Effective Customer Relations
Building Effective
Customer Relations
FRUMENCE A. HERMOSO
Assistant Professor II
Taguig City University
What is a Customer?
A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other valuable consideration.
Categories of Customers
An intermediate customer or trade customer
- is a dealer that purchases goods for re-sale.
An ultimate customer
- is the consumer.
An external customer
- is a customer who is not directly connected to that organization.
An internal customer
- is a customer who is directly connected to an organization, usually stakeholders, employees, or shareholders
Customer Groups
1. Existing Customers
Consists of customers who have purchased or otherwise used an organization’s goods or services, typically within a designated period of time.
Former Customers
This group consists of those who have formerly had relations with the marketing organization typically through a previous purchase.
2.
.
3. Potential Customers
. The third category of customers includes those who have yet to purchase but possess what the marketer believes are the requirements to eventually become Existing Customers.
Importance of Good Customer
Relations
Provide the potential for repeat business
Improves company reputation
Leads to an increase in sales and service
Help ensure that your business continues to flourish.
Is as important to your small business as the price and quality of what you are selling.
What does it take to create loyal customers?
Invest on substantial sums in global market research Company’s performance
Social response to issues (energy efficiency, air & water pollution)
Embed the attributes of corporate social responsibility into a product.
Environmental protection – most basic building block in CSR.
8 Keys to Building Strong
Partnerships with your Colleagues
& Your Customers
1.
2.
3.
4.
5.
Customer Relations
FRUMENCE A. HERMOSO
Assistant Professor II
Taguig City University
What is a Customer?
A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other valuable consideration.
Categories of Customers
An intermediate customer or trade customer
- is a dealer that purchases goods for re-sale.
An ultimate customer
- is the consumer.
An external customer
- is a customer who is not directly connected to that organization.
An internal customer
- is a customer who is directly connected to an organization, usually stakeholders, employees, or shareholders
Customer Groups
1. Existing Customers
Consists of customers who have purchased or otherwise used an organization’s goods or services, typically within a designated period of time.
Former Customers
This group consists of those who have formerly had relations with the marketing organization typically through a previous purchase.
2.
.
3. Potential Customers
. The third category of customers includes those who have yet to purchase but possess what the marketer believes are the requirements to eventually become Existing Customers.
Importance of Good Customer
Relations
Provide the potential for repeat business
Improves company reputation
Leads to an increase in sales and service
Help ensure that your business continues to flourish.
Is as important to your small business as the price and quality of what you are selling.
What does it take to create loyal customers?
Invest on substantial sums in global market research Company’s performance
Social response to issues (energy efficiency, air & water pollution)
Embed the attributes of corporate social responsibility into a product.
Environmental protection – most basic building block in CSR.
8 Keys to Building Strong
Partnerships with your Colleagues
& Your Customers
1.
2.
3.
4.
5.
References: Colleagues & Your Customers. Mcgraw-Hill Companiees, Inc. U.S.A. 2010.