Nothing is more frustrating than having to deal with a sales person who has no knowledge of the product. It is, therefore, essential to train employees and make sure that they are well-versed in products the company has to offer. An ill-informed employee can often cost the brand more than just money. For example, if a customer requests a product and is simply turned away without the employees attempting to locate it or giving a satisfactory answer or option, this will leave a bad impression and could even alienate the customer forever who might spread negative word about the company.
All customer care representatives should have complete knowledge of the product inventory and should be aware when a new product will be available. The representative must understand the benefits of the products being sold and be able to assist customers if they have questions. For example, when selling a compact powder suggestions can be made to the customers based on their skin type and tone.
The representative must also be able to suggest what suits and looks good on the customer.
Tutorials can be performed to help the customers understand how a particular product works and gives results. All these efforts not only improve the customer experience but are also likely to increase sales. Since cosmetics are all about beauty, the counters at retail stores should be reflective of this and should have a fresh feel to them while being aesthetically appealing to the customers. An ideal store would have a consultation area or a makeover area where customers can sit and discuss their problems while the sales experts assist them in making product choices.
Everything should be displayed tastefully and should give off a luxurious feel to make the customers feel pampered. The lighting, especially should be right for the customers to be able to choose shades with ease, it should also add to the overall beauty of the store. Similarly comfortable seats should be arranged and the looking mirrors in the store should not be too high or too low for customer comfort.
Most customers use the internet to read reviews about products before they invest in them. The current consumer market is heavily dominated by cosmetics bloggers and in order to sell to your target audience, brands have to put in extra effort by providing customers all the details of a product and also by generating the right hype. Your company can send free samples to famous bloggers and ask them to post reviews after using the products.
Videos of makeup tutorials as well as interviews with makeup experts should be added to the company website and social media pages which help customers in understanding the latest trends and new techniques. MAC cosmetics has a range of videos present on their website.
Some of these videos help customers learn how to apply makeup while others offer product recommendations and tips for the customers. Having an interactive app is a great idea for updating customers about new products, promotions, sales and getting their feedback.
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Different features can also be added to the app which enables customers to try different makeup looks in a virtual medium. The beauty industry has to constantly come up with interesting campaigns for boosting sales and attracting new customers. For instance, a brand could arrange an event where customers could come in and interact with makeup artists and skincare specialists. When shopping for makeup, a lot of people are motivated by their surroundings so close attention has to be given to arrangements. Campaigns are the perfect way to gain new members and also drive current customers to invest in more products.
Brands can ask popular makeup experts to create specific looks using brand products, this will not only help customers learn to create a new look but will also drive them to invest in the recommended products. You can run a poll for the best look created by a customer and whoever gets the most votes can be given a gift basket with the latest products from the company.
Many customers rely on the advice of their peers when making a purchase decision. Sephora has created a section on their website called BeautyTalk where customers can share their opinions about products and can also exchange makeup tips and techniques.
Forums like these not only help customers make educated decisions but companies can also gain valuable feedback about their product lines. And through this all the M. C employees can advise their customer about the good product based on their skin and also educated their customer by provide free makeup tutorial and free make over in their store, this way to granted their customer will be back again in the future.
Experience is escapist : Escapist experiences require that the customer actively participate in the events of a real or virtual environment. The customer shapes or contributes to the experience, which offers the customer a way of taking on a new persona example : M.
C allowed their customer to do their own makeup by using M. C product in their outlet 4. Experience is esthetics : Esthetic experiences entail customer enjoyment of an enriched, unique physical design. C company desires their customer to be able to experience and try their product line in a very straightforward way, they start to design their outlet minimalistic with marble counter tops, and open tester units, by this way when the customer walk into a M.
A customer centric approach can add value to a company by enabling it to differentiate itself from competitor who do not offer the same experience. From that perspective, all operation are focused on the customer. Example: every new product that offering by M. C company always booming and they never failed to attract their customer because of their quality and very well known brand make the customer loyal for their product. C Cinderella collection even the price is expensive than other M. C common product. And for these type of consumer M.
C offering them member card discount, special offering programs and special customer services. The Gold Tier From the Platinum Tier in that profitability levels are not as high, perhaps because the customers want price discounts that limit margins.
They might not be as loyal to the firm even though they are heavy users in the product category--they might minimize risk by working with multiple vendors rather than just the focal company. Zeithaml, Valarie A. C customer is very price sensitive so they create promotional price for them through seasoning discount. And buy one free one. To keep their customer to still buy their product. C cosmetic will give them special merchandise in every purchase of M.
C product and give them beauty advice so it will make them will come again in the future. The Lead Tier consists of customers that are costing the company money. They demand more attention than they are due given their spending and profitability, and they are sometimes problem customers-- complaining about the firm to others and tying up the firm's resources Zeithaml, Valarie A.
C company must well trained their staff so they can handle the lead tier of customer and persuade them by the information and educate them more about the product details and give them extra service and discount of the product. C because they are B2C company. C company apply this CRM concept through understand their customer as individuals instead of as part of a group and it will M.
C product able to design its marketing plan and can be more focus on their customer centric by retain valuable customer and build long lasting relationship with them.
(DOC) delivering customer value (DCV) | gabriella fardhiyanti - hadixazytoqe.tk
Besides that they also enable to strengthen their customer knowledge and customer information to help them in business decision making. C CRM software able to analyze the store customer data and the type of product that can attract their potential customer on a personal basis.
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And they success to increase their sales and customer satisfaction through their marketing program. The able to drive their customer satisfaction through provide the services such as beauty advice, and free make up from their staff. And they ensure the good interaction between the customer and the staff through empowerment their staff and their wholesaler to understand their customer by evaluate the customer purchase product.
C processes the customer complaint Even though M. C is well known brand of the good quality of product, besides that also there was some issues that M. C company need to face in the market place. They received a lot of complaint by their customer regarding their services. To solve these problem the company provide their email address on their website and they ensure the customer will receive the replay the within 24 hours and also live chat services so customer can directly call the M. C customer services regarding their problem. C cosmetic company has good customer care activities which include, training of employees on customer handling, seeking customer opinion, create the extra value by mentoring the customer about beauty, launch the product that collaboration with Disney company, advice employee motivation and through their quality of product and well known brand name it can help the company increase their customer and make their band more stronger from the competition among the cosmetic industry on retaining customers as much as possible and it also can improve loyal customer of M.
C product. C company should reduce their price for its product, because the already well known brand that only for the rich people because they tend to put high price, they need to reduce the price so all the customer from every level can afford their product and also can increase their sales.
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Understanding those risks is key to unlocking their potential and tapping into the growth of their markets. So if M. C company can give the affordable price the product can became the top product because India is number 4 forth higher population in the world and it also can drive the customer and increase the sales. C should create the mobile application for create be visible to customer all the time and make them more convenient to look and searching about M.
Create direct marketing channel because apps serve many function product info, prices ,booking forms, user accounts, news feed, testimonial and much more. By developing their mobile application M. C cosmetic also can easily engage with their customer. Abgerufen am Peelen, Ed : Customer relationship management. Pine, B.
Joseph; Gilmore, James H : The experience economy. Boston: Harvard Business School Press. California:California Management review. Related Papers. By gabriella fardhiyanti. By priya gobal. By Editorial Department and Willy Arafah. By ChunWai Lo. Thesis chap 4 and. By Kathy Dragos. Download file. Remember me on this computer. Enter the email address you signed up with and we'll email you a reset link.