Scheme of establishing VIP membership card system
First, the general idea of VIP system.
Ensure that large customers can become a stable source of sales orders.
20% customers bring 80% of the company's business. From the enterprise's point of view, 80% of the projects and income come from big customers who only account for 20% of the total customers, while the scattered projects brought by a large number of small and medium-sized customers only account for 20% of the operating income. Of course, this figure varies with the specific business scope and characteristics of the enterprise, but there is no doubt that big customers are of great significance to the enterprise.
Let the successful big customer experience have the greatest radiation effect among industry customers.
From the perspective of industry customers, there are some leading enterprises in each industry, but the demand of these enterprises accounts for the vast majority of the overall demand of the industry, and these enterprises are the big customers that most enterprises compete for. If the needs of these big customers change greatly, it is likely to directly affect the overall trend of their industry market. The successful application experience of enterprises to these customers will play a benchmark role, and then radiate to customers in the whole industry.
Increase market share by developing key customers.
Most large customers have complex organizational systems, wide geographical coverage and rich business types, which makes the needs of large customers in the industry necessarily a holistic, stable and sustainable plan, unlike small and medium-sized customers who are fragmented and relatively independent. At the same time, the investment of big customers in demand is considerable, so developing big customers is not only the best choice to improve sales performance as a whole, but also an effective way to increase market share.
Promoting the needs of large customers has become the driving force for enterprise innovation.
Under the specific economic environment and management background, traditional enterprises pay attention to internal resource management, often ignoring the integration of external resources directly facing large customers and lacking corresponding management.
In the key account management strategy, more attention is paid to the integration and application of external resources, which requires enterprises to focus on external resources such as marketing, production research and development, technical support, finance and internal management, realize the organic combination of internal resource management and external resource management, and maintain continuous innovation.
Make big customers an important asset of the company.
Big customers become the artery of enterprise development. When a customer's unique assets conflict with other assets, the enterprise should first keep the customer's assets. Because as long as customers are satisfied enough, customer assets can bring long-term effects to enterprises.
Enterprises can strengthen the word-of-mouth effect of key customers by implementing the key customer-oriented business strategy, make full use of their social networks, and further optimize the enterprise customer asset management, so as to maximize customer value.
Achieve a win-win situation with key customers.
In the traditional market competition, corporate culture with the sole purpose of maximizing the enterprise's own interests is often formed. This corporate culture can effectively focus the resources of enterprises on how to get more profits, which has promoted the development of enterprises for a long time.
Under the guidance of this idea, many enterprises intentionally or unintentionally harm the interests of customers for profit, resulting in low customer satisfaction and loyalty.
In the key customer-oriented business strategy, we regard key customers as important assets of enterprises, so enterprises should pay more attention to customer satisfaction, customer loyalty and customer retention rate. On the basis of establishing stable cooperative relations with many key customers, enterprises can create value for customers and obtain huge profits at the same time, and truly realize the "win-win" between customers and enterprises.