MKG 325 Lecture Notes - Lecture 7: Customer Satisfaction
13 Dec 2016
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Chapter 9 - EXPANDING CUSTOMER RELATIONSHIPS
Ways to establish customer relationship:
Build goodwill: convert new customers into lifetime customers by continually adding
value to the product
Handle complaints in a timely and thoughtful manner
Process requests for rush deliveries willingly
Assure the customer that the salesperson will do everything possible to make
that request happen
Relationship enhancers and Detractors
Enhancers:
Focus on long term
Deliver more than salesperson promises
Call regularly
Add value
Keep communication lines open
Takes responsibility for problems
Detractors:
Focus on short term
Overpromise - underdeliver
Call sporadically
Show up only for another order
Be unavailable to the customer
Lie, exaggerate, or blame someone else
Customer satisfaction
Ensures customer trust
Salespeople should:
o Perform post-sale follow-up activities
o Anticipate and adapt to changes in situations
o Regularly provide product information
o Gather customer satisfaction information through surveys, feedback, and social
media
Make use of technology when it’s appropriate
Typical customer complaints
1. Late delivery
