6 MGMT

CUSTOMER INTERACTION MANAGEMENT
Improving your chances of success
Paramita Chaudhuri
1 WebEx Confidential
Client Services Manager
PETER DRUCKER SAID
“The purpose of a business is to create customers.”
CUSTOMER INTERACTION MANAGEMENT
Interaction plays a lead role in building customer relationships. CIM
constitutes the customer relationship technologies with additions of
technology-based interactive solutions. The interactive channels that are
currently available enable very effective customer interactive
communications, which leads to CIM, which further leads to relationship
building.
In view of technology growth, the interaction management is facilitated
by communication in terms of media, message, speed, accuracy,
distance, content, reach, repetition etc. The customer interaction
management stands for intensive interaction between customers and the
organisation, which is supported by technology-enabled mechanisms
such as Internet.
CIM can assume the following routes:
Online routes- e-mails, web communities, chat rooms.
Offline routes- telephone, fax, mails, interactive television network.
Outsourcing
CUSTOMER INTERACTION MANGEMENT
“You’ll never have a product or price

advantage again. They can be easily
duplicated, but a strong customer
service culture can’t be copied.” -
JERRY FRITZ
CIM- PROCESS
The Selling Process
PRE-
INTERACTION INTERACTION POST-INTERACTION
Skills: Skills: Skills:
•Pre-Call Planning •Relating •Supporting
•Need discovery •Implementing
•Advocating •Dealing with

•Closing
dissatisfaction
•Enhancing the
relationship
CUSTOMER INTERACTION
Pre-Call Planning
• What do I want to
accomplish?
• What do I know about the
prospect?
• Where can I find the
information?
• What am I going to say?
What is the size of the business?
What product lines do they sell and what markets do they serve?
Where, how, when, why, and by whom will the products be used?
Who are the prominent executives and other key personnel?
Who are their competitors and on what basis do they compete?
Do they have any previous experience with our company?
What are the prospects for future sales volume and what is the upside
potential?
• Anticipate Buyer Questions
• What are you selling?
• Why do I need it?
• Who is your company?
• How much will it cost?
• Who else is using it? Are they satisfied?
• What kind of person are you?
• How does your solution compare to alternatives?
• Is price competitive?
• Why do I need it now?
• Your record for support & service?
Successful Salespeople Less Successful Salespeople

Research prospect background Do little background research
Use referrals for prospecting Use company generated prospect
lists
Open by asking questions Open with a product statement
Use needs-satisfaction type Use standard presentations
presentation
Focus on product benefits
Focus on customer needs
Close by focusing on the most
Let prospect make purchase important customer objection
decision
Task Motives
PRODUCTIVITY MONEY
More Output
Less Cost
or Quality
Less Effort More Profit
Personal Motives
Respect Power
Approval Recognition
Handling Concerns
Listen to the buyers feelings
Share concerns without judgment
Clarify real issue with questions
Problem-solve present options and solutions
Ask for ACTION to determine commitment
Pseudo-Concerns
“I’ll have to talk it over with Frank.”

“I’ll get back to you.”
“I’m too busy right now.”
“Our budget is tight this year.”
“We have no room to store it.”
Ways to Anger Customers
 Constant Selling
 Neglecting Customer Problems
 Talking Too Much
 Stretching the Truth
 No Thank-Yous
Keep in mind all those for managing the Customer
interaction in a better way and CIM is
CUSTOMER INTERACTION- THE MANTRA
Not just customer satisfaction but CUSTOMER DELIGHT
From “Yes” to “Wow”
And
All starts with YOU

THE BEST IN THE BUSINESS
• Walt Disney
• Amazon.com
• Pike Place Fish Market
• Café Coffee Day
• FedEx
• The Taj Group of hotels
ADEQUATE IS NOT ACCEPTABLE
THE TRUTH ABOUT CUSTOMERS
“Ten times more expensive to acquire

a new customer than to keep a current
customer .”
- Bain & Company Research
“A customer is only profitable from

the second year in real sense”
- Peter Drucker
MANAGING THE CUSTOMER INTERACTION. WHY?
STANDING OUT
“When we did it right it

was still pretty
ordinary”
-
Barry Gibbons, Burger King
We defined personality as
a market niche - we
seek to amuse,
entertain, surprise
Herb Kelleher, Southwest Airlines
CREATE A LIFE CHANGING EXPERIENCE
“What we sell is the ability for a 43 year

old accountant to dress in black
leather, ride through small towns and
have people be afraid of him.”
-Harley Davidson Executive
KNOW YOUR CUSTOMERS
KNOW YOUR CUSTOMERS
“MEN AND WOMEN DON’T THINK THE SAME WAY, DON’T COMMUNICATE
THE SAME WAY, DON’T BUY FOR THE SAME REASONS.”
“HE SIMPLY WANTS THE TRANSACTION TO TAKE PLACE. SHE’S

