How to improve customer satisfaction and loyalty through customer relationship management

How to improve customer satisfaction and loyalty through customer relationship management 1, establish a coordination system for customer relationship handling, and respond to customer needs quickly,

Clarify the customer relationship handling process, principles and rewards and punishments for relevant responsible persons.

2, the establishment of customer information channels, from collection, classification, summary, processing, feedback.

And closed loop, etc.

We hope to provide our customers with quality products and services.

4. Establish a benefit sharing mechanism with customers to achieve win-win cooperation.

How to improve customer satisfaction through customer relationship management Pegasus Management Network helps you analyze: 1, how to improve customer satisfaction-"establish a" full life cycle "customer view. In his new marketing book How to Create, Win and Dominate the Market, marketing guru philip kotler defined marketing as "the science and art of developing, maintaining and cultivating profitable customers", and emphasized the need to analyze "customer acquisition cost" and "customer lifetime income", pointing out that marketing conforms to the "20/80/30 law", that is, 20% customers who can make the company profitable contribute to the company. How to distinguish the value of customers has become a problem that enterprises must solve. Enterprises need to treat customers, evaluate customers, maintain and manage customers with the concept of life cycle, and practice it through the understanding of customer value theory. Customer's loyalty to the enterprise is bound to be in a state, so online CRM can help enterprises clearly understand the current state of customers. Generally speaking, customer loyalty can be divided into five stages: doubt, expectation, customer's first purchase, customer's repeated purchase and brand promotion. If your customer relationship building and maintenance process can't ensure the promotion of customer loyalty, you should reconsider. With the support of CRM software, at which stage of the customer life cycle, how many customers are there; Which customers have high value and great potential and need to be maintained, and which customers are about to lose and need to be maintained as soon as possible; It is clear at a glance what the staff in different departments of the enterprise have done and how the customers have responded. Establishing a "whole life cycle" customer view is a key step to improve customer satisfaction. For example, in the CRM system in Ren Woxing, when the business opportunity turns into a customer, it can be recorded in detail in the middle, which will help the sales staff to care about the customer as soon as possible, find out the reasons and take measures to retain the customer. CRM system provides sufficient and convenient information support for "customer-centered"; At the same time, it also provides marketing management and work support, and closely combines ideas, processes and information to help enterprises build new marketing methods.

2, how to improve customer satisfaction-"establish and improve the customer value evaluation system" To truly realize the "customer-centered" customer relationship management, we must establish a more comprehensive customer value evaluation system, and carry out customer segmentation on the basis of customer value evaluation, which has important guiding significance for any enterprise. To evaluate the value of customers to enterprises, we need to consider several key factors: for example, how much profit customers bring to enterprises; Customer categories, different types of customers often contribute differently to profits; Customer profit contribution; Customer lifetime value, etc. Through the evaluation elements of customer value, we can see that when evaluating the value of customers to enterprises, we should not only examine the actual value performance of customers at present, but also predict the potential value of customers in the future. From this, we can establish the framework of customer value evaluation system. The current value and actual value of customers are important aspects for enterprises to perceive customer value. The potential value of customers is the value of customers in the whole life cycle, which is directly related to the long-term profit and scientific development of enterprises, and is an important basis for enterprises to decide whether to continue to invest in customers.

3. How to improve customer satisfaction-"Know yourself and know yourself". To gain the loyalty of customers, we must first think in our minds: "What do customers really value? What are the key factors for enterprises to improve customer loyalty? What do we need to do to get these factors? " In the United States, the average customer re-consumption rate of small and medium-sized enterprises is only 50%, mainly because they don't know what is the key factor affecting customer loyalty. In the eyes of customers, the supplier's service commitment and internal accountability mechanism can guarantee to provide them with a series of standard services. Customers expect suppliers to be reliable, considerate and responsive. At the same time, some visible characteristics of small and medium-sized enterprises, such as company facilities, equipment, mental outlook and clothing of customer service personnel, can play a great role in obtaining customer satisfaction. CRM is a customer-centric application software. Paying attention to customers by using online CRM software based on the Internet can help small and medium-sized enterprises to establish long-term business relations with customers, and also help to cultivate customer loyalty. There are many ways to cultivate customer loyalty. For example, the key customer marketing strategy of Ren Woxing CRM is to select some high-value customers from the target customer base and focus on providing * * * products and services for these customers. The process of providing customers with * * * products and services is a process of mutual recognition. If you can consistently provide excellent service to customers, your brand image will naturally be established in the process.

