Scribd
Upload
32 views18 pages

Retail Chap 7 - CUSTOMER RELATIONSHIP MANAGEMENT PROCESS

The document discusses customer service and customer relationship management. It defines customer service, explains why it is important, and describes various types of retail customer service. It then discusses the customer relationship management process, including collecting customer data, analyzing the data, developing CRM programs, and implementing the programs.

Uploaded by

asyikinfuaat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
32 views18 pages

Retail Chap 7 - CUSTOMER RELATIONSHIP MANAGEMENT PROCESS

The document discusses customer service and customer relationship management. It defines customer service, explains why it is important, and describes various types of retail customer service. It then discusses the customer relationship management process, including collecting customer data, analyzing the data, developing CRM programs, and implementing the programs.

Uploaded by

asyikinfuaat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 18

7.

1 customer
service
What is Customer
Service

• Retail customer service is the help


and assistance provided to a shopper
in a store.
• It’s the one-on-one that the assistant
has with the customer that adds to
the overall shopping experience.
• And when done right, retail customer
service will lead to happier and more
satisfied shoppers.
Why Customer
service is important
• It adds value to your product or service
• It increases customer Retention and
Recurring revenue
• Results in positive reviews and brand image
• It boosts your employee's morale and
reduces turnover Costs
• It adds value to your brand
• Builds customer trust and loyalty
• Sets you apart from your competition
• Makes it easy for customers to do business
with you.
• Encourages word-of-mouth marketing.
various types retail customer service

a.Accepting multiple forms of payments, such as


cash, check, or credit card.
b.Offering delivery services.
c.Making recommendations or providing
demonstrations, such as offering recipes,
cooking classes, or product samples.
d.Allowing exchanges or returns.
e.Allowing special orders.
f. Providing customer loyalty programs.
7.2 CUSTOMER RELATIONSHIP MANAGEMENT PROCESS
CUSTOMER
RELATIONSHIP
MANAGEMENT
PROCESS
Organize the
customer
relationship
management
process
a. Collecting customer data
b. Analyzing customer data and identifying target customers
c. Developing customer relationship management programs
d. Implementing customer relationship management programs
CUSTOMER RELATIONSHIP MANAGEMENT PROCESS
1. Collecting Customers Data
• The first step in a CRM process involves generating customer
attention through specific marketing efforts. Creating a customer
relationship depends on connecting with a consumer using traditional
or digital marketing campaigns.
FOUR
INFORMATION Transactions Customer Contact
THAT SHOULD
BE INCLUDE IN
CUSTOMER
DATABASE Customer Descriptive
preferences information
Transactions.

• Ideally, the customer database should contain the following


information:
• Transactions.
A complete history of the purchases made by the customer, are:
• the purchase date
• the SKUs purchased
• the price paid
• the amount of profit and
• The effectiveness of special promotion or marketing activity
Customer Contact
• A record of the interactions that the customer has had with the retailer.

• Type of record that should be included in the retailer’s website are :


• inquiries made through in-store kiosks
• - comments made on blogs and Facebook pages
• - merchandise returns,
• - telephone calls made to the retailer’s call center
• -plus information about contacts initiated by the retailer, such as catalogs
and e-mails sent to the customer.
Customer
preferences
• customer likes info
are about : favorite
colors, favorite
brands, favorite
fabrics, and favorite
flavors, and apparel
sizes.
Descriptive information

• Descriptive information . Demographic and


psychographic data describing the customer that can
be used in developing market segments.
• Demographic and psychographic data such
as: Demographic characteristics: age, gender, marital
status, household composition
• It is relatively easy for retailers
to construct a database for
customers using non store
channels because these
customers must provide their
contact information, name
and address, so that the
purchases can be sent to
them.
• It is also easy to keep track of
purchases made by customers
patronizing warehouse clubs
because they need to present
their membership cards when
they make a purchase.
Five approaches that store-
based retailers use to collect
data:
a) ask customers for identifying
information,
b) connect Internet and store purchasing
data,
c) offer frequent-shopper programs,
d) use biometrics to identify customers,
and
e) place RFID chips on merchandise.
2. Analyzing Customer
Data And Identifying
Target Customer
• Analyze the customer
database and convert the
data into information that
will help retailers develop
programs for building
customer loyalty.
• Use Data Mining –
technique used to identify
patterns in data
3) Developing customer relationship management
programs
• The collection and analysis of data about customer
attitudes, preferences, and shopping behaviors
enables retailers to target information and
promotions and provide greater value to their
customers. These are to gain customers retention.
• However, many customers are concerned that
retailers violate their privacy when they collect
detailed personal information. Even if customers
trust a retailer, they are concerned that the data
may not be secure and/or may be sold to other
businesses.
4. Implementing Customer Relationship
Management Programs
• Offer Frequent-Shopper Programs Frequent-shopper
programs , also called loyalty programs , are programs that
identify and provide rewards to customers who patronize a
retailer.
• These customer retention strategies include loyalty
programs, referral programs, personalized emails, special
offers, and future improvements.
• A customer retention program puts in place various
strategies to improve customer experiences, enhance
customer engagement, build customer loyalty, encourage
customers to make repeat purchases

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy