How does the company communicate with customers in real time?

Grasping the communication rhythm \ x0d \ x0d \ Establishing customer intimacy is actually establishing emotional connection with customers, maintaining the customer trust relationship that competitors can't achieve, and then establishing far-reaching brand influence. The establishment of emotional connection with customers must be based on effective communication, and clearly deliver value and services to customers on the premise of clarifying customer needs. \x0d\ \x0d\ In the Internet era with the continuous development of information technology, customers have more, more convenient and faster channels and means to express their needs and preferences. Through these channels, customers can obtain information and product knowledge from various channels, and spread it among the surrounding circle of friends or people with the same hobbies through their unique influence. In other words, while playing the role of consumers, customers are also partners and leaders of enterprises. Enterprises need to adjust their role positioning in the communication relationship with customers in time, and adopt flexible and effective communication methods and rhythms to communicate and communicate with customers. \ x0d \ x0d \ Deloitte believes that in order to keep close contact with customers, strengthen emotional construction with customers and enhance customer intimacy, we should pay attention to the following three aspects in communication with customers: \ \ x0d \ x0d \1+0 timeliness \ x0d \ x0d \ customer complaint is the best counterexample of customer intimacy management. The direct cause of customer complaints is that customers' needs are not responded in time, and customers feel neglected and neglected, which in turn hurts the emotional connection between enterprises and customers and causes customer complaints. Taking the automobile industry as an example, except for customer complaints caused by product quality, most of the complaints observed by 4S stores at present belong to "butterfly effect complaints" caused by communication and settlement in time. For example, at the beginning of the new car's listing, customers had some doubts about the use of the navigator, and the sales consultant did not follow up and pay a return visit at the first time, which led customers to call the customer service phone of 4S shop for consultation. In fact, this is the first communication between the company and customers. After the call, due to the connection between customer relationship management and after-sales department, or the limited after-sales staff, the customer did not get a satisfactory answer within the promised time. This is the second time that communication is not timely; In desperation, the customer drove to the 4S shop to inspect the goods, but it still took a long time to wait after many statements, resulting in the third communication not being timely. If the customer finds that the after-sales service consultant can actually solve his problem easily at this time, the long-term accumulated grievances of the customer will erupt, resulting in negative emotional impact and even complaints. Therefore, timely customer communication not only helps to maintain good customer relations and enhance customer intimacy, but also prevents delays and nip potential problems in the bud. In addition, a clear division of labor, a clear processing flow and a perfect monitoring mechanism are also important prerequisites and guarantees for effective communication. \x0d\ \x0d\2 Sustainability \x0d\ \x0d\ It is generally believed that at present, in the luxury car market of the automobile industry, the buying cycle of China consumers is about 90 days. In other words, within 90 days, the sales consultant needs to continue to follow up and pay attention to those potential customers who have not closed the deal, thus facilitating the final transaction. At present, the actual situation is that among the car dealers coached by Deloitte, the rate of sales consultants giving up follow-up after 30 days of creating customers is as high as 70% or more; As far as the average sales conversion rate is concerned, from 30 days to 90 days, the sales conversion rate of new customers is at least 25%. In other words, in the process of 30 to 90 days after the customer is founded, the sales potential needs to be further developed, and maintaining effective communication is the most important link in this development process. If the sales consultant can keep the continuity of follow-up during the customer's purchase cycle, pay continuous attention to the change of customer's demand during the purchase cycle, customize the promotion information, remove the customer's purchase obstacles, actively maintain emotional connection and enhance the intimacy with customers, the final sales conversion rate can be further improved. \x0d\ \x0d\3 Frequency and channels \x0d\ \x0d\ Timely and sustainable customer communication does not mean that customers can be bombarded and harassed continuously. Improper communication is harmful to the establishment of intimate relationship with customers. Today, with the increasingly mature technology and social media, smart enterprises will choose different communication channels and use different time and frequency to communicate with customers, thus providing customers with all-round customized experience and effective interaction. For example, for customers who leave information on vertical websites, at present, car dealers will follow up by classification: send an email to the customer, and the information officer will record the problem and hand it over to the sales consultant for email follow-up. After confirming the intention, they will be invited to the store to see the car; For inquiry and invitation to test drive customers, the website will push the manufacturer's guide price and dealer's address SMS in real time, and the sales consultant will call the customer to invite him to the store to see the car within 2 hours, and make a second follow-up call within 48 hours to ensure the high enthusiasm of such customers. Many dealers have opened communication channels such as Weibo account, WeChat account and QR code promotion information. Changes in marketing methods to cater to customers' consumption habits. \x0d\ \x0d\ Using customer information \x0d\ \x0d\ According to Deloitte research, the proportion of first-time car buyers in new car sales in China is gradually decreasing, and consumers in China are more inclined to replace different brands of cars. Due to the increase of family income in China, the luxury car market in China is growing rapidly. 