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How to maintain old customers well

Market research shows that a company is losing an average of 10-30 customers every year. But many companies often don’t know which customers they lost, when they lost them, or why they lost them, let alone what impact this would have on their sales revenue and profits. What we have to do is to retain customers, so how do we do a good job in maintaining old customers? Sales methods to maintain old customers

Doing a good job in maintaining old customers in the store is a job that every seller needs to do . Not only big sellers will protect old customers, but small sellers also need to protect old customers of their own stores. My store was registered in 2008. To be precise, it only started operation last month. Currently, it has 4 stores. Although it does not have very brilliant performance, compared with the growth rate of my peers, I think I can still do it. So today I would like to share some tips on how to maintain old customers. I hope it will be useful to everyone.

Acquiring customers is what every seller is striving for, but in the increasingly fierce competition on Taobao, the cost of acquiring new customers is getting higher and higher. Therefore, while acquiring new customers, we must also improve our own products. If our members are well maintained, this is also an asset to us. I have always felt that maintaining old customers is more important than bringing in new customers. Why? Because only by forming your own plan to maintain old customers can you convert the new customers you introduce into old customers. Otherwise, the customers you introduced will be lost after purchasing.

I make Buddhist beads. Because I cooperate with a relatively large factory, I think the supply of goods is an advantage for me. The goods are our own, and we have control over inventory and quality. First of all, we want old customers to remember us and give us a simple and easy-to-remember name to make it easier for customers to remember us.

Secondly, the purchasing experience is poor. Poor purchasing experience is not only caused by poor customer service attitude, but also includes slow response, substandard product quality, express delivery speed and delivery attitude of the courier. The difference, as well as the added value of the product, are all factors that lead to poor customer purchasing experience. If these factors that make customers dissatisfied appear, do you still think they will come back? The answer is obviously impossible. We need to make statistics on these factors and then analyze them to find solutions. If the product is not up to standard, it may not be determined if it is an agent, but if I have a source of goods, then I can control the quality. Factors include express delivery speed and delivery attitude of the courier. For express delivery that customers often report is slow, we can consider changing the express delivery or increasing the express delivery options. As for the added value of the product, if we have small gifts as gifts, that would be best. , which can make buyers feel that they are worth their money. If there is no small gift to give, we can give you a coupon, which will not only make the buyer make a second purchase, but also make the buyer feel that there is a discount.

The third is to set up dedicated personnel to maintain old customers. This step can be suitable for all categories. For example, for some buyers who have asked us to rush for express delivery from Want Want, we can pay attention to the order, check the logistics information that it has been signed, and call the buyer to ask if they have received it. Do you know that this step can greatly increase the buyer's favorability? It can be seen from the buyer's subsequent evaluation.

Fourth, emotional marketing to old customers. Anyone who has placed an order in our store or chatted with us will be added as a friend by me. When doing promotions, send group messages, but be careful not to send messages too frequently. We don’t need to advertise when sending group greeting messages during holidays, but we need to let the buyer know that we care about him.

Fifth, exclusive area for old customers. In addition to setting tiered discount prices for old customers, we can also set up some active products exclusive to old customers, which not only allows products with zero sales volume to increase sales, but also allows old customers to take advantage of them.

Sixth, give old customers some added value. Because Buddhist beads can not only be taken by oneself, but also given to others. Therefore, if an old customer wants to give it as a gift, I will help write a greeting card and help package the beads in a more attractive gift box.

This purpose will not only satisfy old customers, but also satisfy the person who receives the gift. In this way, won’t it attract another customer?

Extended reading:

Modern companies measure customer value by calculating how much sales and profits a customer can bring to the company over a lifetime. For example: a customer goes to a certain supermarket once a week on average and spends an average of 100 yuan each time shopping. 50 weeks a year is 5,000 yuan. Assuming that he has lived in the area for 10 years, it is 50,000 yuan; calculated based on a profit of 10, it is 5,000 yuan. profit. So, one dissatisfied customer could mean the store loses $50,000 in business and $5,000 in profit. On the other hand, companies can understand customer value by calculating the cost of churn. For example, a company has 5,000 customers. Assume that due to poor service, it loses 5 customers this year, that is, 250 customers. If the average sales revenue per customer is 8,000 yuan, the revenue loss is 2 million yuan. If the profit is 10, the profit loss is 20 Ten thousand yuan. According to the data listed in the AMA Customer Satisfaction Manual of the American Marketing Association: every 100 satisfied customers will bring 25 new customers; every customer complaint received means that there are 20 customers who feel the same way; gain The cost of a new customer is 5 times the cost of maintaining a satisfied customer; acquiring a new customer requires 6-10 times more work than maintaining an old customer; if the customer level increases by 20%, the turnover will increase by 40%.