INTERESTED IN CREATING A RELATIONSHIP. EVERY PLACE WOMEN GO,
THEY MAKE CONNECTIONS.”
FAITH POPCORN
MOMENT OF TRUTH
WHY SHOULD WE BE CONCERNED?
In the average business, for each customer
who complains there are 26 who feel the
same way and don’t speak up.
The customers who feel poorly served will

tell between 8 and 16 people about their
negative experience.
• Technical Assistance Research, Inc.
INTERNAL FOCUS
When the organization has

its face focused internally,
it has its butt toward the
customer.-
Paraphrased from Funky Business
MAKING CUSTOMER DELIGHT A CORE VALUE
CREATING CUSTOMER DELIGHT
CREATING CUSTOMER DELIGHT
HAVE SOME FUN…. KNOW YOUR CUSTOMER
CUSTOMER CARE IN 2020

Operator : "Thank you for calling Pizza Hut . May I have your..."
Customer: "Hello, can I order.."
Operator : "Can I have your multi purpose card number first, Sir?"
Customer: "It's eh..., hold..........on......889861356102049998-45-54610"
Operator : "OK... you're... Mr. Rohit and you're calling from Aishwarya Avenue
Apartments, 802 , 17th Road ,Marine Lines Mumbai .. Your home number is
2234409 & 22302366, your office 76452302 and your mobile is 98142662566.
Which number are you calling from now Sir?"
Customer: "Home! How did you get all my phone numbers?
Operator : "We are connected to the system Sir"
Customer: "May I order your Seafood Pizza..."
Operator : "That's not a good idea Sir"
Customer: "How come?"
Operator : "According to your medical records, you have high blood

pressure and even higher cholesterol level Sir"
Customer: "What?... What do you recommend then?"
Operator : "Try our Low Fat Sania Mee Pizza. You'll like it"
Customer: "How do you know for sure?"
Operator : "You borrowed a book entitled "Popular Sania Dishes" from

the British Library last week Sir“
Customer: "OK I give up... Give me three family size ones then, how
much will that cost?"
Operator : "That should be enough for your family of 10, Sir. The
total is Rs "2230"
Customer: "Can I pay by credit card?"
Operator : "I'm afraid you have to pay us cash, Sir. Your credit
card is over the limit and you owe your bank Rs 68,680.50 since
October last year. That's not including the late payment charges
on your housing loan, Sir."
Customer: "I guess I have to run to the neighborhood ATM and

withdraw some cash before your guy arrives"
Operator : "You can't Sir. Based on the records, you've reached your
daily limit on machine withdrawal today"
Customer: "Never mind just send the pizzas, I'll have the cash ready.
How long is it gonna take anyway?"
Operator : "About 45 minutes Sir, but if you can't wait you can always
come and collect it on your motorcycle..."
Customer: " What!"
Operator : "According to the details in system ,you own a

Scooter,...registration number MH-G01123..."
Customer: " ????"
Operator : "Is there anything else Sir?"
Customer: "Nothing... by the way... aren't you giving me that 3 free bottles of Big
Pepsi as advertised?"
Operator : "We normally would Sir, but based on your records you're also
diabetic....... "
Customer: "#$$^%&$@$%^"
Operator "Better watch your language Sir. Remember on 15th July 2008 you were
booked for using abusive language on a traffic police and u're on watch... "
Customer: [Faints]
ANY QUESTIONS!

6 MGMT

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CUSTOMER INTERACTION MANAGEMENT

Improving your chances of success

“You’ll never have a product or price

The Selling Process

•Need discovery •Implementing

•Advocating •Dealing with

What is the size of the business?

Who are the prominent executives and other key personnel?

Who are their competitors and on what basis do they compete?

Do they have any previous experience with our company?

Successful Salespeople Less Successful Salespeople

Less Effort More Profit

Share concerns without judgment

Clarify real issue with questions

Problem-solve present options and solutions

Ask for ACTION to determine commitment

“I’ll have to talk it over with Frank.”

Ways to Anger Customers

Not just customer satisfaction but CUSTOMER DELIGHT

From “Yes” to “Wow”

All starts with YOU

“Ten times more expensive to acquire

“A customer is only profitable from

“When we did it right it

“What we sell is the ability for a 43 year

“HE SIMPLY WANTS THE TRANSACTION TO TAKE PLACE. SHE’S

The customers who feel poorly served will

When the organization has

CUSTOMER CARE IN 2020

Customer: "Hello, can I order.."

Customer: "It's eh..., hold..........on......889861356102049998-45-54610"

Customer: "Home! How did you get all my phone numbers?

Operator : "We are connected to the system Sir"

Customer: "May I order your Seafood Pizza..."

Operator : "That's not a good idea Sir"

Customer: "How come?"

Operator : "According to your medical records, you have high blood

Customer: "What?... What do you recommend then?"

Customer: "How do you know for sure?"

Operator : "You borrowed a book entitled "Popular Sania Dishes" from

Customer: "Can I pay by credit card?"

Customer: "I guess I have to run to the neighborhood ATM and

Customer: " What!"

Operator : "According to the details in system ,you own a

Customer: " ????"

Operator : "Is there anything else Sir?"

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