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Customer Service

Customer Service. Encompasses: Variety of activities that take place during and after the implementation of the buying process Three-part process: Follow-through on assurances/promises Follow-up with ongoing communication

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Customer Service

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  1. Customer Service • Encompasses: • Variety of activities that take place during and after the implementation of the buying process • Three-part process: • Follow-through on assurances/promises • Follow-up with ongoing communication • Expansion selling for additional solutions and needs

  2. Six-Step Presentation Plan 15.1 FIGURE

  3. Building Long-Term Partnerships with Customer Service • Achieving successive sales • Responding to increased post-sale customer expectations • High cost of customer attrition

  4. Current Developments in Customer Service • Diligence • Information communication • Inducements • Empathy • Sportsmanship • Computer-based systems Bill Gates, author of Business @ the Speed of Thought, predicts that in the new economy customer service may become the primary value-added function.

  5. Creating the Lifetime Customer Tom Peters believes there is one asset that can appreciate over the years: the well-served customer. See the website

  6. Eastern Shore Seafood At Eastern Shore Seafood, value is added by giving customers the opportunity to talk directly to the customer service staff. See the website

  7. Servicing the Sale: Value-Added Strategies High performing salespeople use value-added strategies to service the sale and build repeat business and referrals. 15.2 FIGURE

  8. Customer Service Methods that Strengthen the Partnership • Adding value with follow-through • Preventing post-sale problems • Adding value with customer follow-up

  9. Adding Value with Follow-Through Common follow-through activities: • Make credit arrangements • Schedule deliveries • Be present during delivery • Monitor installation • Offer training • Provide price change information

  10. Preventing Post-Sale Problems • Perform diligent follow-up • Know shippers and installers • Know credit department • A delicate area for customers

  11. Adding Value with Follow-Up Common follow-up Activities: • Personal visit • Value reinforcement • Telephone call • Email message • Letter or card • Customer relationship management with technology • Confirming immediately • Call report

  12. Adding Value Through Expansion Selling • Three forms of expansion selling: • Full-line selling • Cross-selling • Upselling

  13. Full-Line Selling • Suggest related products/services to customer (suggestion selling) • Done correctly, provides value-added service • Guidelines: • Plan during preapproach • Make recommendations after first satisfying primary need • Thoughtful, positive suggestions • When appropriate, demonstrate

  14. Cross-Selling • Selling products not directly associated to those already sold to established customer • Additional source of business • Buyers like single-source convenience • Most effective when salesperson/customer enjoy true partnership

  15. Upselling • Effort to sell better-quality products • Works best when: • Established relationship built on trust exists • Salesperson continuously qualifies prospect • Most customers want the right purchase over the least expensive

  16. Preplan Your Service Strategy 15.3 FIGURE

  17. Partnership Building • Should encompass all key people • Receptionists • Technical personnel • Stock/receiving clerks • Management personnel

  18. Handling Complaints • Let customers disclose feelings • Keep in mind that it doesn’t matter whether the complaint is real or perceived • Do not alibi • Politely share your view of problem’s cause • Decide on action to remedy

  19. Dealing with Anger • How do I deal with anger? • Ask about the issue and allow the customer to vent • Summarize everything you heard • Solve the problem together

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