64% of luxury car owners are not buying cars for the first time because of upgrading. The increasingly fierce competition in China automobile market, coupled with the low brand loyalty of China automobile customers, makes customers have more choices, and existing customers are easily lost to competitors. \x0d\ \x0d\ Fierce market competition and different market characteristics urge China automobile enterprises to focus on customers, so the focus of enterprises' attention is more and more focused on customers. Although many automobile manufacturers have established a customer-oriented competitive strategy, in order to really attract, please and retain customers, and then enhance customer intimacy, we must understand customers, make full use of customer information, and provide products and services that customers really need and are satisfied with. \x0d\ \x0d\ Collect and manage the information that represents the "basic state" of customers, including models, customers and potential customers, to help enterprises complete consumer analysis, determine the target market, track competitors in the automobile market and manage sales. But at present, these customer information can not be effectively transformed into the mutual influence and interaction between customers and enterprises, and can not be further revised and expanded according to the changes of external environment. \ x0d \ x0d \ Automobile enterprises can identify potential customers, customer needs and customer value through a series of technical means, and focus on these customers according to a large number of customer characteristics and demand information. For dealers, when identifying customers, it is necessary to integrate the purchase information of sales department, complaints from after-sales service department, maintenance records and other information, and make adjustments through customer relationship management software, so that all departments can enjoy all kinds of information of corporate customers. \ x0d \ x0d \ neglects or improperly uses customer information, which on the one hand prevents automobile companies from fully understanding customer needs and providing targeted products and services, on the other hand, it also lowers customers' expectations for automobile companies and even brands, and affects customer intimacy. How to effectively obtain and reasonably use customer information has become the key to restrict China automobile enterprises to enhance customer intimacy. Through the description of customer behavior and sales nodes, customer experience can be divided into three stages: pre-sale, sale and after-sale. The following will be aimed at different sales stages, combined with cross-industry practical cases, and put forward the direction of using customer information to enhance customer intimacy. \x0d\ \x0d\ 1 pre-sale \x0d\ \x0d\ At this stage, sales staff should selectively contact old customers, tap new potential users, especially visit important big customers regularly, introduce new products, new models and new policies to customers, carefully understand their specific needs, listen to their opinions on the quality of products and services, and find that there may be problems in procurement. In this process, car dealers can not only narrow the distance with customers, but also affect the formation of evaluation criteria in the later evaluation stage of customers. If the products and services they can provide are closer to the customer's evaluation standards than their competitors, they will certainly get a greater chance of winning. \x0d\ \x0d\2 During the sales period \x0d\ \x0d\ at this stage, sales staff are required to warmly receive customers and introduce the technical performance, use characteristics, price composition, one-stop service, loan scheme, after-sales service items, quality assurance, claims, etc. of the products; At the same time, a car consultation hotline is set up to provide car consultation services for customers who are inconvenient to come to the door. The special sales service center provides users with services such as industrial and commercial verification, vehicle inspection and temporary mobile license plate for free, and pays for additional praise, insurance premium and authorization fee; Sales staff provide test drive service according to users' needs; PDI (Pre-sale Inspection) inspection is carried out on the vehicle before delivery. During delivery, the sales staff reminds and helps the user to fill in the user file card, explains the future service scope and preferential conditions to the user in time, and provides the contact information of the user's after-sales service. \x0d\ \x0d\3 After-sales \x0d\ \x0d\ sales staff should contact users regularly. Remind users to carry out necessary maintenance and repair of vehicles, and provide users with free insurance claims and other services, because 80% of newly developed businesses are developed from 20% of existing businesses. This is the "long-term and rewarding customer relationship" advocated by consulting sales.