This research work is a topic of great interest to all students, businessmen and the general public; Nowadays companies give more interest in the administration of how we should direct, manage economic, human and material resources; leaving customer service unnoticed and that every day we worry about growing but we do not take importance of how our competition is growing and that it is increasing its client portfolios; due to the good service and attention it provides; To determine which services the client demands, periodic surveys should be carried out to identify the possible services to offer and see what strategies and techniques we will use.
Through market research we improve our chances of success.
We must promote it, make it known, attract the attention of customers; This means knowing the elements of marketing (product, price, promotion, Plaza).
This work is the fruit of a deep reflection on the convenience of taking advantage of the knowledge of the work by focusing it since we live in the process of globalization.
CUSTOMER SERVICE
Concept: It is the set of interrelated activities offered by a supplier in order for the customer to obtain the product at the right time and place and ensure its correct use.
Customer service is a powerful marketing tool.
1.- What services will be offered
To determine what the customer demands, periodic surveys must be carried out to identify the possible services to offer, and the importance that the consumer gives to each one must be established.
We must try to compare ourselves with our closest competitors, so we will detect real opportunities to get ahead and be the best.
2.- What level of service should be offered
It is already known what services clients require, now it is necessary to detect the quantity and quality that they want, to do so, it is possible to resort to several elements, among them; comparison shopping, periodic consumer surveys, suggestion boxes, 800 number and complaints and claims systems.
The last two blocks are extremely useful, since they maximize the opportunity to know the levels of satisfaction and what is failing.
3.- What is the best way to offer services
A decision must be made on the price and supply of the service. For example, any PC manufacturer has three price options for the repair and maintenance service of its equipment, it can offer a free service for a year or a certain period of time, it could sell maintenance apart from the equipment as an additional service or it could not offer any service of this type; Regarding the supply, it could have its own technical staff for maintenance and repairs and locate it in each of its authorized distribution points, it could agree with its distributors so that they would provide the service or let external firms provide it.
ELEMENTS OF CUSTOMER SERVICE
- Face-to-face contact Customer relationship Correspondence Complaints and compliments Facilities
IMPORTANCE OF CUSTOMER SERVICE
Good customer service can be a powerful promotional item for sales such as discounts, advertising, or personal selling.
Attracting a new customer is roughly six times more expensive than keeping one. So the companies have chosen to put the company's performance in writing.
It has been observed that customers are sensitive to the service they receive from their suppliers, as it means that the customer will end up with lower inventory costs.
Service contingencies: the salesperson must be prepared to prevent strikes and natural disasters from damaging the customer.
All the people who come into contact with the client project attitudes that affect the client: the sales representative when calling him on the phone, the receptionist at the door, the technical service when calling to install new equipment or service in the premises, and the staff of sales that finally achieves the order. Conscious or unconscious, the buyer is always evaluating the way the company does business, how it treats other customers, and how it would expect to be treated.
ACTIONS:
Attitudes are reflected in actions: the behavior of the different people with whom the customer comes into contact has an impact on the level of customer satisfaction including:
The general courtesy with which the staff handles questions, problems, how it offers or extensive information, provides service and the way the company treats other customers.
The knowledge of the sales staff, that is: knowledge of the product in relation to the competition, and the sales approach; that is to say: they are focused on identifying and satisfying the needs of the consumer, or they are simply worried about pushing a product to them, even if it does not meet expectations, but that they are going to produce a sale and, consequently, they are going to put some money in their pockets.
SERVICE POLICIES ARE WRITTEN BY PEOPLE WHO NEVER SEE THE CUSTOMER
Companies emphasize the administrator and control over the result perceived by the client. This results in the internal areas having total authority to create policies, rules and procedures that do not always take into account the true needs of the client or the impact that these policies have on the way the service is perceived.
INTERNAL AREAS ARE ISOLATED FROM THE REST OF THE COMPANY
Service policies are often inconsistent with the client's needs, since internal areas are an island within the company and are more focused on the task than on the result. When managers do their strategic planning meetings, they never take administrative areas into account. The same thing happens when salespeople come together to make their trading strategies.
THE INTERNAL CUSTOMER IS A CAPTIVE CUSTOMER
While the external client brings satisfactions and benefits, the internal one brings problems and difficulties to work. This generates a permanent conflict whose consequences always end up harming the external client.
