Professional Documents
Culture Documents
CUSTOMER ?
CUST ME
OR
MER
ERA OF
MULTIPLICITY
Suppliers Market
Buyers Market
CUSTOMER CARE
AS A
LIFESTYLE
Front-line people
Middle management
Middle management
Front-line people
Customers
Figures are your history, customers are your present and future.
Some statistics
Indian Telecom Statistics (December 08)
Total telephone subscriber base 384.79 Over all Tele-density 33.23% Fixed-line user base 37.9 Wireless user base (GSM+CDMA+WLL(F)) 346.89 GSM Subscribers 257.84 CDMA Subscribers 89.05 Monthly new additions (Wireline + Wireless) 10.66 Monthly new additions (Wireless) 10.81 Broadband subscribers 5.45 (Subscriber numbers is in million)
Image Building
Image = Doing work + Publicity
90% 10%
We are no. 1
THINK
Relationship Marketing
Origin: - A concern for customer retention as against customer acquisition - Built on emotions - Organisations are created to create and retain customers - One to one bond (Super Market example) Conclusion: So need for developing a frame work in marketing to shift focus from transaction orientation to customer retention on long term basis on a win-win status. Customer profile / Data mining - need of the hour
Studies show that customers tell twice as many people about a bad experience as they tell about a good one. A typical dissatisfied customer will tell 8 to 10 people about his or her problem. Seven out of 10 complaining customers will do business with you again if you resolve the complaint in their favour. If you resolve a complaint on the spot 95 per cent of complaining customers will do business with you again.
85-95 per cent of their business. Eighty per cent of successful new product and service ideas come from customer ideas. It costs six times more to attract a new customer than it does to keep and old one.
DEVELOP
CUSTOMER LOYALITY
TYPES OF CUSTOMERS
EXTERNAL CUSTOMERS
RECIPIENT OF END PRODUCTS/ SERVICES VALUE FOR SERVICES
REVENUE PROVIDERS
INTERNAL CUSTOMERS
FUNCTIONAL UNITS WITHIN THE COMPANY/DEPT.
INTERNAL TO ORGANISATION RENDER SERVICE AGAINST TARGET/OBJECTIVES
A W
( Attitude , Skill ,
Knowledge)
BE POSITIVE
RESPECTING CUSTOMER TIME
(PPort example)
WHAT ARE CUSTOMERS? Customers are the most important people ever, in the office, in person, by mail or by telephone.
Customers are not outsiders to our business they are a part of it.
Customers are not cold statistics they are flesh-and-blood human beings with feelings and emotions like our own, and with biases and prejudices.
Customers are not people to argue or match wits with. Nobody ever won an argument with a customer. This is what customers are. Customers make a successful company and successful employees.
CUSTOMER CARE
POPULAR CONCEPT
(Pareto)
20% customers give 80% revenue. 20% unsatisfied customers make 80% harm.
CATEGORIES OF CUSTOMER
Delighted Customers
Satisfied Customers
Dissatisfied Customers
REMEMBER
What you
< = >
Dissatisfied
Satisfied
Delighted
Customer satisfaction is no longer good enough to survive todays competitive market place. What is needed is customer delight. - Tom Peters
Delight = Expectation + 1
+ 1s
+1%
+ 1 more smile
+ 1 additional item + 1 more personal contact
OUR EMPLOYEES
1. 2. 3. 4. 5.
STORES WING
Issue of stores e.g. Cables, Instrument,Drop Wire,TSF kits etc. Training Courses, Seminars Fund, Salary & Bills Posting, Transfer, Increment & Retirement Issue of Specs, Exchange Installation & Expansion of Exchange Capacity
Area Manager, TDMs DE / External Participants, Field Managers & others Different Units, All Staff & Officers All Staff & Officers Area Managers, DETs etc
6.
WELFARE UNIT
Self Image Building Boss VS Drives his men Depends on Authority Evokes fear Says I Says Who is Wrong Knows how it is done Abuses men Demand respect Makes work a drudgery Leader Inspires them Depends on good will Radiates love Says WE Says What is wrong Knows how to do it Uses them Commands respect Makes work a joy
YOU WILL BE SURPRISED TO SEE HOW FAST MOTIVATED PEOPLE CAN RUN
A MAN WHO DOES NOT LOVE HIS WORK IS LOSING THE BEST PART OF HIS PERKS.
At first people refuse to believe that a strange new thing can be done, then they begin to think it cant be done.
Then they see it can be done. Then it is done and all the world wonders why it was not done before
THREATS
WEAKNESS
OPPORTUNITIES
STRENGTH
BE PASSIONATE
A man without a smiling face must not open a shop
(Chinese proverb)
FACT:
FACT:
A typical business hears from only 4% of its dissatisfied customers. The other 96% just go quietly away and 91% of them will never come back. Seven out of 10 complaining customers will do business with you again if you resolve the complaint in their favour. If you resolve it on the spot, 95% will do business with you again.
FACT:
FACT: The average Australian business will turn over 10-30% of its existing customers this year most because of poor service. Most of these customers could have been retained.
FACT: Businesses with low service quality lose 2% market share a year. Those with high service quality gain 6% market share a year. FACT: Businesses providing quality service can charge up to 9% more for their products and services.
FACT: It costs 6 times as much to gain a new customer as it does to keep an old one. FACT: A really satisfied customer will, on average, generate at least 7 extra customers. ______________
THE ESSENTIALS
Smile Acknowledge customers within 30 seconds (smile, eye contact, say Hi) Speak to customers within 1 minute Answer telephone before its 4th ring Redress a customers concern immediately Keep any promises Use customers name Seek customer feedback Smile
(Peter Kenyon)
Must
8 to 8 CSC working hours Product Demonstration Centres Salesman Approach by all Positive & Efficient CSC staff Single Window Concept Aggressive Marketing
(A/V presentations on latest products, pamphlets, Service booklets etc )
The Today
Basic Landline Broadband Mobile (GSM & CDMA) BD/LL/Corporate NW Value Added services Misc.
The Tomorrow
Number portability 3G and beyond (iphone, Blackberry etc) NGN (Convergent network) WiMax/EVDOs All optical N/W (EPON & GEPON) Total solution
Internet
DVR
PSTN
O L T
Central Office
Storage Servers
PON
Providers IP Backbone
NAS
Sensors & Detectors
Video Servers
Instant Online Messaging, P2P Gaming Voice, Video & File Sharing