Customer client relations

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Customer client relations
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Customer client relations

• Marketing
• Public relations
• Customer service
• advertising

3
Hierarchy

• Many businesses are not customer oriented
• Usually the CEO (chief executive officer) is at
  the top of the heirarchy
• Should be the customer

4
Leadership

• By example
• Quality people that are hired, trained and kept
  around or fired
• Costly to train, even more not to
• Hire people who are motivated, qualified
• Keeping people around does not necessarily mean
  catering to them

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Leadership, contd

• Treat employees reasonably.
• Instill ownership (e.g. profit sharing)
• Fire those who do not measure up

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Customer service practices

• Take all returns and exchanges with a smile
• Deliver more than you say you will
• Learn customers names and spell it correctly
• Maintain eye contact
• Customers with you are always most important
• Set a good example

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Marketing

• Total offering make to consumer in exchange for
  something of value
• Critical management function
• Unique language
• 4 ingredients
• Product or service
• Price
• How product promoted
• How distributed to end user

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• Product or service
• What is product
• Price
• Set price, but being willing to adjust
• Promotion
• Advertising and public relations
• Distribution
• Availability to consumer

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Analyzing your market and the environment

• Understanding choices helps make decisions
• Horse industry relatively small in terms of total
  economy
• Horse industry greatly dependent on leisure funds

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Target market

• Average owner female
• 35-45 years old
• Income 30-75 K
• Horses 1 registered Q.H.
• Own 10-50 acres
• Belong to some sort of horse organization

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Economy

• National trend is an increase in leisure time and
  money
• Competition is stiff
• Competition
• Direct
• Indirect
• Media
• Need to know price and reach of each source
  considered
• Governmental influence
• What are current laws, regulations, etc.
• Technology
• Play a role in everyday lives (e.g. internet)

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Planning marketing strategy

• One of the most important aspects so spend time
• Company philosophy
• Determine who customers are
• Establish marketing goals
• Establish marketing budget
• Draw up time line
• Examine what you know about customers
• Write out strategies
• Who may be available to assist?
• Do evaluations

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Rules of thumb for volunteers

• They must believe in cause
• They do this to meet other people
• Enjoy fringe benefits and have fun
• Provides easy access to things otherwise do not
  have access to

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Time and money saving ideas

• Admit when wrong
• Use coop advertising
• Direct mail
• Organize contest
• Reminder postcards
• Be memorable
• Hire, motivate, retrain best people possible

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Advertising

• Definition any message in print or broadcast
  which has been paid for by an identified sponsor
• Earliest Babylonian merchants 3000 B.C.
• Most creative, expensive , and important part of
  marketing mix

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Planning and research

• Who is audience
• What is product
• Different compared