CUSTOMER CONCEPT IS DEPARTMENTALIZED
Each area sees the client from their perspective without a comprehensive vision.
Seller: customer is a thief who has money and must return it to me.
Warehouse: customer is one who comes to disrupt my inventories.
Legal Department: Client is one who can sue us if we are careless.
Production: Customer what is that?
Customer service: Customer is that person who only comes to complain.
Manager: Client is that person who constantly interrupts me and takes time away from important things.
Owner: Client is a capricious person who I have to put up with to get money from me.
CUSTOMER SERVICE STRATEGY
- Top management leadership is the foundation of the chain Internal quality drives employee satisfaction Employee satisfaction drives loyalty Employee loyalty drives productivity Employee productivity drives employee value Service Value of service drives customer satisfaction Customer satisfaction drives customer loyalty Customer loyalty drives profit and new audiences
THE TEN COMMANDMENTS OF CUSTOMER SERVICE
Companies, within their strategic plan, position their clients above all else, many times this sentence is not fulfilled.
1.- The client above all
It is the client whom we must bear in mind first of all.
2.- There is nothing impossible when you want
Sometimes clients request almost impossible things, with a little effort and desire, you can get what you want.
3.- Fulfill everything you promise
There are many companies that try, from deceit, to make sales or retain customers, but what happens when the customer realizes it?
4.- There is only one way to satisfy the customer, give him more than he expects.
When the client feels satisfied by receiving more than expected, how to achieve it? Knowing our clients very well, focusing on their needs and desires.
5.- For the client you make the difference
People who have direct contact with clients have a great commitment, they can make a client return or never want to return. That makes the difference.
6.- Failing at one point means failing at all
Everything may work perfectly, that we have everything under control, but what happens if we fail in the delivery time, if the merchandise arrives damaged or if at the time of packing the pair of shoes we make a mistake and give it a different number, everything goes to the floor.
7.- A dissatisfied employee generates dissatisfied customers
Own employees are " the first customer" of a company, if they are not satisfied as we intend to satisfy external customers, therefore resource policies must go hand in hand with marketing strategies.
8.- The judgment on the quality of service is made by the client
The only truth is that it is the customers who, in their mind and their feelings, qualify it, if it is good they return and otherwise they do not return.
9.- No matter how good a service is, it can always be improved
If the proposed goals of service and consumer satisfaction were achieved, it is necessary to set new objectives, "competition does not give up."
10.- When it comes to customer satisfaction, we are all a team
All the people in the organization must be willing to work for customer satisfaction, be it a complaint, a request or any other matter.
CONTROL OF CUSTOMER SERVICE PROCESSES
Any company must maintain strict control over internal customer service processes.
It is proven that more than 20% of the people who stop buying a product or service, renounce their purchase decision due to lack of information about attention when interacting with the people in charge of assisting and motivating buyers. Given this reality, it is necessary that customer service be of the highest quality, with information, not only have an idea of a product, but also the quality of capital, human and technical with which you will establish a business relationship.
ELEMENTS
1.- Determination of customer needs
2.- Service times
3.- Surveys
4.- Evaluation of quality service
5.- Analysis of rewards and motivation
1.- THE CONSUMER'S NEEDS
The first tool to improve and analyze customer service is simply to ask yourself the following as a company:
- Who are my clients ? Determine what types of people the company will deal with. What will the people I treat look for ? It is trying to determine the basic needs (information, material questions) of the person you are dealing with. What services does my customer service area provide at this time ? Determine what exists. What services fail to serve customers ? To determine the failures through a self-evaluation exercise. How does the customer service area contribute to brand and product loyalty and what is the impact of customer service management ? Determine the importance of the care process in the company. How can i improve? Design of policies and strategies to improve the attention.
2.- ANALYSIS OF SERVICE CYCLES
It consists of determining two fundamental elements
1.- The temporal preferences of the customer's needs for attention.
A clear example is tourism, where depending on the season it becomes more necessary to invest greater human and physical resources to serve people.
2.- Determine the shortcomings of the client, under parameters of care cycles
An example is when magazine subscriptions are renewed, where you can keep track of the customer and their preferences.
3.- Service surveys with customers
This point is fundamental. For a correct control, attention should start from more specialized information, where possible personal and where the consumer can clearly express their preferences, doubts or complaints directly.
