Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] Developing and Communicating...

Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 2-1

Developing and Communicating a Positioning Strategy

POSITIONING – the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

The end result of positioning is the successful creation of a customer-focused VALUE PROPOSITION, a cogent reason why the target market should buy the product.


The Product Offering

– Product• Physical goods

• Services

• Experiences

• Events

• Persons

• Places

• Properties

• Organizations

• Information

• Ideas

Figure 14.1: Components of the Market Offering


Product levels– Customer value hierarchy

• Core benefit

• Basic product

• Expected product

• Augmented product

– Consumption system• Potential product

Figure 14.2: Five Product Levels

The Product Offering


Adding Differentiation

Differentiation – the process of a set of meaningful and valued differences to distinguish the company’s offering from competitors’– Differentiation criteria:

• Important• Distinctive• Superior• Preemptive• Affordable• Profitable


Exceed customer expectations with a three-step process

1. Defining the customer value model

2. Building the customer value hierarchy• Basic

• Expected

• Desired

• Unanticipated

3. Deciding on the customer value package

Adding Differentiation


Differentiation Tools

Product Differentiation– Form– Features– Performance Quality– Conformance Quality– Durability– Reliability– Reparability– Style– Design: The Integrating Force


Services Differentiation– Ordering Ease

– Delivery• Quick response systems

– Installation

– Customer Training

– Customer Consulting

– Maintenance and Repair

– Miscellaneous Services




Personnel Differentiation• Competence

• Courtesy

• Creditability

• Reliability

• Responsiveness

• Communication



Channel Differentiation Image Differentiation

• Identity

• Image

– Symbols, Colors, Slogans, Special Attributes

– Physical plant

– Events and Sponsorship

– Using Multiple Image-Building Techniques

Redefine Customer Service

Put yourself in their shoes - not reactive or proactive but interactive

Attitude is everything- customer is not an interruption

Flexible – the customer doesn’t know your roles!!!

Role is defined by the needs of the work not by a job description


The Changing Face of Customer Service

Job Intake/Gate Keeper Job CoordinatorBasic EstimatorExpeditorProblem SolverTechnical CommunicatorMarketing/Sales Advocate


Factors Influencing This Change Increasing Customer Expectations

– Fast Dependable Service– Quality Product– Value For Expenditure

Technology– Web Publishing & Internet – New Digital Workflow (On-Demand,

Personalization)


Customer Hierarchy of Service Requirements

Getting What They NeedDoing the Job Right the First TimeAbility to Correct Any ProblemsWillingness to Always Assist


Environment

Create the Right SurroundingProvide Adequate Equipment, Tools

& TrainingFingertip Access to InformationCustomer Convenience


Personal Customer Interaction

The GreetingPositive AttitudeProActive ListeningCommitment to ActionDisplay Concern


One-On-One interaction

Breath deeply and relax Begin with a smile. It will be noticed in

your voice Speak slowly and deliberately Use pauses to make points clearer Use Inflection Speak clearly, enunciate, don’t slur Match volume/pace of speech with that

of customer


Phone Techniques

Correct Hold Procedures– 1 minute at most or offer to return the call (If allowed

by process)– Never ask the customer to call you back, always call

them (If allowed by process) Correct Transfer Procedures

– Always explain what you are going to do – Everyone who handles the phone should know exactly

how to transfer calls Take accurate messages

– include name, date, time, phone number,– detailed message including expected outcome


Common Reasons employees Fail over the Phone Concentration – The listeners task is much

more challenging than the callers. It takes considerable effort to listen well. Concentration is particularly more difficult on the phone when the customer is not physically there.

Attention – We are accustomed to multi-tasking, half listening due to the activities occurring around us while on the phone. The customer on the other end of the line will notice if the CSR is half listening

Mental blocks – Hot buttons and past negative associations can impact what the CSR’s hear


Written Correspondence

Letters & E-Mail– CS Staff that cannot quickly compose

an effective business letter or thank you note is a serious handicap for your organization.

– Using e-mail for general communication and saving the more complex problem solving for in-person or telephone methods.


Dealing With Problem Customers Listen, Listen, Listen Identify with Their Situation Remain Calm (don’t personalize it) Get the Facts Determine What the Customer Wants Tell the Customer What You Can Do Agree Upon an Acceptable Solution Follow-Up to Ensure Satisfaction (If allowed) Put Fixes in Place to Prevent Future

Occurrences


Complaints

Are Opportunities to Educate Your Customers

Can Indicate a Need for Improvement

Can Repair or Solidify a Relationship with a Customer.


What will it take to make this situation right and

keep you doing business with us?


Relationship Building

Feel Welcome Feel UnderstoodFeel ImportantFeel AppreciatedBe Remembered

Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] Developing and Communicating...

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