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SERVICE MARKETING

TOPIC: HEALTHCARE

Presented by

S.Nithya

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HEALTHCARE

Healthcare till a few years ago had been considered mainly a government

sponsored social welfare activity, where the sole effort was directed

towards setting of government civil hospitals in the major towns, village

dispensaries, and family welfare centers in the rural parts of India. The

availability of private enterprises in the hospital business were few and far

between and even those were run mainly for charity. Indian businessmen likethe Tata·s and Birla·s, who were philanthropists, had donated very big

hospitals to the care of the poor and needy. They were also charging very

nominal fee etc.From those who could afford it .With the explosion in

population and the movement of more and more people from the rural India

to the urban, the government machinery providing government and civil

hospitals started crumbling.

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CONTD««..

The hospital and healthcare services became the

commercial valuable services and the companies like

TATA, APOLLO HOSPITALS, AND MANY Others

entered the field.The privatization had virtually spread

everywhere even in all small towns and cities. The

government of India has brought these services under

the purview of the consumer protection Act, 1986,toprotect the interests of the Indian customers.

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Segmentation of hospital and healthcare market

We have mentioned above about the two broad

segments of the hospital and healthcare services-theprivate and the government provided services. The

services can in the private segment be subdivided

into the organized and unorganized sector. The

organized sector operates like a company and acorporate house managing the delivery of health

and hospital care services keeping the professional

approach as its base. The private individuals

nevertheless do a great service by spreading theirservices on a massive scale, like no corporate or

government could do.

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CONTD..

Based on the kind of professional services, the hospitals

and healthcare can be segmentised into the following

categories:1.Postgraduate medical colleges and research centres.

2.Medical colleges and hospitals attached

3.Speciality hospitals

4.Multi-speciality hospitals

5.General hospitals

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6.Government hospitals7.Private hospitals8.Charitable hospitals9.Nurshing and maternity homes

10.Pathological and diagnostic labs11.Paramedical colleges and research centres12.Nurshing colleges and research centres13.Psychiatry treatment treatment and counselingcentres

14.Health and spa centresThe list is endless and can be extended to includemany other kinds of health, physical and mental wellbeing fitness related service centres, shops andfacilities.

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Every living being is a customer for medical and healthcare.

A human being in his lifetime keeps fighting for either theprevention of a disease or he may remain under medical

supervision sometime in his life to cure himself of a disease.He may require healthcare for a family member.

That,however,is only a general profile of the customers for

medical treatment for himself that earlier was only found

abroad and could be affordable only by the rich and theupper segment of the indian society. Today the same treatment is

available to everyone within the country. Today only the super rich

go abroad for treatment. On the contrary people from abroad come

to india, for their specialized treatments because india offers the

best facilities at the most competitive rates. The upper class andthe upper middle class prefer getting themselves treated at the

corporate hospitals like,Apollo hospitals,Escorts and the

Wockhard,Manipal and many such others.

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Contd«

The middle class prefers going to the next door privatehospital that also has been corporatized on a smallerscale. The next door doctor,pathology and diagnosticlaboratory, and the health clinic are the most preferredsource for this category of customers. But the common

people today also visit the government hospitals,dispensaries, and the laboratories attached to them. Allrural customers who have great faith in everygovernmental facility suffer the most as the availability ofgovernment doctors, medicines, pathological facilitiestoday are not able to meet the demands of the hospital

and healthcare services.A corporate believes that he hasmade investments and he must get the returns on theinvestments to satisfy his share holders.However,it is timethat everyone realizes that there is more money to makeat the bottom of the pyramid.

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MARKETING STRATEGY

The health policy of the government has beento private the hospital and healthcare services

to a large extent. The provision of health and

welfare has moved out of the precincts of the

ministry of health into the private hands

making it a profession and a b In this age of knowledge when the customer has access to the

internet, even the hospital and healthcare

services need to promote themselves to

generate a positive perception in the minds of

the customer. This can be done by the word of mouth, popularizing research findings,

advertisements in medical journals, and other

newspapers.

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� The marketing mix for any hospital and

healthcare services has to be totally oriented

towards the maintenance of the best of health

and well-being by all customers. That definesthat the services product has to be one that

helps prevent or cure and rebuild good health.

