Think like a customer

The purpose of business is to

create customers. Customers
create profits. Business
survives only on its
customers.
PETER
DRUCHER
Why customers quit
ü 9% leave because of the competition
ü 14% are dissatisfied with the product
ü 68% they had left because they were not
valued
ü 3% move away from locality
ü 6% some other factor
Facts to make you think
ü 4% are moved to complain
ü 96% go quietly away
ü 91% will never come back
ü
ü
Why do people shop
 1.Personal motive  2. Social motive
Ø Role playing Ø Social experience
Ø Diversion outside home
Ø Self-gratification Ø Peer group attraction
Ø Learning about new Ø Status and authority
trend Ø Pleasure bargaining
Ø Physical activity Ø
Ø Sensory stimulation

Factor affecting consumer decision-
making
 1. Demographic  2. psychological
factors factors
Ø Gender Ø Motives
Ø Age Ø Perception
Ø Occupation Ø Learning
Ø Education Ø Attitude
Ø Family size Ø Personality
Ø Income Ø
Cont……..
3. Environmental
 4. Life style


factor Ø Activities and

Ø Physical interests
Ø Social Ø Nature of occupation
Ø Availability of
Ø leisure
Influence of situational
variable on shopping behavior
1. Physical setting
2. Social setting
3. Temporal perspective
4. Task definition
Customer profile and analysis
Ø when do customer like to shop?
Ø how do customer like to pay?
Ø What quantity of merchandise do customer
usually prefer?
Ø What type of store has the maximum appeal for
my customers?
Ø Who does most of the buying in the homes of
my customers?
Ø What is the income level of my average
customer?
Ø What is the age profile of my average
customer?
Ø What is major change has my customer made in
the last two year?
We need to know what cause
customers dissatisfy
1. By phone
2. By letter
3. Face to Face
Complaints about phone contact
with a business
1. The number is constantly engaged
2. Phone system with computerized push-button
technology
3. Being placed on hold, no one getting back to you
4. Being transferred without receiving satisfaction
5. Not knowing the identity of the person taking the
call
6. A rude manner on the telephone
7. Being transferred to the wrong department
8. Employee cannot give information
9. No solution given to a complaint
10.Music and advertisements played while the
customer wait
Complaint when customer make
contact in writing
1. Not receiving a prompt answer
2. Names spelt incorrectly
3. Letter wrongly addressed
4. Information not easy to understand
5. Solution not provide for a complaint
6. No clear indication of who has written the
letter
7. The letter is rude or threatening
8. The customer is not appreciated
9. The customer’s business is not valued
10.
11.
Complaints about face-to-face
contact with a business
1. No one to serve the customer
2. The customer is ignored while staff work
or talk
3. Staff talk to other when serving a
customer
4. Staff show no interest in the customer
5. No help or alternative are offered
6. Not enough information given
7. Managers seem unwilling to serve customers
8.
Creating customer satisfaction
1. Top management think the problem belongs
to other
2. Many think customer service is about
smiling nicely
3. Staff must have the support of management
4. Dealing with customers
5. Customers want reliability
6. Customer want to enjoy doing business
7. Customer want to do business with
trustworthy people
8. Communicating with your customers
Some company who think about
their customer
Ø Deloitte
Ø Target corporation
Ø McDonald
Ø Kingfisher
Ø Oberoi hotel
Ø Metersbonwe Group
Ø Le Lis blanc Deux
Ø Galeria Melissa
Ø Caro Cure
Ø Tsum
Ø Big bazar………etc
Ø
Ø
So please think like
customer