How to improve customer satisfaction and loyalty As the saying goes, customer loyalty creates competitive advantage. Customer loyalty is an important guarantee to win the market and realize the healthy development of enterprises. Therefore, in daily customer visits, the account manager must always take the customer as the center, always hold the idea of "starting from the customer, thinking for the customer, being responsible for the customer and satisfying the customer", and make maximum use of the effective resources of the end customers. So how to improve customer satisfaction and loyalty, I think, should be carried out from the following aspects:

First, provide adequate supply. Supply of goods is the premise of harmonious market and harmonious relationship between customers and me. It is also the basis for improving customer loyalty. Without the supply of goods, no matter how good, accurate and meticulous your service is, it won't play much role. Because they are realistic businessmen, the main purpose of businessmen is to make profits. Without the restriction of interests, eternal customer loyalty may just be our wishful slogan. Therefore, in the daily marketing work, enterprises should not make excuses for the shortage caused by various objective factors and unload the "burden". Instead, we should try our best to organize the supply of goods to meet market demand. In order to build a harmonious big market and "escort".

Second, do a good job of communication with customers. Only effective communication can achieve the purpose of mutual harmony, information exchange and resource sharing. World famous marketing guru Philip? Kotler once said: With information at your fingertips today, the new trend of marketing communication is precision marketing. Precision marketing is a marketing communication that needs more precision, measurability and high return on investment. This shows the importance of communication in daily marketing. As the "vanguard" of marketing, account managers communicate effectively with customers in their daily work, which is an important part of daily market visits. Through contact with customers, we can find customer demand information and market information through communication, and solve the difficulties encountered by customers in business in time to make up for the shortcomings in our work to the maximum extent, so as to achieve customer satisfaction and market harmony.

Third, meet customer needs. In daily work, the biggest obstacle to the harmony between customers and me is that many times customers' needs are not met and their opinions are not taken seriously. Therefore, when visiting the market, account managers should understand customers' evaluation of services and brands, their reaction to the operation and market, and the consumption trend in the region, try their best to meet customers' needs, try their best to solve the practical difficulties faced by customers in their daily business work, and feed back market information in time, instead of being afraid of trouble, try to save trouble and find excuses to push the Committee or ignore it.

Fourth, provide personalized services. In modern marketing mode, selling products is not the ultimate goal, because it can't deepen customers' dependence and loyalty on products and services. Providing personalized service for customers is an important content of enterprise marketing management and an important factor for enterprises to gain competitive advantage in the new market situation. Therefore, in their daily work, account managers should take the idea of "customer demand as the starting point and customer satisfaction as the end point" to provide customers with meticulous and thoughtful personalized services and seriously solve the practical difficulties encountered by customers in marketing work. Providing personalized service for customers means that account managers are required to put down their "shelves", work hard and use their brains, be good at finding problems and solving them in time, always care about and cherish customers, truly treat customers as "gods" and make suggestions for improving corporate image and efficiency.

Fifth, pay attention to the opinions of end customers and deal with them in time. In daily business, due to various objective factors, customers will put forward some opinions or suggestions that are conducive to friendly cooperation between the two sides. At this point, the account manager must attach great importance to these voices from the front line, respond in time, don't be indifferent, let alone ignore them, and make a solution to the problem as soon as possible. Sometimes, due to the unpredictability of the tobacco sales market, our policies and measures may not be completely suitable for the law of market implementation, and the end customers are the practitioners of these policies and measures, from which it is easy to find problems. Perhaps the problems raised by customers are just that we have not considered them thoroughly, and the timely pointing out by customers only gives enterprises an opportunity to "mend after it is too late". Therefore, account managers should seize this favorable opportunity in time, plug this "loophole", resolve contradictions, make the relationship between customers and me play a harmonious movement, and lay a solid foundation for improving the satisfaction and loyalty of end customers. Article from: Internet

How to Improve Customer Satisfaction and Loyalty With the development of market economy, people have gradually deepened their research on marketing and found that customer satisfaction and loyalty play a very important role in the marketing process of enterprises. Improving customer satisfaction and loyalty can enhance corporate image and bring more economic benefits to enterprises. This paper adopts the form of reverse thinking. This paper analyzes how to improve the customer satisfaction and loyalty of small and medium-sized enterprises by analyzing the model of consumer post-purchase process and discussing the relationship between customer satisfaction and loyalty.

First, the generation of customer satisfaction and loyalty.