At the same time the trust.faith,and the

perception needs to be retained and further

augmented in all the other marketing mixelements attached to the product and

services. This will come by strategizing the

marketing mix in the following fashion:

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` It is very difficult to give a common strategy to the pricingof the hospital and healthcare services.The pricing of theservices will form the cost of doctors attending and treatingthe patient to the actual cost incurred on running theestablishment,be it the hospital or a pathological

laboratory.But in hospital and healthcare services,thehospitals and facilities use a complete differential pricingpolicy for many products. The pricing of the hospital andhealthcare services will depend upon the income level of the customer, length of the treatment, kinds of operations,kinds of pathological and diagnostic tests, the facilities

provided by the hospital, the brand perception of thehospital corporate and the pricing policy of the serviceprovider.

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Place:

� The hospital and healthcare services can ideally bedelivered at the place of the services provider or thedelivery point that has to be inspected, approved to beup to the original standards of the principle serviceprovider. For example, often sample collection centersare spread all over the country by the majorlaboratories situated elsewhere and the franchiseescollect and forward the samples to other places. Insuch cases, care needs to be taken that the standardsand the medical, clinical, diagnostic facilities offered to

the customer are the same as that of the originalservice provider under whose brand umbrella thefranchisee unit is functioning.

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� The hospital and healthcare industry iscompleted people intensive and peopleextensive. The services are rendered by theinvolvement of at every stage of dealing withpatients and his relatives. These dealings doneby people for outdoor services, indoor services,pre-operative counseling and analysis or dealingwith the patient and his relatives at the time ofoperation. The dealing with the public alsoinvolves the administrative functioning of peoplewithin the labs, on the hospital receptions, inthe hospital wards and lifts, corridors andoffices. The services providers must organize andinstitute the internal marketing of these servicesto meet the expectations of the customers.

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Promotion

The word of mouth is the biggest promotion anyhospital and healthcare service provider aspires for, ascompared to any kind of advertising efforts. The earlierpatient referrals from the trade definitely do wondersfor a quick popularity of the hospital. However, it takes

many objects and years of hardwork to build a positivereputation for any institute. The institutes and the serviceproviders, otherwise, adopt such modes as the internet,websites, print media, trade journals, association, andjoint advertising with the trade partners is a common

practice. The corporate hospitals and healthcare serviceproviders have also taken to build longterm customerrelationships in a big way.

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Process

y The process of health and hospital care servicescan be categorized into two, the indoor facilities andthe outdoor facilities. The outdoor facilities are

facilities for a short term where the patients come incontact with very few front line employees only. Theindoor, however, needs to streamline the services fromthe moment the patient reports at the door and isshifted to the necessary indoor patient treatment

ward. The process will also include pre admission andpost admission billing, counseling, and the postoperative treatments that need to be handled in anefficient process of seamless efficiency.

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Physical evidence

y The healthcare and the treatment is quite intangibletill a person actually recovers from the disease and theretoo the evidence may remain attributed only to thedoctor¶s advice and the medicine prescribed by thedoctor. The hospital and the healthcare service providers

provide the physical evidence to the patients and theirrelatives, in the bodily presence of hospital ambience,maintaining the right kind of temperature andatmosphere both in the front offices of the facilities andalso the hospital operation rooms and wards. Thebehaviour of the people and the treatment of the doctors,nurses, ward boys and the housekeeping staff is of primeimportance in providing a façade of physical evidence.

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Global challenges to hospital and health

� The demand for healthcare services inindia has grown from USD 4.8billion in 1991 toUSD 22.8billion in 2001-02, indicating acompounded annual growth rate of 16 percent.The healthcare industry accounted for 5.2percent of India¶s GDP in 2002, and this figure

could reach USD 47billion or 6.2-7.5 percentof GDP by 2012. On the one hand, the Indianmiddle class, with its increasing purchasingpower, is more willing than ever to pay morefor quality healthcare. On the other hand, the

supply of healthcare services has grownsteadily, as the private sector is becomingmore involved in owning and running of thehospital.

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CONTD«..

´ The hospital market in India was valued at45billion in 2009 and is estimated to grow by 27%.The market accounts for a substantial share of thetotal healthcare industry and is dominated by theprivate sector. The growth in consumers spending on healthcare coupled with the increase in lifestylediseases is expected to attract major investors. Ananalysis of the factors contributing to the growth of

the hospital and healthcare market reveals thatthe Indian health and hospital market in its currentposition is based on poor public healthcareinfrastructure.

