Customers (1).pptx

Customers EVENTS MANAGEMENT/ PLANNING  Who is a Customer? A customer is a person who buys/ requires goods or services from a shop or business. Customers are people who need your assistance. They are not an interruption to your job; they are the reason you have a job. Anyone who buy...

Customers EVENTS MANAGEMENT/ PLANNING  Who is a Customer? A customer is a person who buys/ requires goods or services from a shop or business. Customers are people who need your assistance. They are not an interruption to your job; they are the reason you have a job. Anyone who buys or receives a product or service from another (or a business). And so… they need our service!! TYPES OF CUSTOMERS Customers can be: Persons with special needs Persons from culturally diverse backgrounds Children Elderly Pregnant mother Internal or external What is Customer Service? “The provision to our customers of a level of care in the form of good behavior, special services and actions that benefit them as well as ourselves and which goes beyond what our customers expected”. Customers INTERNAL Co-workers who need to use your services in the process of meeting the needs of the external customer. EXTERNAL General public Persons outside of your organization who are the end-users of your product. The Use of Voice in Customer Service Settings We must be aware of the combined use of our voice and facial expression, and the effect it can have upon the customer in a service delivery setting. As you will already be aware often our actions speak louder than words. However, the combined force of our actions and words are all the more powerful.  Voice – It is important that you always use your voice properly. Avoid raising your voice unnecessarily or indeed shouting. You should always aim to use a clear, calm voice, to raise your concerns in a conflict situation. Below is a list of tips for using your voice in customer service delivery.  Avoid the use of harsh or high-pitched tones, as this generally makes the situation worse. Speak in a clear, calm voice. Avoid over usage of your own voice, as it appears as if you love the sound of it too much. Keep your voice steady and level. Do not let your voice rise and show frustration.  Verbal and Non-verbal Communications Whilst Using the Telephone Often people do not realise that when you answer the telephone the person on the other end can tell whether you are smiling or not, or whether you are happy or not.  From a customer service point of view the telephone is a very useful tool, and can be used for the following purposes: Customer care. Taking bookings. Making arrangements. Information gathering. Finding new customers. Solving problems. The advantages of using the telephone include that it: Provides quick and effective communication. It can be used in almost any location in the world. It is a convenient method of communication. The disadvantages of using the telephone include: The telephone does not provide a lasting record of communication. No visual impact People often hang up if they do not like what you say. Handling the Call When you have found out the caller's name, use it. Deal with the specific query. Ask if any other assistance is required. Say thank you and goodbye. Let the caller put the phone down first in case they wish to ask anything else. Putting Calls on Hold Explain what you are going to do if you are asking a person to hold. When a person is holding, use the hold button at all times If customer appears in front of you, waiting to be served, when you are taking a call, make sure that you acknowledge them, so they do not feel ignored while you finish the call. Handling Messages If someone is not available, explain positively why the person is not available. Offer to take a message. Take all the details; name, phone number, message details and the time of the call. Ensure that awkward names are spelt back to the customer. Repeat messages and any information back to the caller - always act on the message quickly. Check whether a return call is required. Ensure that a contact telephone number is taken including an Area code, where applicable. Advise the caller that you will call back/pass the message on - specify a realistic time period for this to happen. Consider recording all messages on a message sheet. Take personal responsibility to make sure messages are passed on quickly to the correct person/section. Responding to Messages Always respond to any messages from a caller, whoever they are. Remember you are projecting the image of the company. When you receive messages, do not wait for callers to call you back. You will be less in control of the situation if they ring you back first. Get as much information as possible about the situation before you call people back to create a professional image. Answer Machine and Messages Make sure the correct message is on the answer machine whenever you are not available to answer the phone. Take messages off the answer machine regularly and respond to them as quickly as possible. CLASS ACTIVITY- 15 MINUTES 1. What is communication? 2. List TWO uses for the telephone in customer service. 3. Name TWO advantages for using the telephone. 4. What do you do when putting someone on Hold? 5. List THREE things to do when handing calls. 