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EXPANDING CUSTOMER
RELASTIONSHIP
1
OBJECTIVES
01 Explain how to follow-up to assess customer satisfaction.
Letting the cu
Handling stomer know
Building Processing that the sales
goodwill complaints requests person will do
by continually in a timely everything he
adding
for rush or she can to
and
value to the
thoughtful deliveries make that
product request
manner willingly happen
Relations
hip
Enhancer
s
and
Building Goodwil
l
The process of converting new custo
mers into lifetime customers by conti
nually adding value to the product.
ASSESS
CUSTOMER
SATISFACTION
Ontario
System
Call
strategy
Four
Sequenti
al
Compone
nts
of
Four Sequential Components of Effective Follow-up
01 INTERACT
The salesperson acts to maximize the number of critical
encounters with buyers in order to encourage effective
dialogue and involvement between the salesperson and buyer.
02 CONNECT
The salesperson maintains contact with the multiple individuals
in the buying organization influencing purchase decisions and
manages the various touch points the customer has in the
selling organization to assure consistency in communication.
-40
03 KNOW
The salesperson coordinates and interprets the information
Gathered through buyer–seller contact and collaboration to
develop insight regarding the buyer’s changing situation, needs
, and expectations.
04 RELATE
The salesperson applies relevant understanding and insight to
create value added interactions and generate relationships bet
ween the salesperson and buyer.
HARNESS TECHNOLOGY TO ENHANCE FOLLOW-UP
AND BUYER–SELLER RELATIONSHIPS
Intranet Customer contact EXTRANET
is an organization’s dedicated and management tools are are proprietary computer networks
proprietary computer network offering used in multi organization created by an organization for use by
password-controlled access to people intranets and extranets the organization’s customers or suppliers
within and outside the organization and linked to the organization’s
(e.g., customers and suppliers). Interna lsystems, informational
databases, and intranet.
10
Customer relationship
management systems
(CRM)
These systems dynamically link buyers and selle
rs
into a rich communication network not previousl
y
•Establishes and reinforces long-term, profitable relationships
possible.
•Salespeople and buyers have immediate 24/7 access to one another and o
ne another’s organizations
•Salespeople can use the web to view anything relevant to any account
•Purchase history, credit rating, number of employees, news stories, stock
prices)
•Enable salespeople to build and integrate multiple forms of customer inf
ormation and create highly influential customer interactions that establis
h and reinforce long term, profitable relationships
ASSURE
CUSTOMER
SATISFACTION
RELASTIONS
HIP
ENHANCEME
NT ACTIVITIE
S
TRADITION
AL
VERSUS
RELATIONA
L STATE
PROCESS
PROVIDE USEFUL
INFORMATION
By providing useful information, the
salesperson is demonstrating a
commitment to the buyer. The salesperson is
expressing the notion that the or she is in th
e relationship for the long-term and that he
or she values the partnership.
The salesperson should not only
remember to provide information to the
buyer, but also to the secretaries,
receptionists, department heads, and
other influential members of the buyer’s
organization.
METHODS
TO PROVI
DE
USEFUL
INFORMATIO
N
EXPEDITE ORDERS AND
MONITOR INSTALLATION
The salesperson
must work to prevent a delay in delivery.
The salesperson’s job is to track the order
status and inform the customers when there
are delays. It is unpleasant to inform a
buyer of a delay, but the information allows
buyers to work around the inconvenience
and plan accordingly. Waiting until the
delivery date to announce a delay is
inconsiderate
and hurts the trust built between the
salesperson and buyer.
TRAINING CUSTOMER
PERSONEL
customer training may require the
assistance of the company trainer or
engineer. The salesperson still has a key role
as he or she knows the customer best and
should serve as the facilitator to ensure that
all of the parties
have been properly introduced and started
off in a positive manner. The salesperson
should schedule the training sessions as
conveniently as possible for the customer.
Customer education is an integral part of
the marketing strategy of Ontario Systems
Corporation, a collections software
company.
CORRECT BILLING
ERRORS
Billing errors could turn into
customer complaints if not found in
a timely fashion and corrected. A
salesperson should go over all
orders and billing records to ensure
proper billing has been sent to the
customer.
REMEMBER THE
CUSTOMER AFTER SALE
Customer follow-up methods should be used
to express appreciation for the purchase
and to further develop the relationship after
the sale. Poor service and lack
of follow-up are consistently cited by
customers as the primary reasons that
buyers
stopped buying.
RESOLVE COMPLAINTS AND
ENCOURAGE CRITICAL
ENCOUNTERS
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