Customer relationship maintenance management

Customer relationship maintenance management

Customer relationship maintenance and management, business people will find that customers have a variety of properties and sales behaviors when dealing with customers. How to deal with the relationship with many customers, that is, the so-called customer relationship is an unavoidable problem in marketing, and it is the maintenance and management of shared customer relationship?

Customer relationship maintenance management 1 methods of maintaining customer relationship;

First, the old customers who pay the bill should deliver it to their doors in person.

In the process of management, we ask every clerk to do the same. As long as you are an old customer who has bought a bill, you must personally deliver the customer to your door. Although this process is short and the action is insignificant, as long as you do this, customers will feel enough respect. In the past, after paying the bill, customers in this store were basically ignored, so it was difficult to return the bill. Therefore, we have strengthened training and paid attention to sending customers to the door. On the one hand, customers will not feel left out after buying.

On the other hand, this moment is also crucial, because the customer has just made a deal and needs to strengthen the recognition of the brand and service. Communicating with customers in the delivery process can not only strengthen customers' further recognition of us, but also further close the relationship with customers.

By strengthening the service for old customers, customers who are not slow to pay the bill, customers who have served and shop assistants are delivered to their doors. When sending customers away, customers are often reminded to come often and bring friends. At this time, customers are very pleasant to listen to, and often come to bring friends, because more customers come, and their performance will improve quickly!

Be sure to send greetings within two days.

Customers buy our products in the store for many reasons, which may be that they feel good about her, or that some functions of the products just meet their needs, or that they are affordable, of good quality, or even more likely to be fresh. Whatever the reason, it is a good thing to buy it after all. Don't feel that everything is fine, and don't feel that you have a loyal customer.

As we all know, customers may be impulsive when buying, and will become rational when they get home, especially cosmetics. There are many brands in the customer's fitting room. If you are not careful, you will use the original brand or other brands to leave the product idle. If we leave them for a long time, we may forget them. I wonder if you will have a similar experience? It is often seen that female friends go shopping all day and buy a lot of clothes, but many of them don't wear them after they buy them, which has become a foil in the wardrobe.

The same is true for customers. Just because they buy back our products from many products doesn't mean they will use them. So her family has another battlefield, and there are various brands competing with us. At this time, we must continue to attack. So how do we attack? That is, you must send a message to the customer within two days after the customer can buy back, on the one hand, remind the customer to use the product, or come to the store to continue treatment.

On the other hand, through contact with customers, we can shorten the distance with customers and reflect professional and meticulous service attitude. If some customers respond positively, it means that this customer is easy to get along with, and a little effort can build a very good customer relationship.

Three, a survey and consultation within a week.

If we can do the above two points, we will have one more link to communicate with customers, but if there is no follow-up action, all the previous work may be in vain! Because these two actions alone, customers will not have more feelings for the clerk, so we should further improve the service.

You can continue to send messages to customers one week after purchase, and pay attention to their usage, especially their feelings after use. If customers have been using our products and feel good, SMS will strengthen customer service, make customers repeat customers and promote customers to introduce friends.

Fourth, we should always keep in touch with customers and maintain the relationship between customers.

If two people want to establish a better relationship, it depends on the frequency and quality of their contact, as does the communication between customers and shop assistants. Judging from the consulting situation, the highest quality of communication between shops and customers is that customers buy the most, and there is less time and opportunities behind. How can we strengthen the frequency and quality of contact between shop assistants and customers?

First of all, the clerk needs to keep in touch with the customer, but the customer doesn't like to send messages to harass her frequently, so we should grasp the frequency of sending messages to the customer, not too high, not too little or not, so as not to cause customers' disgust. How to grasp this degree?

Generally speaking, holidays are the best time to send messages, because no one will refuse blessings from all directions during holidays. If there are no holidays, it will be almost once a month on average. The information content can be some makeup tips, new product information, skin care, life information, holiday wishes and so on. For these, customers usually care more and don't have too much resentment.

Five, there are new products, promotional activities, or a mentor to guide the store, invite old customers to experience the purchase.

It usually takes a reason to get old customers to spend again. There are many reasons, such as new products coming on the market, promotional offers, tutors coming to the store for guidance, providing higher quality services and so on. What we need to do is, when there are new products on the market, promotional activities, or tutors sent by the company come to the store for guidance, we must seize the opportunity, send a message to tell old customers and invite them to come to the store to experience.

Some well-connected old customers personally called to invite them over. Don't be embarrassed. You know, this is a golden moment for old customers to spend again, and it is also a very good opportunity to improve sales performance. Compared with developing new customers, the cost of bringing an old customer back is also very low. Maybe it's just a question of information, a phone call, a small investment and a big investment. Why not?