The generation of customer satisfaction and loyalty is based on consumers' purchase and use of purchased products. Therefore, in order to understand the generation of customer satisfaction and loyalty, it is necessary to analyze the consumer's post-purchase process model. The post-purchase process model of consumers mainly includes the following five themes: ① the use or consumption of products; ② Consumers are satisfied or dissatisfied; (3) Consumer complaints; ④ Treatment of products; ⑤ The formation of brand loyalty.

When consuming, consumers use and experience products. After this stage is the formation of satisfaction. How can consumers complain if they are not satisfied with the function of the product? The last two stages of the post-purchase process include how consumers handle the goods they buy and brand loyalty closely related to consumer satisfaction and complaints. Brand loyalty is the degree to which consumers have a positive attitude towards a certain brand, the degree of commitment and the degree to which they are willing to continue buying in the future. It is directly influenced by consumers' satisfaction or dissatisfaction with the long-term accumulation of brands, and at the same time by their cognition of product quality.

Second, from customer satisfaction to customer loyalty.

1, customer satisfaction and loyalty

The so-called "customer satisfaction" means that products or services meet customer expectations and customers are satisfied; "Customer loyalty" refers to the customer's further commitment to a brand or enterprise on the basis of satisfaction, which is the combination of customer consciousness and behavior.

Customer loyalty, like satisfaction, is a quantitative description of customer loyalty. The level of customer loyalty can be grasped by investigating customers' repeated purchase behavior, product promotion and recommendation, and brand recognition. Customer loyalty data can not only reflect the customer loyalty of enterprises in the market, but also be important information for enterprise improvement.

2. The relationship between customer satisfaction and loyalty

The difference between customer satisfaction and customer loyalty is that the former means that customers may not buy products or services after they are satisfied. In other words, customer satisfaction generally refers to one-off; However, if a customer develops from satisfaction to loyalty to a brand or enterprise, he will buy the products of the same brand again.

Customer satisfaction is closely related to customer loyalty. Enterprises can realize customer satisfaction by understanding customer needs and expectations and meeting customer expectations; But only by further satisfying customers, including understanding and satisfying their potential needs, can we win their loyalty. For enterprises, it is the basic task to achieve customer satisfaction, otherwise the products will not be sold, and obtaining customer loyalty is the guarantee to win the competition. The repurchase behavior of loyal customers and the promotion and recommendation of products make the enterprise have a stable customer base, and can improve the market share of the enterprise and reduce the sales cost, which is directly related to the benefit of the enterprise. Therefore, how to achieve customer satisfaction beyond expectations, from satisfaction to very satisfaction, and gain customer loyalty to product brands has become the new focus of market competition and the key to winning the competition.

3, the performance and role of customer loyalty

The characteristics of customer loyalty mainly include the following four points: ① buying the products or services of the brand again or in large quantities; 2 Actively recommend brand products or services to relatives and friends and people around them; (3) There is almost no idea of choosing other brands' products or services, which can resist the promotion temptation of other brands; (4) Find some defects in the brand's products or services, take the initiative to feed back information to the enterprise with understanding, and solve them without affecting the re-purchase.

Winning customer loyalty will at least have the following benefits: ① increasing the reputation of the company: through the monument of loyal customers, enhancing the company's image, attracting more loyal customers to the door, and increasing the competitiveness with peers. ② Cost reduction: According to the research of scholars and experts, the cost of retaining an old customer is only one fifth of that of winning a new customer. (3) Revenue growth: Only a few customers will complain, and many people just keep it in their hearts, holding the mentality of "not buying it next time at most", so the company may have lost customers until they don't know why. If loyal customers keep coming back, employees keep pursuing customer satisfaction and form a virtuous circle, income will naturally increase and grow. ④ Increase market share: With the continuous arrival of new customers and loyal customers, the increase of market share is self-evident.

Third, how to improve the satisfaction and loyalty of SMEs.

Customer loyalty creates competitive advantage. Customer loyalty is an important guarantee to win the market and realize the healthy development of enterprises. When we carry out enterprise marketing work, we must take customers as the center, always adhere to the concept of "starting from customers, thinking for customers, being responsible for customers and satisfying customers", and make maximum use of the effective resources of end customers. So how to improve the satisfaction and loyalty of end customers, I think it should be carried out from the following aspects:

1, providing sufficient supply.

Supply of goods is the premise of harmonious market and harmonious relationship between customers and me. It is also the basis for improving the loyalty of end customers. Without the supply of goods, no matter how good, accurate and meticulous your service is, it won't play much role. Because they are realistic businessmen, the main purpose of businessmen is to make profits. Without products, where does the profit come from? Without the restriction of interests, eternal customer loyalty may just be our wishful slogan. Therefore, in the daily marketing work, we should try our best to organize the supply of goods to meet the market demand. In order to build a harmonious big market and "escort".

