SEMINAR PREPARED

BY
Ms. ANJALI S. AJI
(M Pharm I)

GUIDED
BY
Ms. VRUSHALI K. PUDKE
A SEMINAR ON
 CONTENTS
• Meaning of customer & customer focus
• Classification of customers
• Customer perception of quality
• Customer requirements
• Customer satisfaction
• Customer delight
• Handling customer complaints
• Understanding customer behavior
• Concept of internal & external customers
 In sales, commerce and economics, a customer (sometimes
known as a client, buyer, or purchaser) is the recipient of
a good, service, product or an idea- obtained from a
seller, vendor, or supplier via a financial
transaction or exchange for money or some other
valuable consideration.

 A person who buys goods or services from a shop or business.

 A person of a specified kind with whom one has to deal.

• CUSTOMER FOCUS
Customer focus can be defined as the degree to which a firm
continuously satisfies customer needs and expectations.
It includes
• Emphasis on customer-defined quality
• Emphasis on customer service
• Integration of customer information for new product
development
• Partnering with customer for the product development, R&D,
technology forecasting.
IMPORTANCE OF CUSTOMER FOCUS

• The customers are the valuable assets for any organization.

• The success of an organization depends on the satisfied
customer.
• The satisfied customer tends to purchase frequently and
more.
• The manufacturing and service organization use customer
satisfaction as the measure of quality.
• Identifying the customer expectation is the key to satisfy the
customer.
CLASSIFIACTION OF CUSTOMERS
• The Negotiator
Doesn’t matter if calm and quiet, or confident and loud – negotiators
always want to bargain. If you’re dealing with them, know that a common
objection is to bargain your price based on a cheaper competitors offer.
But most of the time they want to bargain as a matter of principle.
• The Well-Informed
The well-informed are confident. They will walk directly towards you,
giving you a firm handshake. Although they already seem to know
everything, they expect professional advice from you. Often their decision
to purchase is based on how the product reflects their social status.
• The Annoyed One
Every once in a while you have to deal with customers who complain
about almost everything. Whether it’s the high price, the bad quality or
the unfriendly seller- there’s nothing really you can do to please the
customer. They’re just always irritated.
• The Suspicious One
Suspicious customers will not hide their mistrust of products and
advertising. They’re one thing above all: critical. They will gladly let you
explain everything and surprise you with a strong opinion and knowledge
• The Questioner
This type of customer can be very pushy as he wants to know everything.
• The Ones Who Agree On Everything
These customers are reserved and act shy. They will say “yes” quickly. At
the same time they’re overwhelmed and feel that they’ve been taken by
surprise. The sales conversation is a stressful moment for them. Sensitivity
is required here.
• The Indecisive
These are the customers who aren’t really sure about what they want.
They’ll give you short, indecisive answers, saying things like “maybe” or
the dreaded “I don’t know.” There is a lot going on in their head.
Numerous questions show that they are considering whether to buy or
not to buy.
 CUSTOMER PERCEPTION OF
•
QUALITY
According to Deming, “Quality may be defined as an
excellent product or services that fulfills or exceeds our
expectations”.
• An American Society for Quality (ASQ) survey on end
user perceptions of important factors that influenced
purchases showed the following ranking:
1. Performance
2. Features
3. Service
4. Warranty
5. Price
6. Reputation
 CUSTOMER REQUIREMENTS
Characteristics or specifications that should be present in a
product for it to be deemed desirable by the consumer.
Customer Requirements

Service Requirement Output Requirement

 CUSTOMER EXPECTATIONS
here are the most common customer expectations
• Solid information
• Options
• Engagement
• Complaint management
• Flexibility
• Creativity
• Fairness
• Trust
 CUSTOMER SATISFACTION
This can be achieved by the following ways
1. Treat your Customers Right – Genuinely Interact
2. Don’t Come on Too Strong – Respect Your Customers
3. Always Listen – Hear What Your Customers are Saying
4. Continue to Satisfy – Offer Ongoing Support and Specials
5. Treat a Customer Like a Valued Partner – Communication is
Two Way
6. Build Trust – Alert Customers to Large Scale Changes, Good
or Bad
7. Be Transparent – Honesty is Crucial When it comes to
Mistakes
8. 8. Follow Through on Your Word – Follow Up on Promises
 CUSTOMER DELIGHT
Customer delight is surprising a customer by exceeding his or
her expectations and thus creating a positive emotional
reaction.

There are three objectives when implementing Customer

Delight:
 make customers loyal
 have customers that are more profitable
 have clients talk positively about your product, brand or shop,
the so-called word of mouth
 HANDLING CUSTOMER
COMPLAINTS
• Effectively handling customers’ complaints is one of the most
important aspects for a company to consider in order to
provide a better overall experience.
• Here are some tips that could help companies to handle
complaints more effectively:
• Provide an appropriate channel to receive complaints
• Recording
• Resolution
• Communicating with the complainant
• Thorough investigation
• Response
• Follow-up
 UNDRSTANDING CUSTOMER
BEHAVIOR
Consumer behavior is the study of individuals and
organizations and how they select and use products and
services. It is mainly concerned with psychology,
motivations, and behavior.
The study of consumer behavior includes:
• How consumers think and feel about different alternatives
(brands, products, services, and retailers)
• How consumers reason and select between different
alternatives
• The behavior of consumers while researching and shopping
• How consumer behavior is influenced by their environment
(peers, culture, media)
• How marketing campaigns can be adapted and improved to
more effectively influence the consumer
 Factors influencing customer behavior
• Social factors- family, roles and status, ref. groups

• Economic factors- size of family, disposable Income

propensity to consume, consumer credit.

• Cultural factors- values, Beliefs, arts

• Personal factors- age, occ., life style, personality

• Physiological factors- basic needs

CONCEPT OF INTERNAL &
EXTERNAL CUSTOMER
Internal Customers and External Customers are basically
those who purchase or buy the product of an organization /
company / factory. The customer may be the vendor,
distributor, and supplier or may be the end user. Internal
customers and External customers are differing from each
other in many aspects. Internal Customers are those
individuals, division or employee who purchases the product
of the company / organization being the part of the company
in a way or other. External Customers are those individuals
who do not belong to company / organization in any aspect or
may be the end user of the product. Quality and quantity of
the product should meet the demands of the External
customer as he the end user of the product.