4.- Evaluation of attention behavior
It has to do with the client's personal attention
Important rules for the people you serve:
1.- Show attention
2.- Have an adequate presentation
3.- Personal and friendly attention
4.- Have adequate information at hand
5.- Appropriate body and oral expression
5.- Motivation and rewards
The motivation of the worker is a fundamental factor in customer service. The mood, the disposition of attention and the competences, are born from two fundamental factors.
1.- Assessment of work: You have to know how to value personalized work.
2.- Motivation: The people who care for the worker must be kept motivated.
Instruments: Incentives in the company, better working conditions, motivation workshops, integration dynamics of participation.
Only two attitudes:
- Positive attitude: excellent behavior towards the client. Negative Attitude: bad behavior towards the client.
THE 10 BASIC COMPONENTS OF GOOD SERVICE
If the basics are not taken care of, the details and extras will be of no use
Security.- It is well covered when we can say that we offer the client zero risks, zero dangers and zero doubts in the service.
Credibility.- You have to demonstrate absolute security to create an environment of trust, you also have to be truthful and modest, not over promise or lie in order to make the sale.
Communication.- The client must be kept well informed using a simple oral and body language that they can understand, if we have already covered the security and credibility aspects, it will surely be easier to keep the client-company communication channel open
Understanding.- of the client.- It is not about smiling at all times at the clients but about maintaining good communication that allows them to know what they want, when they want it and how they want it in a serious case by guiding us in their place.
Accessibility.- To provide an excellent service we must have several channels of contact with the client, suggestion boxes, complaints and claims, both physically on site, a regular channel must be established within the organization for this type of observations, it is not To create bureaucracy are to establish real actions that allow to take advantage of the failures that our clients have detected.
Courtesy.- Tension, sympathy, respect and friendliness of the staff, as they say, education and good manners do not fight with anyone. It is easier to captivate our clients if we give them an excellent treatment and provide them with great attention.
Professionalism.- belonging to the necessary skills and knowledge of the execution of the service, on the part of all the members of the organization, remember that not only the people who are in the front do the service if not all.
Responsiveness.- Willingness to help customers and provide them with a fast and timely service.
Reliability.- It is the capacity of our organization to execute the service in a reliable way, without contracting problems. This component is tied directly to security and credibility.
Tangible elements.- It is about keeping the physical facilities, the equipment in good condition, having the appropriate personnel and the communication materials that allow us to approach the client
SERVICE FEATURES
- Intangibility Variability Ineparability Impermeability
MARKETING STRATEGY
Production companies have always used merchandise as a fundamental part of their development.
There is therefore an external marketing where the price is assigned, prepared, distributed and the service is promoted to customers. It is when we enter in front of a bank and see the physical facilities, the existing lines and we come into contact with an ATM.
CHALLENGES
- Differentiation Quality Productivity
COMMUNICATION SKILLS
Component of quality of service. There are certain skills that all the staff of an organization must develop, not just front-line employees, in order to meet customer expectations, these skills refer to communication are:
- DiagnoseListenAskFeel
TO DIAGNOSE
Therefore, to achieve this feeling of impact on clients, it is very important to take care of what is commonly known as non-verbal behavior, because it is the first impression that the client takes.
This non-verbal behavior is made up of the characteristics mentioned above, to which the environment and what the experts call PARALANGUAGE (signs, tones and gestures that accompany language) are added, which then refers to people, They are only our clients, but ourselves in our daily life, as clients and as a company, we determine by our first appreciations, certain levels of quality and necessity related to appearance.
HEAR
The Sense of hearing is one of the exclusive ones that humans and animals have, hearing is a deliberate behavior with which almost all of us are born.
Listening goes beyond the act of hearing, hearing is a reflex action, while listening is a skill, which although natural from being developed.
It is a natural way to acquire information
So we can build relationships, make friends
So that the speaker feels recognized
To enjoy, to relax.
Perception
The distractions
The evaluation
ASK
It is the simplest way to collect the information of who we have in front of, it is also a way of showing interest and empathy for our interlocutor.
The expression of the question is related to the rhythm, which is nothing more than the quantity, frequency and sequence of the words and with the attitude, that is, expressions of approval or disapproval, intolerance or closeness when asking the question we must be neutral.
FEEL
Through this skill we transmit empathy and pave the way to good results. We refer to putting ourselves in the shoes of our clients to feel what the other feels about a particular situation or problem.
