Importance of maintaining customer relationship

Importance of maintaining customer relationship

A good enterprise must want to maintain good relations with old customers, and it is more convenient to establish and maintain good relations with new customers, which is beneficial to the long-term development of the company. Let's talk about that importance of maintain customer relationship.

The Importance of Maintaining Customer Relationship 1 I. Introduction

With the development of the world economy towards integration, the competition among enterprises is becoming more and more fierce, and the traditional business model has also undergone fundamental changes. The whole economic market has begun to change from product-oriented to customer-oriented. In the modern society with increasingly developed market economy, customers' demands are increasingly diversified and products are becoming more and more scientific, which makes the marketing competition between the same enterprises more and more fierce, and customer relationship management plays an increasingly important role in enterprises. Therefore, how to gain an advantage in the fierce market competition by strengthening customer relationship management has become a serious and important problem faced by modern enterprises.

Second, the role of customer relationship management in enterprise development

(A) Customer relationship management can reduce the risks in enterprise marketing.

Customer relationship mainly refers to the business behavior between enterprises and customers based on mutual trust and mutual integrity, and value service and value pursuit are the returns between enterprises and customers. In the process of marketing, modern enterprises need to continuously develop customer groups who are interested in products, as the mass basis for enterprises to carry out marketing and product marketing, and then open up markets. By strengthening the effective management and maintenance of customer relationship, enterprises can make their products and various marketing activities attract the attention of large customer groups in time and get rapid feedback, which is conducive to reducing the business risks of enterprises in the process of market operation, and can also formulate targeted marketing strategies according to the feedback results of customers, thus improving economic benefits.

(B) is conducive to reducing the marketing costs of enterprises

In traditional enterprise marketing activities, most activities are aimed at meeting the internal needs of enterprises, and the understanding of customer needs is not deep enough, which will easily lead to inefficient marketing activities and increase marketing costs. If enterprises strengthen the management of existing customers and maintain customer relations, fully understand customer needs and pursue customers with high lifelong value, they can greatly reduce marketing costs, customer communication costs and internal communication costs, and finally achieve the purpose of reducing enterprise marketing costs, thus indirectly improving enterprise benefits.

(3) It is conducive to improving customer loyalty and establishing barriers to business entry.

When enterprises carry out marketing activities, traditional means such as promotion and discount cannot effectively establish barriers to entry. However, if the enterprise can have a certain number of customers, and these customers have relatively high loyalty to the products of the enterprise, it can encourage customers to buy the products of the enterprise repeatedly. Through in-depth communication with consumers on the relationship between supply and demand, enterprises establish deep friendship with customers on the basis of honesty, fully understand and meet customers' needs, and aim at realizing the maximum value of enterprise products. By maintaining a good customer relationship, enterprises can help customers to buy enterprise products with confidence, and feel at ease about after-sales and quality, thus improving shopping satisfaction. At the same time, it can also help enterprises find suitable marketing policies and help customers form loyalty to their products. For enterprises, customer loyalty is the most important. By strengthening the management and maintenance of customer relationship, enterprises can fully grasp customer information and effectively provide personalized services to customers, thus greatly improving customer loyalty, making it difficult for opponents to imitate, increasing the time and cost for opponents to poach customers, and then establishing barriers to entry for enterprises, thus occupying the market.

(4) It is conducive to improving the market competitiveness of enterprises.

Enterprises usually adopt traditional marketing methods, such as price reduction and promotion. Their marketing activities are not clear and targeted, and they can achieve certain results in a short time, but it is difficult to reach a long-term cooperative purchase relationship with customers. This is because in the new era of increasingly developed economy, people's material living standards have gradually improved and their spiritual needs have become richer. When customers buy products, they don't simply pursue price benefits, but pay more attention to quality, reputation, cost performance and so on. Therefore, strengthening customer relationship management and maintaining good customer relationship play a very important role in expanding customer base, improving enterprise marketing efficiency and improving market competitiveness.

Third, measures to strengthen customer relationship management

(a) to provide customers with products or services related to corporate commitments, and earnestly fulfill their commitments.

When an enterprise manages and maintains a certain customer relationship, in order to enhance customers' confidence in the enterprise, it needs to make a commitment to customers on a certain product or service. But this kind of promise can only be given when the product or service is confirmed, because when some promises cannot be realized, it is easy to cause the gap between the expected effect of customers and the actual experience, which will lead to customers' disappointment with the enterprise, thus affecting customers' loyalty to the enterprise, causing customers to lose, and even affecting the image and industry reputation of the enterprise. Therefore, once an enterprise has made a promise to its customers, it must earnestly fulfill it, do its best to meet the needs of customers, and improve the reputation and integrity of the enterprise.

(two) to obtain the understanding and support of employees, the implementation of customer relationship management system.

Customer relationship management involves many departments in the enterprise, and no matter which department is inseparable from the understanding and support of employees, it is of decisive significance for enterprises to obtain the support of employees to implement customer relationship management system. Therefore, enterprises should strengthen communication with employees, make them realize the importance of customer relationship management to enterprise development, and actively participate in it, so that the customer relationship management system can be implemented smoothly, so as to better serve the strengthening of customer relationship management.

(C) to strengthen the maintenance of old customers

Loyal customer groups are very important to the development of enterprises. These customer groups must have high recognition of the products of enterprises and be relatively satisfied with the services of enterprises. Therefore, when an enterprise has a group of old customers, it must take effective measures to maintain good customer relations with them and enhance their loyalty to the enterprise. Sometimes, we can develop new customers through the relationship between old customers.

