Never cold call again: Using CRM to understand Buyology.
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Erik Vermeulen presented on ways to improve customer service and reduce customer churn. The top reasons customers leave are unresolved service problems and feeling employees are disinterested. Customers expect accessibility, courtesy, responsiveness, promptness, competent employees, clear expectations, commitments to be met, issues to be resolved on first contact, and social/ethical responsibility. The key lessons are to prioritize service, advocate for customers not just sell, understand irrational customer behavior, create intrigue through mystery, freely provide helpful information, and be authentic in interactions.
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Never cold call again: Using CRM to understand Buyology.
- 1. Oracle, Nairobi, February 2011 Never Cold Call Again Presented by Erik Vermeulen.
- 3. What comes to mind when you see.....
- 4. What? Strap Colour Shape Numbers Why?
- 5. Who to talk to..... Connectors Mavens Salesmen
- 6. Reasons For Losing Customers 1% Die 3% Move 5% Buy from friends 9% Prefer a different product 14% Unresolved service problems 68% Because they feel that employees are disinterested in giving service
- 7. Top 10 Customer Expectations Be Accessible Treat me courteously Be responsive to what I need and want Do what I ask promptly Don’t make me deal with poorly trained employees
- 8. Customer Expectations (cont.) Tell me what to expect Meet your commitments Do it right the first time Be socially responsible Be ethical
- 9. The Service Equation Service = Experience - Expect CRM
- 10. The Service Equation People expect only two things1. That you know they are there2. That they made the right choice by coming to you to satisfy the need
- 11. Lesson #1 Service aboveeverything else
- 13. There are many ways to skin a cat…..
- 16. Lesson #2 Advocacy beatsSelling
- 19. Lesson #3 Understand that consumers areirrational
- 21. Lesson #4 Create Mystery
- 25. Lesson #5 Ruthlessly give away free information
- 27. Lesson #6 Be authentic and congruent
- 28. Never Cold Call Again Follow me on Facebook: Erik Vermeulen Follow me on Twitter: ErikMVermeulen E-mail: erik@erikvermeulen.com Web: www.erikvermeulen.com