How to maintain customers?

The core of customer maintenance is to make customers not only feel at ease about the products they use, but also feel the added value of our good services and products, and finally form a relatively stable and loyal user base and a certain product market.

Therefore, in enterprise marketing activities, we should pay equal attention to developing new customers and retaining old customers. We can even think that real sales begin after sales, and we should pay more attention to improving the relationship with customers after trading. In practical work, we should try our best to avoid paying attention to pre-sale and in-sale while ignoring after-sale, and try our best to avoid the loss of old customers because the problems raised by customers have not been solved in time and effectively. We should take effective measures to improve the relationship with customers in order to create resale. Rogers, the top ten marketing experts in the United States and former vice general manager of IBM marketing, said: "Getting the order is the easiest step, and the real key to sales is after the product is sold to customers." There is a simple reason. Developing a new customer takes several times or even ten times as much time and energy as maintaining an old customer. No one wants to waste their efforts, not to mention the evaluation of old customers is the best advertisement, and it is easier to create new customers. It is a very important channel for customers to introduce customers.

Some people may say that this is the truth, and everyone knows it. Can you tell me in detail how to operate it? Hehe, don't worry. Take your time. Please correct the shortcomings.

First, customer maintenance should have a comprehensive customer data database.

No matter how smart your brain is and how good your memory is, it is impossible to remember every detail of your customers, so it is necessary to have a customer database, which is also the first step for you to start your work. Some people may have a big head when they see that they want to create a database. In fact, it is not difficult to create a database. The simplest customer database is your mobile phone address book, but I don't recommend you to use your mobile phone address book as your customer database here, because it is too simple to input the customer database information you need, which can't meet the daily work needs. You can search online if you like. There are many softwares similar to customer database available. I recommend using Kenway's free office platform (hereinafter referred to as office platform). First, it is free. Second, it has innovated many ways to maintain customers, which can fully meet the needs of maintaining customers (as can be seen from the following operations).

In fact, using this office platform to create a customer database is very simple and efficient, because it can be imported from your mobile phone. Even if there are 2000 customers in your mobile phone, you can import it into the office platform in your computer in about 10 minutes (refer to the current popular computer configuration). It is so efficient and simple that I, a self-proclaimed computer enthusiast, was surprised when I first used it. Specific import method: export a file in csv format by using the function of the mobile phone, and directly import it into this platform (please refer to its help manual for detailed methods, so I won't repeat them here).

After the import is completed, you can edit and improve the customer information, and use comments (you can add text information) or comments (you can add rich text information, that is, graphic information in the form of web pages) under the address book of this platform to add any information you need without limit to meet your customer maintenance needs. Of course, this step can also be completed step by step in daily work.

Second, group customers.

How to measure customer value? How do I allocate my customer maintenance time? This makes use of the address book grouping function of Kenwei free office platform. Address books can be grouped according to needs, such as family, friends, important customers, ordinary users, group customers and so on.

In the address book database, group loyal and profitable customers according to your standards, and then use different strategies for special treatment, or allocate working hours according to profitability, so as to win more commercial profits. Different industries have different standards of measurement. For example, in the financial industry, whether the customer has bought many different wealth management products, whether there are many loans and how much money the bank has earned from him can be used to judge the value of the customer.

You can also carefully observe the needs and habits of customers and record them in detail (use this platform to add comments to the address book). These records are the details that customer service needs to pay attention to in the future. This method costs little, but it works well and is often praised by customers.

Three, customer maintenance 28 theory

Life is limited, and time is more precious. How to balance time cost and profit? Maybe the 28 th theory can give you some enlightenment, and combine the grouping function of this platform to maximize your time.

In many industries, 20% of the most valuable customers can bring 80% profits to enterprises. On the contrary, many customers have low value to the enterprise. Enterprises should pay more attention to the work of these 20% people, which may cost a lot of money, but it is worth it. In addition, 20% of 80% customers are wasting the resources of enterprises, so it is necessary for enterprises to give up decisively for them; For the remaining 60% customers, they will not lose money or make money, but they can maintain the scale of the enterprise, and the enterprise must find ways to keep them. Therefore, we should study and find out what the characteristics of those 20% people are, why they are loyal to this brand, and what strategies should be adopted to maintain their loyalty and generate profits for the enterprise.

There is an idea of "turning all disloyal customers into loyalty", which doesn't make much sense. Even if some customers become loyal customers, enterprises may not be able to make money from them. Because they only value the continuous price reduction and promotion of enterprises, this loyalty can not bring profits to enterprises. Of course, for those potential and high-value customers, we should improve their loyalty and make them loyal and high-value 20% members.

Fourth, the time division skills of customer maintenance

If you have a customer interview, I recommend the time allocation and negotiation skills of "two minutes to talk about topics and eight minutes to talk about family affairs or current affairs", because it may make both parties happy. With this experience, customer maintenance will be successful.

Five, customer maintenance success or failure analysis

Make use of the platform's own summary recording function ("Experience Summary" under the "Comprehensive Office" menu) to record and analyze customer maintenance at any time, so as to forget or improve your working ability. For the lost customers, we must first find the crux of the problem: why do customers lose? What kind of customers are losing? When did you lose it? We should pay more attention to the crux of the problem rather than the lost customers. Then dig deep according to the problems found and prescribe the right medicine. For example, a sales manager found that customers were dissatisfied with their services and orders dropped. Only after the investigation did I know that because the company wanted to go public, a lot of systems and approval procedures were added, and customers were too troublesome and felt that it took too much time. More importantly, they think that their partners no longer value themselves, so some orders turn to more flexible companies. After discovering these problems, the company changed its handling methods in time in order to re-establish the brand image in the eyes of customers.

Six, often contact or pay a return visit to customers, is also an effective way to enhance customer relations.

By using multiple options to send SMS and multiple options to send email under the address book of the platform, it is very easy to send SMS or email greetings to customers on holidays. Always keep in touch with your feelings and don't let the customer think that you have forgotten him or her. After all, this is a tradition in China!

Some users can call regularly to say hello. More important customers should visit and communicate at home, and bring small gifts from the company to entertain important customers at critical moments; Add the birthdays and home addresses of customers, especially big customers, to your customer database in time. After all, important customers account for most of your sales, and it is right to pay enough attention to them.

When paying a return visit to customers, the sales staff should keep abreast of the customer's use of products; Understand whether customers have new demands in the near future, so as to find new sales opportunities; Promote new products to customers and create resale opportunities.

In addition, pay attention to the seriousness and easygoing of your formal dress and speech, which is necessary when meeting customers, that is, to improve your image and show respect for customers.

Seven, the final result

There are no eternal friends in business, only eternal interests. If there is no interest relationship between you and your customers, then your customers are quietly losing. Please always remember that how to maximize the benefits between you and your customers is the center of maintaining customer relations.

Similarly, people also need the lubrication of feelings and gifts. Don't forget to give customers some suitable small gifts or give them a certain rebate policy. If the business benefits are really good, it is best to give customers some unexpected benefits. Because of this, you can improve your relationship with customers and gradually increase their loyalty.

Finally, I wish you a desired result.