EXCELLENT SERVICES OR EXCELLENT RESULTS
The service charges every day more important in a company. Developing the best methods for it to be efficient is an essential factor for the proper functioning and good results of an organization.
SALES MANAGEMENT
The sale is linked to the eternal game of convincing, influencing, seducing and entering others. Everyone practices it by opening their eyes to the world.
In the first they are: self-knowledge, the management of one's own resources and habits, and the development of social skills. And within the collective scope, they are addressed: the performance improvement programs that talk about their dynamics, creativity and technology and the training and awards
The seller is responsible for ensuring that the company achieves the necessary volume and quality of sales, as well as maintaining a good image of the company.
GET ENDIOUS TO THE SALES DEPARTMENT
Most companies are not customer-oriented but sales-oriented. They are the only ones who earn well; the only ones whose training the company constantly cares about and whom it motivates with bonuses.
This causes friction with other departments and an outcome mentality that often forgets the customer's needs.
EFFECTIVE COMMUNICATION
If a company wants to generate positive cash flows, make a profit and grow, it must sell and sell a lot. For this reason, sales are at the core of commercial strategies.
COMUNICATION ELEMENTS
* Receiver (customer) * Issuer (seller) * Environment
Although in the vast majority of companies marketing procedures and strategies are well established, many times the salespeople who are the last ones who have the contact with the client and therefore the responsibility of attracting clients and making effective sales are neglected. Sellers, like anyone else in an organization, make mistakes, let's see what are the main approaches that lead some sellers to make mistakes in the negotiation process (sale).
1.- CONQUEST APPROACH
Under this approach we can place companies and sellers that base their negotiation strength on the client's weaknesses, they are companies (sellers) who believe that their product and / or service is the only one that can be useful to the client, that is, they They consider essential and therefore look down on the customer. They also have a distorted concept of the client, since they see it as a user and not as a partner, which is how it should be seen.
2.- RACING APPROACH
In this approach, the salesperson seeks to achieve a high level of resignation on the part of the customer, thereby losing the opportunity to meet their needs.
3.- FOCUS OF THE PLAYER OF A ROLE
Here are the sellers who seek to close the sale quickly, without calculating the consequences of the business and without due study of the customer's needs.
The most appropriate scenario to achieve productive sales is through effective sales communication and to achieve this, a communication process must be structured that only implies offering (issuer) but includes listening and understanding the needs of the client, that of the sector (receiver) taking into account not only the environment of our company but that of the client, the sector and the economy.
Effective sales communication
THE SALES ENVIRONMENT
The environment is important in many life situations, for example, if you want to conquer a person, the most logical thing is that you want to be alone with them, in a place where they are not disturbed, where they can talk,… well, okay whatever you are looking for with that person you will want a special environment. In sales, in addition to people, the environment influences and our potential client is that person we want to conquer.
The environment basically has four elements
THE FOUR ELEMENTS OF THE ENVIRONMENT
4 elements of the Sales environment
1. THE COMPETITIVE CONTEXT
In the competitive context we place all the competitors, both as direct complementary are the other restaurants that are located within the shopping center or in the area of influence of the center; We also locate our and our adversaries' product and service catalogs, our suppliers, new technology, and government regulations. This context can present us with great opportunities, but just as well, new threats are usually beyond our reach and affect us from the outside.
2. THE IMAGE
The business image is a reflection of what the organization itself is, as the personal image, creates the first impression on the client and we all know what a good first impression means, it is more likely, before entering one of our stores, the client will have already formed an image of us from what third parties have told them or the advertising they have seen (if there is one). The image creates the bait and the baits attract or repel, according to that first impression the client forms an expectation of quality, if they like our image they will probably associate it with good quality and vice versa. The image, as a component of the environment, enhances or hinders the sale, depending on how positive or negative it is for the potential consumer.
3. THE FACILITIES
This component is totally linked to the previous one, since it has to do with two fundamental aspects:
- the physical appearance of the facilities in which factors such as lighting, temperature, cleanliness and order, in addition to the possible merchandising work that is displayed, count.
- The professional atmosphere in which aspects such as customer service and treatment, the organization of jobs, efficiency, the degree of collaboration of all people stand out, both between employees and between management employees.
The ultimate purpose is not only to create the impression of organization and efficiency but to be organized and efficient.
4. THE EMPLOYEES
the aspects that the client evaluates are:
- Appearance: it is the personal image that you want to project, the impression that we want the client to take in relation to who we are.
