CUSTOMER RELATION

MANAGEMENT
Assessment

Joe Simon
D2
A.H.T.M.
 ACKNOWLEDGMENT
• Let me take this opportunity to thank
Mr.Murali Nair for his sincerity in helping me
understand the values for satisfying and
managing a customer which has helped me to
conclude my study on the topic ‘customer
relation management’ by presenting this
assessment based on the same in which I have
included various important points.
 CONTENTS
• Customer Service
• Customer needs and methods to identify
customer need.
• Customer satisfaction, delight and retention.
• Customer service skills.
• Problems of customers.
• Handling an angry customer.
• Rater model of customer handling.
• Conclusion
• Bibliography
 INTRODUCTION
• Customer relationship management (CRM) is
a widely implemented strategy for managing a
company’s interactions with customers, clients
and sales prospects.
• It involves using technology to
organize, automate, and synchronize business
processes—principally sales activities, but also
those for marketing, customer
service, and technical support.
• The overall goals are to find, attract, and win
new clients, nurture and retain those the
company already has.
Define a customer and customer
service. Describe external and
internal customers with examples
from the project work.
• Customers being the asset to any
industry, one planning to work as a part of
customer service / care sector should know
the basic definition of a customer.
• Customer : is the user of a service which you
provide. He is the so called King of the
industry as he is the one paying for your
salary.
• Care : It is the Assistance, Care, Interest or
Emotion given to the customer from the side
of the customer care employee.
• Thus we have learnt the basic definition of the
words “customer care”. We need to
implement it during our work while serving a
customer with utmost care and pleasure.
• All our customers have to be customer
focused and customer driven as “The
Customer is Queen / King.”
• It simply means that we have to give such
great value and respect to the customers since
they are the one who have a big share in
holding the organisation’s name which favours
us in future.
• Customers are of different types, namely :
• External customers and Internal customers.
• External customers are the customers who
comes from outside and proceeds into a
specific organization to use and seek the
benefits that it offers.
• Internal customers are the customers who are
the co workers of the specific organization
who has a great role in maintaining and
increasing the revenue of the organization.
• I had done a survey to seek the different ways
I (customer) was benefited by the executive
who rendered services for me.
• From the different organizations I had
approached I could observe various external
as well as internal customers.
• I could also come to a conclusion that both
worked accordingly which bought a harmony
towards the working environment of the
oraganisation.
• I would like present the different external and
internal customers I could list.
 EXTERNAL CUSTOMERS INTERNAL CUSTOMERS

- All the people who came -Sales Men / Women.

from outside and -Maintenance Team
approached the -Security men
organization for either -Delivery boys
doubts or purchase of their -Cleaners
products. -Beverage makers
-Managers
-Supervisors
-Technical Assistants
-Faculty
-Office Staffs
-Counsellor
Analyze and discuss the basic
needs of a customer and present
your findings on the same from the
project that you have
done.(M1/M3)
 Methods to find the basic needs
of a customer :
• There are many ways for finding the basic
needs of a customer.
• Conducting periodical surveys is an excellent
in which we can understand what the
customer needs and it can also help in letting
each other get updated of the recent trends in
the business. I will be showing my survey
results in due time.
• Analyzing markets is another well-built way
because it can enhance our knowledge by
understanding which products the customers
 The Basic Needs Of A Customer
• As homo sapiens, we all have various needs
which we do give importance.
• Since customers are our asset we need to take
care of their every need. Most basic needs
are:
• Friendliness : No one loves to be treated with
a bossy face along with a serious body
language. Customers require friendliness, they
want us to treat them equal just like a friend.
• Empathy : Customers require attention from
us because they are here in our organisation
to get a product and no to waste time. They
need us to feel their need. Thus empathy plays
a vital role in customer relation management.
Empathy follows up with understanding, on
the latter, both work relatively together.
• Fair Judgment : Yes, it’s something
common, no one loves to be treated with
bias, the judgment or the dealing should be
fair enough that the customer should be
totally satisfied. Fair judgment gives a positive
output.
• Information : Yes, customers are here in our
organization with quiet much knowledge
about the products/service that we offer. If we
are not up to their expectation regarding the
information part of the service, we are in for
some trouble because there is very less
chance for the customers to stay and invest.
• Good Suggestions : We as customer care
executives need to understand an important
point that customer is not just there to
purchase for a product they have already
decided, we as smart individuals can provide
them with alternatives for them thus building
Analyze customer
satisfaction, customer
delight, customer retention.
M2/M3
• The words satisfaction, delight and retention
does bring a wonderful picture in our
minds, don’t they?
• Customers are serious people who need all
the above mentioned words. Yes! We need to
take attention regarding their
satisfaction, delight and retention.
• All the above words do have a very significant
impact on the attitudes and behavior of
customers.
• Satisfaction : It is the process in which the
customer is felt good at heart after the service
rendered.
• Delight : It is a process in which the customers
would be further delighted to take services
once again in future, which surely increases
the sales and profit of the company.
• Retention : is the activity that a selling
organization undertakes in order to reduce
customer defections.
• Successful customer retention starts with the
first contact an organization has with a
customer and continues throughout the entire
lifetime of a relationship.
SURVEY
• As the part of the assessment I had done a
survey which highlights the different ways a
customer is treated.
• I had done the survey in two different places
just to feel the difference in each service
provided.
• The organizations where I visited were :
South India Travel Agency, M.G. Road.
(Govt. Recognized Railway Ticketing Office)
Attitude Spoken English and Radio
Professional Training Centre.
• The chief points I had in my mind before
stepping into the organizations were that I
would be checking their approach towards
me.
• Whether they treated me with care.
• Whether they were well aware with product
knowledge.
• Were they able to communicate with me well?
• Whether they showed empathy towards me?
• Were they satisfied with their own job?
• Last but not the least the 10 point Barometer
of Customer Perception :
RELIABILITY
RESPONSIVENESS
COMPETENCE
ACCESS
COURTESY
COMMUNICATION
CREDIBILITY
SECURITY
UNDERSTANDING
TANGIBLE
• 1st visit - South India Travel Agency, M.G.
Road, TCR (Govt. Recognized Railway
Ticketing Office)
 ENTRY