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THANK YOU

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Seminar on

Logistics

By

Hemalatha.G

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� The term logistics comes from the Greeklogos (), meaning "speech, reason,ratio, rationality, language, phrase´. The

word logistics has its origin in the Frenchverb loger to lodge or to quarter. Its originaluse was to describe the science ofmovement, supplying & maintenance of

military forces in the field. Later on it wasused to describe the management ofmaterials flow through an organization, fromraw materials through to finished goods.

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Unlike the old approach to logistics whichwas restricted to the army, today, it hasgained recognition in business organizations

as one of the important business functionsand a tool for developing competitiveness.

It is of critical importance to theorganisation, how it delivers products and

services to the customers, whether theproduct is tangible or intangible.

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� Tangible product speak about the intangibleservices associated with the product and theorganisation which is delivering it.

� In case of intangible products, the deliveryof tangibles at the right place, at the righttime will speak about its quality.

� The scope of logistics ranges from the

management of material procurement andmanufacturing to the delivery of finishedproducts to the customer.

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Customer services:

1.personalised services-We view ourselvesas an extension of your organisation. A personal

interest is taken in each and every shipment.2.Scheduled pick up and delivery service-

at no extra cost

3.Dedicted carrier, equipment and driverswho care.

Expertise

Our expertise enables the customer to obtain superiorproject management and industry experience toprovide the most suitable solution.

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�Material movement

Moving material involves the use ofspecialized equipment and skilled personnel

who can operate it.� Professional packing

The packing must ensure that the cargoremains the final destination. For this, we take

into account various aspects, such as the type ofcargo, mode of transportation and the amount oftime in transit etc. All the precautions are takento ensure the cargo reaches its destinationundamaged.

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� Looking ahead to a new millennium, businesslogistics and supply chain managers will be facedwith an accelerating demand to deliver betterproducts faster and cheaper on a global basis.

� Globalization of business will be enhanced byregional trade agreements and the reduction oftrade barriers as well as through internationalelectronic networks such as the internet.

� Such globalization will result in new customerdemographics as densely populated nations suchas china and india become part of the globalmarket place.

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�New technologies will play an increasinglyimportant role in business logistics, if theyaren·t already. New software tools will

provide managers with better ways toanalyze the performance of logisticsnetworks.

�Outsourcing of logistics will likely increase as

the growth of third-party logistics firmscontinues.

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� For those companies that handle their ownlogistics, the challenge for managers will beto communicate to their company·s senior

management the advantages that logisticscan provide.

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THANK Uu.

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Seminar

On

Education Services Marketing

Delivered

By

Kamalasekaran.S

Santhoshkumar.V

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Introduction:

It is a process of one-to-one and one-to-manyby a teacher to students preferably in the mostunorganized way.

As early as sixty or seventy years back, the

teacher used to provide boarding and lodging byhouseholder or jamindar for teaching school andcollege students or to their children at home.

Government plays a vital role in this field and

also the govt established and engaging so manyschools and colleges. Now the education field isdeveloped well in doing service with the help of newtechnology, qualified teacher and good infrastructure.

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Some issues involved in providing educational marketing services:

1. Defining The Service Need Of Customer.

2.Delivery.3.Soft & Hard Infrastructure.

4. People.

5. Alumni Relation.

6. Students Relation.

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1.Defining The Service Need Of Customer.

* Identifying the needs of students,

* Designing the course curriculum,

* The add-on¶s that meet the requirements,

* The inherent needs of the students,* Teaching the students.

2.Delivery.

Delivery by good quality & qualified facultymembers to students gives satisfaction to thestudents.

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3.Soft & Hard Infrastructure.

Every education institution should have,

* Good building, Computer systems.* Library, Laboratories, AC classrooms.

* Hard infrastructure helps to get premiumfees for providing education services.

4. People.

In educational institution knowledgeablehuman resources are the main resources.

In decision making, the involvement of peopledoes give a lot of satisfaction and motivation topeople to work rather than command and control.

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5. Alumni Relation.

Over the period of time, students who have

passed out the institution are the best brandambassadors.

6. Students Relation.

Once the students take admission, keepingthem satisfying is the best way to get more

admissions next year.

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1. Intangibility.

2. Inseparability.

3.Heterogeneity.

4. Perishability.

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3.Heterogeneity.(Difference)

Depending upon the type of student, the

teacher changes his style of teaching.

Same subject is taught differently by

different teachers keeping the course curriculum.

4. Perishability.

Education is a continuous process.

