Customer focus

Customer focus overview.

1. SEMINAR PREPARED BY Ms. ANJALI S. AJI (M Pharm I) GUIDED BY Ms. VRUSHALI K. PUDKE

2. A SEMINAR ON

3. CONTENTS Meaning of customer & customer focus Classification of customers Customer perception of quality Customer requirements Customer satisfaction Customer delight Handling customer complaints Understanding customer behavior Concept of internal & external customers

4. In sales, commerce and economics, a  customer  (sometimes known as a  client ,  buyer , or  purchaser ) is the recipient of a good, service, product or an idea- obtained from a seller, vendor, or supplier via a financial transaction  or exchange for money or some other valuable consideration. A person who buys goods or services from a shop or business . A person of a specified kind with whom one has to deal.

5. CUSTOMER FOCUS Customer focus can be defined as the degree to which a firm continuously satisfies customer needs and expectations. It includes Emphasis on customer-defined quality Emphasis on customer service Integration of customer information for new product development Partnering with customer for the product development, R&D, technology forecasting.

6. IMPORTANCE OF CUSTOMER FOCUS The customers are the valuable assets for any organization. The success of an organization depends on the satisfied customer. The satisfied customer tends to purchase frequently and more. The manufacturing and service organization use customer satisfaction as the measure of quality. Identifying the customer expectation is the key to satisfy the customer.

7. CLASSIFIACTION OF CUSTOMERS

8. The Negotiator Doesn’t matter if calm and quiet, or confident and loud – negotiators always want to bargain. If you’re dealing with them, know that a common objection is to bargain your price based on a cheaper competitors offer. But most of the time they want to bargain as a matter of principle . The Well-Informed The well-informed are confident. They will walk directly towards you, giving you a firm handshake. Although they already seem to know everything, they expect professional advice from you. Often their decision to purchase is based on how the product reflects their social status . The Annoyed One Every once in a while you have to deal with customers who complain about almost everything. Whether it’s the high price, the bad quality or the unfriendly seller- there’s nothing really you can do to please the customer. They’re just always irritated.

9. The Suspicious One Suspicious customers will not hide their mistrust of products and advertising. They’re one thing above all: critical. They will gladly let you explain everything and surprise you with a strong opinion and knowledge The Questioner This type of customer can be very pushy as he wants to know everything . The Ones Who Agree On Everything These customers are reserved and act shy. They will say “yes” quickly. At the same time they’re overwhelmed and feel that they’ve been taken by surprise. The sales conversation is a stressful moment for them. Sensitivity is required here. The Indecisive These are the customers who aren’t really sure about what they want. They’ll give you short, indecisive answers, saying things like “maybe” or the dreaded “I don’t know.” There is a lot going on in their head. Numerous questions show that they are considering whether to buy or not to buy.

10. CUSTOMER PERCEPTION OF QUALITY According to Deming, “Quality may be defined as an excellent product or services that fulfills or exceeds our expectations”. An American Society for Quality (ASQ) survey on end user perceptions of important factors that influenced purchases showed the following ranking:   1. Performance 2. Features 3. Service 4. Warranty 5. Price 6. Reputation

11. CUSTOMER REQUIREMENTS Characteristics or specifications that should be present in a product for it to be deemed desirable by the consumer. Customer Requirements Service Requirement Output Requirement

12. CUSTOMER EXPECTATIONS here are the most common customer expectations Solid information Options Engagement Complaint management Flexibility Creativity Fairness Trust

13. CUSTOMER SATISFACTION This can be achieved by the following ways Treat your Customers Right – Genuinely Interact Don’t Come on Too Strong – Respect Your Customers 3. Always Listen – Hear What Your Customers are Saying 4. Continue to Satisfy – Offer Ongoing Support and Specials 5. Treat a Customer Like a Valued Partner – Communication is Two Way Build Trust – Alert Customers to Large Scale Changes, Good or Bad Be Transparent – Honesty is Crucial When it comes to Mistakes 8. Follow Through on Your Word – Follow Up on Promises

14. CUSTOMER DELIGHT Customer delight  is surprising a customer by exceeding his or her expectations and thus creating a positive emotional reaction. There are three objectives when implementing Customer Delight: make customers loyal have customers that are more profitable have clients talk positively about your product, brand or shop, the so-called word of mouth

15. HANDLING CUSTOMER COMPLAINTS Effectively handling customers’ complaints is one of the most important aspects for a company to consider in order to provide a better overall experience. Here are some tips that could help companies to handle complaints more effectively: Provide an appropriate channel to receive complaints Recording Resolution Communicating with the complainant Thorough investigation Response Follow-up

16. UNDRSTANDING CUSTOMER BEHAVIOR Consumer behavior is the study of individuals and organizations and how they select and use products and services. It is mainly concerned with psychology, motivations, and behavior. The study of consumer behavior includes: How consumers think and feel about different alternatives (brands, products, services, and retailers) How consumers reason and select between different alternatives The behavior of consumers while researching and shopping How consumer behavior is influenced by their environment (peers, culture, media) How marketing campaigns can be adapted and improved to more effectively influence the consumer

17. Factors influencing customer behavior Social factors- family, roles and status, ref. groups Economic factors- size of family, disposable Income propensity to consume, consumer credit. Cultural factors- values, Beliefs, arts Personal factors- age, occ., life style, personality Physiological factors- basic needs

18. CONCEPT OF INTERNAL & EXTERNAL CUSTOMER

19. Internal Customers and External Customers are basically those who purchase or buy the product of an organization / company / factory. The customer may be the vendor, distributor, and supplier or may be the end user. Internal customers and External customers are differing from each other in many aspects. Internal Customers are those individuals, division or employee who purchases the product of the company / organization being the part of the company in a way or other. External Customers are those individuals who do not belong to company / organization in any aspect or may be the end user of the product. Quality and quantity of the product should meet the demands of the External customer as he the end user of the product.

20. THANKYOU