Customer Relationship Management: How to Turn a Good by Graham Roberts-Phelps

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By Graham Roberts-Phelps

Information regarding and insights into find out how to allure and preserve clients are supplied during this enterprise manager's reference. Demonstrating that each consumer is exclusive yet will be segmented by way of worth, trend, and purchasing standards, this advisor discusses why consumers disorder, how one can maintain a shopper for all times, the client interplay cycle, and the way to advance a advertising database. With charts, checklists, and case reviews, it stocks cutting edge principles for customer support and explains easy methods to generate a client tradition via recruitment, education, and promoting. additionally incorporated are thoughts for carrying out shopper surveys and possibilities for connecting with clients within the electronic age.

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1. Contact phase Goal: to gain a new customer. Contact through marketing, advertising, telemarketing, personal selling, direct mail, promotions, and publicity. 2. Acquisition phase Goal: to increase customer retention. Collect as much information about the customer as possible. Understand their purchase condition. Offer them post-purchase reassurance. Promote the price-value relationship. Establish the foundation for a long-term relationship. Know the associated costs. 28 chapter three The economics of customer care 3.

Speed and time Speed and time measures are very important factors to many customers. The speed with which your company or organisation can deliver, whatever it is it provides, can actually gain you competitive advantage and allow you to offer higher satisfaction, and maybe even demand, or ask a price premium from your customers for that convenience of doing things faster or quicker. However it is not just about the core product, it is also about every single contact or initiation with a customer, from answering the telephone, to replying to letters, to the length of a phone call, to how long you’ve been put on hold etc.

However, train companies understand that nobody ever measures how long a journey takes in minutes – they only notice what time the train arrives, compared to the time that it was supposed to arrive. 49 chapter four Defining customer service excellence Make sure that all the expectations you ever set for your customers are clear and specific, no more vague ‘as soon as possible’, or ‘it should be there in a few days’. Manage the customer’s expectation and build a buffer of, say, at least 50 per cent, into all time deadlines.

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