What is Customer Satisfaction ?
February 12, 2025
You must have heard it from one and all that no Company has a choice when it comes to being present and marketing through Social Media Channels. Understanding of the various media channels, their capabilities, the kind of audience and community that participates in a particular platform helps in designing or choosing the right mix […]
How Does Automation of the Customer Service Function Impact the Customers? Log into any customer service portal and, chances are that you would come across what is known as bot that responds to you and engages you in providing answers and solutions to your questions and problems. Even when the customer calls the IVR or […]
In many countries across the world, small retailers are against e-commerce websites. This is because they believe that these websites use unfair trade practices like predatory pricing in order to put them out of business. However, e-commerce websites refute this charge. They often encourage small retailers to sell on their websites. After all, in theory […]
What are Digital Lynch Mobs, the Harm They Can Do, and Their Impact on Businesses Among the many manifestations of our Social Media driven 24/7 world is the emergence of what are known as Digital Lynch Mobs which are mainly comprised of online users who come and band together to both endorse or attack brands […]
Are brands built or do they just happen over a period of time?. Well, this is a difficult question to deal with for, both are true. One of the essential characteristics of successful brands being the fact that they withstand the test of time, we should agree that in many cases the brands actually become […]
In consumer sector, suppliers most probably come in contact with distributors or middle-men rather than directly to customers. For them, distributors are the actual customers and had to be in contact with them at all the business stages. The direct contact with customer happens very rarely and only in extraordinary situations like extreme complaint or due to some urgency the customer opts to contact suppliers directly. Hence, fast and comprehensive response to customer is very important as the communication happens rarely under urgent circumstances and emotionally charged situations. If the responses are not managed properly the customers have the right and potential to cause damages to supplier in regards to deal and relationship. But inversely, if the responses are efficient and useful then the customers are prone to become business ambassador of the supplier.
Efficient consumer response (ECR) is the key strategy to handle responses and do business in consumer segment. ECR is the technique to work together to understand and deliver consumer’s needs efficiently, faster and at low cost.
There are two basic principles of ECR:
Efficient consumer response encompasses a supply chain management system. It is a managerial strategy which primarily focuses on consumer demands and follows the whole supply chain process for responding efficiently to that demand. ECR not only deals with responses and operational areas of retail marketing but also provide ways in which suppliers, retailers and third party distributors work together. There are basically two levels of activities that are performed in ECR. The first level is specifically concerned with our topic of discussion i.e. consumer demand and responses. The second level is associated with product supply management. The measure of success of this system is the level of efficiency achieved in customer satisfaction.
The communication between the two parties could happen in any of the three modes i.e. face to face, telephonic and email/fax but it is important for the supplier to judge the responses on quality and comprehensiveness in all the three modes. Hence, the main objective here is always to enhance customer satisfaction and reduce total business cost. Good consumer response is an essential asset for an organization and directly or indirectly helps them to grow substantially in business.
Your email address will not be published. Required fields are marked *