Observed three
employees, two were the
sales girls and the cashier
seemed to be the owner.
All of them greeted me
with a smile.

One of the lady asked me

what I was looking for, and
I asked for a recharge since
they provided recharge
options too.
They started to probe and I
gave them the required
information.

Then the second lady asked

me whether it was an
urgent recharge, I answered
Yes and they responded me
to wait for 2 minutes.

Within 2 minutes I had

received my recharge
successfully, I was really
happy with their
promptness.
I turned to face the cashier
to pay the money, he
promptly gave the shop
visiting card and said to call
if there was any issue.

I thanked him, he stood up

and thanked me too for
having fulfilling his service
for me.

EXIT
 Analysis of the visit :
• No doubt, it was a great visit to that place
because of various factors.
• They were well communicated and was good
in enhancing information.
• They were able to understand my urgency.
• They were reliable.
• All of them had a good amount of courtesy
and credibility towards me.
• They were super- responsive because the
cashier had handed me their visiting card -
 to give them a call if there was any error in
the recharge which meant that they were
really responsive towards their work.
• They were really tangible from the way they
talked to me and dealt with me. I could prove
that their ambience had an aura of confidence
from banner that they had put on their wall.
• Result of my visit : I was SATISFIED.
• Rating : 10
10
The above banner was hung on the wall which made me feel
that the owner had a confident approach to his business.
• 2nd visit - Attitude Spoken English and Radio
Professional Training Centre, West Fort, Tcr.
 ENTRY

As I entered inside the

office, I was surprised that I
couldn’t see anyone.

Had to wait for two minutes

until a man came to me.
(two minutes is a waste!)

He was well dressed but

less communicative, I had
to make the first approach
of speaking out!
 He asked me to write my
details and I followed his
instructions.( he had
firmness in his voice!)

I asked him about the radio

professional course. He
looked as If he unaware of it

He did speak English but

was fairly poor, I had
expected good standard
because I thought it was
purely an English speaking
community.
 He phoned his colleague
and gave the phone to me
so that I could
speak.(which meant he was
a ZERO informative.)

I could finally get some

information from the
person on the line.

That man either gave me

any brochure nor any extra
knowledge about the
company he was working
for.
EXIT
 Analysis of the visit :
• I was not at all comfortable with this visit.
• Even though, the place looked attractive, the
man was well dressed a lot of points were
missing.
• No reliability as I couldn’t get my information
on the right time.
• Very bad communication as I was unable to
understand the man.
• There was very less competence.
• No tangibility.
• If I was the boss of that particular organization
things would have changed drastically.
• I would appoint a staff who would be
energetic and dedicated, to be seated at the
entrance compulsorily to welcome and let the
customers feel at home.
• The ambience would have been made much
brighter .
• The staff which I would be appointing would
be an expert in communication in English
since it is a place providing spoken
English, IELTS courses.
• Believe it or not from due course of time I was
able to find out the position of that man in
that organization and I was able to find out
that he was the English Faculty!
• There was not at all any understanding
towards my queries because he himself had
no information regarding the course.
• Result of my visit : I was DISSATISFIED.
4
• Rating : 10

• Meanwhile while getting down the building I

 I just caught him
sleeping during
work hours!

