Customer service in B2B MARKETING
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Transcript of Customer service in B2B MARKETING
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Customer service in B2B MARKETING
Presented by-
Prateek Choudhary-07
Nilesh Jagtap- 14
Nikhil Jirange- 16
Sunil kamble- 18
Vikas kharat- 26
Pritesh save- 44
Ankush singh- 48
Premdeep singh- 51
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The planning, promotion, and distribution of goods or services for use by businesses rather than individual consumers marketing activities aimed at buyers for organizations rather than domestic consumers
What is B2B Marketing?
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CHARACTERISTICS OF THE B2B MARKETGeographic Market Concentration.
Geographically concentrated than consumer market.
Oligopolistic competition
Can be technically complex
Customized to user
Professionally Trained Purchasing Personnel
Technical expertise an asset
Interpersonal relationship
Short & more direct
Emphasis on personal Skills
Complex purchase process
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1.Responsive2.Recourse3.Recognition4.Respect5.Reinforcement
Five Components for Healthy Customer Service in B2B
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What Customer Wants from Seller?
Timely delivery of material
Risk free transaction
Perfect order fulfillment (Pick up and Drop Services)
Timely hassle free transaction
Timely up dated relevant information through web site, telephone, mobile or any other means convenient to the customer
Easy and comfortable interaction
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Key Points to Effective Customer Service
• Turn your customers into raving fans• Provide multiple ways for your customers to easily
communicate with you.• Encourage immediate problem solving with customers. • Never tell the customer they are wrong, simply suggest
alternatives.• Never assume the customer remembers what you told them
previously.• Never assume you know more than your customers.• Never assume you are meeting your customers’ needs.
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Contd…….• Find every opportunity possible to thank your customers for their
business.• Constantly bring new ideas to help your customers make money or
save money.• If you have a misunderstanding, take the blame, then relentlessly
follow-up until you get it right.• Don’t commit to more than you can do.• Don’t force customers to live by your rulebook.• Don’t assume that what your customer is asking for is what they really
want.• Ask really good questions.• Check your greed at the door.
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Why Customers are Lost?
Higher price than the competitor
Physical factor i.e. inconvenient location, appearance
Customer Sophistication
Complexity in process
Too little contact
Lack of individual attention
Poor quality attention
Poor service level
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CUSTOMER FOCUS
• Quantity• Variety. • Timely dispatched. • Type of packing. • Transport Selection.
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Customer Satisfaction in Modern Context with respect to B 2 B market.
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How Customer Satisfaction has improved in B 2 B Market.
Traditional Company Modern Company
Management
Customer Management
Customer
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How to develop and improve Customer Satisfaction
• Assess the customers needs• Ownership by Senior Management and
involvement of the whole organization
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THE BUYING CENTER CONCEPT
• Buying center Participants in an organizational buying action.
BUYING CENTER ROLES
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Unit production model of buyer-seller contact in B2B markets
Source: Adapted from Johanson (1982), copyright 1982 © John Wiley & Sons Limited.
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Mass production model of buyer-seller contact in B2B markets
Source: Adapted from Johanson (1982), copyright 1982 © John Wiley & Sons Limited. Reproduced with permission.
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Flows within a B2B market
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Examples
J.D. Power Asia Pacific Reports:
Maruti Suzuki Ranks Highest in Customer Satisfaction in India For a Seven Years.
This is based on following parameters; service quality; user-friendly service; service advisor; service initiation; service delivery; and in-service experience.
Other examples areMicrosoft, IBM, General Electric,
Intel, HP, Cisco Systems, Dell, Oracle, SAP, Siemens, FedEx, Boeing –
they are all vivid examples of the fact that some of the world’s
strongest brands are B2B brands. Although they also operate in
B2C segments, their main business operations are concentrated on
B2B.
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Thank You