Establish customer database: establish customer database, mark and distinguish customers, and improve customer information.
Responsible for customer maintenance: according to the sales and service situation, designate the customer responsible person to be responsible for customer maintenance.
Do a good job in sales promotion: formulate sales process, effectively promote sales, and gradually screen and close customers.
Do a good job in sales service: do a good job in after-sales service for your responsible old customers to ensure their satisfaction.
Do a good job in after-sales mechanism: make plans and visit old customers regularly to understand their situation and needs.
Do a good job of feedback mechanism: establish a mechanism to receive feedback from old customers on complaints and suggestions about after-sales products and services.
Do a good job of feedback mechanism: establish a mechanism to activate old customers through activities or regular feedback from old customers.
Let's share it in depth:
0 1 establishing customer database: the first step is to establish customer database, mark and distinguish customers, improve customer information and maintain customer relationship. There are many customers, and it is far from enough to rely on poor brains and writing. The main content of establishing a customer database is to collect and record customer information, including:
Customer's name, gender, age, customer's current situation, needs, pain points, customer's industry, occupation, position, customer's preferences, personality, birthday, customer's interaction with sales, customer's consumption habits, tastes and cognition, customer's source channels, introducer, etc. A customer's file, marking and distinguishing customers, and constantly improving customer data are the basis for maintaining customer relations.
Responsible for customer maintenance: according to the sales and services, assign the customer supervisor to be responsible for customer maintenance. Customers have full-cycle value to the enterprise, such as pre-sales transactions forming sales performance, such as after-sales service forming feedback, word-of-mouth communication, customer recommendation and so on. The value of customers to employees, such as sales, customer service, operation and maintenance, is phased, and enterprises need to assign corresponding maintenance leaders to customers at different stages.
Enterprises are accustomed to be responsible for the customers who clinch the deal, including after-sales, but there are also disadvantages. On the one hand, the personnel who maintain customers are single and fixed, which is not conducive to enterprises to understand the real situation of customers; On the other hand, once sales leave, they will face the risk of losing a large number of customers.
Therefore, in the division of customer maintenance, enterprises need to carry out reasonable and mobile distribution and management according to the specific situation of sales and services.
Do a good job in sales promotion: the purpose of making sales process, effectively promoting sales, gradually screening and closing customers and maintaining customer relationship is to do a good job in promotion. This requires enterprises to formulate standard sales processes to effectively promote sales from the data level.
This sales process can be roughly divided into the following stages:
Consultation: The customer only consults sporadically, with no clear intention. First, he met the customer once and made the first communication intention. Customer's intention is clear, tap customer's needs and pain points, and negotiate the price. Customers know something about products and trade at the same price when weighing similar products. Customers have the intention to trade and the desire to buy, so they can sign a contract to pay after-sales. The customer has completed the purchase and entered the after-sales service stage. Each stage has different needs and needs sales staff.
Do a good job in sales service: do a good job in after-sales service for old customers who are responsible for each other, ensure the satisfaction of old customers and maintain customer relations. The most critical node is the handover before and after sale. If customers feel a huge service contrast before and after sales, it will inevitably lead to a huge psychological gap between enterprises and products, so that customers feel cheated.
Therefore, the most important node to maintain customer relationship is to do a good job of undertaking sales service and after-sales service for the old customers who are responsible for themselves to ensure their satisfaction.
The key point of after-sales service is that the attitude should be consistent with the care and serious and responsible attitude before sale. If customers don't feel neglected and treated, there will be no huge emotional gap.
Do a good job in after-sales mechanism: make plans, visit old customers regularly, and understand their situation and needs. The fifth step to maintain customer relationship is to do a good job in after-sales service mechanism, including: establishing after-sales service system and mechanism, making after-sales service plan, and visiting old customers regularly.
Go through the motions. Do a good job of feedback mechanism: establish a mechanism to accept feedback from old customers on after-sales products and services. The sixth step of maintaining customer relationship is to establish customer feedback mechanism, including:
Establish after-sales service contact telephone after-sales service response mechanism, accept complaints and suggestions from old customers on products and services, adjust and upgrade products, and reward valuable customers. Enterprises need to establish a good interactive relationship with customers, and the ties that maintain customer relationships are products and customer needs.
Grasping the satisfaction degree of products and customers' needs through feedback mechanism is a comprehensive quality supervision of products, customer service and sales of enterprises.
Do a good job of feedback mechanism: the last step to activate old customers and maintain customer relationship is to establish a feedback mechanism for old customers through activities or on a regular basis, including:
The simplest feedback mechanism is a regular membership day every month. The most touching feedback mechanism is customers' birthday cards and gifts. The most commercialized customer feedback is gratitude feedback meetings, activities and benefits. Behind an old customer is a family, a group of colleagues, a group of friends, a social circle, and even millions of people. Especially with the use of media, an old customer's circle of friends is likely to bring immeasurable losses to businesses.
The real value of maintaining old customers lies in:
Old customers have trust foundation, purchasing experience and usage habits. Maintaining old customers can transform new sales, and old customers can buy products at lower cost. Old customers are the source of word-of-mouth and word-of-mouth communication, which is of great significance and value to the long-term development of enterprises. Internet 1000 die-hard fan theory, people engaged in creative and artistic work, such as writers and photographers, can maintain it as long as they can get 1000 die-hard fans.
The fans of 1000 are people who recognize your values, are attracted by your content, and are willing to pay for word-of-mouth communication and knowledge. All you have to do is find and maintain them.
No matter for individuals or enterprises, customers are important assets, which need to be valued and maintained!