Customers in search of solutions

Customers in search of solutions - Transcript

Four Customers in Search of Solutions

Presented By Prateek Yadav Piyush Jaidev Parul Gupta Gunjan Wadhwa Sumit Sood

Introduction
Leung Yew Wah
Small export import business Meticulous intolerant afraid of being cheated hence would leave no stone unturned to get restitution Top two percent of all phone bills in Hong Kong Lot of outstation calls Constantly grumbles about the amount of his telephone bill

Introduction Contd
Sherry Tanaka
Freelance Interpreter and translator Telephone bill at medium level Occasional international calls Children use internet frequently Communicates clearly her requirements gives and expects high standard of performance Complains of missing important calls Missed few contracts due to busy lines

Introduction Contd
Chong Siew Lam
Widow lives alone Telephone is her lifeline Her calls are limited to her friends to local stores and to a home nursing service Bills lie in the bottom ten percent of all households Has been receiving a series of obscene calls of late Wants the company to put an end to this harassment

Introduction Contd
Victor Hung
Student at the business school at University of Hong Kong He shares his house with his 3 friends Lee Alvin and Chan Bill is at 75th percentile for a household Arrogant and know it all Phone line making strange noises making it difficult to hear

Introduction Contd
Customer Service Agents
Cheung Mui Kah fast friendly and accurate inspires confidence in the customerslikes solving customer problems Tommy Kwok
Ranks 1st among his coworkers in the number of customers handled per hour Bored of his job

Introduction Contd
Technicians
Chan Kok Fai
Very quick to diagnose and fix problems but his manner is gruff Wants to put his skills to a better use Thinks most of the problems are self created by the customers

Lam Yee Cheng
Loves his job and traveling and meeting customers Technically proficient and enjoys problem solving and explaining to them at length Employer thinks he needs to work faster

Issues
Dealing with customer complaints Segmenting of customers Lack of job satisfaction among the call center employees Should the complaints be taken on priority basis What should be the service recovery strategies in each of the 4 cases What should be the marketing strategies for the telecom company

SEGMENTATION

Segmenting the Residential telephone market

Segmenting the Residential Telephone Market Contd
Value of usage
Leung Yew Wah is in the ninety eighth percentile of all Hong Kong household bills a big spender Victor Hung is a relatively heavy user being at the seventy fifth percentile Sherry Tanaka is average being at the median level Finally Chong Siew Lam is a low spender being in the bottom 10 percent of all household subscribers

Segmenting Contd
Location of numbers called
International calls are made by Leung to US Canada on weekday evenings to Macau daily afternoon and to China on weekends Sherry Tanaka makes occasional international calls to Japan and Philippines Victor makes occasional calls to Shenzhen

Segmenting Contd
Nature of problems encountered
Leung is concerned about overcharging Sherry about missed calls Chong Siew Lam about obscene calls and Victor Hung about poor sound quality

Types of services and equipment used
The phone company will have records of what valueadded services e g call waiting caller ID call forwarding each customer subscribes to

Response to complaints

Service Recovery Strategies

Dealing with Leung Yew Wah
Platinum customer Complaint should be kept in the priority list All previous phone and bill records should be immediately checked Company customer sales executive should sit with Leung and discuss all the previous phone and bill records Does he recognize all the phone numbers actually dialed Does the length of each call as identified on the bill seem too long Does he think that the prices of the company are too high Consider giving him a refund in case he refuses to have made a specific call or calls It may be a good idea to offer to help him separate his business calls from his home calls

Dealing with Sherry Tanaka
Gold customer Make sure she feels that she is an important customer
Is there a particular time of day when the busy signals were received by her callers Is it because of the computer modem that could have been operating at the time that is preventing incoming calls

Because she is self employed she may lose a valuable assignment if she misses a call Possible solutions to her problem might include subscribing to call waiting or installing a second phone line Tell her of the other internet options available with the company

Dealing with Chong Siew Lam
Lead customer The problem should be handled with sensitivity and discretion One option is to change her phone number A second is to install a phone machine to screen calls before she answers Another option is to subscribe to caller ID which would display the number of the phone

Dealing with Victor Hung
Iron Customer Details of what the noises sound like and whether they are encountered all the time may provide some technical clues as to their source The customer sales representative can arrange to have the line tested by a technician Only a home visit by a technician will allow the company to determine the precise cause of Victor s problems with his phone If the customer service rep learns that he shares his house with three fellow students she or he might wish to suggest opportunities to establish a second line for the tenants

Marketing Opportunities
We Sell Confidence Subscribe to our caller ID facility at Rs X per month Acquisition cost is usually said to be 5 8 times the retention cost It is usually much easier to sell additional things to existing customers than to add new customer Building brand image

Marketing Opportunities Contd
CLEAR And CRISP Sound Your inconvenience is our failure we need less than a day
within 23 hrs our technician will be sent

Repair guarantee for first 3 months after installation VALUE ADDED SERVICE if we know that a flat is being shared so we can pursue the customer to go for second line at lower price

Marketing Opportunities Cont
Credit limit facility not been able to pay the bill we still believe you Quick and prompt responses Ur calls will be heard within 10 min otherwise you will get a personal call from us The new connection will be provided within 48 hours

Marketing Opportunities
No More Inflated Bills Purpose
to keep a check on the usage to avoid misuse of your telephones

Plan A for less usage
with a nominal charge of 55 Rs you can avail auto generated messages whenever the call duration exceeds an hour and after every international call

Marketing Opportunities Contd
No More Inflated Bills Plan B heavy usage CUSTOMIZE the information you want by filling in the page on our website our customers will be alerted if they exceed their preset range Example if they don t want to be disturbed after every long call they can go for it weekly or just during the weekends

Misuse prevention scheme

25

Marketing Opportunities Contd
KILL YOUR BILL special pricing plans that would reduce phone bill There may also be discount plans for international calls

Marketing Opportunities Contd
Your Calls are important to us
Avail call waiting service on your landline at nominal charges Marketing opportunity to convince to take a second line Answering machines at nominal prices along with a second line Promote the broadband services or ADSL use landline and internet on the same line

IS THE CUSTOMER ALWAYS RIGHT
THE PREMIUM CUSTOMERS ARE ALWAYS RIGHT Should there be a different service provided to them Large accounts for example may carry the prestige but may actually cost us money by demanding exclusive service whilst simultaneously squeezing us on price REVENUE PER USER A simple customer profitability analysis might suggest that companies should not do business with certain customers But this could be a dangerous conclusion

THANK YOU