Refers to existing customers and corresponding new customers within a certain period of time. A customer can refer to a natural person or company that accepts property, service, product or an idea in exchange for money or something of value. Buyers of commercial services or products may be the final consumers, agents or middlemen in the supply chain.
For outlets with large stock customers, the production capacity of outlets can be improved quickly and effectively by deeply tapping stock resources and improving customer level, and according to industry experience, its cost is more economical than developing new customers.
Second,:
Research by foreign marketing experts shows that the cost of developing a new customer is five times higher than that of keeping an existing customer. Most enterprises lose an average of 25% customers every year.
If the customer churn rate can be reduced by 5%, the profit will increase by 100%. According to the internal system data of CCB, 90% of the clients of AUM Wealth Management Center with more than 3 million yuan were upgraded from CCB OCRM system.
The practice of UBS Group AG, the top global wealth management service provider, also proves this point. UBS Group AG's wealth management business has a history of 140 years, but their average service life for customers is 40 years. The longest customer has a service history of 2 10 years. Lexus Company estimates that the company will earn $600,000 in sales during the lifetime of a satisfied and loyal customer.
There are many ways to tap existing customers. On the basis of integrating the above marketing concepts, the concept of one-to-one marketing is put forward.
One-to-one marketing is "to establish a lasting and long-term win-win relationship with customers one by one through interactive dialogue with each customer and provide customized products for customers." As can be seen from the definition, the starting point of one-to-one marketing is to "cultivate customer loyalty". The "sales stage" is to develop a product and then try to find customers for the product. That is, there are products before finding customers. "One-to-one marketing stage" is to take the customer as the center, develop a customer, and then try to find a suitable product for the customer. That is, there are customers first, and then customized products for them.
In the one-to-one marketing of establishing good relations with customers one by one, in the process of interacting with customers, the best policy of account managers is to inquire about customer needs before customers and find solutions for customers. The middle policy is that customers put forward their own needs: regardless of whether the account manager has the ability to solve them, the first thing the account manager has to do is to respond.
Stock Customers-China Economic Net