Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] Developing and Communicating...
Transcript of Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] Developing and Communicating...
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-1
Developing and Communicating a Positioning Strategy
POSITIONING – the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
The end result of positioning is the successful creation of a customer-focused VALUE PROPOSITION, a cogent reason why the target market should buy the product.
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-2
The Product Offering
– Product• Physical goods
• Services
• Experiences
• Events
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
Figure 14.1: Components of the Market Offering
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-3
Product levels– Customer value hierarchy
• Core benefit
• Basic product
• Expected product
• Augmented product
– Consumption system• Potential product
Figure 14.2: Five Product Levels
The Product Offering
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-4
Adding Differentiation
Differentiation – the process of a set of meaningful and valued differences to distinguish the company’s offering from competitors’– Differentiation criteria:
• Important• Distinctive• Superior• Preemptive• Affordable• Profitable
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-5
Exceed customer expectations with a three-step process
1. Defining the customer value model
2. Building the customer value hierarchy• Basic
• Expected
• Desired
• Unanticipated
3. Deciding on the customer value package
Adding Differentiation
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-6
Differentiation Tools
Product Differentiation– Form– Features– Performance Quality– Conformance Quality– Durability– Reliability– Reparability– Style– Design: The Integrating Force
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-7
Services Differentiation– Ordering Ease
– Delivery• Quick response systems
– Installation
– Customer Training
– Customer Consulting
– Maintenance and Repair
– Miscellaneous Services
Differentiation Tools
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-8
Differentiation Tools
Personnel Differentiation• Competence
• Courtesy
• Creditability
• Reliability
• Responsiveness
• Communication
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-9
Differentiation Tools
Channel Differentiation Image Differentiation
• Identity
• Image
– Symbols, Colors, Slogans, Special Attributes
– Physical plant
– Events and Sponsorship
– Using Multiple Image-Building Techniques
Redefine Customer Service
Put yourself in their shoes - not reactive or proactive but interactive
Attitude is everything- customer is not an interruption
Flexible – the customer doesn’t know your roles!!!
Role is defined by the needs of the work not by a job description
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-11
The Changing Face of Customer Service
Job Intake/Gate Keeper Job CoordinatorBasic EstimatorExpeditorProblem SolverTechnical CommunicatorMarketing/Sales Advocate
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-12
Factors Influencing This Change Increasing Customer Expectations
– Fast Dependable Service– Quality Product– Value For Expenditure
Technology– Web Publishing & Internet – New Digital Workflow (On-Demand,
Personalization)
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-13
Customer Hierarchy of Service Requirements
Getting What They NeedDoing the Job Right the First TimeAbility to Correct Any ProblemsWillingness to Always Assist
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-14
Environment
Create the Right SurroundingProvide Adequate Equipment, Tools
& TrainingFingertip Access to InformationCustomer Convenience
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-15
Personal Customer Interaction
The GreetingPositive AttitudeProActive ListeningCommitment to ActionDisplay Concern
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-16
One-On-One interaction
Breath deeply and relax Begin with a smile. It will be noticed in
your voice Speak slowly and deliberately Use pauses to make points clearer Use Inflection Speak clearly, enunciate, don’t slur Match volume/pace of speech with that
of customer
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-17
Phone Techniques
Correct Hold Procedures– 1 minute at most or offer to return the call (If allowed
by process)– Never ask the customer to call you back, always call
them (If allowed by process) Correct Transfer Procedures
– Always explain what you are going to do – Everyone who handles the phone should know exactly
how to transfer calls Take accurate messages
– include name, date, time, phone number,– detailed message including expected outcome
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-18
Common Reasons employees Fail over the Phone Concentration – The listeners task is much
more challenging than the callers. It takes considerable effort to listen well. Concentration is particularly more difficult on the phone when the customer is not physically there.
Attention – We are accustomed to multi-tasking, half listening due to the activities occurring around us while on the phone. The customer on the other end of the line will notice if the CSR is half listening
Mental blocks – Hot buttons and past negative associations can impact what the CSR’s hear
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-19
Written Correspondence
Letters & E-Mail– CS Staff that cannot quickly compose
an effective business letter or thank you note is a serious handicap for your organization.
– Using e-mail for general communication and saving the more complex problem solving for in-person or telephone methods.
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-20
Dealing With Problem Customers Listen, Listen, Listen Identify with Their Situation Remain Calm (don’t personalize it) Get the Facts Determine What the Customer Wants Tell the Customer What You Can Do Agree Upon an Acceptable Solution Follow-Up to Ensure Satisfaction (If allowed) Put Fixes in Place to Prevent Future
Occurrences
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-21
Complaints
Are Opportunities to Educate Your Customers
Can Indicate a Need for Improvement
Can Repair or Solidify a Relationship with a Customer.
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-22
What will it take to make this situation right and
keep you doing business with us?
Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-23
Relationship Building
Feel Welcome Feel UnderstoodFeel ImportantFeel AppreciatedBe Remembered