GROUP

ENERGIZER
MPEWOREED
MPEOLEYES
are proud and happy to
serve customers with
utmost quality and care.
EMPOWERED
EMPLOYEES
SMUROCNE
ARTEMK

the most common of all

of these customers
CONSUMER
MARKETS
 NIATR
MPLEYOESE
Providing proper training to
employees on customer service is
critical. This where they commonly
imbibe the culture of customer service
excellence.
 TRAIN
EMPLOYEES
 TINIONERNALAT
ARKMET

customers that import commodities for

various purposes.
INTERNATIONAL
MARKET
 ONSCUEMR

a person or company that receives,

consumes or buys a product or
service and choose between goods
and suppliers.
CONSUMER
 February 27, 2024

REALIZING
CUSTOMER SERVICE
STRATEGY
Principles of Marketing - Week 4
 TABLE OF CONTENTS
Introduction of Customer
01
Service
Strategic Customer
04
Satisfaction Management
Go and Escareal-Go in the
02 Fundamentals of
Marketing Steps in Assuring the
05 Delivery of Excellent
Customer Service Culture
03 Types of Consumers
 INTRODUCTION OF
CUSTOMER SERVICE
Offering a total solution to customers through
excellent service quality is a distinct advantage to
any marketers. However, many are still oblivious to
the role they need to par take in this customer
service relations.
Trained and experienced sales personnel realize
that customer service does not only focus on after
sales. Rather, they see it as an orchestrated set of
activities involving various individuals in the
organization in delivering quality service to the
customers.
 GO AND ESCAREAL-GO IN THE
FUNDAMENTALS OF MARKETING

STRATEGIC CUSTOMER
SATISFACTION MANAGEMENT

INTERNAL CUSTOMERS EXTERNAL CUSTOMERS

 GO AND ESCAREAL-GO IN THE
FUNDAMENTALS OF MARKETING

Go and Escareal-Go in the Fundamentals of Marketing (in the Philippine

Setting) - it presents the dynamic relationships of variable and explains
the important roles of external and internal customers in the process of
managing customer satisfaction.

The management should realize that customer satisfaction must not

only be felt by the final buyer and/or end users of the products or ser
vices offered by the company. Customer satisfaction must be viewed
in a macroperspective that internal customers who are the distributors
or the selling arm of the company which can be a part of the
organization or a separate business enterprise, need also to be
considered by the management as their customers.
 GO AND ESCAREAL-GO IN THE
FUNDAMENTALS OF MARKETING

Thus to manage the customer satisfaction process properly,

the management should let the internal customers
comprehend their essence in the process as a proficient
and responsive partners in attaining marketing goals.

For example, the main function of training officer is to provide

capacity and capability building programs to different
personnel to increase their productivity and efficiency in the
respected fields.
 TYPES OF CONSUMERS

Customers, on the other hand, may be classified according to

the market, but not limited to the following: (Ac-ac)

1. The consumer markets

2. The business markets
3. The reseller markets
4. The government markets
5. The international markets
 TYPES OF CONSUMERS

Consumer markets - the most common of all of these customers. For their
consumptions, these individuals or households purchase products or
render services to satisfy their needs.
Ex. mothers, teenagers, young executives, farmer

Business markets - customers that purchase goods (raw materials and

industrial products) or render services (manpower and transportation)
for the production of their products or services.
Ex. companies like Proctor & Gamble, San Miguel Corporation,
Lamoiyan Corporations
 TYPES OF CONSUMERS

Reseller markets - purchase products or services that they resell and gain
profit from it.
Ex. companies like Robinson, SM, Landmark

Government markets - customers that purchase commodities or services

to provide public services like providing relief goods during disasters.
Ex. government agencies like Department of Social Welfare and
Development, Department of Agriculture Department of Education
 TYPES OF CONSUMERS

Reseller markets - purchase products or services that they resell and gain
profit from it.
Ex. companies like Robinson, SM, Landmark

