3.6. 1 Trust-Mart's Customer Relationship Management Status
Trust-Mart implements the membership system, mainly through "exchanging points for things" to attract and retain customers. Customers can apply for membership cards with their ID cards and personal information, and each membership card has a corresponding bar code. When customers use the membership card to spend money, the system will automatically track and summarize the customer's shopping records, and make corresponding points according to their shopping amount. And we can also use this to analyze this customer's shopping habits and preferences, and take corresponding measures to strive for such customers to become our loyal customers.
However, in the investigation, we found that Trust-Mart simply tracked and recorded the historical shopping situation of customers, and did not make good use of these data for analysis, so its membership management system was "in name only".
3.6.2 Trust-Mart's Measures to Improve Customer Relationship Management
At present, the competitive focus of enterprises is changing from product-centered to customer-centered, and customer relationship management also comes into being, that is, to establish a win-win relationship with customers and achieve a win-win result.
Trust-Mart Lianhu Store is located in Ximenli, only 200 meters away from Renren Le supermarket outside Ximen. In such a fierce competitive atmosphere, it is impossible to win customers by price war alone. Because attracting customers at low prices, it will also be lost because of competitors' price cuts. Therefore, we should fully implement customer relationship management from concept to practice and make better use of our own technology and management advantages. Personally, I think it can be improved from the following aspects.
(1)80/20 Law and the Application of "Customer Pyramid"
Modern customer service is far more than just providing after-sales service for customers, but analyzing and tapping customers' purchasing potential on the basis of service, that is, purchasing qualification. Here we can rank our customers according to the sales data and get our "customer pyramid".
The specific operation is:
1) Confirm the purchasing qualification of all customers, that is, rank customers according to sales data. Different enterprises can make different ranking standards.
Take Trust-Mart as an example. The grading criteria can be based on the following criteria:
(a) The latest transaction date of the customer;
(b) Maximum annual purchase volume;
(c) The most frequent purchase of a consumer product;
(d) Maximum annual purchase amount.
When ranking customers, we must consider many factors, comprehensively consider and analyze specific problems. For example, the 20% customers with the largest annual purchase volume are directly obtained from the surface, but there will inevitably be unexpected sales mistakes. For example, if a customer makes a large purchase for temporary or other reasons, it is not a long-term purchase. If we continue to put a lot of manpower and material resources into such customers as key customers, it will not be worth the candle; For another example, although the annual purchase volume and purchase amount of a customer is not the highest, it has a strong purchasing power for a product of your company, which means that for 80% of this product, this customer must belong to the category of 20% customers.
2) After the customer qualification list is discharged, the customer base is divided into four categories: VIP customers, big customers, ordinary customers and small customers:
(1) VIP customers: VIP customers are the top customers in the pyramid and the top 1% customers who bought the most in the past specific time. If the number of customers is 1000, VIP customers refer to 10 customers who spend the most money.
(b) Big customers: In the customer pyramid, except VIP customers, the top 5% customers spend the most in this specific period. If the number of all customers is 1000, then the main customers are the 40 customers who spend the most money except VIP customers.
(c) Ordinary customers: excluding VIP and big customers, the 20% customers with the largest purchase amount. If the number of all customers is 1000, then ordinary customers are 150 customers who spend the most money except VIP customers and big customers.
(d) Small customers: the remaining 80% customers except the above three types of customers.
After a clear understanding of the hierarchical distribution of customers, the planning department will rationally plan projects and design supporting customer care projects according to customer value, and then with the assistance of the service department, visit and greet VIP customers regularly according to customer value to ensure the satisfaction and loyalty of important customers, thus stimulating potential customers to upgrade to the upper level and enabling enterprises to generate considerable profit growth while maintaining costs.
(2) Customized marketing.
That is "one-on-one" marketing. In the retail industry, its practice is to track customers' consumption habits and automatically provide customers with the most needed goods and services. This can be achieved through the following four steps:
Table 5: Implementation steps of "customized marketing"
Stage activities
I know you.
More customers will enter more customer names into the database.
Collect customer information.
Ensure and update customer information and delete expired information.
Two. Analyze customer differences and identify the "gold medal" customers of enterprises.
Which customers caused the cost of the enterprise?
Which companies do enterprises want to establish business relations with most this year? Choose several such enterprises.
Which big customers complained about the company's products or services many times last year? List these customers.
Did the biggest customer last year order a lot of products this year? Find this client.
Are some customers only ordering one or two products from your enterprise, but ordering many products from other places?
According to the customer's value to the enterprise (such as market expenditure, sales revenue, years of business dealings with the company, etc.). ), customers are divided into three categories: A, B and C.
Three. Keep in good contact with customers and call your customer contact department to see how easy it is to get the answers to your questions.
Call the customer liaison department of the competitor to compare different service levels.
Treat a customer's call as a sales opportunity.
Test the quality of automatic voice system in customer service center.
Track the text or paper that records customer information in the enterprise.
Which customers have brought higher value to the enterprise? Have a more active dialogue with them.
Through the application of information technology, it is more convenient for customers to do business with enterprises.
Improve the handling of customer complaints.
IV adjust products or services to meet the needs of each customer, improve the paperwork in the process of customer service, save customers' time and save the company's money.
Fill out various forms for customers.
Ask customers how and how often they want to get information about the enterprise.
Find out what customers really need.
Ask the opinions of the top ten customers to see what special products or services the enterprise can provide for these customers.
Strive for senior management to participate in customer relationship management.