encouraging customer loyalty

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Chapter 10Encouraging Customer Loyalty1

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Strategies to gain trust Communicate effectively and convincingly Display caring Be fair Admit errors or lack of knowledge Trust your customer Keep your word Provide peace of mind5

Customer Relationship Management (CRM) The relationship with customer To make sure that you can stay in the business Know your customers personally Long-term customer relationship (customer retention)6

Benefits of CRM Less need to obtain new customers through marketing Reduced marketing costs Increase Return On Investment Enhanced customer loyalty due to products that meet customer wants Target market based on previous sales7

Effective product/service delivery Proactive relationship building Elimination of dissatisfiers Resolution of Problems Follow up CUSTOMER SATISFACTION AND LOYALTY

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Provider characteristics affecting customer loyalty

Responsiveness Adaptability Communication skill Decisiveness Ethical behavior Initiative Knowledge Planning ability9

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planning process model 5 Create implementation plan 1 Set a goal

4 Select best alternative 3 Identify alternatives

2 Examine and Evaluate

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Identify the problem

Analyze the problem

Identify alternatives

Evaluate alternatives

Make a decision

Monitor the results

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Responsible for customer relationship Personalize your approach Listen actively Keep an open mind Individualized service Show respect Elicit input Use effective closing statement13

Gathering information from customer Customer comment card Toll-free number Verbal comment Follow-up telephone survey14

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Service contact surveys Exit interviews Shopper/customer surveys Focus group Sales and service records18

Enhance customer satisfaction Pay attention Deal with one customer at a time Know your customers Give customer a special treatment19

Service each customer at least adequately Do the unexpected Handle complaints effectively Sell benefits not features Know your competition20

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