Paramita Chaudhuri

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CUSTOMER INTERACTION MANAGEMENT
Improving your chances of success
Paramita Chaudhuri Client Services Manager
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PETER DRUCKER SAID

• The purpose of a business is to create
  customers.

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CUSTOMER INTERACTION MANAGEMENT

• Interaction plays a lead role in building
  customer relationships. CIM constitutes the
  customer relationship technologies with additions
  of technology-based interactive solutions. The
  interactive channels that are currently available
  enable very effective customer interactive
  communications, which leads to CIM, which further
  leads to relationship building.
• In view of technology growth, the interaction
  management is facilitated by communication in
  terms of media, message, speed, accuracy,
  distance, content, reach, repetition etc. The
  customer interaction management stands for
  intensive interaction between customers and the
  organisation, which is supported by
  technology-enabled mechanisms such as Internet.
• CIM can assume the following routes
• Online routes- e-mails, web communities, chat
  rooms.
• Offline routes- telephone, fax, mails,
  interactive television network.
• Outsourcing

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CUSTOMER INTERACTION MANGEMENT

• Youll never have a product or price advantage
  again. They can be easily duplicated, but a
  strong customer service culture cant be copied.
  - JERRY FRITZ

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CIM- PROCESS
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CUSTOMER INTERACTION

• Pre-Call Planning
• What do I want to accomplish?
• What do I know about the prospect?
• Where can I find the information?
• What am I going to say?

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CUSTOMER INTERACTION
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CUSTOMER INTERACTION

• Anticipate Buyer Questions
• What are you selling?
• Why do I need it?
• Who is your company?
• How much will it cost?
• Who else is using it? Are they satisfied?
• What kind of person are you?
• How does your solution compare to alternatives?
• Is price competitive?
• Why do I need it now?
• Your record for support service?

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CUSTOMER INTERACTION
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CUSTOMER INTERACTION
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CUSTOMER INTERACTION
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CUSTOMER INTERACTION

• Handling Concerns
• Listen to the buyers feelings
• Share concerns without judgment
• Clarify real issue with questions
• Problem-solve present options and solutions
• Ask for ACTION to determine commitment

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CUSTOMER INTERACTION

• Pseudo-Concerns
• Ill have to talk it over with Frank.
• Ill get back to you.
• Im too busy right now.
• Our budget is tight this year.
• We have no room to store it.

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CUSTOMER INTERACTION

• Ways to Anger Customers

• Constant Selling
• Neglecting Customer Problems
• Talking Too Much
• Stretching the Truth
• No Thank-Yous
• Keep in mind all those for managing the Customer
  interaction in a better way and CIM is

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CUSTOMER INTERACTION- THE MANTRA

• Not just customer satisfaction but CUSTOMER
  DELIGHT
• From Yes to Wow
• And
• All starts with YOU

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THE BEST IN THE BUSINESS

• Walt Disney
• Amazon.com
• Pike Place Fish Market
• Café Coffee Day
• FedEx
• The Taj Group of hotels

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ADEQUATE IS NOT ACCEPTABLE
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THE TRUTH ABOUT CUSTOMERS

• Ten times more expensive to acquire a new
  customer than to keep a current customer .
• - Bain Company Research
• A customer is only profitable from the second
  year in real sense
• - Peter Drucker

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MANAGING THE CUSTOMER INTERACTION. WHY?
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STANDING OUT

• When we did it right it was still pretty
  ordinary
• - Barry Gibbons, Burger King
• We defined personality as a market niche - we
  seek to amuse, entertain, surprise
• Herb Kelleher, Southwest Airlines

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CREATE A LIFE CHANGING EXPERIENCE

• What we sell is the ability for a 43 year old
  accountant to dress in black leather, ride
  through small towns and have people be afraid of
  him.
• -Harley Davidson
  Executive

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KNOW YOUR CUSTOMERS
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KNOW YOUR CUSTOMERS

• MEN AND WOMEN DONT THINK THE SAME WAY, DONT
  COMMUNICATE THE SAME WAY, DONT BUY FOR THE SAME
  REASONS.HE SIMPLY WANTS THE TRANSACTION TO
  TAKE PLACE. SHES INTERESTED IN CREATING A
  RELATIONSHIP. EVERY PLACE WOMEN GO, THEY MAKE
  CONNECTIONS. FAITH POPCORN

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MOMENT OF TRUTH
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WHY SHOULD WE BE CONCERNED?