However, market research shows that a company loses an average of about 10-30 customers every year. But many companies often don’t know which customers they lost, when they lost them, or why they lost them, let alone what impact this would have on their sales revenue and profits. They are not worried about losing customers at all, but still follow traditional methods to recruit new customers. Calmly studying and analyzing customer churn is of great significance for companies to save themselves from crisis and grow healthily.

Customer churn can be the loss of new customers who have a transaction interaction with the enterprise and the loss of old customers who have a long-term transaction interaction with the enterprise; it can be intermediate customers (agents, dealers, wholesalers) and retailers) churn, or ultimately customer churn. No matter what type of customer they are, due to various reasons, there is the possibility of leaving the company anytime and anywhere. Generally speaking, the churn rate of old customers is smaller than that of new customers; the churn rate of intermediate customers is smaller than that of final customers; the churn rate of the elderly is smaller than that of young people; the churn rate of men is smaller than that of women. Establish and maintain your own old customer skills

During the process of customer consumption in the store, what can we do to make customers become regular customers or even our loyal VIPs? High-quality products or services are loyal to customers Degree is very critical.

If you want to retain customers, you must first study why our lost customers will buy other companies’ products? Most dissatisfied customers will leave silently without giving you a chance to retain them. of loyalty. Therefore, a major goal of all customer service is to make it easier for customers to complain. In addition to the company's customer service phone number, we can directly tell customers the phone number of the local consumer complaint hotline, encourage customers to tell their psychological concerns to a third party, and then use the third party to supervise us.

The first step: truly ingrain the concept of service into the hearts of every employee

Repeatedly remind employees to pay attention to customer service, and monitor customer satisfaction at employee meetings. Discussion, giving examples to study and discuss. Solicit customer feedback and include customer satisfaction as part of employee performance evaluations. Make expectations and minimum customer service standards clear and specific. Deepen the concept of service into the hearts of every employee: service is a kind of marketing, a higher-level marketing. Step 2: Look at your store from the customer’s perspective.

When you want to conduct a survey, first fill out one yourself or an employee pretending to be a customer.

Does the questionnaire list questions that you both think are trivial, does it cover issues that people tend to avoid, and does it achieve the purpose of your survey? Another idea is to invite customers to speak at your meetings and hear good things from customers. And bad words are more effective than your presentation chart.

To build customer loyalty, it is also necessary to readjust customer expectations for outstanding service quality. That is, don’t just meet expectations, but exceed them; provide a unique product or service that people will remember. Whenever possible, personalize and even customize services so that a partnership is established between the customer and the store.

Step 3: Empathize with and care about the clothes the customer buys.

★Respond at any time: Before customers leave the store, we must tell them again the washing precautions and storage methods, and assure them that we will respond to their questions in a timely manner. For example, issue a store contact card and inform customers of the name and mobile phone number of the shopping guide, so that customers can contact the store directly when problems arise, so that customers do not have to worry about anything.

★Consumer return visit: After the customer makes the purchase, we need to make a phone call at an appropriate time to ask the customer whether they like it, whether it is comfortable to wear, and whether they have any questions about washing. Caring is the most popular marketing method for customers, and it is also the most humane promotion method. If we care about our customers as much as we care about our own clothes, they will trust you more and become your long-term customers.

★ Consistent: We want customers to know that we not only have high-quality products, but we also have thoughtful, enthusiastic and attentive services, which are always consistent regardless of pre-sales, sales and after-sales services. If a specialty store provides effective display, smiles, and considerate service during the entire process of product sales, but transfers its enthusiasm to other customers after the sale, then we will make customers feel cheated. Our purpose is to sell, and then Don't want to believe us anymore. Service should be provided from beginning to end, cooperating with pre-sales and during sales to achieve harmony and perfection. Actively establish emotional connections and channels with old customers

★Emotional investment: establish the "own-person effect". Express care for old customers through frequent phone calls, special care, mailing sales opinion cards and holiday or birthday greeting cards, giving souvenirs, holding social gatherings, etc. Small cards and simple information will become the "link" between buyers and sellers. Good interpersonal relationships will make many customers happy to deal with us for a long time.

★Care about customers’ psychological feelings: Use emotional actions and words to perceive customers. No one will refuse others’ care, and no one will refuse the feeling in their heart. If customers come to the store on a rainy day to make purchases, they should ask if they have brought an umbrella before going out. If there is no umbrella, they will provide an umbrella after collecting a deposit, and they are reminded to change clothes in time if they get caught in the rain. After returning home, I sent a message to the customers who made purchases that day, thanking them for coming to support us on a rainy day, etc. If we remember our customers, our customers will remember us.

★Recommendations:

1. "Old Customer Maintenance Month" or "Old Customer Maintenance Competition" can be appropriately implemented in stores to encourage store employees to pay attention to customer maintenance.

2. The store should establish an effective text message library, and when sending text messages to old customers, focus on making the customer feel that we care about her. Overly commercial information will offend customers. Only warm and caring information like friends can move old customers.