Government markets - customers that purchase commodities or services

to provide public services like providing relief goods during disasters.
Ex. government agencies like Department of Social Welfare and
Development, Department of Agriculture Department of Education
 TYPES OF CONSUMERS

International markets - customers that import commodities

for various purposes.
Ex. Asian market, European market, American market
 STRATEGIC CUSTOMER
SATISFACTION MANAGEMENT

The Strategic Customer Satisfaction

Management has three essential
elements. They are the market
segmentation, Leadership, and
Feedback and Reward System. (Go
and Escareal-Go)
 STRATEGIC CUSTOMER
SATISFACTION MANAGEMENT

Market segmentation is needed in

identifying the specific groups of
customers that a company wishes to Market segmentation - is the process of
serve. dividing the entire market of consumers
into particular groups whose likeness
makes them a market for specific
products or services, which satisfy their
By segmenting the market, marketers distinct needs.
will have a more strategic approach in
dealing with customers, especially in
designing customer service solutions.
 STRATEGIC CUSTOMER
SATISFACTION MANAGEMENT
Identifying the kind of corporate values and service culture is a crucial part
of any company. There should be an assurance that the desired
satisfaction of external customers is parallel to the satisfaction you want of
internal customers to achieve harmony. To achieve this, a certain type of
leadership is needed.

Another facet to look at in the concept of leadership is the motivation of

workforce. Leaders should create company programs that will empower
employees to build champions in delivering customer service. This has a
direct impact on the levels of customer satisfaction.
 STRATEGIC CUSTOMER
SATISFACTION MANAGEMENT
Most of the employees are thrilled and motivated in knowing that they
will receive incentives or rewards for doing excellent work in their job.
The reward system for providing bonus, commissions, gift checks and
vacation trips, is the typical stimulant for employees to reach and even
exceed the set target performance. The more they are motivated in
providing top customer service, the greater number of satisfied clients
for the company.

Feedback - an excellent source of referrals

 STEPS IN ASSURING THE
DELIVERY OF EXCELLENT
CUSTOMER SERVICE CULTURE

The following are steps that learners

can take in assuring the delivery of
excellent customer service culture.

1. Provide product knowledge

2. Train employees
3. Establish system
4. Attend to Issues
5. Empower employees
 STEPS IN ASSURING THE
DELIVERY OF EXCELLENT
CUSTOMER SERVICE CULTURE

1. Provide product knowledge - The

key secret in increasing number of
brand champions in a company is to
provide every employee excellent
product knowledge by producing
product briefer that is handy, easy
to read and understand.
 STEPS IN ASSURING THE
DELIVERY OF EXCELLENT
CUSTOMER SERVICE CULTURE

2. Train employees - Providing

proper training to employees on
customer service is critical. This
where they commonly imbibe the
culture of customer service
excellence.
 STEPS IN ASSURING THE
DELIVERY OF EXCELLENT
CUSTOMER SERVICE CULTURE

Establish system - The venue is another thing that

needs to be considered in providing quality
customer service. The company should develop
systems that will support excellent customer service.
3.
From over-the-counter customer service via
information desk to more sophisticated
technologically driven customer service systems like
phone and Internet customer service, many
companies in the country have invested in new
technologies in finding solutions to the needs of the
customers.
 STEPS IN ASSURING THE
DELIVERY OF EXCELLENT
CUSTOMER SERVICE CULTURE

Attend to issue - Resolving to

customer issues is one of the main
4.
considerations in providing quality
customer service. The employees
should properly deal with
customers even if they are at the
height of their emotions in filing
complaints.
 STEPS IN ASSURING THE
DELIVERY OF EXCELLENT
CUSTOMER SERVICE CULTURE

Empower employees - Every

employee is the face of the
5.
company once they are in front of
the customer. Empowered
employees are proud and happy to
serve customers with ut- most
quality and care.
 THANK YOU!
Thank you for participating and for listening
guys! Have a Great Day, ABM 11-1! God Bless!