The core of customer maintenance is to make customers not only feel at ease about the products they use, but also feel the added value of our good services and products, and finally form a relatively stable and loyal user base and a certain product market.
Therefore, in enterprise marketing activities, we should pay equal attention to developing new customers and retaining old customers. We can even think that real sales begin after sales, and we should pay more attention to improving the relationship with customers after trading. In practical work, we should try our best to avoid paying attention to pre-sale and in-sale while ignoring after-sale, and try our best to avoid the loss of old customers because the problems raised by customers have not been solved in time and effectively. We should take effective measures to improve the relationship with customers in order to create resale.
Rogers, the top ten marketing experts in the United States and former vice general manager of IBM marketing, said: "Getting the order is the easiest step, and the real key to sales is after the product is sold to customers." There is a simple reason. Developing a new customer takes several times or even ten times as much time and energy as maintaining an old customer. No one wants to waste their efforts, not to mention the evaluation of old customers is the best advertisement, and it is easier to create new customers. It is a very important channel for customers to introduce customers.
Some people may say that this is the truth, and everyone knows it. Can you tell me in detail how to operate it? Hehe, don't worry. Take your time. Please correct the shortcomings. First, customer maintenance should have a comprehensive customer data database. No matter how clever the brain is, no matter how good the memory is, it is impossible to remember every detail of customers, so it is necessary to have a customer database, which is also the first step for you to start your work.
Some people may have a big head when they see that they want to create a database. In fact, it is not difficult to create a database. The simplest customer database is your mobile phone address book, but I don't recommend you to use your mobile phone address book as your customer database here, because it is too simple to input the customer database information you need, which can't meet the daily work needs.
You can search online if you like. There are many softwares similar to customer database available. I recommend using Kenway's free office platform (hereinafter referred to as office platform). First, it is free. Second, it has innovated many ways to maintain customers, which can fully meet the needs of maintaining customers (as can be seen from the following operations).
In fact, using this office platform to create a customer database is very simple and efficient, because it can be imported from your mobile phone. Even if there are 2000 customers in your mobile phone, you can import it into the office platform in your computer in about 10 minutes (refer to the current popular computer configuration). It is so efficient and simple that I, a self-proclaimed computer enthusiast, was surprised when I first used it.
Specific import method: export a file in csv format by using the function of the mobile phone, and directly import it into this platform (please refer to its help manual for detailed methods, so I won't repeat them here). After the import is completed, you can edit and improve the customer information, and use comments (you can add text information) or comments (you can add rich text information, that is, graphic information in the form of web pages) under the address book of this platform to add any information you need without limit to meet your customer maintenance needs. Of course, this step can also be completed step by step in daily work.
Second, how to measure customer value through customer grouping? How do I allocate my customer maintenance time? This makes use of the address book grouping function of Kenwei free office platform. Address books can be grouped according to needs, such as family, friends, important customers, ordinary users, group customers and so on. In the address book database, group loyal and profitable customers according to your standards, and then use different strategies for special treatment, or allocate working hours according to profitability, so as to win more commercial profits.
Different industries have different standards of measurement. For example, in the financial industry, whether the customer has bought many different wealth management products, whether there are many loans and how much money the bank has earned from him can be used to judge the value of the customer.
You can also carefully observe the needs and habits of customers and record them in detail (use this platform to add comments to the address book). These records are the details that customer service needs to pay attention to in the future. This method costs little, but it works well and is often praised by customers.
Third, customers maintain the 28 th theory, human life is limited, and time is more precious. How to balance time cost and profit? Maybe the 28 th theory can give you some enlightenment, and combine the grouping function of this platform to maximize your time. In many industries, 20% of the most valuable customers can bring 80% profits to enterprises.
On the contrary, many customers have low value to the enterprise. Enterprises should pay more attention to the work of these 20% people, which may cost a lot of money, but it is worth it.
In addition, 20% of 80% customers are wasting the resources of enterprises, so it is necessary for enterprises to give up decisively for them; For the remaining 60% customers, they will not lose money or make money, but they can maintain the scale of the enterprise, and the enterprise must find ways to keep them. Therefore, we should study and find out what the characteristics of those 20% people are, why they are loyal to this brand, and what strategies should be adopted to maintain their loyalty and generate profits for the enterprise.
There is an idea of "turning all disloyal customers into loyalty", which doesn't make much sense. Even if some customers become loyal customers, enterprises may not be able to make money from them.
Because they only value the continuous price reduction and promotion of enterprises, this loyalty can not bring profits to enterprises. Of course, for those potential and high-value customers, we should improve their loyalty and make them loyal and high-value 20% members.
Fourth, the time division skills of customer maintenance If you interview customers, I recommend the time allocation and negotiation skills of "two minutes to talk about the theme and eight minutes to talk about family affairs or current affairs", because it may make both parties very happy. With this experience, customer maintenance is successful. V. Analysis of the success or failure of customer maintenance since using this platform.
What is the role of customer maintenance?
