Shoppers at Uchumi Supermarkets. Automated service is the cheapest
option to interact with your customers, but it may hurt loyalty. FILE
By Scott Bellows
In Summary
- While some clients marvel at self-service, others prefer interacting with the store clerks.
Oduwo hurriedly headed to Sheria House. The day finally reached whereby he would register a company and start his business.
Following years practising medicine in Kitale, Mr
Oduwo envisioned setting up affordable private family health clinics
across Kenya, Uganda, and Tanzania.
He segmented his prospective clients, understood
the value propositions to his selected customer segments, and pondered
the appropriate channels to deliver his proposed value.
However, Mr Oduwo contemplated how to interact
with and take customer payments. Due to the high volumes he expected to
enter his clinics, how long would patient queues reach inside and
outside his clinics? Could payments get collected automatically?
Customer relationships describe the types of
interactions a company establishes with specific customer segments.
What type of relationship does each of your customer segments expect you
to establish and maintain with them?
When the sale concludes, do you walk away or do
your clients need more follow-up? Should you simply follow-up as a good
marketing technique for future repeat sales?
Additional questions posed by writers Osterwalder
and Pigneur include: which customer relationships have you already
established? How costly are the customer relationship options? How
might the customer relationship options integrate with the rest of your
business model?
Inasmuch, please examine the following six options for your start-up business:
Do your customer segments require personal
assistance? Is human interaction necessary for your purchasers to buy
your product or service?
Personal assistance remains a common need in Kenya
from automobile dealers to insurance firms to mama mbogas selling
vegetables. Kenyans like personal human interaction to buy goods and
services.
Do your clients require dedicated personal assistance?
As an example, if your firm sells components
required in the construction of mobile phone towers, then you likely
should dedicate four specific sales representative to exclusively deal
separately with Airtel, Safaricom, Orange, and Yu since you would likely
only possess these four clients in your business, each one representing
huge potential sales volumes.
You would certainly not want Safaricom
to have to call your main office line and be placed on hold as a
receptionist tracks down someone who may or may not know the details of
the Safaricom account.
Dedicated
Clearly a major high-shilling-volume customer
needs to reach one and only one regular person who knows everything
about their account, history, and needs.
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