2. Do a good job of communication with customers.

Only effective communication can achieve the purpose of mutual harmony, information exchange and resource sharing. Philip kotler, a world-famous marketing guru, said: Today, with information at your fingertips, the new trend of marketing communication is precision marketing. Precision marketing is a marketing communication that needs more precision, measurability and high return on investment. This shows the importance of communication in daily marketing. As the "vanguard" of marketing, account managers communicate effectively with end customers in their daily work, which is an important part of daily market visits. Through contact with end customers, customer demand information and market information can be found through communication, and the difficulties encountered by end customers in their business work can be solved in time to make up for the shortcomings in their work to the maximum extent, so as to achieve customer satisfaction and market harmony.

3. Meet customer needs

In daily work, the biggest obstacle to the harmony between customers and me is that many times the needs of end customers are not met and their opinions are not taken seriously. Therefore, in the process of market visits, account managers should learn more about the end customers' evaluation of services and brands, their reactions to the operation and the market, and the product consumption trends in their regions, so as to meet customers' needs to the maximum extent, try their best to solve the practical difficulties faced by end customers in their daily operations, and feed back market information in time, instead of being afraid of trouble, trying to save trouble and finding excuses to push the Committee or ignore it.

4. Provide personalized service

In modern marketing mode, selling products is not the ultimate goal, because it can't deepen customers' dependence and loyalty on products and services. Providing personalized service for customers is an important content of enterprise marketing management and an important factor for enterprises to gain competitive advantage in the new market situation. Therefore, in their daily work, account managers should be guided by the idea of "starting from customer needs and ultimately satisfying customers", provide meticulous and thoughtful personalized services to end customers, and seriously solve the practical difficulties encountered by customers in marketing work. Providing personalized service for customers means that account managers are required to put down their "shelves", work hard and use their brains, be good at finding problems and solving them in time, always care about and cherish customers, truly treat customers as "gods" and make suggestions for improving corporate image and efficiency.

5. Pay attention to the opinions of end customers and handle them in time.

In daily business, due to various objective factors, customers will put forward some opinions or suggestions that are conducive to friendly cooperation between the two sides. At this point, the account manager must attach great importance to these voices from the front line, respond in time, don't be indifferent, let alone ignore them, and make a solution to the problem as soon as possible. Sometimes, the market is unpredictable. The policies and measures we have formulated may not be completely suitable for the law of market implementation, and the end customers are the practitioners of these policies and measures, from which it is easy to find problems. The questions raised by customers may be exactly what we didn't consider comprehensively, and the customers pointed out in time, which just gave the enterprise an opportunity to "mend after it is too late". Therefore, account managers should seize this favorable opportunity in time, plug this "loophole", resolve contradictions, make customer relations play a harmonious movement, and lay a solid foundation for improving the satisfaction and loyalty of end customers.

The steps to improve customer satisfaction and loyalty are as follows:

1. Definition: The so-called customer satisfaction refers to the degree to which customers' needs and expectations for a certain matter are met. In order to survive, develop and continuously improve quality, the company should actively collect information about customer satisfaction, understand customer needs and analyze customer feelings, and take customer satisfaction as the starting point and destination of the company. In order to achieve this goal, we might as well "think from another angle", that is, to serve customers and gain benefits from an acceptable angle.

2. Factors affecting customer satisfaction

Customer's needs and preferences, contact points with customers, established knowledge of customers, and external evaluation of enterprises.

3. Specific methods

Select target customers, attach importance to quality, formulate a good service system, clarify customer needs and expectations, communicate effectively with customers, attach importance to feedback, and properly handle customer complaints.

What are the concepts of customer relationship satisfaction and loyalty? The system and welfare of a company with satisfaction and loyalty will affect employees' satisfaction. If employees are dissatisfied, their loyalty to the company will decrease. Customer satisfaction is very important to a company. If customers are satisfied with the company's products and services, they will directly improve their loyalty. Without employees and customers, will the company have performance?

What are the concepts of customer relationship satisfaction and loyalty? Satisfaction refers to a state of mind. It is the sense of pleasure after customers' needs are met, the relative relationship between customers' expectations of products or services in advance and their actual feelings after actually using products or services, and satisfaction is the basis of loyalty.

Satisfaction is reflected in the figures.

For example, if 100 customers buy your non-disposable products, after long-term statistics, 80 will come back to buy your products or buy them many times, which can also be understood as 80% loyalty.