Download 2.02 * FOSTER positive relationships with customers to enhance

2.02 – FOSTER
positive
relationships
with customers
to enhance
company
image.
Marketing 6621
Identify beliefs held by employees who have
a customer-service mindset
 Fostering
positive customer interactions vs.
negative
 View negative customer interactions as a
way to identify customer’s needs
 View your work through the eyes of the
customer
 Define your functions with the customer in
mind
Importance of exhibiting a customer-service
mindset
 Customer
satisfaction = Profit
 Goodwill/positive feelings develop
 Gathers information about customer
buying decisions
 Avoids loss of sales
 Avoids markdowns and sales returns
 Avoids delays in sales
Occasions for exhibiting customerservice mindset
When a customer is upset and angry, the
employee should act quickly to correct
the mistake.
Employee should demonstrate a focus of
attention on the customer when there is a
problem.
Guidelines for exhibiting customerservice mindset
 Measure
regularly through customer
feedback
 Measure internally for employee
satisfaction
 Customer satisfaction = employee
bonuses (incentives)
 Link customer satisfaction to other
business goals
Demonstrate a customer-service
mindset
 Employee
shows clear, relentless,
unwavering focus on the customers.
 Internal customer (co-workers) satisfaction
is important
Activity
Select an employee whom you can
observe to identify that person’s efforts in
exhibiting a customer-service mindset.
Record your observations, and share
them with a small group of classmates. As
a group, create a list of the five most
unique ways that employees exhibited a
customer-service mindset.
Service orientation
 Listening
to and understanding the
customer. Customer satisfaction is high
priority.
The Relationship between communication
and service




Clear communications from sales personnel will
ensure customer buys the product that best suits
his needs.
If there is a problem, then clear communication is
imperative so that the employee can act precisely
and quickly to clear up the problem for the
customer.
Clear communication is again necessary in record
keeping so that the data can be used to influence
future business decisions
Clear communications to receive feedback from
customers and employees on satisfaction levels
Different Ways employees demonstrate
service orientation.







Greets the person promptly
and courteously.
Pays attention to the person.
Asks questions to determine the
person's needs.
Listens carefully and
empathizes with the person's
concerns.
Offers relevant information.
Summarizes to check for
understanding.
Acts or agrees on a clear
course of action.







Tries to do better than
expected.
Asks questions to check for
satisfaction.
Follows through.
Thanks the individual.
Takes surveys to determine
people's needs.
Is courteous to citizens, clients,
patients, etc.
Does not "pass the buck.” (Play
the “blame” game)
Procedures for reinforcing a service orientation
through communication
 Use
customer surveys to pinpoint areas for
improvement
 Use employee surveys to pinpoint areas
for improvement
 Develop a follow up procedure to
determine levels of customer satisfaction
after the sale
Activity
Select a job in marketing, and write
five ways or statements that an
employee in that role could reinforce
a service orientation through
communication.
What is the purpose of Adapting
communication to a client’s cultural or social
community?
To avoid offending clients with your lack
of sensitivity to their needs.
2. To better assist clients to make the right
purchase for their needs.
1.
What is the importance of context in
communication?
 Context
is the surrounding story or thought
process of a communicated idea. It is
what helps get the point across.

The wrong context can completely skew
the meaning.
Reasons for adapting communication
to the cultural or social differences
among clients.
1.
2.
3.
4.
Our market is very global and therefore impacts
many different cultures socially and
geographically.
The success of all companies depends on their
abilities to understand cultural differences and
work with them to keep all customers happy and
well-informed to make the best buying decisions.
It is impossible to achieve customer satisfaction
without clearly communicating product features
and benefits.
Clients could be offended by your lack of
understanding of their culture’s typical use of a
product.
Skills associated with adapting
communication.
 Empathy
 Being
– Risk taking – Problem solving
patient, flexible, and empathetic are
key personality traits when dealing with
communication barriers.
Different ways to adapt
communication to the cultural or social
environment of clients.
1.
2.
3.
4.
5.
Language
Material culture (understand the way a
country makes products and you will
understand how they value the products)
Aesthetics (what a culture considers
valuable or beautiful)
Social organization (what is acceptable in a
culture)
Religious beliefs, attitudes, values, space
and time
Activity
 With
a partner, develop a skit showing how
you would adapt your communication to
the cultural/social differences among
clients.
 Explain the situation to the class.
 Present the skit to classmates, while they
identify and record how you adapted
communication to the situation.
 At the end of the skit, ask classmates to
explain what they observed and how they
could improve communication.