RELEVANCE OF PUBLIC RELATIONS TO CUSTOMER RELATIONS

GROUP III

Castillon, Risty Marie

Dipatuan, Nadir
Gelua, Shania Twain
Gonzales, John Rey
Inoc, Jeneve
Tamparong, Christine Joy
 1. DEFINITION OF CUSTOMER RELATIONS
Customer relations – is the process and manner by which a business develops, establishes, and maintains
relationships with its customers. [Shawn Grimsley]
According to Clint Fontanella, customer relations are;

 Describes the ways that a company will engage with its customers to improve the customers
experience
 This includes providing answers to short-term roadblocks as well as proactively creating long-
term solutions that are geared towards customer’s success
 Customer relations aims to create or mutually beneficial relationship with the customer that
extends beyond the initial purchase.

2. HANDLING CUSTOMERS IN EXTRA ORDINARY SITUATIONS

Consumer Behavior [J. Paul Peter and Jerry J. Dison]
 Involves the thoughts and feelings people experience and the actions they perform in
consumption.
 Is dynamic because in thinking, feelings and actions of individual consumers, targeted consumer
groups and society at large are constantly changing

1. AGGRESSIVE – Their entire interactions with complaints especially if they are met with
How to deal with …
 Do not respond to her/him the customers aggressiveness with high emotions, it will become
exacerbate the situation.

2. PERSISTENT
How to deal with…
 You should stay calm and polite as you can.
 Be sure to double check that each of their response remains appropriate and helpful.
 Be sure to convey everything in a very clear manner.
During phone calls complaints:

 Make sure that your voice intonation and word choices reflect professionalism and
helpfulness.

3. WITH SPECIAL REQUEST / DEMANDING

How to…
 Be extra communicative
 Reassure that you understand what the customers want.
 Do the best that you can to meet the customers expectation.
 Provide a compromise if possible.

4. SHORT / HIGH/ IMPATIENT

How to…
  All the customers deserves a proper response and quick actions, regardless of how difficult
they are. But you can’t necessarily bump a customer to the top of the queue just because he
lost his patient. ( Eunice De Leon)

5. FICKLE-MINDED/INDECISIVE
How to..,..
 Acknowledge the indecision
 Identify what the barrier to purchase.
 Avoid being pushy.
 Offer facts and best solution for customer needs.

6. DEFENSIVE/IMPULSIVE/CAUTIOUS
How to….
 Be brief but specific
 Provide clear incentives
 Once you determine what the customer wants, act quickly.
 Make the purchase easy for him
 Don’t over explain
 Show interest in the customer needs.
 Give simple and factual answers
 Offer real solutions to the customer wants
7. Others…
 Talkative
 Complaining
 No boundaries
 Pessimist
 Know it all
B. Approaches to customer complaints

 Remember the customer experience – You should be just as mindful of the customer experience
in the complaint management process as you are in the sales and marketing processes. Be helpful,
friendly, and patient. Be willing to help. Be ready to help.
 Stay in touch – If an issue is escalated, or moves forward in the process, give them an update.
Whether it’s e-mail, phone, or text, customers simply want to know what’s going on. Set the
expectation, then do everything you can to exceed it.
 Invite complaints – Make sure your customers can easily find out how to get in touch with you,
where the best place to submit complaints is, and what they can expect after filing a complaint.
 Analyze the data – As your capture, track, respond to, and analyze customer issues, this
information also becomes the fuel to ignite further innovation.
 Embrace complaints – As much as you want your customers to be completely satisfied all the
time, it’s just not going to happen. Expect complaints, and embrace them. Rather than look at
customer complaints as failures, treat them as an opportunity to better meet your customer’s
needs.
 The punchline – Overall, a robust, well-planned, better-executed, complaint management process
will help align your people, processes, and information to better serve the needs of your
customers, while helping your organization remain helpful, relevant, and engaged.