Market Research and Customer Service

Marketing Research - How can I make good decisions

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ESSENTIAL QUESTION?HOW CAN I MAKE GOOD DECISIONS?

Market Research and Customer Service


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MARKETING RESEARCH


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Mktg Info Mgt System

Systematic process of regularly:

1) gathering2) recording 3) analyzing4) distributingData related to mktg

goods/services


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HELPS BUSINESS BY:

Determine customer wants and needs

Solve marketing problemsHelp anticipate future

problemsIncrease sales & profitsOffer products consumers

wantHelp plan future

promotions & sales


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DIFFICULTIES

Getting people to take survey

Bias among groups (lie to say what they think you want them to)


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TECHONOLOGICAL IMPACT

Collect more infoDistribute info quickerMore professionalMore applicableJust in time

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RESEARCH PROCESS


Define ProblemObtain DataAnalyze DataRecommend SolutionsApply Results


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TYPES of RESEARCH

Media Advertising – ex. Neilson ratingsProduct – point of sale, test mktgSalesConsumer – study behavior, attitude,

motivation to buyMarket – define potentional tgt mkt,

investigate mkt for a product


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Types of Data

DATA TYPE DEFINITION EXAMPLE BENEFIT DISADVANTAGE

Primary Data you obtain yourself

Observation, survey,

experiment

Applicable to your

needs/wants

Expensive and time consuming

Secondary Data that already exists

Internet, U.S. Govt census

Quick and cheap

Out of date, not applicable to your

needs/wants

Internal Data from inside the business

Store sales, Employee

hours

External Data from outside the business

Competitor’s sales price, customers

preferences


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COLLECTION METHODS

(Survey)Mall InterceptFocus GroupTelephone SurveyMail Questionnaire(Other)Panel DiscussionExperiment/Test

MarketingObservation


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Mall Intercept


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Focus Group


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Focus Group


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Focus Groups


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Telemarketing


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TYPES OF SURVEY QUESTIONS

Open EndedForced Choice

Yes/no Multiple choice (be sure to have e. other) Rating scale (ex. 1-5 with 1

best) Level of agreement (disagree, strongly disagree,

slightly disagree


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SURVEY WRITING GUIDELINES

Clear and briefSame scale for similar questionsDesign appealing to consumersNumbersDirectionsPersonal & Demographic questions at end

(more likely to answer)Use more than one type of question


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Customer Service

Importance of the sales associate

45% of customers say they arc likely to spend more if the sales associate is helpful

18% of customers will walkout of a store if they don’t like the attitude of the sales associate

Good Business

Satisfied customers are loyal customers who tell their friends

Steps of Selling

Pre Approach1. Approach the Customer2. needs Determined3. Product Presentation4. Objections Handled5. Close the Sale6. Suggestive selling

Pre Approach

Steps to take before walking on the sales floor

Pre Approach Knowledgethings to know before trying to sell a

productProduct into: features, benefits, materials,

country of origin, # in stock, sizes available, etc.

Store into: hours open, where merchandise is located, who else is working, etc.

company into: return policies, warranties, website into, who your target market is

industry into: who you competitors are, what is the going price

1. Approach the Customer

Greet customer, Rules-w/in 30 secsEye contact, Smile, not close ended question If busy, let them know you will be with them

in a second for get another associate to help.

2.Needs Determined

Need to determine a customers needs (or wants)so that you can satisfy them

Observe: look for customers looking at certain products or picking up& holding products

fit products to customers by getting to know them

Question: ask open ended questions to get the customer talking

Listen: keep eye contact, give feed back, confirm details, be empathetic

Dead Ended us. Open Ended

Can I help you? How cant help you?Do you like red or green? What color do you prefer?Is that the brand you want? Why do you prefer that brand?Are you barhopping for a gift? For whom are you shopping?Do you like this option? What features are important to

you?Looking for anything special? What are your looking for?Do you like cotton? What kind of fabric do you like?

Refer somewhere

If gone store or dept. doesn’t offer the product or service the customer needs

always suggest alternatives that yo Do have 1st

special order it refer to a competitor-call ahead and give

directions tell which aisle or dept. its in, call ahead to

other sales person or escort them

3.Product Presentation(like show and tell)

Tips: show no more than 3, medium price range, use layman’s terms

Feature Benefits

Product attributes or details

Advantage or personal gain you get from each feature

Ex. XM radio in you car Ex. You Can get you favorite stations no matter where you an Traveling

Product Presentation cont.

Display handle: be creative- ask customer to touch fabric or try on coat

Demonstrate: be dramatic pour water on shoes to show water resistance

Sales aids: samples, newspaper articles, drawings, charts, warranty into, Customer testimonials

Product Presentation cont.

Involving the Customer: do anything you can to get customer physically involved test drive, taste, touch, etc.

Involving the Entire group – friends, children, relatives, spouses

Make small talk, provide a comfortable chair, offer a magazine, coloring book or toy


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4. Objections Handled - THANKS

T – thank the customer for bringing the problem to your attention

H – hear the problem, listen carefullyA – apologize for the inconvenience the

customer has experiencedN – need more info, ask questionsK – know a solution, and be prepared to

propose itS – solve the problem, or find someone who

can


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4. Objections handled

Objection – concerns, hesitations, doubts or honest reasons a customer has for not making a purchase

Excuse – insincere reasons for not buying or not seeing a salesperson


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YOU take care of it

1. Do it YOURSELF:- Show features of a warranty- Show how to upload picts- Pick up trash- Check up on orders- Follow up with the manager- Look on a website


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YOU take care of it, cont.

2. SATISFY the customer:completely satisfy themDo WHATEVER make THEM happy (not you

or your boss)Don’t worry about sales/profitDon’t worry about checking with managerCUSTOMER is ALWAYS RIGHT (even when

they are wrong or uninformed)


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3. Be empathetic:- Sympathise with the customer- Even if they ARE wrong- They want you to UNDERSTAND them- They want you to LISTEN to them- They want you to APOLOGIZE for the way

things are – even if you had no control over it and it was someone elses fault

- Have the right attitude – POSITIVE- Show energy and enthusiasm, not laziness


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4. DON’T do nothing:- Ask some one else to handle it- Check with a manager 1st


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5. Close the sale – obtaining positive agreement to buy.

Don’t be afraid to askBuying signals – the things customers do or

say to indicate a readiness to buyVerbal - “Oh, I like that” “That is exactly what

I was looking for” “ How can I pay for this”Non Verbal – holding merchandise & smiling,

taking it off a hanger and draping it over their arm, carrying it around with them


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6. Suggestive Selling

Selling additional goods to the customerEx. Related merchandise, larger quantities,

sales, new itemsMake the suggestions definite, not optionalEx. The manufacturer recommends this to

take care of the product


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Referrals

Getting names and information of other interested customers


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Relationship Building

***This is what its ALL aboutOngoing communication with customers to

prepare for FUTURE satisfying salesSay thank you even if they don’t buyCheck on shipment of itemsCall about delays or specialsSay customer name when paying

(check/credit)Reassure of their choices

Market Research and Customer Service

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