They are also your VIP customers. How do you distinguish their importance? By looking at the value brought by old customers, we can divide old customers into the following grades.
1. Performance above.
Performance is the best, and consumption power determines customer quality. Customers who often come to buy, the customers with high unit price are the best.
perform
purchase frequency
★★★★
Purchase amount
★★★★★
2. Influence
Influence is also an important decision-making factor. Determine the priority of customers by the scope of influence, and don't stick to the immediate store evaluation.
affect
Store review
★★★
professional
★★★★
Celebrity/Weibo celebrity
★★★★★
Professional analysis: clothing professionals = hipsters and fashionistas; 3C professionals = Internet activists who often appear in professional forums and Baidu know; Snack professionals = eating goods; And so on.
Second, how to carry out customer marketing and old customer maintenance at all stages of the store?
Both the signing amount and the consulting amount can be used to distinguish the shop stages. However, because many stores were opened in the early days, up to now, maybe dozens of orders are issued every day, but it is already the crown. So let's distinguish the shop stage by consulting quantity.
Store shape simulation
Customer relationship maintenance
target
New store stage:
Less than 50 consultations a day
Guanxia 1
1, control the quality of goods;
2. Careful inspection before signing the contract;
3. Quick feedback and delivery;
4. Communicate with customers with expressions and open language;
5, clearly record customer comments, understand customer preferences, career and even emotional life.
Old customers account for 5 ~ 10%
Intermediate stage:
Daily consultation/kloc-above 0/00 and below 300.
1 ~ 3 crown
1, pursuing higher product quality and cost performance;
2, customer service recruitment requirements: similar to you, optimistic and positive, familiar with the goods;
3. Investigate the main after-sales problems and solve them in the page display;
4, can try to hang Wangwang and take the initiative to find old customers;
5. Occasionally, you can collect some great products and share them with old customers;
6. See Weibo every day and visit forums 1 hour or more.
Loyal customers account for more than 5%
Advanced stage:
More than 500 consultations a day.
Above the golden crown
1, maintain the quality and cost performance of commodities, and open high-grade commodity areas (prices and quality are higher than those of conventional commodities);
2, establish a perfect customer service supervision mechanism, clear responsibilities and rewards and punishments;
3. Make every effort to establish a social group with old customers as the mainstay and make them friends;
4. Give back to old customers once every quarter;
5.ERP docking to reduce the error rate of delivery and inventory;
6. If possible, develop or use a CRM system.
Loyal customers account for more than 10%.
Customer relationship maintenance is a proposition that all enterprises are studying, and it is a long-term and systematic research.
Today's sharing is just a personal experience, and I hope it will bring you some use.