Keeping old customers can make the competitive advantage of enterprises last for a long time.
The service of enterprises has developed from standardized and meticulous service stage to personalized customer participation stage. 10 years ago, when IBM's annual sales increased rapidly from 10 billion dollars to 50 billion dollars, IBM's marketing manager Rogers commented on his success: "Most marketing managers want to win new customers, but our success lies in retaining old customers; We IBM are willing to go through fire and water to satisfy repeat customers. "
Another example is Joe, who is known as "the greatest salesman in the world"? Gillard, in 15, he sold 1300 1 car by retail, in which he sold 1300 car on average in six years, and his car sales record has never been broken. He always believes that the first car sold to customers is only the beginning of a long-term cooperative relationship. If the transaction of a single car can't bring a lot of business in the future, he thinks he is a loser.
There are also enterprises, sales staff constantly maintain old customers every day, provide them with services, and follow up in time. This is their way to improve business efficiency. 65% of the transactions mostly come from the re-purchase of old customers.
The key to his success is to provide enough quality services to existing customers so that they can come back to buy cars from him again and again. It can be seen that successful enterprises and successful marketers regard retaining old customers as one of the top priorities of their own development.
Retaining old customers is more important than new customers, even more important than market share. According to many surveys conducted by consulting companies, the contribution of retaining old customers to enterprise benefits is far greater than paying attention to market share and developing economies of scale.
What does customer maintenance mainly do in sales?
First, establish a customer classification mechanism.
Only customers are clearly classified. Your work can be more targeted and efficient.
1, the way of classification.
In many training courses, customers are divided into ABCDE and 1234. Whether you write letters or numbers. The reason is the same. So that different customers can be classified.
Different industries, different product sales and different business models have different selection criteria for customer classification. Don't classify customers according to their own size. Instead, we should take the cooperation between customers and our company as an important reference factor. This is an item that must be paid attention to in addition to other elements in the classification process.
2. Make a complete maintenance plan after classification.
Sometimes, I always prefer to visit some customers because of my preference for a certain customer or my temper compared with a certain customer. This is actually unscientific. We should make a strict customer visit and maintenance plan according to customer classification. Except for some daily and temporary communication and contact. We should visit, communicate, exchange and maintain as planned.
After classifying customers clearly and scientifically, implementing effective maintenance evolution according to time management method is equivalent to making a clear "four-quadrant work content distribution" table for our work: 1, which is important and urgent; 2. Important is not urgent; 3. Urgent but not important; It doesn't matter if it's not urgent. After we classify customers, we can actually allocate our energy very easily according to this time management method.
When making monthly and weekly plans, scientific arrangements can be made according to the total number of customers to visit each month and week and the division of customer levels. It is of great help to improve the pertinence and efficiency of the work. This problem is also involved in the process of developing customers. According to the scale and needs of customers being developed at this stage, the work rhythm and focus should be divided. This will get us into the fast lane.
Second, the content of daily and regular maintenance
When we carry out customer maintenance, we should form a framework of conventional maintenance methods and means in our minds. With these frameworks. Only in this way can we be comfortable in our work and take our time.
1, regular emotional calls
This project is almost indispensable in both the customer development stage and the daily visit stage. Some business people are scratching their heads. I always feel that it is not good to "idle" with customers. Or don't know what to talk about
2. Regular field visits;
In addition to daily business visits to customers. It will be very effective to visit customers regularly. You can't wait until something happens to find a client. It's the same as making friends: don't wait to use a friend to travel more. Instead, I usually walk more, so that I can get help from my friends when necessary.
What are the advantages of maintaining an old customer?
It can improve the success rate of promotion and the conversion rate of customer groups.
1. The cost of developing a new customer is 3- 10 times that of retaining an old customer. The loyalty of old customers decreased by 5%, and the profit rate of enterprises decreased by 25%. The success rate of selling to new customers is only 15%, while the success rate of selling to old customers is 50%.
If the customer retention rate increases by 5% every year, the profit will reach 25%-85%. 60% of new customers are introduced or influenced by old customers. 20% old customers bring 80% profits.
3. Old customers bring new customers, and new customers become old customers. Over time, there will be more and more new and old customers, which will be of great benefit to the development of customers and enterprises.
Philip kotler, an authoritative expert in world marketing, said that the cost for an enterprise to win a new customer is five times that of retaining an old customer, and the retained customer may bring 65,438+0,000% profit to the enterprise. And the business holy land MBA also said that the cost of developing a new customer can perfectly safeguard five old customers. It can be seen that the benefits, returns and importance of maintaining old customers are great.
How to better maintain customer relationship?
Ike in the United States believes that in the E era, only by realizing CCPR (convenience, care, personalization and instant response) can enterprises better maintain customer relations.
1, making it more convenient for customers.
Make it easier for customers to get corporate services, just like the grocery store at home, you can get anything you want at any time. Many enterprises have set up 800 hotlines to answer customers' questions. But practice has proved that the busy rate of high-frequency telephone has become an important obstacle to telephone communication. In the e era, enterprises must let customers choose whether to contact enterprises by telephone, website, fax, e-mail or face-to-face communication to obtain product information or services.
