Looking for the knowledge of communication enterprise group customers

Improve communication customer loyalty

Loyal customers are the most valuable resources of enterprises, and how to improve customer loyalty is a problem that enterprises must face. Since the monopoly of telecom industry was broken, the competition among operators has become increasingly fierce, and the profit rate of operators has gradually declined with the upgrading of competition. High customer loyalty and reducing customer churn rate have become an important means for telecom operators to maintain business growth. 1 is the loyalty of telecom customers. Loyalty is very important for any enterprise, so how to judge which are loyal customers? Generally speaking, loyal customers have the following characteristics:

Loyal customers will buy again and again.

Yes, and the purchase frequency is relatively high; loyal

Sincere customers are the active subject of new products of enterprises.

Testers are new products and services of enterprises.

Major customer groups; Loyal customers are willing to work for it.

Enterprises provide some reference for enterprises.

Have some views and suggestions on development;

Loyal customers are willing to recommend to other customers.

Company's products and services; A loyal guest.

Users have a row about similar products of other enterprises.

Exclusion.

The improvement of customers' loyalty to enterprises

Is accompanied by customers using the company's products.

Process and development. Start with the customer.

The products of enterprises are produced for customers and also for enterprises.

A certain degree of loyalty generally goes through five stages.

As shown in figure 1.

From the customer's acceptance of products to the customer's satiety.

In other words, customers must use the product.

Willingness, what our enterprise has to do is

Maximize customer satisfaction in order to

Customers have a pleasant feeling in the process of using it.

Go to sleep. The process of customers consuming telecom products.

There will be certain risks and uncertainties.

Only products with maximum utility can interest customers.

Enterprises have a certain degree of trust, so that customers

Risks and uncertainties are minimized. should do

It should be said that customer trust is the premise of customer loyalty.

Body, only when customers have real business.

Trust, customers can be locked in by enterprises,

Become a loyal user of the enterprise.

Customer loyalty to the enterprise can be subdivided.

It is divided into three categories: behavior, consciousness and emotional loyalty.

Behavioral loyalty refers to the buying process of customers.

Duplicate lines actually displayed in

For; Conscious loyalty shows customers the future.

Subconscious processing intention in consumption.

Arrive; Emotional loyalty is manifested in the fate of customers.

Attitude towards doing business and its business or services, including

Including customers actively recommending shipments to people around them.

Business and services. These three groups

Incorporate the loyalty of telecom customers and reflect customers.

User's trust in operator's business or service.

And the degree of repeated processing is luck.

An important indicator of the long-term profit potential of enterprises.

2 Telecom customer loyalty

Factor analysis

The loyalty of telecom customers is relative.

Customer concept of enterprise

Have absolute "loyalty" and measure one.

Whether a customer is loyal or not also lacks an absolute standard.

Quasi. But customer loyalty is based on sufficiency.

On the basis of meaning, so do we.

Consider the process of quantifying customer loyalty.

We can start with the influence of customer satisfaction.

Let's start with the factors.

Zaiduiying

Loyalty to telecom customers

Honest factor

When analyzing,

We want it first.

Understand what factors play a real role in the loyalty of telecom customers.

With, these factors will become quantitative customer loyalty.

The evaluation index of honesty is shown in Figure 2.

price

Prices are competitors at all times.

The "top priority" of the family is based on the price.

Means can often attract customers' attention. I

At present, China telecom operators explore the market.

The most direct and extensive method is health preservation.

The tariff price is low, so the price is telecom transportation.

It is very important for enterprises to maintain customer loyalty.

Direct and important means.

quality

In the communication service industry, about quality

The two most important categories are communication quality.

Quantity and service quality. Communication quality depends more on

It depends on technology, and service quality depends more on technology.

In the crowd. In the communication industry, communication quality

It is considered to be the most important factor affecting customer satisfaction.

An important link. High quality communication quality

And service quality is the key to retain and cultivate customers.

The premise of customer loyalty.

time

It is generally believed that what consumers consume is

The longer the brand lasts, the more tolerant consumers will be.

Figure 2 Hierarchical model of factors affecting customer loyalty

Fig. 3 time factor diagram of telecom customer loyalty

Easy to rely on brands. But telecommunications

There are some differences between products and traditional products.

No (see Figure 3), update telecom products.

Replacement is relatively fast, and it is difficult for customers.

This business has maintained long-term customer loyalty. electric current

This feature of telecom customers is very important to telecom operation.

It is very important for enterprises to manage customer churn.

Reference value, which can be used by carrier customers.

Use time data of products to mine data.

The approximate time of customer churn.

Consumer characteristics

The different characteristics of consumers make customers different.

Differences in consumer behavior. For example, in communication.

In the market, generally speaking, big customers are bad for enterprises.

The probability of loyalty is greater than that of a single customer; year

Old customers are more likely to be loyal to the enterprise.

Bigger than teenage customers. These consumers

The difference in characteristics has brought market segmentation to operators.

According to, let operators pay attention to in the market strategy.

