Ask for a paper about "Influencing Factors of Customer Loyalty", about 5 words.

in the past, in the marketing activities of enterprises, quite a few enterprises only paid attention to attracting new customers, but neglected to keep existing customers, which made enterprises focus on pre-sales and sales, resulting in many problems in after-sales service not being solved in time and effectively, thus causing a large number of existing customers to lose. However, in order to maintain sales, enterprises must constantly add "new customers", and so on. This is the famous "funnel principle". An enterprise can lose 1 customers in a week and gain another 1 customers at the same time. On the surface, the sales performance has not been affected. In fact, the cost of publicity and promotion for these new customers is obviously much more expensive than keeping old customers, which is very uneconomical from the perspective of the return on investment of enterprises. Therefore, taking the "funnel" principle as the guiding ideology for formulating the marketing strategy of enterprises can only adapt to the era dominated by traditional production concepts, product concepts and marketing concepts. Nowadays, in the buyer's market, the degree of product homogeneity is getting higher and higher. At the same time, due to the development of science and technology, the life cycle of the product itself is getting shorter and shorter, and the marketing strategies and means introduced by many enterprises are similar. Consumers have become quite rational, so it is necessary to maintain and provide after-sales service to customers. Let's make a detailed analysis of how to maintain customers:

First, we must pay attention to the period when we talk about cooperation and projects. When times are bad, good cooperation will also be ruined. When customers have difficulties, they must be considerate of others and don't embarrass them. For example, he is busy, and he thinks it would be inappropriate or impossible to do that. You should stop your request at once and tell him that you are very grateful to him anyway. Your understanding will make him feel sorry and even guilty, and he won't forget to make it up to you next time he has the chance.

second, for the sake of customers, we must pursue win-win cooperation with customers, especially for customers to make a beautiful job with their superiors. We are working for the company, hoping to make achievements, others are also working for the unit, and he also hopes to do things beautifully.

Therefore, when we cooperate, we should be careful not to sell customers useless or unwanted things, and don't let customers spend extra money, so as to minimize unnecessary expenses of customers, and customers will also save your investment.

Third, respect customers. Everyone needs respect and recognition from others.

we must be grateful to our customers for their cooperation and express your gratitude to them. For the customer's mistakes or even faults, you should show your tolerance, not blame, and immediately * * * discuss with the research to find out the remedies and solutions. In this way, your customers will appreciate you from the bottom of their hearts.

fourth, keep the principle. A person who keeps the principle will win the respect and trust of customers the most.

because customers also know that meeting a need is not unconditional, but must be met under certain principles. Only in this way can customers have reason to believe that you have followed certain principles when recommending products to him, and they can cooperate and communicate with you with confidence.

For example, it is acceptable to appropriately increase certain services and training, but requests that harm the interests of the company, customers or even others must not be agreed. Because when you can harm the interests of the company or others in front of customers, he will worry that his interests are also being threatened.

5. Do more things other than sales

For example, I have a client looking for a leader of the Education Commission, but I can't find a good opportunity. If I know him and have another chance, I will introduce him. For example, when they need some information and can't get it, I will help them get it. Even if they encounter some difficulties in life, as long as I know that I can do it again, I will definitely help them. In this way, my relationship with customers is no longer a cooperative relationship, but more a friend relationship. In this way, when there is any chance, they will definitely think of me first.

6. Ask your friends to recommend you

If you master and use the above tips freely, you will win the reputation of your customers and friends, and your friends will recommend you among most of his peers. Then your business is like an atomic bomb, which will expand rapidly in the industry. You have reached the highest level of business, and let customers come to you on their own initiative.

7. Don't neglect to make every business a beautiful ending

All the work has been done, and your cooperation with customers has come to an end. Is it the end? Perhaps this is the way most salesmen handle it, but it turns out to be a huge mistake. In fact, the closing of this business is the best time to create the next opportunity. Don't forget to give some suitable small gifts to customers. If the business benefits are really good, it is best to give customers some unexpected benefits. Let every business have a beautiful ending, which will bring you no less benefits than developing a new customer. The reasons are as follows:

If your previous work is still immature and you can't upgrade from a cooperative relationship to a friend relationship, you can achieve this goal well at this time. If the previous cooperation may be somewhat unsatisfactory, this is a good remedy. Because most people think that since the cooperation is over, our relationship with our customers will naturally end, so they will immediately upgrade you from a cooperative relationship to a friend relationship by thanking you at last for not asking for anything in return. Then the next time there is a demand, it won't run away. It's yours.