Delivery & consumption should go together.

Class has less number of students, a teacher

cannot teach less.

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The group of customers having similar needsand wants are called segmenting. The target for

education service is mainly individual students.

Depending upon the type of consumer the ,

Education can be classified into,

1. Primary education.

2. Secondary education.

3. Higher education.4. Corporate training.

5. Vocational education.

6. Continuing education.

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� Product in educational services

� Place in educational services� Price in educational services

� Promotion in educational services

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� The education product is a unique productthat involves heterogeneity and homogeneityat the same time . The product is

heterogeneous as the service customer fordifferent levels of education will have theirdifferent demand.

� For example

student look for college faculty and building.

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� The service delivery in education is beingprovided by setting institutes, by onlineinternet facilities and by way of postal and

correspondence courses. Now latest additionis use satellite and virtual education.

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� The pricing of the educational services isdone under many different nomenclaturesand subheads by the institutes but all

customer look at them in manner of only.these rules and regulations were formed anddesigned by the government.

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�We made a statement somewhere earlier inthis chapter that the supply is far less thendemand for educational institutes.

� For example�Direct contacts through seminars ,

educational and study exhibitions careerfairs, and counseling session .

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�New technological innovations.� Introduction of internet .

�Globalization of education.

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M ARKETING TOURISM AND

HOSPITALITY SERVICES

S. PRABHUN. RAJ

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� There are classified into 5 categories.

1. Religious enthusiast and believer:

2. Travelling enthusiast and explorer:3. Pleasure seeker:

4. Intra-country traveler:

5. Inter-country traveler:

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�Religious enthusiast and believer:

Their reason for travel is more for personal faith

and belief in certain places connected to the religions of the world.

�Travelling enthusiast and explorer:

They like to travel and explore the places of tourist interest. They may go to any place that interests them.

Their research could be on history, architecture,

culture and any other subject.

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�Pleasure seeker:

They are keen on enjoying different places, culture,

the leisure of travel and the richness of tourist places.

� Intra-country traveler:

Those tourists who are interested to explore, enjoy

the tourist places within the country and may be limited to the seasonal travelling, depending on the reasons to

travel.

Ex:

The summer month in India are quite busy from the

tourism point of view as people like to travel during the

school holidays.

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� Inter-country traveler:

Tourists travelling between the countries and

exploring the globe will come under this category.

In India Rajasthan and Goa attract millions of

tourists travelling from other countries to India

throughout the year.

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� there are classified into 4 types.

1. Total market based on socio economic status.

2. Tourist market based on demographics.3. Tourist market based on geographic.

4. Tourist market based on psychographics.

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�Total market based on socio economic status:

The spending pattern, the demand and expectation

determinants, and the modes and means of transportationwill largely be categorized by the tourist companies on the

financial and economic status of the tourist.

�

Tourist market based on demographics:segmenting a market based on demographics is the

most natural system to be adopted by any service marketer.

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�Tourist market based on geographic:

There is a natural divide between the tourist from

the eastern countries and the tourists from the westerncountries or central American countries.

� Tourist market based on psychographics:

The personality, lifestyles, attitude will differ fromone nation to the other and from one culture to another

people from the eastern countries.

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� There are 7 marketing mix in tourism and hospitality.

1. Product:

2. Price:

3. Promotion:

4. Place:

5. People:

6. Process:7. Physical Evidence:

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�Promotion:

The promotion of a tourism and hospitality services

package is a combined affair of many agencies involved inrendering the services at different stages of tourism and

hospitality.

�

Place:The place refers to the tourist spot, tourist

destination, tourist city or even the whole country.

The place has to be safe for visitors.

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�People:

This is the most important factor in promoting

tourism and hospitality services as people can eitherimpress a customer so much that he will always prefer to

come back or he gets put off never to return again.

�

Process:The process for a tour today begins not from the

offices of the tour operators but from the computer tops

and desktops at the customers end

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� Tourism is the largest service industry in India with a

contribution of 6.23% to the national GDP(gross domestic

product) and 8.78%of the total employment in India.

� India witnesses more than 5 million annual foreigntourist arrivals and 562 million domestic tourism visits.

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� The estimates of foreign tourist arrivals(FTA) and foreign

exchange earnings(FEE) are important indicators of the

tourism sector.

� According to the latest data released by the ministry of

tourism, FTA¶s during January 2010 were 491,000 as

compared to 422,000 in January 2009, an increase of

16.4%.

