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MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY

Communication
Week 6: Customer Relations & Public
Relations
MIT 634602
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Customers a history

hunter-gather society self sufficient
trade - exchange surplus goods
mass production of consumables - sales
modern era Consumer have choice between
competing prospective suppliers
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Customer types
Customer service- providing a positive
customer experience to all customer/
client types
B2C business to customer
B2B business to business
P2P peer to peer (private non-
commercial transactions)
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
The Customer Experience
An organisations PRODUCTS

An organisations SERVICES

An organisations PEOPLE

An organisations PROCESSES


MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Organisations offerings
Service culture

Quality management

Knowledge of their products

Knowledge of their customers




MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Customer valuation levels
BASIC SATISFACTION
treated to minimal requirements (just do the
job)
eg. deliver the newspaper
EXPECTED LEVEL OF SATISFACTION
treated to standard level expected by customers
DESIRED LEVEL OF SATISFACTION
as good as you could wish
UNANTICIPATED LEVEL OF SATISFACTION
beyond all expectations
organisation has increased standards under its
own initiative


MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Communicating with the
Customer

survey and interview

providing feedback opportunities

listening and talking to customers

asking your customers questions

MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Knowing the dissatisfied
Customer

respond to all complaints

try to re-engage dissatisfied customers
develop a dialog

realise you cannot please ALL the people ALL
the time

research suggests only 4% of dissatisfied
customers complain, and they will tell 8 to 10
other people what happened

MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
The Dos of complaint
handling

communicate
ensure confidentiality
helpful attitude
empathy
respect feelings
acknowledge/ accept complaint
aim for win-win
be flexible

MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
CRM technology

Track contacts prospective customers
Track customer contacts
Support target marketing projects

Tend to fail unless supported by a
formal Customer Relations policy
which is well understood and
supported by management and all
employees
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
To Conclude
Customer service is an essential
tool in all stages of business

Companies must aim to provide
the best customer service through
the implementation of effective
policies and procedures and
communicate actively to determine
their customers needs and desires
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
PUBLIC RELATIONS
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Public Relations
creating an organisations public
presence

influencing the organisations
publics to take some course of
action
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
stakeholders
individuals or groups who are affected
by the successes/failures of the
organisation.
eg.
customers
shareholders
suppliers
office bearers
suppliers
community groups
environmentalists
governments

MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Public relations tasks
relate the organisation to the needs and
interests of the public
inform the public about the organisation
and its products
maintain communications with the
media and its audience
avoid conflict / misunderstanding
build positive image / goodwill
project corporate image
research public opinion
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Media relations
critical to public relations efforts
requires understanding of what
makes news
media release attempt to attract
attention (using style typical of jornalist)
new operation, project move to a new site
opening paragraph summarises main facts
news of secondary importance
reiteration and explanation
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Media interviews
set your objective
understand your prospective
audience (depends on the interviewers
audience demographic)
identify must say items
bridge from interviewers questions
to your must say items
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
Special Events
displays, exhibits, fairs
meeting and conferences
telethons
promotions to customers
sponsored community events
sponsored associations (eg. Westpac
helicopter)
MIT 634602 MELBOURNE INSTITUTE OF TECHNOLOGY
references
DWYER, Judith (2009).
Communication in Business:
strategies and skills. Frenchs
Forest, Australia: Pearson
Education Australia Ch.7