MKT 504 Chapter 9: MKT504 Effective Persuation Ch 9
Document Summary
Building goodwill: the process of converting new customers into lifetime customers by continually adding value to the product. Adding value: the process of improving a product or service for the customer. Enhancers focus more on long term relationships, deliver more than promised, call regularly, add value, keep communication lines open and take responsibility for problems. Detractors focus on short term relationships, overpromise and/or under deliver, call sporadically, show up only for another order, be unavailable, lie and blame someone else. More than 65% do not have a dedicated customer experience management role. Nearly 73% do not have a clear definition of the customer experience that is well communicated in their companies. Less than 29% provide employees with the tools and authority to solve customer problems. Nearly 76% do not have employees who are well-versed in how to delight customers. Slightly over 56% believe that their companies do not deserve their (cid:272)usto(cid:373)ers" lo(cid:455)alt(cid:455).
