8.1. Assess Market And Customer
- Definition: Conduct analysis on market and customers in order to capitalize sales opportunities based on business capapbility
- Example: The following activities can be conducted in this sub-function
Industry overview: if you are selling mobile phones, you’ll want to know if the demand for mobile phones is growing or shrinking
Target market: market size, demographics, location, pshychographics, behaviour, trends
Competition: direct, indirect competition
Pricing and forecast: pricing strategy to go for which pricing strategy
- Synonym: Assess customer and market
8.2. Develop Marketing Strategy
- Definition:Depending on the analysis conducted, the organization defines the value proposition, creates a mechanism for pricing, and determines the right mix of marketing channels. Create a specific positioning and branding for the organization's offerings. Enlist marketing head to lead, with inputs from the business development
- Example: Define the suitable mix of the following channels: Online ads, Offline ads, Email marketing, Social media, Events, Blogs, Press coverage
- Synonym: marketing strategy
8.3. Develop And Manage Marketing Plan
- Definition: Processes for making budgets, identifying and developing media, pricing products and services, managing packaging, managing marketing content and promotional activities, tracking and responding to customer insight and monitoring measures established within develop marketing strategy
- Example:
- Synonym: marketing plan
8.4. Develop Sales Strategy
- Definition: Develop concrete plan for sale activities
- Example: Targeted customers, sales forecast, etc.
- Synonym: Sale strategy
8.5. Develop And Manage Sales Plan
- Definition: Develop sales plan in accordance with the predefined sales strategy
- Example: Define branding, sale channels, customer services in combinatioin with marketing campaign, etc
- Synonym: Sales plan
8.6. Develop Customer Experience Strategy
- Definition: Define rules and regulations for customer service. Establish service levels for customers in order to help improve customer experience
- Example: Which point of contact to customers: self-service, dedicated personal assitant, somewhere in between, etc.
- Synonym: customer experience
8.7. Manage Customer Contact
- Definition: Taking care of customer services requests/inquiries, as well as the complaints.
- Example: Receive, manage and process customer requests, inquiries and complaints
- Synonym: customer complaints, customer contacts, customer inquiries
8.8. Manage After Sales Service
- Definition: This process concerns with post-sales policies and claim process
- Example: Return or exchange policies after sales. most of Amazon products can be returned 30 days after develivery
- Synonym: After sales policies, claims, warranty
8.9. Manage Recalls
- Definition: This process manages recalls if happens as well as fulfillment of regulatory assessment about recalls
- Example: From 2013 until now, roughly 41.6 million vehicles equipped with 56 million defective Takata air bags are under recall because these air bags can explode when deployed, causing serious injury or even death. Takata has to go through a procedure of recalls like initiate recalls, assess hazards, make regulatory reports, etc.
- Synonym: recalls
8.10. Evaluate Customer Satisfaction
- Definition: Calculate operational exellence of customer service function through measurements in cutomer problem handling, complaints, products and services and warranty
- Example: Company can use teh system of customer evaluateion from 1 to 10 (with 1 is lowest- very dissatisfied and 10 is highest - extremely satisfied) to rate their service, product, employees attitude, etc.
- Synonym: customer satisfaction