5. Needs and Wants Change. As you go through life, needs/wants may change or become less important. In high school you might want a backpack. When you get older, the professional image of a briefcase is desired.
6. Many Factors Cause Needs/Wants to Change. Age Educational level Marital status Income level Parenthood
7. Many Factors Cause Needs/Wants to Change. Place of residence Influence of friends and relatives Culture Seasons of the year Economic conditions
11. Why is Customer Important ???? 1960s 1970s 1980s 1990s 2000s 2010s 1 Reduce Costs 2 Leverage Investments 3 Enhance Products & Services 4 Enhance Executive Decision Making 5 Reach the Customer 6 Participate in Global Village 2020s Today we face the 5 th wave of innovation
12. Why are Customer Initiatives Important ? 1960s 1970s 1980s 1990s 2000s 2010s Reduce Costs 2 Leverage Investments 3 Enhance Products & Services 4 Enhance Executive Decision Making 5 Reach the Customer 6 Participate in Global Village 2020s 1 Optimize Resources & Minimize Costs Increase Revenue Remain In Business Customer Initiatives Decision Support Initiatives Operational Initiatives Financial Initiatives
16. Adoption Styles 0 5 10 15 20 25 30 35 40 45 Innovators Early Adopters Early Majority Late Majority Late Adopters % 2.1% 13.5% 34% 34% 16.4% Percentage of population types of adoption : Time of Adoption of Innovation
17. Goal of Adoption Process Awareness Interest Evaluation Trial Repeat Usage Advocacy Usage Unawareness To understand how to increase customer in Ladder of Adoption
19. Where would you place your utility/energy company? Are You Here? Here? Or Here? Discount Your Customers Focus on Core Customer Service Focus on Caring Customer Service Acknowledge - Appreciate - Affirm - Assure Customer Grade Outstanding A Exceeds B Satisfactory C Unsatisfactory D Failing F Impatient - Rude - Sarcastic - Ignore - Blame Others Provide Basic Products, Programs, Services
20. How Is A Customer Delighted? Expectations Customer attitudes which form a framework for judging performance. Quality A bundle of tangibles and intangibles a customer takes into account when evaluating the experience Value The quality of an experience as perceived by the customer and related to its cost Utility Touch Point Experience The point at which the customer interacts or touches the organization. Satisfaction The measure reflecting a customers experience against their expectations. Delight A condition in which experience exceeds expectations.
21. Customers Value Package Environmental - the physical setting in which the customer experiences the delivery of the product. Aesthetic - any sensory experience that affects the perception of value (flavor, visual appeal, smell, temperature, music, sound levels). Interpersonal - the customers’ experience or human interaction with those who deliver the product or service. Deliverable - anything of which the customer takes custody, even temporarily. Procedural - what an individual must go through to function as a customer (waiting in lines, filling out forms, visiting numerous facilities). Informational - the information a person needs to function as a customer (where to go, who to contact, payment amount, office hours). Financial - what the customer pays for the total experience, as well as the nature of the financial interaction.
24. How to improve the sales process is broken ? Conducting the sales is not the target but merely symptoms of a successful communication
29. Five steps to make your business (more) customer-centric Based on experience acquired by working with #1 Understand it’s a mindshift game #2 Show them the money #3 Make the customer voice actionable #4 Pick your battles carefully #5 Build a movement (...)
With the intensive global competition and rapidly changing technological environments, meeting customers’ various needs and maximizing the value of profitable customers are becoming the only viable option for many contemporary companies
Adoption Styles are identified by the differing response times of individual in relation to their willingness to adopt new products, ideas, or changes. Some customer will adopt a product more quickly than others, for many different reasons, and at varying stages of the product life cycle.
Despite what we might think, when we select for purchase a product of almost any description we follow a very predictable approach to this decision. R: From the base of “Unawareness”, the steps in this decision-making process are as follows: 1. Awareness (“A”) 2. Interest (“I”) 3. Evaluation (“E”) 4. Trial (“T”) 5. Usage (“U”) 6. Repeat usage (“R”) 7. Advocacy (“A”)
you as a seller and your organization devote large amounts of time and energy—much more than you do today—to learning about your customers’ businesses in great detail you use capabilities and tools that you’ve never used before to understand how your customers do business and how you can help them improve that business you’re going to make it your business to know not only your customers but also your customers’ customers you have to recognize that the execution of this new approach will require much longer cycle times to produce an order and generate revenue
The Customers Perceived Value = The State in which the quality of a total experience, perceived by the customer , exceeds its cost.
To provide extended customer service a customer value package must be defined and may include:
Finally we must, analyze customer history, segment and target, customize and personalize our customer base and interactions.
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