ASSET TO

CONTENTS

• Meaning of customer & customer focus

• Classification of customers
• Customer perception of quality
• Customer requirements
• Customer satisfaction
• Customer delight
• Handling customer complaints
• Understanding customer behavior
• Concept of internal & external
“
”
 In sales, commerce and economics, a customer (sometimes known as a
client, buyer, or purchaser) is the recipient of
 a good, service, product or an idea- obtained from a seller, vendor,
or supplier via a financial
 transaction or exchange for money or some other
 valuable consideration.
 A person who buys goods or services from a shop or business.
 A person of a specified kind with whom one has to deal.
CUSTOMER FOCUS

Customer focus can be defined as the degree to which a firm continuously

satisfies customer needs and expectations.
 It includes
• Emphasis on customer-defined quality
• Emphasis on customer service
• Integration of customer information for new product development.
IMPORTANCE OF CUSTOMER FOCUS

• The customers are the valuable assets for any organization.

• The success of an organization depends on the satisfied
customer.
• The satisfied customer tends to purchase frequently and more.
• The manufacturing and service organization use customer
satisfaction as the measure of quality.
• Identifying the customer expectation is the key to satisfy the customer.
CLASSIFIACTION OF
CUSTOMERS
The Negotiator
Doesn’t matter if calm and quiet,
or confident and loud –
negotiators always want to
bargain. If you’re dealing with
them, know that a common
objection is to bargain your price
based on a cheaper competitors
offer. But most of the time they
want to bargain as a matter of
principle.
The well-informed
The well-informed are confident.
They will walk directly towards you,
giving you a firm handshake.
Although they already seem to know
everything, they expect professional
advice from you. Often their
decision to purchase is based on
how the product reflects their social
status.
The Annoyed One
The Suspicious One
Every once in a while you have to
deal with customers who
Suspicious customers will not
complain about almost
hide their mistrust of products
everything. Whether it’s the high
and advertising. They’re one
price, the bad quality or the
thing above all: critical. They
unfriendly seller- there’s nothing
will gladly let you explain
really you can do to please the
everything and surprise you with
customer. They’re just always
a strong opinion and knowledge.
irritated.

The Questioner
This type of customer can be very
pushy as he wants to know
everything.
The ones who agree on
everything
These customers are reserved and act
shy. They will say “yes” quickly. At
the same time they’re overwhelmed
and feel that they’ve been taken by
surprise. The sales conversation is a
stressful moment for them.
Sensitivity is required here.