Well, since I am a customer my perception was that he was

sleeping due to his irresponsibility but he may also be lacking
enough relaxation, dissatisfaction, over-time etc.
How do you think customer
perception is related to service
evolution?
• Customer perception is an important point to
ponder upon because perception of an
individual does matter a lot.
• The photo pasted before this slide resembled
an employee sleeping during work hours, as a
customer we can have different perceptions
regarding that man, For example :
He may be irresponsible.
He has no relaxation.
He has less satisfaction in his company.
• From the above points we can come to a
conclusion that customer perception thus
matter a lot in an industry because it can
either bring goodness to an industry or the
worse.
• Service hence, has to be enhanced in order for
a customer to feel a satisfied perception which
will be followed by good profit for the
company.
• Thus, we can say that customer perception is
related to service evolution.
Customer Service Skills
• Skills makes every individual perfect, let it be
in any form.
• Being a customer service executive and
knowing the basics is not all, one should
master the customer service skills and use it
on the customers.
• The basic skills which I look for in an employee
would be :
Wonderful Approach.
Becoming a good friend to the customer
during the dealing.
Patience
Dealing upon a transaction
• Even though these are not all, I believe these
are the basic skills that should be acquired by
a customer service representative.
• Last but not the least attitude always play a
lead role because that’s what leaves a lasting
impression.
• Good attitude with a good service mind
results into a good transaction with extra
satisfaction!
Problems Faced By Customers.
• There is an urge for the sales person to satisfy
the customer with his products but a similar
urge should be felt when a customer is stuck
with problems.
• Just like product information and having a
decision to invest, customer at times faces
tough situation and end up either chilling it
out or going for the next company.

• The C.S.E should be able to confront their

customer’s problems with exotic solutions.
• Some of the problems faced by the customers
are :
Less Patience : Customers are likely to be in a
state of less patience because of their urgency
or stress in careful investing.
Taking Sudden Decisions : Sudden decision
taking is a result due to less patience which
may lead to value, product and informative
differences with the company.
Less Ability to Trust : Salesmen or C.S.E may
do their work to their fullest but it is the
customer who has to trust their words, they
may not!
How to manage angry customers?
• One of the worst feelings which gets ignited
out is anger as it makes the person as well as
the surroundings uncomfortable.
• So what if the customer gets angry at the
service? Here are few methods which I feel
when implemented can bring down the whole
scenario:
Stay Calm : Believe it or not! Being calm is an
ultimate solution which I decrease the
momentum because if you also try indulging
in the scenario things can turn against you.
Apologize : Apologizing to a customer is like
peanut butter sandwich, it sticks to the throat
of the customer, he can be quiet after
repeating apologizes.
Listen: Being a good listener to the customer
makes him feel that his emotions are
respected.
Ask Questions: It’s of no use if you just stand
there without lifting up your tongue. Ask the
customer different customers listen to them
and make statements which makes him
positive.
Sympathy : Let him feel that you are calm
with his problem. Show intense sympathy but
never over work on it, as too much of
anything is dangerous.
Take full control : After implementing all of
the above actions, the final goal is to take full
control and reduce the momentum and switch
off the scenario before the angry person takes
in control.
Example of RATER model of
customer handling skills.
• RATER is expanded as Reliability Assurance
Tangibles Empathy Responsiveness.
• I happened to visit a shop to buy a greeting
card for my bro in law on the occasion of his
birthday.
• The salesman introduced me to the birthday
card collections but I was confused in deciding
what to choose because there were just so
many variants.
• The salesman went to deal with another
customer who must have come before
me, They left with a smile on their face.
• Then the salesman came towards me and
asked with a smile whether I had decided? I
replied that I was not able to.
• He asked me few questions about my bro in
law.
• After just two minutes he was able to pick up
a card for my bro in law which suited him a
lot.
• I thought to myself whether this man did mind
reading on me. Whatever, it was I was
satisfied and bid him goodbye.
 CONCLUSION
Life is all about learning new things, I am totally
satisfied that I was able to present you my
new learning regarding Customer Relation
Management as a presentation. I believe I
have provided with almost all the required
information through this short presentation.
This presentation helped me in understanding
how to deal with customers, how to infer from
their problems and last but not the least how
to maintain a successful relation with them.
 BIBLIOGRAPHY
• http://en.wikipedia.org/wiki/Customer_relati
onship_management
• http://intellinova.com/
• Customer Relation Management Modules
from FIAT.