Customer relationship maintenance management 2 Three reasons for improper customer relationship management:

Reasons for improper customer relationship management 1. Lack of ideological understanding.

Customer relationship management is actually a profound knowledge and skill, which requires enterprises to study hard and understand the essence, rather than relying on one or two classes to know what CRM stands for, what is one-to-one marketing and what is customer satisfaction, and everything will be fine, hoping to bring rolling financial resources to enterprises.

Enterprises should correctly establish the concept of customer relationship management from top to bottom, systematically learn the theory and specific operation methods, clarify the importance of customer management and service, and be able to achieve mastery through a comprehensive study, otherwise the mistakes will not be cut off.

Reasons for improper customer relationship management Second, quick success and instant benefit at work.

The establishment of customer relationship management in enterprises is a systematic project, which requires enterprises to have relatively perfect software and hardware environment and conditions including talents, management software and basic data. First of all, enterprises should start from the most basic management work, establish the front-end platform of customer relationship management, and put an end to the idea of quick success and instant benefit. In fact, there is no "southern shortcut" in enterprise management, and all the gains need hard work. You must not imagine that you can get big gains with a little effort.

In the final analysis, the implementation of customer relationship management is only to ensure that you do not take detours or take fewer detours, and it is easier to get close to success, not to ensure that you can succeed. Like Mr. Zhang, it is not obvious that customer relationship management is simply misunderstood as getting closer to customers and trying to lend customers' wives for their birthdays in order to gain customers' trust and goodwill.

Reasons for improper customer relationship management 3. Weak legal awareness.

China is transforming into a country ruled by law, and various laws and regulations will be more and more perfect. At the same time, it also puts forward higher requirements for business travelers, and needs to enhance legal awareness and knowledge, especially domestic and international business knowledge and practice.

On the one hand, we can prevent ourselves from breaking the law, on the other hand, we can ensure that we can use legal means in time to protect our legitimate rights and interests from infringement. If enterprise A in the case has strong legal awareness, it may not use the files of STD patients without proper authorization, thus avoiding unnecessary business disputes.

Customer Relationship Maintenance Management 3 (1) Emotional Maintenance

Emotional maintenance is a kind of meticulous service for employees to customers, and it is an important means to effectively enhance mutual feelings and successfully implement relationship maintenance. This kind of communication sometimes takes business as the information carrier, and sometimes draws closer the psychological distance with customers through some daily greetings or some activities related to financial business (see case).

In daily work, the emotional maintenance of key customers mainly has the following ways:

(1) Some banks keep in touch with customers through letters/member journals, telephone contact of wealth management/marketing managers, e-mail, text messages, etc.

(2) Sometimes I will visit customers regularly, especially holidays, birthdays, special anniversaries and so on.

(3) Provide customers with new business, account transaction information, promotional offers and other information, as well as care, appointment, reminder and other services through e-mail, mobile phone and other communication methods.

(4) Holding financial salons/seminars, etc.

(2) Sales maintenance

After each successful marketing contact, the wealth management/marketing manager shall record the relevant information of the financial products purchased by customers in the current period in the system, including purchase date, purchase amount, product price, expected rate of return, stop loss range, customer risk preference, purchase history, etc. , as a necessary preparation for customers to carry out sales maintenance work.

The wealth management/marketing manager shall maintain the customers who have purchased our products regularly or when there is important information in the market, inform them whether the product operation is beyond the profit or stop loss range of the customers, prompt them for profit or loss in time, and make appropriate suggestions according to market changes as a reference for customers' decision-making.

In the process of sales maintenance, the wealth management/marketing manager should gradually help customers establish a correct investment concept. When customers suffer losses, they should give psychological comfort, rationally remind customers that profit and loss are the normal state of investment, and then communicate with them sincerely to further help customers understand the connotation of products or portfolios, provide positive and effective suggestions for adjusting investment and wealth management products or portfolios, and establish an interactive trust relationship with customers (see case).

(3) Cultivation and maintenance

Infiltrate financial management methods, principles and knowledge in the process of product sales. Conduct financial management lectures regularly to teach customers professional financial management knowledge and deepen their understanding of financial management services. Send financial data or information regularly, so as to arouse customers' attention to the changes in the financial market, gradually make customers form the habit of paying attention to financial information, write financial cases regularly, sum up their own life experience in financial management, let customers know many successful examples of financial management in real life, learn the experience of financial planning, and further improve their understanding of financial management.