2. Be more kind (caring) to customers.
Due to the excessive emphasis on science and technology and its equipment, many enterprises become cold "vending machines" when they are in contact with customers, especially when the relationship between enterprises and customers is purely to deliver money, customers only choose prices for enterprises, so as long as there is cheaper supply, customers will lose, so customers have no loyalty to enterprises.
3, Personalized (personalized)
Enterprises should regard each customer as an eternal treasure, not a transaction, so they must understand each customer's preferences and habits and provide suggestions in time. For example, in the case of a grocery store, the boss should know Mr. Zhang's family situation, consumption habits and credibility before making the most appropriate suggestions.
4. Immediate response (real-time)
Enterprises must constantly learn the behavior of customers through every contact and respond sensitively and quickly. Like a grocery store, Mr. Zhang picked up the same goods when he went back. This shows that Zhang Online is really interested in soy sauce, but it is possible to compare the prices of the two stores. At this time, enterprises should respond immediately and take the initiative to persuade customers to buy in the shortest possible time. Customer relationship management in E era is to establish a CCPR (convenient, intimate, personalized and immediate response) business model, so that customers thousands of miles away can feel the care of enterprises through the network and technology. In this way, the business opportunities of enterprises will increase rapidly.
What do you mean by maintaining customers and developing customers?
For example: 1, with certain experience in business execution and customer maintenance, familiar with outdoor advertising industry;
2. Have relevant commercial advertising knowledge and application ability; Ability to expand customers;
3. Assist the marketing manager in preparing to collect and sort out customer-related information, cooperate with designers and planners to complete marketing and project completion, cooperate with the marketing manager's later service work, and continuously observe and accumulate customer and market information;
4. Have a comprehensive and in-depth understanding of the general situation and products of the customer company and a full understanding of the customer's competitive environment;
5. Experience in outdoor advertising is preferred.
How to maintain customer resources
Maintaining customer resources includes the following steps:
First, form a perfect customer relationship management system.
Both large enterprises and small companies should have their own set of rules and regulations for customer relationship management.
Many colleagues have the consciousness of maintaining customers, but they have not put their consciousness into the rules and regulations. Often, who remembers who will do it, so as soon as my friend leaves the head office, the customer maintenance work cannot be carried out, resulting in the loss of customers who have worked hard for many years. In fact, in the case of limited business scale, it is entirely possible to send it to households, which is also the way I originally adopted. Every employee in the store should be responsible for maintaining customers, and make clear their responsibilities, work to be done, feedback maintenance information regularly, and discuss and solve any problems encountered.
Second, do more than sell.
When a customer is in trouble, we need help at the first time, and when they need some information but can't get it, I will help him get it. There are also some difficulties they encounter in life. As long as they know and can do it, they will definitely help them. At this time, customers are no longer cooperative, but more friends. They will think of me first when they get the chance.
Third, the details impress customers and provide first-class service.
Greeting is always more effective than treating guests and giving gifts. Do these little details well, and your relationship with customers will definitely go further.
1, holiday SMS greetings, birthday greetings, this is the most basic.
2. In addition to short message greetings on holidays, if you meet customers casually, you should also warmly greet customers, ask them about their recent lives and sincerely care about them.
3, choose the right time, call to say hello, strengthen contact, but be careful not to make customers feel burdened.
4. What difficulties do customers usually encounter? If you can, you must help.
5, truly understand every customer's heart, understand his personality, family, work, hobbies, his life circle, and let him treat you as a friend and confidant, so that his friend will definitely become your next customer, and word of mouth will always be the focus of our efforts.
note:
Finally, if customers have been lost, the first thing you should do is not to spend all your energy on saving customers, but to find the crux of the problem and prescribe the right medicine. Otherwise, even if you pull the old customers back, because there is no corresponding remedial measures, these customers will still be lost again.
How to maintain customers?
Customer relationship maintenance
1 mentality-treat customers as friends.
Change your identity, salesman-consultative selling-information provider-expert. If you are an expert, your customers will feel dependent on you. Do you still need to consider how to maintain your relationship with him?
There are many ways to occasionally create emotions at work, such as a word, a concern, an encounter, a blessing, a small gift and a compliment. Be sure to pay attention to creating emotions, sometimes it is as simple as maintaining customer emotions. Joe Joe Gillard sends tens of thousands of greeting cards to all customers every year, which has won him countless rewards. I firmly believe that people's hearts are all flesh, and what they pay will be rewarded.
Invite customers to attend lectures organized by your company from time to time.
Create unique greeting card information for your customers. Everyone will be happy to know that others pay attention to him, and then penetrate into the hearts of customers bit by bit.
Let him recognize you.
When it comes to feelings, it's like a bank passbook. If you keep saving, you will have more and more feelings. If you keep overdrawing or ignoring them, you will soon run out.
You can adopt it if you think it's good.