A. Holiday text messages: The focus of text messages is to give customers good wishes for the holiday. Avoid mentioning the store’s holiday activities in the message.

B. Birthday text message: The focus of the text message is to remind the customer that today is her birthday, and to wish the customer happiness and fulfillment of their wishes.

C. Seasonal text messages: For example, when winter comes, customers are reminded that the weather is getting colder, and customers should pay attention to adding or removing clothes when going in and out, and pay attention to diet, etc. Avoid mentioning new product launches in your information.

D. Contact information: A customer who has not been seen for a long time can reveal how much we miss him and remind him to take a rest. It is best to let the shopping guide who has the closest relationship with the customer send the message directly to the customer.

Avoid language that asks customers if something happened.

3. Make a detailed statistics of the number of return visits and emotional contacts made by each employee to old customers as a basis for evaluation of promotion and demotion of store employees. Encourage employees to turn this work into a daily routine. The following is for reference:

A. Customers who spend more than 2,000 yuan at a time must call back one week after purchase to ask about the customer's wearing experience and whether they have any questions about washing. If the customer has questions that cannot be answered, a time must be arranged with the customer to solve the problem.

B. New customers brought by old customers, regardless of the purchase amount, must send a message on the same day to thank the old customers for their love for the brand and support of the store; thank the new customers for their recognition of the brand. You must call back within a week to review your wearing experience.

B. When the customer’s cumulative consumption reaches a certain amount, send a thank you letter or text message to thank the customer for their love for Elise.

C. For customers with the highest annual cumulative spending, regional sales staff can bring flowers and pay a return visit to thank the customer for their support over the past year and ask for their suggestions for Elex.

D. Regarding the content collected during the return visit, the unified management of the regional management will be handled by the region, while the content related to the company will be transferred to the customer service department of the head office for unified processing by the company. Solve the dissatisfaction problems of old customers in a timely and effective manner

If you want to increase the customer return rate, it is equally important to solve the problems through good customer service. In the apparel industry, customers whose problems are solved are more loyal than those who never encountered a problem. What should I do if a customer is dissatisfied?

The first step is to listen and empathize. Pay attention to the key points of customer complaints and let customers express all their dissatisfaction.

The second step is to talk. Angry customers often seek out a good listener who expresses genuine emotion about their experience and engages in an emotional conversation from the customer's perspective. Stabilize the customer's mood.

Step 3 is to sincerely apologize. Apologize whether you are right or wrong. A heartfelt apology and acknowledgment of the inconvenience is much better than a standard mechanical apology. This is an important and powerful step in retaining customers.

The fourth step is to analyze, clarify the cause of the matter, and restate the issues that the customer is concerned about.

Step 5 is explanation. Demonstrate a sincere desire to resolve the complaint.

Step 6 is processing. Come up with a fair solution to the problem. Customers demand action, not just empty words.

Step 7 is compensation. Provide customers with some added-value compensation for the inconvenience or harm caused. For example: give small gifts.

Step 8 is the result. Ask the customer if they are satisfied with the solution. If you are not satisfied, come up with your final opinion and resolve it on the spot. Don’t forget to say goodbye to the customer after the problem is resolved. Showing her valuable opinions can enable us to provide more perfect services to our customers.

Step 9 is feedback. When follow-up actions are taken to ensure that the store's response is implemented, customers will be more impressed by the move. In addition, if the first solution does not satisfy the customer, the store can be given a second chance through follow-up actions. 4) How to hold effective old customer activities?

1. VIP gatherings at least four times a year: there is communication and information exchange between customers, and we should have a way to Customers connect with customers, making them a bridge of friends. The theme of the VIP party can be closely linked to sales, or it can be completely separated, such as holding "product recommendation" activities, "close to nature" mountaineering friends activities, or "clothing salons", "female health care", "fashion information", ?Parenting education?, ?Beautiful makeup? and other salon activities.

2. VIP specific feedback activities: such as birthday feedback? In addition to birthday cards or small gifts, set up a VIP customer to come to the store to spend on his birthday, and a certain discount can be given on the basis of the original discount; Holiday rewards? For example, carnations will be given on Mother's Day, and health care guidance will be given on National Day; rewards for consumption of designated products? Such as gifts or discounts for consumption of designated models and numbers, makeup services for consumption of evening wear products, etc.

3. We can consult old customers for their opinions and collect the VIP activities they most want us to hold. If it does not affect the brand image, the opinions are feasible and there is no obvious conflict of interest, it can be implemented. Money is only money in the process of circulation, otherwise it is just a pile of waste paper with the best quality in the world. Service is a higher level of marketing only when it is effectively used on customers. Otherwise, it can only become the most advanced concept in the world. When you are struggling to find more potential customers, don't forget to retain your customers with the same persistence as you treat love.