• In the average business, for each customer who
  complains there are 26 who feel the same way and
  dont speak up.
• The customers who feel poorly served will tell
  between 8 and 16 people about their negative
  experience.
• Technical Assistance Research, Inc.

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INTERNAL FOCUS

• When the organization has its face focused
  internally, it has its butt toward the
  customer.- Paraphrased from Funky Business

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MAKING CUSTOMER DELIGHT A CORE VALUE
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CREATING CUSTOMER DELIGHT
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CREATING CUSTOMER DELIGHT
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HAVE SOME FUN. KNOW YOUR CUSTOMER

• CUSTOMER CARE IN 2020
• Operator "Thank you for calling Pizza Hut .
  May I have your..."
• Customer "Hello, can I order.."
• Operator "Can I have your multi purpose card
  number first, Sir?"
• Customer "It's eh..., hold..........on......8898
  61356102049998-45-54610"
• Operator "OK... you're... Mr. Rohit and you're
  calling from Aishwarya Avenue Apartments, 802 ,
  17th Road ,Marine Lines Mumbai .. Your home
  number is 2234409 22302366, your office
  76452302 and your mobile is 98142662566.Which
  number are you calling from now Sir?"

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CUSTOMER CARE IN 2020

• Customer "Home! How did you get all my phone
  numbers?
• Operator "We are connected to the system Sir"
• Customer "May I order your Seafood Pizza..."
• Operator "That's not a good idea Sir"
• Customer "How come?"
• Operator "According to your medical records,
  you have high blood pressure and even higher
  cholesterol level Sir"

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CUSTOMER CARE IN 2020

• Customer "What?... What do you recommend
  then?"
• Operator "Try our Low Fat Sania Mee Pizza.
  You'll like it"
• Customer "How do you know for sure?"
• Operator "You borrowed a book entitled
  "Popular Sania Dishes" from the British Library
  last week Sir
• Customer "OK I give up... Give me three family
  size ones then, how much will that cost?"

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CUSTOMER CARE IN 2020

• Operator "That should be enough for your
  family of 10, Sir. The total is Rs "2230"
• Customer "Can I pay by credit card?"
• Operator "I'm afraid you have to pay us cash,
  Sir. Your credit card is over the limit and you
  owe your bank Rs 68,680.50 since October last
  year. That's not including the late payment
  charges on your housing loan, Sir."
• Customer "I guess I have to run to the
  neighborhood ATM and withdraw some cash before
  your guy arrives"

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CUSTOMER CARE IN 2020

• Operator "You can't Sir. Based on the records,
  you've reached your daily limit on machine
  withdrawal today"
• Customer "Never mind just send the pizzas, I'll
  have the cash ready. How long is it gonna take
  anyway?"
• Operator "About 45 minutes Sir, but if you
  can't wait you can always come and collect it on
  your motorcycle..."
• Customer " What!"
• Operator "According to the details in system
  ,you own aScooter,...registration number
  MH-G01123..."

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CUSTOMER CARE IN 2020

• Customer " ????"
• Operator "Is there anything else
  Sir?"Customer "Nothing... by the way... aren't
  you giving me that 3 free bottles of Big Pepsi as
  advertised?"Operator "We normally would Sir,
  but based on your records you're also
  diabetic....... "Customer "_at_"Operat
  or "Better watch your language Sir. Remember on
  15th July 2008 you were booked for using abusive
  language on a traffic police and u're on watch...
  "Customer Faints

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ANY QUESTIONS!
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