Derwaish presentation

2Prepared by M.Derwaish D T&H

Muhammad Derwaish 18483Muhammad Jamal 18484Haroon Rasheed 18476Syed Awais Ali 18491Haqnawaz 18475Wajid Ali 18493

Presented by:


Presented to:


Building Long-term Customer Relationships

Topic


The main objective of this presentation to highlight the techniques that how to retain existing customers and how to attract the new customers to the organizations.

Objectives:


IntroductionWhy Is This?Loyalty And Incentives SchemesPros & ConsSWOT AnalysisoStrengthoWeaknessesoOpportunitiesoThreats

Contents:


How To Develop An Ongoing Business Relationship With CustomeroBuilding Relationship During A

Service ContractoBuilding Customer Relationships

For All Managers In C.CareReferrals; The Active Reference

PrincipleEffectiveness Of Corporate Activities

In Building Long-term Customer-care Relationships


Introduction


Too many organizations make a sale and walk.

As a manager responsible for customer care you might not directly have power to implement incentives or loyalty schemes that are setup by either the sales department or corporately.

The simple is it is easier and less expensive to retain existing customers and keep key customers than to attract new ones.

Introduction:


Its all about the way your organization positions itself.

You are what you are in the mind of your customers. Or, to put it another way from the customers perspective….But of course you have to attract customers in the first place, and one of the devices used is some from discount or incentive scheme.

Why is This?


Action

Belief

Understanding

Awareness


Loyalty Schemes

& Incentives


An incentive scheme –’Buy one, get one free,’ ‘have your car washed here three times and fourth time is free’_ can seem genuinely exciting.

But fly to Berlin for $5 plus taxes’ seem less enticing and frankly rather annoying to a customer when the go on to the airline website and find that additional taxes and surcharges wreck the low price promise.

Incentives And Loyalty Schemes:


Don’t attract the

wrong customers.

Proverb:


Telecom organizations love to talk about increasing retention rates but then recruit new customers via price promotions and free sampling- techniques that draw out of woodwork precisely those customer hardest to keep.

Suppliers know they will experience customer loss once the promotion period ends.


Blanket customer marketing doesn’t work.

It’s inherently wasteful since this approach draws off resources that should be used to retained and, importantly, reward just those customers who are actually or highly likely to be loyal customers even without the magnet of special offer.

Their magnet will be the six satisfaction elements and confidence that their individual needs will be met.


Six Satisfaction Elements


Satisfied customers feel good only as long as their current needs are met and only as long as they perceive that supplier is giving value.

They want to develop a long-term relationship with an organization that understand and responds to their individual needs, and discriminates between customers who have been genuinely loyal over a period and newcomers who have yet to demonstrate such an allegiance.

How customers are satisfied?


Incentives are just one of the factors from just one of the six satisfaction elements.

They alone will not guarantee loyalty, particularly if a competitor offers a bigger and better incentives and if it is a prime purchase motivator .

An incentive scheme can be powerful attracter , but can you put your hand on your heart and say, "People came to us originally for the price offered during the promotion but stayed because of the service”?


Pros & Cons


Pros Cons

An incentive to the customer to purchase from you

Are they target customers you should be attracting?

Chance to build up long-term relationships

Set-up costs

Marketing opportunities On-cost they must be covered by attracting increased sales

Competitive edge Reward (s) that might not be sufficiently motivating to win long-term loyalty

The Pros & Cons Of Loyalty Scheme:


Increased sales Redemption process that might be too complex for customers

Customer research data

The time and money it would take an average customers to accumulate sufficient points for worthwhile reward

Foundation for tie-ins to additional offers

Loyalty can be to the incentive rather than the supplier which could mean loss of business once the program ceases


SWOT Analysis


Despite the potential downsides of establishing a loyalty scheme, many schemes are immensely successful.

You could do a SWOT analysis to find out the strength and weaknesses of what you offer the market place, be it a product or service. Strength Weaknesses Opportunities Threats

SWOT Analysis:


Strength:What do we as company do well

with regard to the products or services we offer the market place? How about our department-what do we do well?

Weaknesses:Where is the room for

improvement? Once again, start at corporate level and then focus on our own department.


Opportunities:Could you suggest any other

companies that might be inserted in our products or services? With regard to the service that our department offers, are there any recommendations that you can make to improve the standard of care we offer them?


Threats:Are there any changes that

might be occurring in our customer’s environment that might have an impact on the budget they are currently spending with our company? Are there any new competitors for us to be aware of that might impact on our business?


How To Develop An Ongoing

Business Relationship

WithCustomers


What we can do it to develop rapport with the customer and encourage them to continue doing business with your organization?

Customer service dep’t will engage with regular purchasers or customers on a service contract that dep’t is responsible for implementing or it may simply deal with customers making a complaints


Sales personnel and Business Development department will have immediate and ongoing relationships with clients.

A manager’s role in customer care can be

Prepared by M.Derwaish D T&H 31

Effectiveness Of

Corporate Activities In

Building Long-term

Customer-care

Relationships

Most EffectiveResearch the customer's business.

One-to-one relationship building.

Seminars (small scale).Articles in customer-oriented (sector) press.

Speeches at customer industry meetings.

Less EffectiveCommunity or civic activities.

Networking with potential referral source.

Newsletters.

Least EffectivePublic relation.Broachers.Seminars (ballroom scale).Direct mail.Cold calls.Sponsorship of cultural or sporting events.

Advertising.Video brochures.


Questions

Answers

Session


Thank

You