- The attitude: it is the basis of a good relationship with our clients, they always expect excellent service, good disposition, kindness, dynamism and enthusiasm.
- The values: are the aspects that guarantee the client that it is a solid entity, honesty, credibility and trust are the critical factors.
If the service is the best, more customers will be interested in asking the companies that provide it.
THE SELLER AS A MARKETING MAN
The salesperson is part of a marketing team that knows and takes on the objectives of their company.
The correct performance of its functions allows the seller to sell profitably, providing good customer service, spreading the image of his company and his own, obtaining adequate market information and supporting the advertising and / or sales promotions that your company makes.
PSYCHOLOGY APPLIED TO SALE
The knowledge of the internal behavior of the clients in the purchase decision process, allows when selling to increase their chances of success, applying more adjusted techniques and differences depending on their personal and psychological characteristics.
SALES ORGANIZATION AND PLANNING TECHNIQUES
The existing competitiveness makes it necessary for the seller to develop the maximum of his organizational and planning skills.
SALES TECHNIQUES
A general concept with the sales technique is transformed into a modular training, which allows the salesperson to modify their habits, discovering the importance of each module in the overall set of the sales interview.
The sale of a product or the provision of a service is the fundamental basis of what to do in any company and for it to be successful, a series of principles and techniques must be known that give it the character of art and science.
The object of sale as art is that all the product to be sold has to keep certain shapes and sizes that please the customer, a finish or presentation that at first glance influences or motivates its acquisition.
Selling as a science has to be based on the principles of statistics, supply and demand.
THE BASIC STRATEGIES
For the sale of the products, they are in accordance with the supply and demand, which is what will ultimately regulate the movement of the product in the market.
The sale of the products can be high or low, it all depends on the different
Rules of the game that the seller implements so that his product can be purchased by the user public.
Rules of the game that the seller implements so that his product can be purchased by the user public.
SALES PHASES
How to make an effective presentation
BASIC POINTS
Clarity of expression, truthfulness and the ability to convince must be taken into account.
DEMONSTRATION ELEMENTS
Do not be distracted: make them ask to emphasize that we have quality products providing all the information that the customer needs.
RECOMMENDATIONS
- Avoid talking about an important event Justify the price with the quality and hygiene of the product Use a respectful and persuasive tone of voice Demonstrate being friendly, convey good manners Ask and wait for answers. Don't rush to get an immediate response.
For example
Would you like to take a little more
Believe this will reach you
Find our competitive price
- Be tactful. Do not ask so many questions, to prevent the client from becoming irritated.
HOW THE PERSONAL PRESENTATION SHOULD BE
- Greet the customer Have a friendly smile. Pleasant appearance Give your name whenever possible Use open-ended questions to meet customer needs Body language should denote respect When dealing with you or you to the customer Use the plural and not the singular when referring to your store.
OBJECTIONS
These are observations that the customer makes when offering the product.
It can be sincere (when the customer really has doubts) or pretext (when the customer defends himself to evade the purchase action)
RULES FOR ANSWERING OBJECTIONS
- Accept them, do not reject them Do not interrupt them listen to them Do not evade them face them Do not use the ostrich policy Do not discuss inform persuade Use the corkscrew technique that is when the client cannot express themselves clearly helping with appropriate questions Use a little good humor Do not let go of the tongues sometimes you can want to answer the client as deserves do not do it will not have
CLOSING SALES
It is the most important part of the sale. there is no right time to close the sale. Opportunities can present themselves at any time and you must be vigilant in capturing them.
It is the moment when you have to get the customer to buy.
RECOMMENDATIONS
The sales professional must follow a speaking course to gain confidence and establish his personality, feel confident in what he is offering to clients so firmly and study a sales course.
CONCLUSIONS
We can conclude from the present work carried out that the seller as a professional; You must be psychologically prepared and sales trained according to the demands of the competitive market.
Today's companies need to put more emphasis on customer services, using marketing strategies and techniques so that every day they continue to grow and increase their client portfolios.
BIBLIOGRAPHY
- Editorial Bruño: Economy for everyone - PeruESAN: MARKETING COURSE - PeruCarlos López [email protected]ús Encinar General DirectorLa tierra never.jamas.Juan Gabriel Armas de venta.com MiamiJosé Raúl Cortez Berrocal: Management of Business Productive Processes .
