involved to reduce frustration and

minimize problems Customer is promised free installation, but the delivery person is

unaware of this. Salespeople can clear up these kinds of misunderstandings quickly.

Warranty Issues Successful salespeople take responsibility to make sure

customers understand exactly what their warranties cover. Maintenance and repair

Certain products need routine service and may also need specialized repairs over time

Ex: cars need regular oil changes, and over time, repair work. May be offered as part of overall sales package Successful salespeople make sure their customers understand

what maintenance and repair services are available how to take advantage of them

IDENTIFY POST-SALES OPPORTUNITIES WHEN CUSTOMER SERVICE CAN BE PROVIDED TO FACILITATE SALES RELATIONSHIPS

Credit/Financing Problems with obtaining credit and financing are a

main cause of customer-service complaints for sales organizations.

Technical assistance and support Ex: computers and Internet service

Customer training Some products require customer training, even

classes a salesperson may need to visit a business to show

employees how to use a new copier hosting a week long conference to facilitate the use of a

certain software package Providing appropriate customer training is a mark of

a successful sales organization

DISCUSS ACTIONS A SALESPERSON CAN TAKE TO MAKE THE MOST OF HER/HIS CUSTOMER SERVICE ACTIVITIES.

A. Solicit feedback Ask about customer satisfaction Provide convenient, user-friendly ways for customer to provide

feedback. Solicit feedback on a regular basis

B. Keep in touch The best salespeople recognize the necessity of keeping in contact

with their customers to maintain the partnerships they have established.

a. follow-up phone calls b. thank you cards c. personal visits for major clients C. Be prompt

Extraordinary salespeople can set themselves apart by treating questions and complaints as high priorities and responding quickly

Responding promptly to complaints can be the difference between one time customers and repeat customers

D. Have a good attitude