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Week 7 - Customer Turnoffs (Lecture & Group Exercise)

The document discusses how customers keep score of their experiences with companies and will often lose loyalty or switch to competitors due to turnoffs. It outlines different types of turnoffs including related to value, systems, people, and products. It emphasizes the importance of reducing and preventing turnoffs in order to increase loyalty and positive word-of-mouth.

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arturogallardoed
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35 views11 pages

Week 7 - Customer Turnoffs (Lecture & Group Exercise)

The document discusses how customers keep score of their experiences with companies and will often lose loyalty or switch to competitors due to turnoffs. It outlines different types of turnoffs including related to value, systems, people, and products. It emphasizes the importance of reducing and preventing turnoffs in order to increase loyalty and positive word-of-mouth.

Uploaded by

arturogallardoed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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THE CUSTOMER KEEPS SCORE

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-1


*

* Be very aware of pet peeves


➢ BOTH your own and others’
* Sharpen your insight

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-2


*

* Value Turnoffs
➢ Poor quality relative to cost
* Systems Turnoffs
➢ Cumbersome, inconvenient, ill-informed
* People Turnoffs
➢ Communication problems

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-3


*

* Product/service not as good as expected


* Faulty repairs, shoddy quality
* Top leaders define the “value
proposition”
➢ Lower quality may be okay if cheap

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-4


*

* Any process, procedure, policy used to


deliver product/service to the customer
* Location, facilities, staffing, displays,
paperwork, etc.
* Consistency
* Slow service
* Managers responsible for systems

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-5


*

* Poor communication = TURNOFF


➢ No greeting, no smile
➢ Rude behavior, high-pressure selling
➢ Any message (verbal & nonverbal) that
causes customer to feel uncomfortable
* All employees are responsible for
people turnoffs

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-6


*

* Typical company loses 10-30% of


customers every year due to TURNOFFS!
* Generate positive word-of-mouth by
reducing turnoffs and exceeding
expectations

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-7


*

* Even satisfied customers may be in a


“zone of indifference”
* Absence of dissatisfaction alone does not
equal loyalty
* Value Service Recovery:
➢ Fix their problem and they are MORE likely
to be loyal customers

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-8


*

I. Continuously sharpen insights into areas


where you may be falling short
II. Reduce, or eliminate value, systems,
people turnoffs
III. Exceed customer expectations to create
positive awareness

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-9


*
* Use ongoing processes to sharpen your
insights into what might be turning
customers off
* Fix mistakes, or service shortcomings
* Reposition customers from satisfied
“zone of indifference” to LOYALTY

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-10


*
* In your PROJECT groups, research Customer
Reviews for your business.
* Find TWO of the most common Customer
Turnoffs.
* Explain the classification of the turnoffs
* Discuss the turnoffs’ effect on customers
and the company

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall 6-11

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