Marketing 202 Foster Positive Relationships with Customers to Enhance Company Image

Marketing 202 Foster positive relationships with customers to enhance company image.

Identify beliefs held by employees who have a customer-service mindset. 1 Talk more about ______customer interactions than ______ones 2 View negative customer interactions as a chance to learn more about customer’s ______3 View your work from the customer’s ______4 Define your ______with the customer in mind

Describe the ______of exhibiting a customer-service mindset. 1. Profits are directly tied to ______. 2. ______is developed (positive feelings towards the business) 3. Information from customers helps with buying decisions 4. ______of sales due to customer dissatisfaction 5. Avoid markdowns and loss of profit due to returns 6. ______in sales that result in longer interest payments on loans to purchase store items for resale

Identify occasions when marketing employees can exhibit a customer- service mindset. When a customer is upset and angry, the employee should act quickly to ______the mistake. Employee should demonstrate a focus of attention on the customer when there is a ______.

Describe guidelines for exhibiting a customer-service mindset. 1 Measure regularly by gathering constant ______2 Measure internally for ______satisfaction 3 Link bonuses to customer satisfaction 4 Link customer satisfaction back to other ______

Demonstrate a customer-service mindset. ______clear relentless unwavering focus on customer. Also evidence of internal customer (co-workers) satisfaction is important

Define the term service orientation. Listening to and understanding the customer. Customer satisfaction is ______.

Explain the relationship between communication and service.  ______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 ______for the customer.  Clear communication is again necessary in ______so that the data can be used to influence future business decisions  Clear communications to receive ______from customers and employees on satisfaction levels

Identify ways in which employees in business and marketing can demonstrate a service orientation.  Greets the person ______and ______.  Pays ______to the person.  Asks questions to determine the person's needs.  ______carefully and empathizes with the person's concerns.  Offers relevant information.  ______to check for understanding.  Acts or agrees on a clear course of action.  Tries to do better than expected.  ______to check for satisfaction.  Follows through.  ______the individual.  Takes surveys to determine people's needs.  Is ______to citizens, clients, patients, etc.  Does not "pass the buck." ______

Demonstrate procedures for reinforcing a service orientation through communication. Use ______to pinpoint areas for improvement Use ______to pinpoint areas for improvement Develop a ______procedure to determine levels of customer satisfaction after the sale

Discuss the purpose of adapting communication to a client’s cultural or social community. To ______clients with your lack of sensitivity to their needs. To ______clients to make the right purchase for their needs.

Explain 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 ______the meaning.

Discuss reasons for adapting communication to the cultural or social differences among clients.  Our market is very ______and therefore impacts many different cultures socially and geographically.  The success of all companies depends on their abilities to ______cultural differences and work with them to keep all customers happy and well-informed to make the best buying decisions  It is impossible to ______customer satisfaction ______clearly communicating product features and benefits  Clients could be ______by your lack of understanding of their culture’s typical use of a product

Explain skills associated with adapting communication (e.g., empathy, risk taking, problem solving, etc.). ______are key personality traits when dealing with communication barriers

Describe ways to adapt communication to the cultural or social environment of clients 1. ______2. ______(Understand the way a country makes products and you will understand how they value the products) 3. ______(What a culture considers valuable or beautiful) 4. ______organization (what is acceptable in a culture) 5. Religious beliefs, attitudes, values, space and time

Demonstrate how to adapt communication to the cultural or social differences among clients.

Explain the nature of customer inquiries. Inquiries can be ______or ______(Sometimes price is the hidden problem and the customer will complain about color)

Identify the types of customer inquiries. 1. ______(Defective, wrong size or color, damaged, improper labeling, not meeting customer needs, customer purchased the wrong product) 2. ______(High pressure sales, rudeness, providing insufficient product information, being inaccurate) 3. ______(Unhappy with the number and types of services offered, unhappy with business policies)

Discuss the importance of possessing knowledge of the company (e.g., policies, history, capabilities, etc.). 1. You must understand how to ______company policies to each situation in order to remain fair. 2. You must know the company capabilities in order ______the customer inquiry rapidly and satisfactorily

Discuss the importance of possessing adequate product knowledge. 1 ______is a necessity in order to respond to the customer situation in the best manner. 2 Product knowledge is needed to understand the customer’s problem with a product 3 Understanding of the product makes it easier to understand the ______in respect to the product

Describe guidelines for handling customer inquiries. 1. ______to determine reason for complaint (shows a concerned attitude) 2. ______the complaint (show your understanding of the problem) 3. ______the problem (determine how to handle) 4. ______the store policy (desire to maintain fairness by following store policy) 5. ______(Quick action makes the customer feel important)

Demonstrate use of proper procedure for solving a customer inquiry in a marketing situation.

Define the term business policy. A ______that personnel should follow in order to avoid misunderstandings and apply fair and consistent treatment to all situations

Identify characteristics of effective business policies. 1 ______should be customer satisfaction 2 policies should be used ______3 policies should be ______4 policies should be well ______by employees

Describe reasons for having business policies. The policies create a ______and help you to consistently maintain that image

Explain types of business policies that affect customers. 1 ______2 ______and ______policies

Discuss the role of employees in interpreting business policies.  ______are the ones dealing with customer inquiries and must learn how to apply business policies to each situation  Clear policies must be ______to employees so they will understand how to implement

Explain when business policies should be interpreted. Every situation is ______and ______. Policies must sometimes be adjusted to fit the occasion while maintaining their initial integrity

Explain guidelines for interpreting business policies to customers. 1 State the policy and explain how it applies to the ______. 2 Stress the desire to maintain ______through the use of the policy 3 ______. 4 Answer any ______on store policy

Demonstrate procedures for interpreting business policies to customers.