VIII. Compromise for customer recognition

In the process of communicating with customers, some salespeople think that they are playing the role of "attacker" in every communication: in order to achieve the sales target, they step forward step by step and constantly persuade customers to recognize the quality of products or services, accept the price of products or services, and so on. The sales target of these salespeople is clear, and the courage to strive hard to achieve the goal is commendable, but the methods they adopt to achieve the goal are not necessarily brilliant. At least, we do not advocate salespeople to persuade customers with a single "offensive" intention.

in fact, many salespeople will use some concessions intentionally or unintentionally in the process of sales communication, in order to satisfy customers. For example, on the premise of ensuring profits, make price concessions, or put forward compromise ways to solve problems according to the demands of both parties. If the concession strategy in sales communication is used properly, it will be beneficial to achieve a win-win situation for both buyers and sellers, as well as to achieve long-term sales goals.

how to understand customer needs

customer service is to establish a relationship with customers, make them satisfied, and then continue to do business with you. With the rapid development of modern commerce, customer service has become more and more challenging. In order to satisfy customers, we must understand their needs, try our best to meet them, and even exceed their expectations. So, how to understand the needs of customers? First of all, careful and thoughtful observation is essential. Employees engaged in customer service must pay close attention to customers' every move, not only what customers say, but also their body language, which can help them judge customers' satisfaction with the service. A more direct way to understand customers' needs is to ask them. Many companies are constantly improving their customer service methods. Every time they contact, they will ask: How to make you more satisfied? How can I help you more? The third way is to pay attention to the practices of competitors. If a competitor's customer service is ahead in some way, it means that your customers will put forward higher requirements in the future. You must also make corresponding adjustments to catch up with your competitors. In that case, why not become a market leader and take the lead in customer service?

How to prevent the loss of old customers

Some senior managers often say in amazement, "Not long ago, the relationship with customers was good, but soon the' wind direction' changed, which really doesn't understand." Customer churn has become an embarrassment faced by many enterprises. Most of them also know that losing an old customer will bring huge losses, and it may take the enterprise to develop ten new customers to make up for it. However, when asked why corporate customers are losing, many corporate bosses look confused, and when it comes to how to prevent them, they are even more fearful.

customers' needs can not be effectively met, which is often the most critical factor leading to the loss of corporate customers. Generally speaking, enterprises should stop the gap of customer loss from the following aspects.

implementing total quality marketing

customers are looking for high-quality products and services. If we can't provide them with high-quality products and services, end customers will not be satisfied with their upstream suppliers, let alone establish high customer loyalty. Therefore, enterprises should implement total quality marketing, which is closely related to product quality, service quality, customer satisfaction and enterprise profit.

in addition, in order to prevent competitors from poaching their customers, win over their competitors and attract more customers, enterprises must provide customers with products with more "customer delivered value" than competitors, so as to improve customer satisfaction and increase the possibility of in-depth cooperation between the two sides. Therefore, enterprises can improve their work from two aspects: first, by improving products, services, personnel and image, the total value of products can be improved; Second, by improving the service and promotion network system, customers can reduce the consumption of time, physical strength and energy to buy products, thus reducing monetary and non-monetary costs.

in order to attract customers better, an enterprise spends 3% of its sales revenue on the research and development of new products, produces products with good demand in the market, and also invests a lot of money to improve the performance and value of products. Moreover, the national market is divided into five parts: East China, West China, Central China, South China and North China, and five warehouses have been established, each of which is equipped with special delivery vehicles. In addition, the company promises that customers can deliver the goods within 24 hours as long as they call at any time. It solved the problem of customers' lack of goods, saved the time and cost of goods transportation, greatly reduced the cost of products purchased by customers, and was well received by many customers. The sales of enterprises in that year increased by 23.5% compared with previous years.