It means the importance of differentiation.

opponent

When analyzing the impact on telecom customer loyalty

Factors, we can't ignore competition.

On the other hand, the competitive behavior of competitors leads to.

The most fundamental reason for the loss of corporate customers. all

Such as the emergence of substitutes, so that consumers have

Option allows customers to lose.

Reasonable reason. The communication market is changing rapidly.

Change, pay attention to the competitive behavior of competitors,

The establishment of dynamic competitive response mechanism is to maintain

Customer loyalty, reduce customer churn.

Take action.

Application model of telecom customer loyalty

For the factors that affect customer loyalty

Analysis can guard against customers for communication enterprises.

The management of family turnover provides some reference. visitor

Customer loyalty analysis is based on customer satisfaction.

Based on the investigation, it is quantified.

Customer loyalty of customers in communication industry

Management has reference value.

The more important factor is that telecom operators are

Key points of customer management.

The importance and satisfaction are relatively high.

Factors are the key to maintaining customer loyalty.

The factors in this area are also very fragile for enterprises.

Projects attacked by competitors, for this reason

Geographical factors, operators should focus on.

Production line management and optimization; In terms of customer satisfaction

Field, keep these competitors relative.

Undervalued competitive advantage; For those

Not valued in the eyes of customers, but

The enterprise has not shown certain competitiveness.

Appropriate measures should be taken in the potential loss area.

Adjust to prevent the loss of potential customers; but

The importance is relatively high, and the enterprise just did it again.

Insufficient regional factors are the factors that lead to customers.

The "culprit" of the loss, for these

The management optimization of elements is that enterprises compete for customers.

Resources, improve market competitiveness and customer loyalty

The key to honesty.

3 Telecom customer loyalty

measure

Establish a "people-oriented" corporate philosophy

"People-oriented" corporate philosophy 1

On the one hand, consumers,

On the other hand, it is also aimed at

Employees of the enterprise. "ditch

Passing from the heart "and" using "

Customer first, service with heart "

Wait, all indications are that.

Telecom operators have passed.

Get to know customers better and better.

Realize the importance of ...

Only real care.

Only when the guest is "God" can he.

Make customers interested in the enterprise

Its brand loyalty.

Improve customer loyalty

Degree, the customer is the key subject, and within the enterprise.

Our employees are the foundation of this goal.

Foundation. In order to win customers, enterprises must first

Win your own employees, without their loyalty.

Honesty is far from customer loyalty. winner

Loyalty, let every employee have it.

The attitude of "master" is to win the loyalty of customers.

Sincere premise.

Implement differentiation strategy

Michael Porter in the Competition of Excellence

The potential "proposing" enterprises only have lasting competition.

Competitive advantage comes from differentiation. "Business creation

The differentiation of new products is a modern communication enterprise.

Industry is an important means to win competitive advantage. produce

Product differentiation is characterized by products.

Can provide more supplementary functions for customers,

Let customers get the maximum under the same conditions.

Utility. Additional price brought by product differentiation

Value can greatly make up for the shortage of enterprises in price and so on.

Defects in aspects.

If the product differentiation strategy is to be successful

Get the customer's "magic weapon", then the customer is poor.

Alienation strategy is to retain customers.

Killer. Adopt customer differentiation strategy

The premise is to know the customer, which is correct.

It is very important to build customer loyalty. Understand; understand

Customers are enterprises that need to learn from customers' information.

Digging out the uniqueness of customers from the data,

Understand the reasons for customer differences. about

For customers with different characteristics, enterprises should develop at a stage.

According to different marketing and management strategies. compare

For example, today's telecom operators are usually interested in

Big customers, corporate users and individual customers all have it.

There are different service standards; Vip Fu Deng

The introduction of service standards is also for corporate customers.

The differentiation strategy is being implemented.

Attach importance to the construction of customer relationship management

Management information system in the information age

It seems that the management of enterprises is of great significance.

Changes, in which the emergence of CRM greatly.

Changed the previous enterprise customer relationship management.

Insufficient.

CRM has established customers for communication enterprises.

The process of cultivating and promoting customer loyalty is for enterprises.

The industry realizes "one-on-one" service to customers.

Provides the basic conditions. Establishment of communication enterprises

With CRM, you can manage the whole customer.

Data and information, through appropriate data storage.

Storage and mining, enterprises can obtain information such as customers.

Family profit contribution rate, trading preference and geographical location

Location, consumption habits and other extremely important letters.

Rest. The integration and use of this information is effective.

Help implement the customer loyalty strategy. On tiptoe

The goal of using CRM in the industry is to improve loyalty.

The proportion of sincere customers, improve customer satisfaction.

Loyalty, and improve the profits of loyal customers

Contribution rate.

There are many factors that affect customer loyalty.

Many, but the foundation and foundation of customer loyalty.

Is customer satisfaction. Telecom operators only have

The Concept and Practice of "Customer Satisfaction"

This combination makes customers more and more interested in the enterprise.

The more dependent you are, the more you can really win customers.

Loyalty, so as to enhance the core competitiveness of enterprises.

Fight for power.