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(共20张PPT)
Chapter 1
Customer Care
Introduction
Learning Objectives
Changing Face of Indian Market
Shift from Product-focus to Customer-focus
Voice of Customer
Customer Ownership & Customer Value
Customer Care
Listening
Responding
Improving
Knowing Your Customer
Customer Touch Points and Moments of Truth
Customer Loyalty and Customer Advocacy
Value of a Loyal Customer Base
Chapter 1: Customer Care
After going through this chapter, the students will be able to:
Know the changes happening in the Indian Market in terms of Demographic and Psychographic profiles of the customers and their expectations, shift of organizations from product focus to customer focus
Understand the concepts of Customer Ownership, Customer Value
Understand the implementation of three-step process of Customer Care involving listening, responding & improving
Understand the significance of Customer Loyalty and Customer Advocacy with few corporate examples
Appreciate the importance of Customer Touch Points with the help of corporate example
Understand the significance, process and implementation of Customer Life Cycle
Learning Objectives
The concept of having sustainable interactions with the customers is not new.
Companies have been trying to establish interface with customers since ages.
However, earlier the focus was always to sell the product/service, contrary to retain the customers.
The current competitive post-liberalisation scenario has compelled the marketers/organizations globally to adopt customer orientation and leave behind the obsolete concept of product focus.
No organization can afford to have ‘Marketing Myopia’ at the cost of losing precious customers.
Introduction
Urvashi Makkar and Harinder Makkar: Customer Relationship Management
Copyright 2012 Tata McGraw Hill Education
Changing Face of Indian Market
Changing Face of Indian Market
Phase 1 Phase 2 Phase 3
Indian Consumer Scenario Pre liberalized scenario (Before 1990) Liberalized scenario (1990-2000) Post liberalized scenario
(Beyond 2000)
Type of Buying Patterns Conservative /brand loyal Trying out new products with caution Exploratory/Brand Swinger
organization’s Focus Focus on Selling Product- Focus, sometimes leading to Marketing Myopia Customer-Focus, to generate Customer Loyalty
Product Focused Approach to Customer Focused Approach
Customer
Focus
Paradigm Shift
Product
Focus
Changing Indian Market
Voice of customer has won clear prominence over product focused fundamentals in the market.
Cater to the needs and exhilarating expectations of the highly demanding customers.
Companies are delving deep into the intricacies of consumer research to know more and more about customers, their preferences & their expectations.
Voice of Customer
Ideal relationship between the customer and a brand can be an emotional attachment with the brand, as if they “own” it and the brand “belongs” to them.
Survival mantra today is not to concentrate on Return on Investments (ROI), but on Return on Relationships (ROR).
The real challenge with the organizations is not only to create customer satisfaction, but to create high customer value
Customer Ownership & Customer Value
Customer Care
Organizations should have sufficiently equipped channels of communication to listen to the customers.
Complaint Handling Mechanism is a passive and reactive approach.
This should be converted into a pro-active system, where organizations can find out innovative ways to get feedback from the customers and respond on its own.
The method and procedures of listening to the customer should be accessible, easy, simple and widely communicated to the customers.
Listening
First of all any call from the customer must be acknowledged.
Customer expects a quick and appropriate response to his call. The complaint or service request should be handled appropriately.
Responding
Organizations need to learn from previous experiences of complaints and grievances, so that recurrences of problems to the customers are minimal.
The customer care mechanism should provide inputs to product improvement, new product development, improvement in service delivery system, training of manpower, campaign planning, brand building exercises etc.
Improving
What consumers buy
Why they buy
When they buy
Where they buy
How often they buy
How often they use the product
What are the service requirements
How customer interacts with the organization
What are the modifications in the product / service required by the customer
Knowing Your Customer
The organization and customer both have to interact with each other.
All these interactions represent touch points.
This experiences of ‘touching’ the brand and getting associated with the organization creates an impact in the mind of customer. These touch points generate ‘moments of truth’, wherein the customer perceives the experience of interaction with organization either as good or bad, constructive or destructive, positive or negative.
Customer Touch Points and Moments of Truth
Customer Touch Points
The ultimate purpose of any customer care system is to generate customer satisfaction.
A satisfied customer spreads the positive word of mouth and gets emotionally attached to the product/service/organization.
Customer advocacy is much more and beyond customer satisfaction, as in this stage customer becomes the ambassador of the product / service, which adds to the credibility and image of the organization.
Customer advocacy can be the ideal stage that the organization can dream to achieve.
Customer Loyalty and Customer Advocacy
Seamlessness
Trustworthiness
Attentiveness
Resourcefulness
Value of a Loyal Customer Base
The current unit on Customer Care has tried to emphasise the importance of knowing the voice of customers in the current changing marketing scenario and the importance of customer care, significance of building customer loyalties using the concept of Customer Life Cycle.
The students have been explained the concepts of Customer Care, Customer Value and Customer Advocacy.
Unit Summary

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