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Vinika Shingala - ADISHWAR INDIA LTD

18/01/2010

Vinika Shingala - ADISHWAR INDIA LTD

18/01/2010

The word derives from "custom," meaning "habit"; a customer was someone who frequented a particular shop,

who made it a habit to purchase goods which is sold in the shop rather than elsewhere,
And the shopkeeper had to maintain a good relationship with "customer" for (expected purchase in the future).
Vinika Shingala - ADISHWAR INDIA LTD 18/01/2010

People who receive my output


People who pay me They are the reason why I do my job People who want to avail my companys services
Vinika Shingala - ADISHWAR INDIA LTD 18/01/2010

Our greatest asset is the customer! Treat each customer as if they are the only one! Customer is a Advocate, Positive word of mouth. Invest maximum time and effort to serve these customer.

Vinika Shingala - ADISHWAR INDIA LTD 18/01/2010

Know

your customer..to Capture and retain them! Data helps in Customer Segmentation! If we dont take care of our customer then some one else will !
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Does traditional Methods attract & Motivate Customer? Media gives new choices that match customers Interest. Consumers desire RETAIL EXPERIENCE is more Personalized.
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Based on unique behavioral attributes, customer are of following types: Wandering Customer Need based Customer Impulse Customer Discount Customer Loyal Customer

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Now customers want to own a BUYING EXPERIENCE. What Moves Products VS What Moves People

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When product becomes so similar and Technologies are commonly available, CUSTOMER EXPERENCE is the only true differentiator!!
The Goal as a Company is to have customer service that is not just the best, but legendry!
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Is there a scientific systematic method? How do we identify our loyal customers? How can we retain them as an organisation? How do we ensure all our departments , employees work towards this? Can we enter into a long term relationship with our customers? How do we maintain, manage this relationship?

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Its a Scientific Management to achieve Organization's Goal.


Tracking the buying patterns of existing customers Customer services, promotion & pricing to customers specific requirements Providing two way communication channels (company to customer & customer to company) Minimizing the probability of service errors & breakdowns Augmenting core service offerings with valued extras

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Customer satisfaction

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The Customer is the business biggest asset


The Customer pays all our salaries wages and bonuses The customer will go where he/she receives the best attention There is no profit, no growth, no jobs without the customer Hence, You must be your customers best choice!
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A typical dissatisfied customer will tell 8-10

people about their problem.


7 out of 10 complaining customers will do

business with you again if you resolve the


complaint in their favor.
If you resolve a complaint on the spot, 95% will

do business again.
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Poor Service & ignorance of any one Employee

69%

13%
Product Dissatisfaction

9% 9%
Others Better Prices Elsewhere

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Some

customers have .....

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Some customers have .....

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A great experience

OR

A poor experience
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High expectations

A poor experience

A great experience

Low expectations
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High expectations

A poor experience

A great experience

Delighted

Low expectations
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Delighted customers

Are surprised by the level of service you provide

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So !
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which is a good thing !


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The challenge is to consistently deliver

A great Experience and to have a Devoted customer

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High expectations

Devoted customer

A poor experience

A great experience

Low expectations
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Targeting Acquiring Servicing Retaining Building Long-Term

CUSTOMERS.

Relationship with

In

simple words ,Winning the confidence of customer, Maintaining the Goodwill of Organisation in terms of Product and Service (Pre-Sales + Sales + Post-Sales)
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WHY?
Devoted customers !!

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Devoted customers

How?
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The more you engage with customer the clearer things become and Its easier to determine what you should be doing..

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Give your customers a very good listening


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Think 3D
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Be
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Dramatically and Demonstrably Different


Its an ongoing process
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High expectations

A poor experience

A' great experience

Low expectations
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High expectations

Devoted

Aim A poor Experience A great Experience

Low expectations
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A Poor Experience
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High expectations

Disappointed A poor experience

A great experience

Low expectations
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Spot Disappointment
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High expectations

A poor experience

A great experience

Disaffected

Low expectations
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Go for Delighted

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Aim for Devoted

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Spot Disappointed and Avoid Disaffected

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Employees (Internal Customer)

Customers (External Customers)

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Marketing Team Stores Support Team (Contact Centre ie Voice & Web based) Delivery Team
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CRM Benefits

Increased Revenues from better prospect targeting. Increased Purchase per current Customer. Customer Retains Longer with the Organisation.

But need good database which is properly maintained in order to retain customers and serve their particular needs

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Customer Data Base is :

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Customers information = currency Make customer a Open Book to YOU. Every information is Revenue for us.

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The basic premise of CRM is to offer superior value to customers in an effort to turn
Suspect

into prospect Prospects into Customers, Customers into Loyal Customers, and Loyal Customers into Partners & Advocates
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Quality

Customer service

C R M

Marketing

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