6. List THREE things to do when handling Messages. 7. What are the two types of communication? Topic: Promotion of Products and services to Customers What is a Promotions refer to the entire set of activities, Promotion in which communicate the product, brand, or service Marketing? to the user. Why do we promote? The idea is to make people aware, attract and induce to buy the product, in preference over others.  Description: There are several types of promotions. Above the line promotions include advertising, press releases, consumer promotions (schemes, discounts, contests), while below the line include trade discounts, freebies, incentive trips, awards and so on. Sales promotion is a part of the overall promotion effort.  There are also: 1. Personal selling: one of the most effective ways of customer relationship. Such selling works best when a good working relationship has been built up over a period. This can also be expensive and time consuming but is best for high value or premium products. 2. Sales promotions: this includes freebies, contests, discounts, free services, passes, tickets and so on, as distinct from advertising, publicity, and public relations. 3. Public relations: PR is the deliberate, planned, and sustained effort to establish and maintain mutual understanding between the company and the public. When do individuals promote? -SPECIAL -PARTIES -OPENING A EVENTS STORE -LAUNCHING A -GOVERNMENT PRODUCT POLICY OR PROGRAMME  What are Products?  In general, a product is defined as a “thing produced by labour or effort” or the “result of an act or a process. ” The word “product” stems from the verb “produce”, from the Latin prōdūce(re) “(to) lead or bring forth. ” Since 1575, the word “product” has referred to anything produced.  In marketing, a product is anything that can be offered to a market that might satisfy a want or need.  A product can be classified as tangible or intangible. A tangible product is a physical object that can be perceived by touch such as a building, vehicle, or gadget. Most goods are tangible products. For example, a soccer ball is a tangible product.  An intangible product is a product that can only be perceived indirectly such as an insurance policy. Intangible data products can further be classified into virtual digital goods (“VDG”), which are virtually located on a computer OS and accessible to users as conventional file types, such as JPG and MP3 files. Services or ideas are intangible. Goods and Services Goods are a physical product capable of being delivered to a purchaser and involve the transfer of ownership from seller to customer. A service is a non-material action resulting in a measurable change of state for the purchaser caused by the provider. Types of Products in Tourism and hospitality Tours and Transport- allowing tourists to get to their destinations and get around once there. -Conferences and Conventions- are both opportunities for people to network and learn information. Conferences are usually smaller and focus on knowledge exchange, professional development, and industry advancement. Conventions are typically larger gatherings that celebrate shared interests and provide a platform for enthusiasts to connect. --Entertainment- infrastructure in tourism to the facilities and services that are specifically designed to provide entertainment experiences for tourists.  -Restaurant facilities- physical amenities and services provided by a restaurant to enhance the dining experience for customers. -Food and Beverage services- professional industry that includes restaurants, bars, cafeterias, canteens, food courts and other food-based hospitality businesses which provide meals to its customers for various purposes like meetings, gatherings, recreation -‘add-on’ services- add-ons refer to additional products or services that customers can purchase to enhance their primary booking. Steps in Promoting a Product 1. Accurately provide information about products and services to customer: Brochure, websites 2. Employ selling techniques to encourage usage and purchase: Social selling 3. Make customers aware of possible ‘extras and ‘add-ons’; Videographer etc. What Are the Four Ps of Marketing? Marketing is the activity, set of institutions, or processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The four Ps of marketing is a marketing concept that summarizes the four key factors of any marketing strategy. The four Ps are: product, price, place, and promotion. What is Product? The product is what your company sells. For example, maybe it is smoothies from your juice bar or jewelry from your e-commerce store. Or, it can be a service, like yoga classes or therapy sessions. The product is what you make available to the consumer. Ideally, your product or service should fulfill an existing consumer demand. The type of product or service you offer helps you determine how much to charge for it, where it should be placed, and how it should be promoted. (The other three Ps of marketing!) Event planning products and services Event management, event coordination, theming, decorating and styling, catering, entertainment and venue sourcing. What is Price? Price is the amount of money you charge customers for the previously determined product or service. The right price drives up the most amount of