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Download miễn phí Đề tài Customer service recommendations to increase sales for kichi-Kichi hotpot bar on 61 ma may street, Ha Noi
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
INTRODUCTION 4
CHAPTER 1: INTRODUTION OF THE COMPANY WITH THEIR PROBLEM 5
1. Golden Gate Trade & Service JSC and Kichi-Kichi system 5
2. Problem statement 7
3. Research methodology 8
4. Research scope 10
CHAPTER 2: THEORETICAL FRAMEWORK 11
1. Customer care or customer service definition 11
2. The importance of customer service to business 11
3. Requirements on customer service. 16
CHAPTER 3: ANALYSIS AND FINDING 19
1. Real state of using customer service activities at Kichi-Kichi Ma May – Customer satisfaction evaluation 19
2. Reasons for sales decrease 26
CHAPTER 4: RECOMMENDATIONS TO INCREASE SALES 32
1. Satisfying customers by suitable product, price and promotion policies 32
2. Finding new target groups and satisfy them 33
3. Training for employees 34
4. Saving marketing budget by investing in selective channels 35
CONCLUSION 36
APPENDIX 37
1. Comment card 37
2. “Eat 5 Free 1” leaflet 38
3. Result of the survey in January, 2010 39
`4. The result of survey in April. 2010 39
4. The result of survey in April. 2010 40
REFERENCES 41
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that is, the feeling that a product or service has met the customer expectation." www.wikipedia.comIn opinion of this customer, customer service can be a high quality product with suitable price. However, another customer can consider it on-time delivery while other customer measures it through service attitude of staffs. In fact, a huge range of factors can contribute to customer satisfaction, but your customers - both consumers and other businesses - are likely to take into account: how well your product or service matches customer needs; the value for money you offer; the professionalism, friendliness and expertise of your employees; how well you keep your customers informed; and the after-sales service you provide.
2. The importance of customer service to business
Customer service is normally an integral part of a company’s customer value proposition. Every time you have contact with your customers you have an opportunity to improve your reputation with them and increase the likelihood of further sales. From the point of view of an overview sales process engineering effort, customer service plays an important role in an organization's ability to generate income and revenue. From that perspective, customer service should be included as part of an overall approach to systematic improvement.
Customer service plays an important part in keeping existing and making loyal customer, attracting potential customer, thenceforth helping company reduce cost and increase turnover.
Keeping existing customers and making loyal customers
Firstly, customer service is an effective tool in keeping existing and making loyal customer. Generally, customer is divided into two kinds: existing and potential customer.
Your sales and profitability depends on keeping your customers happy. It is also cheaper than attracting new customers. According to the Customer Service Institute, 65% of a company's business comes from existing customers, and it costs five times as much to attract a new customer than to keep an existing one satisfied. Losing a customer is even more expensive.
According to studies by the Technical Assistance Research Programs Institute, 91% of unhappy customers will never buy again from a company that has displeased them and will also voice their dissatisfaction to at least seven other people. Thus, the goal of customer service is customer satisfaction. Customer satisfaction is what customer feels subjectively and sometimes irrationally. www.eDigitalPhoto.com
When ordering a new service or maintaining an existing service, consumers must take into account the following three key factors: the quality of the service, the price of the service, and the customer service of the service provider. The first two factors are relatively objective and usually easy to control. As shown by Figure 1, the graphical representation of a market research study done a few years ago, customer service dissatisfaction is the most important key factor when a consumer decides to change service providers.
Figure 1: Reasons for Switching to another Vendor
(www.iec.org)
Retaining existing customers mean making them keep buying company product or service. It means they are less likely to go to your competitors in the increasingly competitive markets where customers have more choices than ever. As satisfied customers, they will recommend you to other, resulting in an increase in new business.
It is said that it costs up to ten times as much to windows a customer than to keep an existing one. When being satisfied, they are less likely to tell other people of bad experiences. Customers experiencing poor service are likely to tell up to twenty people about their experience, which is not good advertisement for your business. This may deter other from even trying you out, and so you will not get a chance to impress them, even with the best or most innovative products and services. 2009, The Chartered Institute of Marketing, 10 Minutes Guide: Customer Service Program
Businesses can improve profitability by focusing their attention on their customer that has the highest potential lifetime value.
In their book Rules to Break and Laws to Follow (2008), Don Peppers and Martha Rogers, Ph.D. write that “customers have memories. They will remember you, whether you remember them or not." Further, "customer trust can be destroyed at once by a major service problem, or it can be undermined one day at a time, with a thousand small demonstrations of incompetence”.
All the customers want to receive the highest attention from supplier, want their supplier considers their demand as the top priority. Only the fastest and most effective service can satisfy customers. Once companies provide an excellent customer service, they can retain their customer and make them loyal. These loyal customers Giúp company retain a fixed income and even make more profit because when customers are pleasured, they will buy not only more but more regular. Existing customer relationships are opportunities to increase sales because your customers will already have a degree of trust in your recommendations.
Employees who deal with customers' orders should be fully aware of current offers and keep customers informed. Sometimes brochures and other marketing materials are the best way of getting word out about a new customer incentive. Don't forget though that your customers' view of the overall service you provide will influence their loyalty much more than short-term rewards will
Attracting new customers
Loyal customers are so important to every business. However, to exist and develop in this competitive environment market, business must try its best to windows new customers.
The first step in attracting new customers in any economic climate is pleasing your regulars because the word-of-mouth buzz you gain from them will be a huge boon in attracting new business. Satisfactory customers will tell others about excellent service you provide that is more effective and trustworthy than anything you advertise or broadcast on public media.
Next, you could reach your target groups by some direct means such as sales promotion, meeting, and free consultancy, etc. have function is to provide new customers with more information about company as well as product and service, along with gain sympathy and trust from potentials. To begin with, you have to let people know you exist – advertise yourself. If people don’t know where you are and what you do, they can’t buy from you and you will never make enough money to stay open. Advertising greatly increases your chances of success if you know who your customer is. Then you can tell them what they want to hear. However, good advertising techniques are useless without an effective message. An effective message gives people reasons to spend their money with your business.
There are a number of free or nearly free ways to advertise your business or service. You could rely on word of mouth, that does not cost anything, but it might take a long time before word spreads.
The second inexpensive method would be flyers. This method can be very effective for certain business, but the effect does not last long. Chances are the person will take one look and throw away the flyer.
The third relatively inexpensive advertising method is newspaper advertisements. You could place a small ad that runs for a few weeks in a few local newspapers. This will give you great exposure to your selling area. However, the ads do not run forever unless you want to keep paying.
An effective way to advertise that has a relatively low initial cost is with sales promotion. Sales promotion covers a wide variety of short-term incentive tools such as coupons, premiums, contents, buying allowances that are designed to stimulate consumers, the trade, and the company’s own sales force.
Sales-promotion spending calls for setting sales-promotion objectives, selecting sales-promotion tools, developing, presenting, and implementing the sales-promotion programs, and evaluating the results. Philip Kotler, Principle Marketing
In the sales promotion strategy, promotion products are a difficult question to many businesses. What are promotional products? Promotional products are items that proudly display your company's name and information. Sure, the initial cost is more than using flyers or newspaper ads, but, unlike the other methods, the promotional product makes a lasting impression. Every time customers use your promotion items, they will see and think about your company’s name. Then when they are ready to make a purchase, your company's name is at the top of their mind. With the right promotional product, a small business owner will see a great return on their investment. 2009,
Reducing cost and increasing sales
Good customer service can Giúp company reduce cost. It is true. When ...