Garfield Principles Concept
Garfield Principles for Clients Rotation Reduction were developed by Maynard M. Garfield and rely in the argument that is cheaper to maintain existing clients instead of finding new clients and, consequently, marketing should have as primary aim the rotation reduction.
Rotation Reduction Principles
- A company doesn’t have a good client while both haven been through a crisis together. The way how is dealt and overcome a crisis defines and strengthens the perception that a client has of the company.
- A complaint is an excellent opportunity to consolidate a business relation. People who handle complaints should have authority and know-how to transform them into opportunities of retention and customer loyalty.
- Physical refund of products is merely incidental to the clients’ complaints treatment. Obviously that is a necessary step, but never enough.
- The effective answer is psychological refund. It’s necessary to deal with the clients’ rage and disappointment. Garfield indicates some steps for that, namely: show empathy; repeat the complaint assuring that it’s understood; don’t refer the reasons for the happening, unless they are imputable to the client; arrive to a situation of mutual agreement about a solution; at last, ask for a new order.
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