sales and the most profit for your company. The price also must be related to the product’s real and perceived value. Example of Price There are several factors that can affect the cost of a product or service, like supply costs, seasonal discounts, and competitors’ prices. There are also other reasons to raise or lower prices. For example, some high-end businesses might raise the price of their products to give the appearance of being a luxury to appeal to an affluent audience. How To Price a Product 1. Add up your variable costs (per product) An effective pricing strategy comes down to understanding your costs. If you order products, you’ll have a straightforward answer as to how much each unit costs you, which is your cost of goods sold. Example Cost of goods sold $3.25 Production time $2.00 Packaging $1.78 Promotional materials $0.75 Shipping $4.50 Affiliate commissions $2.00 Total per-product cost $14.28 In this example, your total per-product cost is $14.28. Consider your profit margin Once you’ve got a total number for your variable costs per product sold, it’s time to build profit into your price. Let’s say you want to earn a 20% profit margin on your products on top of your variable costs. When you’re choosing this percentage, it’s important to remember two things: You haven’t included your fixed costs yet, so you will have costs to cover beyond just your variable costs. You need to consider the overall market and make sure your price range still falls within the overall “acceptable” price for your market. If you’re two times the price of all of your competitors, you might find sales become challenging, depending on your product category.  Once you’re ready to calculate a price, take your total variable costs and divide them by 1 minus your desired profit margin expressed as a decimal. For a 20% profit margin, that’s 0.2, so you’d divide your variable costs by 0.8. In this case, that gives you a base price of $17.85 for your product, which you can round up to $18. Target price = (Variable cost per product) / (1 - your desired profit margin as a decimal) What is Place? The third P of marketing is place. This is the place where you should sell your product and how it should be delivered to the market. Example: Place can even refer to where you choose to advertise your product, like on TV, social media, or web pages. The ultimate goal of place is to determine the best place to get products in front of the customers who are most likely to purchase them. What is Promotion? The final P of marketing is promotion. Promotion includes all of the advertising and public relations that make up your promotional strategy for your product. The goal of promoting your product is to show consumers why they need it, what problem it will solve for them, and why they should fork over their hard-earned money for it. Example: The key is choosing the right method of promotion in order to reach your specific target audience. They might include online marketing, social media, Google Ads, social media advertising, affiliate marketing or influencer marketing, content marketing, or email marketing. etc  Selling Techniques A sales technique is a selling method adopted by a company sales team or a salesperson to sell more effectively and generate revenue. It's a strategy to enhance the sales process of a business.  Selling Techniques Consultative Selling. This type of sale requires an element of trust and relationship between the salesperson and the prospect. Transactional selling. Sales representatives negotiate with customers to promote products or services in transactional selling. Solution selling. In the solution selling methodology, the salesperson takes a comprehensive approach to understand a prospect's needs and then gives recommendations. Provocative selling. Provocation-based selling targets a problem the customer is not aware of, but that is critically important. Social selling can boost your sales strategy by engaging directly with potential customers on social media platforms they frequent.  Assignment- Due Next Class Choose a specific target group to devise a plan to promote and sell the products and services of a company to this specific group. You should: 1. Research and identify information that will be shared with that specific target group to encourage customers to use or buy specific product or service. 2. Present the information to clients in an exciting way visually appealing. As though you were presenting the information to actual clients. Target Groups: 1. Entertainers seeking professional event/concert planners 2. Companies seeking convention/seminar planner 3. Individuals seeking wedding planners  CLASS WORK Simulation Exercise Jenny was registering a delegate for a convention being planned by her company when the guest told her that she was getting married in six months and seeking a professional wedding planner. You are required to work with your peers to simulate how you would do the following: - Offer accurate information about the specific product or services that will interest this customer - Employ selling techniques to encourage usage and purchase - Advise the customer of possible ‘extras and “add-ons’ Additionally, demonstrate how you would sell the other productions and services offered by the company. THE END