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Derwaish D T&H

Muhammad Derwaish Muhammad Jamal Haroon Rasheed Syed Awais Ali Haqnawaz Wajid Ali
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The main objective of this presentation to highlight the techniques that how to retain existing customers and how to attract the new customers to organizations. the organizations.
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Introduction Why Is This? Loyalty And Incentives Schemes Pros & Cons SWOT Analysis o Strength o Weaknesses o Opportunities o Threats
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How To Develop An Ongoing Business Relationship With Customer o Building Relationship During A Service Contract o Building Customer Relationships For All Managers In C.Care Referrals; The Active Reference Principle Effectiveness Of Corporate Activities In Building Long-term Customer-care Relationships
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Too many organizations make a sale and walk. As a manager responsible for customer care you might not directly have power to implement incentives or loyalty schemes that are setup by either the sales department or corporately. The simple is it is easier and less expensive to retain existing customers and keep key customers than to attract new ones.
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Its all about the way your organization positions itself. You are what you are in the mind of your customers. Or, to put it another way from the customers perspective.But of course you have to attract customers in the first place, and one of the devices used is some from discount or incentive scheme.
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Action

Belief
Understanding

Awareness
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An incentive scheme Buy one, get one free, have your car washed here three times and fourth time is free_ can seem genuinely exciting. But fly to Berlin for $5 plus taxes seem less enticing and frankly rather annoying to a customer when the go on to the airline website and find that additional taxes and surcharges wreck the low price promise.
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Proverb:

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Telecom organizations love to talk about increasing retention rates but then recruit new customers via price promotions and free sampling- techniques that draw out of woodwork precisely those customer hardest to keep. Suppliers know they will experience customer loss once the promotion period ends.
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Blanket customer marketing doesnt work. Its inherently wasteful since this approach draws off resources that should be used to retained and, importantly, reward just those customers who are actually or highly likely to be loyal customers even without the magnet of special offer. Their magnet will be the six satisfaction elements and confidence that their individual needs will be met.
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Satisfied customers feel good only as long as their current needs are met and only as long as they perceive that supplier is giving value. They want to develop a long-term relationship with an organization that understand and responds to their individual needs, and discriminates between customers who have been genuinely loyal over a period and newcomers who have yet to demonstrate such an allegiance.
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Incentives are just one of the factors from just one of the six satisfaction elements. They alone will not guarantee loyalty, particularly if a competitor offers a bigger and better incentives and if it is a prime purchase motivator . An incentive scheme can be powerful attracter , but can you put your hand on your heart and say, "People came to us originally for the price offered during the promotion but stayed because of the service?
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Pros An incentive to the customer to purchase from you Chance to build up long-term relationships Marketing opportunities Competitive edge

Cons Are they target customers you should be attracting? Set-up costs On-cost they must be covered by attracting increased sales Reward (s) that might not be sufficiently motivating to win long-term loyalty
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Increased sales

Redemption process that might be too complex for customers Customer research data The time and money it would take an average customers to accumulate sufficient points for worthwhile reward Foundation for tie-ins Loyalty can be to the to additional offers incentive rather than the supplier which could mean loss of business once the program ceases
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Despite the potential downsides of establishing a loyalty scheme, many schemes are immensely successful. You could do a SWOT analysis to find out the strength and weaknesses of what you offer the market place, be it a product or service.
Strength Weaknesses Opportunities Threats
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Strength: Strength
What do we as company do well with regard to the products or services we offer the market place? How about our department-what do we do well?

Weaknesses: Weaknesses
Where is the room for improvement? Once again, start at corporate level and then focus on our own department.
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Opportunities: Opportunities:
Could you suggest any other companies that might be inserted in our products or services? With regard to the service that our department offers, are there any recommendations that you can make to improve the standard of care we offer them?

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Threats: Threats:
Are there any changes that might be occurring in our customers environment that might have an impact on the budget they are currently spending with our company? Are there any new competitors for us to be aware of that might impact on our business?
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What we can do it to develop rapport with the customer and encourage them to continue doing business with your organization? Customer service dept will engage with regular purchasers or customers on a service contract that dept is responsible for implementing or it may simply deal with customers making a complaints
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Sales personnel and Business Development department will have immediate and ongoing relationships with clients. A managers role in customer care can be

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Research the customer's business. One-to-one relationship building. Seminars (small scale). Articles in customer-oriented (sector) press. Speeches at customer industry meetings.

Community or civic activities. Networking with potential referral source. Newsletters.

Public relation. Broachers. Seminars (ballroom scale). Direct mail. Cold calls. Sponsorship of cultural or sporting events. Advertising. Video brochures.

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