The document discusses the importance of understanding customers and being customer-centric. It provides information on customer needs, wants, buying behaviors, and factors that influence purchasing decisions. It emphasizes that customers should be the top priority and that businesses need to truly understand their customers in order to meet and exceed their expectations.

2. What do you think about this ?

4. All People Have Needs and Wants.

5. Needs and Wants Change. As you go through life, needs/wants may change or become less important. In high school you might want a backpack. When you get older, the professional image of a briefcase is desired.

6. Many Factors Cause Needs/Wants to Change. Age Educational level Marital status Income level Parenthood

7. Many Factors Cause Needs/Wants to Change. Place of residence Influence of friends and relatives Culture Seasons of the year Economic conditions

8. Is Selling like this ……?

11. Why is Customer Important ???? 1960s 1970s 1980s 1990s 2000s 2010s 1 Reduce Costs 2 Leverage Investments 3 Enhance Products & Services 4 Enhance Executive Decision Making 5 Reach the Customer 6 Participate in Global Village 2020s Today we face the 5 th wave of innovation

12. Why are Customer Initiatives Important ? 1960s 1970s 1980s 1990s 2000s 2010s Reduce Costs 2 Leverage Investments 3 Enhance Products & Services 4 Enhance Executive Decision Making 5 Reach the Customer 6 Participate in Global Village 2020s 1 Optimize Resources & Minimize Costs Increase Revenue Remain In Business Customer Initiatives Decision Support Initiatives Operational Initiatives Financial Initiatives

13. 6 - BUYING-DECISION PROCESS Need recognition Identification of alternatives Evaluation of alternatives Purchase and related decisions Post purchase behaviour INFORMATION Commercial sources Social sources SITUATIONAL FACTORS When consumers buy Where consumers buy Why consumers buy Conditions under which consumers buy PSYCHOLOGICAL FORCES Motivation Perception Learning Personality Attitude SOCIAL AND GROUP FORCES Culture Subculture Social class Reference groups Family and households Copyright © 2000 McGraw Hill Ryerson Limited

15. Consumer buying behavior- key questions

16. Adoption Styles 0 5 10 15 20 25 30 35 40 45 Innovators Early Adopters Early Majority Late Majority Late Adopters % 2.1% 13.5% 34% 34% 16.4% Percentage of population types of adoption : Time of Adoption of Innovation

17. Goal of Adoption Process Awareness Interest Evaluation Trial Repeat Usage Advocacy Usage Unawareness To understand how to increase customer in Ladder of Adoption

19. Where would you place your utility/energy company? Are You Here? Here? Or Here? Discount Your Customers Focus on Core Customer Service Focus on Caring Customer Service Acknowledge - Appreciate - Affirm - Assure Customer Grade Outstanding A Exceeds B Satisfactory C Unsatisfactory D Failing F Impatient - Rude - Sarcastic - Ignore - Blame Others Provide Basic Products, Programs, Services

20. How Is A Customer Delighted? Expectations Customer attitudes which form a framework for judging performance. Quality A bundle of tangibles and intangibles a customer takes into account when evaluating the experience Value The quality of an experience as perceived by the customer and related to its cost Utility Touch Point Experience The point at which the customer interacts or touches the organization. Satisfaction The measure reflecting a customers experience against their expectations. Delight A condition in which experience exceeds expectations.

21. Customers Value Package Environmental - the physical setting in which the customer experiences the delivery of the product. Aesthetic - any sensory experience that affects the perception of value (flavor, visual appeal, smell, temperature, music, sound levels). Interpersonal - the customers’ experience or human interaction with those who deliver the product or service. Deliverable - anything of which the customer takes custody, even temporarily. Procedural - what an individual must go through to function as a customer (waiting in lines, filling out forms, visiting numerous facilities). Informational - the information a person needs to function as a customer (where to go, who to contact, payment amount, office hours). Financial - what the customer pays for the total experience, as well as the nature of the financial interaction.

24. How to improve the sales process is broken ? Conducting the sales is not the target but merely symptoms of a successful communication

28. Knowing customers’ needs, wants, and motives lets you tailor your presentation to each customer.

29. Five steps to make your business (more) customer-centric Based on experience acquired by working with #1 Understand it’s a mindshift game #2 Show them the money #3 Make the customer voice actionable #4 Pick your battles carefully #5 Build a movement (...)

30. for more information on these slides can email to: mochkurniawan99@gmail.com