Problem Customers in the Marketing Process - Essay Example

Problem s When we consider marketing, it is important to keep in mind that the s come in all sizes, shapes and personalities. Some customers are more profitable than others. Some are easy to deal with and some others are difficult to deal with.1 The last type of customers is not only difficult to deal with but also problematic and some of them are not profitable for the business. They can be again termed into two categories: 1. the problem customers those can be transformed into profitable by dealing them differently 2. The problem customers those cannot be profitable, whatever may be the way we deal with. The sales person should concentrate on first type of problem customers if he wants to move beyond the customers who are profitable and easy to deal with. The problem customers who can be transformed into profitable by dealing tactically with them can be termed as the persons who give free publicity for the firm. They can be again categorised into three types: 1. The customers who want themselves to be treated with special interest 2. The customers who want discount more than others 3. The customers who value the treatment along with the quality offered Now let us mention the three different scenarios with the above three types of problem customers. Before talking about the three types of scenarios for three types of problem customers, let us talk about the problem customers who should be fired out of the marketing circle of the company. This is possible when the company is sure about the service offered by it is up to the point of maximum quality. They can rely on the point that the complaint of more than one customer only can be considered. If only one customer continues to complaint more than once and twice and if other customers are not facing the problems faced by this customer, it is fine for the company to fire him out. The reason behind is maintaining the customer is not cost effective for the company. 1 The three types of scenarios that are supposed with the problem customers 1. Problem regarding the cost of the service or the goods 2. Problem regarding the quality of service 3. Problem regarding the quality of service and the treatment of the executives towards the customer Problem regarding the quality of service/goods and the treatment of the executives towards the customer When we consider the above problem we can mention 7 types of problem resolution and recovery procedures. They can be termed as follows: 1. The problem resolution regarding the customers who claim services like electricity, telephone, internet and mobile phone services. 2. The problem resolution regarding the customers who buy goods on instalments and do not pay citing different reasons. 3. The problem resolution regarding the customers who bargain on price of the goods without compromising on quality 4. The problem resolution and recovery procedures for the customers who stop the payment of bills in post paid services due to unnecessary dissatisfaction. 5. The problem and resolution and recovery procedures for the customers who pay the deposit and use the services that cost more than the deposit without paying for the post paid service 6. The recovery procedures regarding the customers who do not handover the articles that are supplied for the utilisation of the company's service even after disconnection of the service 7. the problem resolution regarding the customers who value quality of service, goods and nice treatment from the sales persons. In dealing with the 1st type of customers they try to pay the bill a little bit late but want to avoid the penalty. If the late is understandable and not a loss to the company, the executive or a manager can take the decision of not imparting on him the penalty and it can be conveyed to the customers. This makes the problem customer who delays the payment but not fails, stick to the company. In dealing with the 2nd type of problem customers they delay the payment of instalment due to the dissatisfaction of the working of the instrument they buy on instalments. To resolve this type of problem 50 percent execution lies before planning the period of paying the amount in instalments. If the company is confident that the instrument works without fail for 4 years, the whole amount the customers has to pay must be given only 3 years time. This gives less probability of posing the problems with the machinery or the instruments sold. The service personnel also must be quick and smart in offering services and the sales executives must work in tandem with service personnel to solve the problems regarding the goods supplied. In dealing with the 3rd type of problem customers, the price must be informed high as the customer's tendency is to bargain. This depends on the tactfulness and the experience of the sales executive that makes him to recognise this type of problem customers. By expecting the bargaining nature of the customer the price must be informed high and after the bargaining it can be reduced to original level or to a level of reasonable discount. In dealing with the 4th type of problem resolving situation, the customer stops paying the bills due to dissatisfaction in the services offered. If the service is disconnected there is every chance for the customer to approach the competitor. The sales executives must deal with them sensitively and must offer the services which satisfy them more, though the cost of them is also more. This makes them more satisfied. Keeping them satisfied is critical in making them pay. In dealing with 5th type of problem resolution, care should be taken that the customer can understand about the value of the services and the goods of the company. If the services are offered at a more competitive price and with more quality the number of these types of problem customers can be minimised. In dealing with 6th type of problem resolution, the customers do not return the articles supplied for the receiving of services. Actually this is the work of the company's personnel to collect them. If the company is sincere about return of the deposit, then the company's personnel can collect the articles from the customers home or office and can send the deposit to him by post or courier. This makes both customer and company content about the transaction. In dealing with problem resolution of 7th type it will be very easy if the sales executive is tactful. By being submissive to the customer and making him avail the services or to buy the goods, one can bill him more for the treatment he receives from the personnel of the company. This type of customers will pay for even experience, provided they are satisfied with the treatment of the personnel. References: The references are given in the following format, Author, year, title, publisher or sponsor, edition information, type of media, date retrieved, website address The information which is not available is mentioned or left gap for it. 1. Author not mentioned, 2006, Problem Customers: Now is the time to do some weeding, Walker, , electronic, 14-12-06, http://www.walkermowers.com/index.htm1section=walkertalk16 2. Veterans health administration, 2004, Service recovery in the veterans health administration, Department of veterans affairs, , electronic, 14-12-06, Author not mentioned, 2006, Problem Customers: Now is the time to do some weeding, Walker, , electronic, 14-12-06, http://www.walkermowers.com/index.htm1section=walkertalk16 Read More