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Introduction: a quiz – how do you
treat your customers?
1. You are the proprietor of an
up-market delicatessen. It serves a
busy, affluent neighbourhood. One Friday
afternoon, an established customer walks in.
Do you:
(a) Ignore her until she asks for something?
(b) Greet her pleasantly by name, and then
get on with your stock-taking?
(c) Greet her and then, knowing she likes to
grind her own coffee, draw her attention
to this week’s 2-for-1 offer on Kenyan
beans?
2. The customer buys two bags of coffee
beans, at your suggestion, as well as the
quarter pound of Stilton she’d originally
come in for, then she leaves. Ideally, when
will you next interact with this customer?
(a) Never.
(b) The next time she visits your shop.
(c) Next week, when you send her a flyer
inviting her to the wine and cheese
tasting event you’re hosting.
3. A stranger enters your shop. He browses
the shelf of herbal teas. Do you:
(a) Ignore him until he asks for help?
(b) Greet him pleasantly, with ‘Let me know
if I can be off assistance’?
(c) Come out from behind your counter,
approach him, and ask him which
specific tea he’s looking for; then help
him find it?
4. After he’s paid for his tea, do you:
(a) Keep quiet and get back to your work?
(b) Say ‘Goodbye, hope to see you again
soon’?
(c) Ask him if he’d like to be added to your
Going beyond
the buzzword:
what exactly is
CRM?
Lloyd Alan Fletcher
Institute of Physics Publishing
ABSTRACT: Customer Relationship Management
(CRM) is a business strategy for improving
profitability by focusing on customer needs and
creating an atten ...