The extended marketing mix - Coggle Diagram
The extended marketing mix
Successful customer-oriented companies are able to build long-term relationships with their clients. People are at the heart of these relationships. This is true whether the company is online or a traditional bricks and mortar business
the importance of small talk
the need for special treatment for longer established customers
the need for direct communication
the importance of hierarchy and respect for positions of authority
punctuality and timeliness
the importance of rules and systems.
The recruitment and selection process
Companies need to ensure that their employees have the right skills to meet or exceed customer expectations. Their entire recruitment and selection process for staff must be considered. It is not enough simply to recruit the right staff. For staff to do their jobs well, effective appraisal and training programmes must also be put in place.
Placing and paying for orders
When it comes to making a payment, there are two factors that matter: security and speed. All reputable companies offer their customers payment security. However, speed can be developed into a USP.
When Apple was developing its iTunes store, Steve Jobs recognised the importance of an efficient ordering process. He instructed designers that a customer must be able to make a purchase using only three clicks
Efficient delivery systems can be developed into a USP. If a florist can deliver bouquets of flowers at short notice, it is more likely to be chosen than its rivals. Online supermarket Ocado promises to deliver to its customers within just one hour of an agreed time
Customer feedback allows companies to maintain and improve their service levels. Customer-centred companies develop processes to gather and act on customer feedback. Mobile taxi booking app, Uber, prides itself on customer satisfaction and prompts customers to rate their experience at the end of each journey
After-sales service refers to the maintenance, help and information a business provides to the customer after a product is purchased.
This covers every tangible aspect of the service: all the physical things a customer sees and experiences. Physical evidence can change customers' perceptions of the service. For example, imagine going to a cinema where the staff look scruffy, the theatre floor is full of rubbish and the toilets are dirty.