(D) Customer relationship management as a project, long-term investment.

Many enterprises hope to establish a software and a customer relationship management department, which can see the benefits immediately, but in fact it is almost impossible, because customer relationship management is a long-term work and often requires a lot of experience to see the benefits. Therefore, enterprises should fully realize that customer relationship management is a systematic project, and once it is implemented, it needs support, adjustment and long-term investment from all sides to succeed.

As a terminal operator, only by constantly asking the customer's evaluation can we know whether the customer is satisfied with the goods or services and whether the customer has other potential needs. Only by fully meeting the real needs of customers can we realize the value of enterprises. Know more about customers, know what they like and dislike, and improve products and services at any time according to customers' opinions, so as to truly win customers' loyalty. To do this, the store must always maintain an interactive contact with customers and maintain a state of communication. For shops, it is necessary to find ways to maintain the relationship with customers from time to time and do regular maintenance work.

First, visit regularly.

Jewelry stores want customers to come again, so they should give them reasons to come again. You can call your customers to thank them, ask them if there is anything wrong with the jewelry you bought, introduce the new products and invite them to the store when they are free. Let the customer feel that you have been paying attention to him, and he will pay attention to you.

Second, tracking services.

An accidental purchase does not mean that this customer will come again. Only by letting customers know and remember your concern and enthusiasm for her will she consider whether she will walk into this store next time. In the statistical reports of American Professional Marketers Association and National Sales Executives Association, there is a set of statistics that vividly attack shops: 2% of them complete sales after the first contact; 3% of the sales are completed after the first tracking; After the second tracking, 5% of the sales were completed; Complete 10% sales after the sixth tracking; 80% of the sales were completed after the fourth visit to 1 1!

A young man saw a job advertisement in a company, and he submitted his resume to the company on the last day of the application deadline (the purpose of submitting his resume on the last day was to put it at the top of a pile of application materials). A week later, he called the company to ask if he had received his resume (delivered safely, of course). Four days later, he called for the second time and asked if the company would accept his new recommendation letter. The answer is, of course, yes. Two days later, he faxed the new recommendation letter to the office of the company secretary, and then he called to ask if the contents of the fax were clear. ..... he finally got the job.

Send the latest product manual to customers; Send a warm message on holidays; Send a greeting card full of blessings on your birthday; The membership discount card is about to expire. Call her to remind her that these are all things that can be done for customers. These are tracking services. Tracking work is to make your customers remember you once.

When customers need to take action, they will think of you first.

Third, get the customer.

Maintaining customer relationship regularly means that customers will always be their own customers. If the customer can be fixed all the time, it means that the customer relationship has been successfully maintained.

There are three principles for creating regular customers. The first is to sell products that satisfy customers. The second is to create a store with a pleasant atmosphere; The third is the reception service that satisfies customers.

When talking about the principle of creating regular customers, we must pay attention to the following factors: the brand, design, quality and price of goods, which are mainly the work of the store; There are also store scale, decoration design, store color, lighting, office configuration, product display, decoration and so on. These are not only the work of stores, but also the participation and maintenance of shopping guides to create a comfortable store environment and atmosphere; Reception service should be customer-oriented and is one of the most important factors to create regular customers. No matter how good and cheap the goods are in the sales process, no matter how spectacular and imposing the store is, if the reception attitude of the shopping guide is not good, the guests may fly into a rage and will not come to the store to buy things again.

Not all customers can become regular customers at first. At the beginning, some regular customers just watched and didn't buy, and some met once. These guests become regular customers because when they first came to buy things, they were satisfied with the goods, atmosphere and service attitude of the staff here. After having a pleasant first shopping experience, customers will definitely find another opportunity to shop in such a pleasant atmosphere.

Cultivating regular customers is a long-term process and requires long-term follow-up services.

Fourth, make the information desk a good place to maintain customers.

Mattel's information desk is located in the center of the basement of the shopping center, with eye-catching signs around it. The staff are young ladies who are always smiling and proficient in business. Their main task is to make all customers who set foot in Mattel happy and satisfied. They enthusiastically introduce the layout of shopping malls to customers, guide customers to the counters they want to go to, and sometimes act as shopping consultants. If the goods are out of stock for a while, you can also accurately report the shops with such goods nearby and introduce customers to buy them; If the market doesn't have it in a short time, they politely apologize to customers, ask them to leave their contact information, and then report to the general manager to urge them to purchase goods. Once the goods are available, you can tell the customer the product information by letter or telegram, or deliver them to your door.

Mattel's general manager believes that Mattel's help desk must have these functions. When customers walk into the mall, they all want to be satisfied. Mattel can't boast that all the goods it sells can meet the needs of customers, but it can meet the needs of customers with first-class service, and a few customers can't get material satisfaction for the time being. At Mattel, they at least got spiritual satisfaction. At the same time, the information desk also provides the company with a lot of responsible information about the supply and demand of goods every day. Introducing customers to other businesses not only meets the needs of customers, but also wins the favor of competitors, which embodies Mattel's management style.

A research report in Harvard Business Journal pointed out: "The customers who come again can bring 25%~85% profits to the company, and the factors that attract them to come again are the quality of service, the quality and price of the goods themselves." Mattel people are so concerned about customers' needs that they are even crazy in the process of understanding customers and providing quality services. This fanaticism makes the services they provide sometimes exceed customers' expectations. The "Mattel" style has enabled Mattel to win a large number of repeat customers, and it has also made its sales performance climb steadily, making it a limelight.

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