In order to find out their own problems, many enterprises often hire some people to pretend to be potential customers, report the advantages and disadvantages found by potential buyers in the process of purchasing products of the company and its competitors, and make continuous improvement.

Improve the market reaction speed

1. Be good at listening to customers' opinions and suggestions

There is an equal trading relationship between customers and enterprises. While both parties make profits, enterprises should also respect customers, seriously treat customers' opinions and complaints, and really pay attention to them in order to get effective improvement. When customers complain, sit down and listen carefully, play the role of the audience, and if necessary, even take out a notebook to record their requirements, so that customers can feel that they have been taken seriously and their opinions have been taken seriously. Of course, just listening is not enough. We should also promptly investigate whether the customer's feedback is true, quickly feed back the solution and results to the customer, and draw their supervision.

customer opinions are the source of enterprise innovation. Many enterprises require their managers to listen to the telephone exchange in the customer service area or the information returned by customers. By listening, we can get effective information, and we can innovate accordingly, promote the better development of enterprises and create more business value for customers. Of course, managers of enterprises are also required to correctly identify customers' requirements and convey them to product designers, so as to produce products that meet customers' requirements at the fastest speed and meet customers' needs.

during the first purchase, a customer of a furniture factory complained to its manager that it was inconvenient to move out and move in because of the relatively large size of the sofa and the small door of the warehouse, and it often left scratches on the sofa, so the customer had complaints and it was not easy to sell. If the sofa could be disassembled, there would be no such problem. Two months later, the detachable sofa was transported to the customer's warehouse. It not only saves inventory space, but also brings convenience to customers. And this idea is obtained from the complaints of customers.

2. Analyze the reasons for customer churn

(1) For those customers who have stopped buying or switched to another supplier, the company should contact them to understand the reasons for this situation and distinguish the reasons for customer churn. Some of the reasons for the loss of customers are beyond the company's control, such as customers leaving the local area, or changing careers and going bankrupt. In addition, other factors include: they found better products; The supplier's problem or product is not attractive. These are all things that companies can improve. For example, customers are lost because of poor service, inferior products and high prices. Sincere 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 decreased step by step with the escalation of competition. Improving customer loyalty and reducing

customer churn has become an important means for telecom operators to maintain

business growth.

1 is telecom customer loyalty

Customer loyalty is very important for any enterprise, so how to

judge who are loyal customers? Generally speaking, loyal customers have the following characteristics: loyal customers have repeated purchases, and the frequency of purchases is relatively high; Loyal

sincere customers are

active examiners of new products of enterprises and

main customer groups of new products and services of enterprises; Loyal customers are willing to provide certain reference for

enterprises and have certain views and suggestions for the development of enterprises

;

loyal customers are willing to recommend

the company's products and services to other customers; Loyal customers

have a sense of rejection of similar products from other enterprises.

the improvement of customers' loyalty to the enterprise

is accompanied by the

process of customers using the products of the enterprise. There are generally five stages, from

when customers start to use the products of the enterprise to

when customers have certain loyalty to the enterprise,

as shown in Figure 1.

From the time the customer accepts the product to the time when the customer is

satisfied, it shows that the customer has the

will to use the product, and what our enterprise needs to do is to make the

customer's satisfaction as great as possible, so that the

customer has a pleasant feeling

in the process of using it. Customers will have certain risks and uncertainties

in the process of consuming telecom products.

Products with maximum utility can make customers have certain trust in

enterprises and minimize their risks and uncertainties. It should be

said that the customer's sense of trust is the front

body of customer loyalty. Only when customers have real

trust in the enterprise can customers be locked in by the enterprise and become

loyal users of the enterprise.

customer loyalty to the enterprise can be subdivided into three categories: behavior, consciousness and emotional loyalty.

Behavioral loyalty refers to the repeated behaviors

of customers in the purchase process; Conscious loyalty shows customers' subconscious handling intention

in future consumption; Emotional loyalty is manifested in the customer's attitude towards Yun

business and its business or service, including the customer actively recommending the business and service of Yun

business to the people around him. The telecom customer loyalty formed by these three groups

reflects the customer

s trust in the operator's business or service.