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Effective Customer Care for Business Success - Coursework Example

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Running head: Marketing Effective Customer Care for Business Success Insert Name Insert Grade Course Insert 23 May 2012 Introduction Customers are the reason any business establishment exists. They are the pillars without which business objectives become unachievable…
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Download file to see previous pages This is the more reason that the customer care provider should be dynamic in dealing with different customers and must know how to handle each in a unique way. Communication, therefore, becomes vital in addressing each customer’s needs effectively. TASK 1: Developing a plan for the management of customer contact for EcoJET Airways (i) Identify three EcoJET target markets and briefly explain why you have identified each as a target market. A target market for a particular business is a group of customers who have a common relationship with each other. Some of the commonalities shared by such customer groups include but not limited to sharing similar demographic characteristics, residing or working in the same location, using the product/service for the same reason among others. For EcoJET Airways, one of the target markets may be identified as the business class travellers class of customers mainly because these customers travel for the same reason as part of carrying out business activities between the three cities of Sydney-Melbourne-Brisbane or they could be classified as a target market because of the fact that they travel business class as a specific product/service offered by EcoJET Airways. These business travellers may also be staying in any of the three states, therefore, qualifying as a target market for the airline by virtue of common place of residence. The Airline provides various services to clients in this particular market including bus shuttle service from airport to CBD, Business travel lounge facilities, Use of mobile phone in-flight, In-screen entertainment with live access to major financial and business pay television channels (Lecture 1, p.18). Another market segment for EcoJET Airways are groups of customers flying across the three states at the same hours mainly 9am arrivals and between 5pm and 7pm departures. This is a perfect market niche for the airline because the customers use the air travel services at common times of day or night perhaps as a consequence of their work schedules or dictated by the hours of business around the three cities. Customers from the regional markets outside the three major cities could be another class of customers, which EcoJET Airways is trying to reach through the cooperative arrangement with Rural Express. This is a potential target market because the customers are non-city dwellers who wish to travel to either of the cities to carry out personal business, shopping, or for other different reasons. One of the airline’s policies is to promote sustainable air travel through minimization of emissions. Customers who subscribe to this, thus accepting to pay a carbon offset fee, may be classified as a target market for the firm; as opposed to another category which does not subscribe to the policy. (ii) Question TWO a. Skills which would benefit EcoJET staff in identifying and satisfying customer needs and expectations In identifying customer needs and expectations, communication is key and proper planning for it should involve carrying out adequate research about customer requirements ahead of meeting them, products or services on offer to suit needs identified and preparation for questions and clarifications. One of the ways communication can take place between the customer and promoter of the product/service is through non-verbal communication that involves the use of body language such as facial expressions, gestures, hands/ body movements, different ...Download file to see next pagesRead More
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