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� The campaign µVisit India Year 2009¶ was launched at

the international tourism exchange in Berlin that aimed to

project India as an attractive destination for

holidaymakers.

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� It is the application of marketing principle inthe consultancy services. The servicesprovided by an independent and qualified

person or persons in identifying andinvestigating the problems concerned withpolicy, organization, procedure and methodsare the consultancy services marketed in anorganized way.

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A consultant is an experienced individualthat is trained to analyze and advise a clientin order to help the client make the best

possible choices.Eg : A strategic consultant may evaluate abusiness plan and help the client develop aplan to meet those strategic goals.

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�Growing significance of specializedknowledge

�Obtaining impartial view

� Justifying the pre- determined measures� Limited number of consultants

�Making the consultancy service productive

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� Both categories of users an individual and anorganization uses the services of consultancyorganizations with diverse motives. They maybe domestic as well as foreign.

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� The product mix focuses on the serviceoffered by the consultants and theconsultancy organizations. It is a process ofblending the core and peripheral services insuch a way that the services are madeattractive and competitive.

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� Selection of area

� Selection of clients

� Studying the conditions and the objectives

�Discussing the proposal� Acceptance and implementation

� Product planning development

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� In the present day world, the magnitude ofcompetition is found at its peak and thebusiness environmental conditions are foundmore volatile.

� This makes it essential that consultants aswell as the consultancy organizations have awell developed information system which hasbeen making available to them theinformation regarding the emergingprofitable areas of the future.

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� The upcoming consultants or the buddingconsultants find it difficult to identify high-spending clients. Since we focus on themarketing of consultancy services, it ispertinent that our clients either an individualor an institution bear the potentials to spendas per their requirements.

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�We find a close relation between thechanging business conditions and theirimpact on the formulation of the productmix. The changing business conditionsinfluence the order of priorities vis-à-visobjectives.

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� The proposals are to be deliberated upon andthe senior executives play a commandingrole in the very context. The efforts takenfor promoting the research activities cant bedevalued. Further, the consultants need anin-depth knowledge of the behavioral profileof clients.

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�Consultants are termed to be the businessplanners. They in a true sense engineer thefoundation for the development of anorganization. Almost all the consultancyorganizations need to think about theirfuture development plans.

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� It is a managerial device of blending thedifferent constituents of promotion, such asadvertisement, publicity, sales promotion,personal selling, word-of-mouthcommunication and telemarketing. Theconsultants and the consultancyorganizations by promoting inform, sense andpersuade the prospects/users.

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� Advertising

� Publicity

� Personal selling

� Sales pramotion�Word of mouth promotion

� telemarketing

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� The consultants and the consultancyorganizations charge fee/commission for theservice offered. This focuses on marketingthe pricing decisions rational.

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� Profit generation objective

�Market stability objective

�Market share objective

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� The working out of fee structure with theviewpoint of generating profits may be along-term objective. Generally, it is notappropriate that the consultants prefer tohave price-generation objective in the short-run since only in the long-run, theconsultancy organizations may work with theobjective of generating profit.

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�Getting an average return even if theworking conditions are not conductive. Thedecisive factors are market opportunities,special skills and positioning objective. It isfound helpful in setting the risk aversive.This objective helps in minimizing thepossibilities of price fluctuation.

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� Before we formulate pricing strategy, it isessential that we concentrate on objectives.In the market share objective, theconsultants work out fee structure in theface of annual revenue targets for business.The cost factor is not found so muchimportant.

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�Consultancy organization offer the serviceswith the help of branch and site offices andtherefore the employees working there playan important role in offering the services.This gravitates our attention on bridging overthe gap between services-promised andservice-offered.

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� Branch offices

� Site office

� Through a representative

� Through a communication media

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� This submix is related to the management ofhuman resources or development ofemployees serving the consultancyorganizations.

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Presented by YUVARAJ.K

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The transmission of knowledge, communication,happenings and events worldwide are being beamed across theglobe instantly. The media has adopted all kinds of vehicles that

can broadcast, transfer and telecast, e mail the news and information live on the lines instantly. This has been madepossible by the innovations of the internet, the World Wide Web,mobile telephony, and the launching of satellites. The assortment of the channels that carry news about the happenings, events,

entertainment, knowledge and anything under the sun Is thusoften referred together as media. This media in its functional aspects may differ from the traditional newspapers

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The channels of media thus will be press, broadcasting,

telecasting or television, internet and of course the entertainment

industry. The media today carries huge political, social, national, and

international powers its it controls the flow of all kinds of informationpertaining to news, events' knowledge, social education, political

thoughts, information on flora and fauna, universe and weather, and

all other kinds of happenings limn one corner of the globe to another.

