1. CUSTOMER HANDLING
By K. Madhu

2. What is Customer Handling?
It’s the most vital part of business cycle.
It includes Understanding Customer
Needs, Fulfilling their requirements,
Regular interaction with clients, Execute
best service.
“ Less Promise, More Delivery….”

3. Customer Relationship
Traditional Marketing Customer Handling
Goal: Expand customer base, Goal: Establish a profitable,
increase market share by long-term, one-to-one
mass marketing relationship with customers;
understanding their needs,
preferences, expectations
Product oriented view Customer oriented view
Mass marketing / mass Mass customization, one-to-one
production marketing
Standardization of customer Customer-supplier relationship
needs
Transactional relationship Relational approach
3

4. Importance of Customer Handling
Helps in customer retention.
Always be in the customer’s mind.
Increase customer loyalty.
Better price negotiation.
Improves repeated business from the
clients.

5. You can’t buy your way out of something
you behaved your way into
©
TH
M
Busi
ness
Sim
ulati
ons
Ltd
200
8

6. 6

7. 5. CPE = Customer and Partner
Experience
Partners are customers
too
And they deliver some
of your customer
experience
Do you know how well
©
they do it? TH
M
Busi
ness
Sim
ulati
ons
Ltd
200
8

8. How to do Customer Handling
The Magic Formula
Deliver excellent basics
+
Build strong relationships
+
Create competitive differentiation
=
Excellent customer experiences
=
Achieve business goals

9. Relationships and desired behaviours
Get inside the mind of the
customer – use the data, CRM CEM
+
tools and processes available.
Deliver insight.
Drive desired behaviours –
move the attention or
discussion to where you want
it to be
Build strong relationships –
make the customer feel good
and look good. Become an
ally not a supplier.