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The media service provider are the broadcastingcorporations, newspapers publishers, news agencies,magazines, periodical publishers, book publishers,advertisement agencies, television channels, televisionproducers, internet logging platforms, the world wide webservice providers and the maintenance agencies, and also theagencies that sell the news, events, happenings, entertainments,movies, audios and videos, mobile clips, mobile messages,information, space, time and the programs to the users of the

media.

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It is not difficult to sketch a profile of the media services consumer because everyone, who has access to the information, news, and entertainment in any form is a customer of some media or the other.

The customer could be demographically profiled when the media waslimited in its approach.

The media today has thus come to influence the public, political,economic, social, national, international, and global minds of all caste,creed, and credence in its totality and thus the marketing of these

services will also have to he handled strategically keeping intoaccount the impacts and influences of media in all walks of life.

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THANK

UUUUUUUUUU!!!!!!!!!!!!

!

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seminar

on

Banking Services

presented byA.Suriya

Prakash

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�The banking industry is currently in a

transition phase

�There are two types of banking sector

one is public sector and another is private

sector.The public sector banks serve as

the backbone of the banking system.

�on the other hand private sectorbanks areventuring into a whole new game of

mergers and acquisitions to expand their

bases

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Today retail banking sector ischaracterized by three basic features theyare:

1.multiple products(deposits ,creditcards,insurance,investments and securities)

2.multiple channels of distribution(callcentre,branch,internet)

3.multiple customergroups(customer,small business andcorporate)

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The retail consumers are characterisedby the following trends:

1.A growing labour force

Global investors are attracted to india

because of the growing number of welleducated ,English speaking workers.indian ITworkers has been augmented by a boomingpopulation of engineering

students.furthermore,indias labour pool alsoserves as an expanding customer base forretail bank products and services

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The remarkable growth of the economyhas helped boost the overall purchasingpower of the consumer. the percentage ofthe middle to the high income households is

expected to continue raising. so because ofthese multi-national banks to strengthentheir presence in the Asian countries.

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Let us now look at how the banks practice

marketing function, with a special emphasis on the

marketking mix i.e.price,promotion and product.

Innovation in retail banking is focused on the

distriburtion channels and pricing banks are exploringmulti-channel delivery strategies-ATMs,the

internet,telebanking and even mobile banking-to

leverage their retail lending strengths

Relationship pricing or individual pricing iswhere some of the innovation is taken place.

The right pricing is a must cut-throat competition

tat the industy faces.

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Promotion strategies are used by banks

to establish a top of the mind relationshipwith the customers tat turn help mktdominance.

A few strategies used by banks for mktingare:

1.brand ambassadors

The industry trend is towards celebrityendorsers and bold bright and beautifulcampaigns.their immense popularity and

universal appeal as icons oftalent,determination and sucees is expectedto reasonate wityh demanding clients

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2.direct marketing

Direct mailers,e-mails and sms are used forcommunicating messages to the target audience asthey r most cost-effective routes of addressing coreaudience with maximum degree of customizationpossible

3.customer lifecycle-based mkting using analytics

A few banks like hdfc bank have embarked on adata ²led mkting analtics.they conduct mktingcampaign in a scientific manner using customer

data,usage patterns,preferences,lifecycles etc.thisinitiative is equally effective from a customers pointof view because the customer is no longer inundatedby mindless junk communication tat may not berelevant to him

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Many of the public sector banks launcedan array of products and services,especiallyon the retail front to match thecompetition.some banking products areas

with high growth potential have beenidentified below:

1.housing loans

2.vehicle loans

3.personal financial services

4.online bill pay,money and remittances

5.travel cards

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Customer relationship mgt andadverstising are an integral part of mkting

CRM as three application areas they are

1.customer acquisition2.customer value maximization

3.customer retention

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The various CRM strategies and steps are asfollows

1.appeal to the self-interest of thecustomer,during discussions

2.bring conversation to areas ofinterest,profession,native place andhobbiesetc

3.make use of logic and emotionalappeal to motivate the customer

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ser unit 5

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Transcript of ser unit 5