In general, the cost of developing a new customer is 3-5 times that of maintaining an old customer (including regular media expenses). Before maintaining an old customer, we need to develop a new customer, which is more difficult.
As for Chongqing Huamei's past experience, membership development includes many ways, such as seasonality (Teacher's Day, Huamei's year-end feedback, anniversary celebration, etc. ), or develop some specific groups (colorful campus angels, regular roadshows, campus exhibitions, etc.). ), develop different target consumer groups according to different regions, or develop according to different needs of customers. The larger the customer base, the more people will develop into members.
Second, establish and improve the membership files.
Establishing a member file is the first step of member management, which can facilitate tracking services, understand member information and avoid the loss of new and old customers.
When establishing membership files, customers should be effectively classified according to their age, gender, spending power and other information. Distinguish between old customers and new customers, conduct telephone tracking and interactive communication according to the length of membership, and narrow the distance between enterprises and members. Improve the establishment of weekly, monthly, quarterly and annual service standards to increase members' sense of identity with the enterprise; Communicate with members regularly, adjust sales priorities and preferential policies for promotion, and improve the chances of members returning to the hospital. Now use CRM membership system for effective management.
Third, the division of members.
"Birds of a feather flock together, people are divided into groups", and effective classification is also needed in member management, which is more convenient for purposeful and systematic management.
If the customer base is divided by age and income, the customer needs of different ages and incomes are different. Most people who are older and have low incomes like to be greedy and cheap, and like small favors and small benefits; High-income young people like all kinds of overall gifts, such as gold, jewelry, cartoon ornaments, fashion bags, cosmetic tools, exquisite tableware and so on. And grasping the customer's consumption characteristics and psychology is the beginning of re-consumption. Every year, we hold the annual gift exchange activities for members' points, and at the same time carry out a series of promotion activities for members, which greatly improves the enthusiasm of members and their attention to points, and also improves their loyalty and the amount of re-consumption.
Fourth, carry out customer satisfaction survey.
Through face-to-face communication with customers, we can understand customers' general views on the hospital, including the service attitudes of doctors, consultants, doctors and ward nurses, and give some suggestions on the medical treatment process and hospital environment.
This will not only help the hospital to develop in the best direction, but also make the customer feel a sense of belonging, feel that she is integrated with the hospital and can accept and adopt some of their suggestions.
Verb (abbreviation of verb) communicates and interacts with members (telephone call back)
The management of members is not only to treat members as customers and blindly dominate customers, but also to establish a mode of in-depth communication so that members can express their needs and wishes through channels.
Monthly membership is a better way. Through monthly membership, you can not only introduce products and affordable information, but also publish letters and dialogues from some members, thus mobilizing members' enthusiasm for participation, increasing their sense of belonging and cultivating loyalty. In addition, attention should be paid to details in communication with members, and the handling of details in communication plays an important role in the maintenance of members. Take the telephone call back as an example. The call time should be at11-kloc-0/2 in the morning or 4-5 in the afternoon. Because work is usually not too busy at this time, you should pay attention to your tone and keep a sense of intimacy while being polite. At the same time, the return visit time should not be too long, just within 3 minutes, and finally make a record of the return visit.
In addition, it is a top priority for members to give gifts on their birthdays, and members can also send messages of blessing. A greeting and a blessing may bring unlimited sales opportunities, and members may become your loyal customers because of your phone call. When holding major festivals, corporate celebrations and promotional activities, we should first think of members, care and understand them consciously, and communicate with them in good faith so that members can feel like old friends.
Six, to carry out related member marketing
On the basis of establishing a good membership relationship, effective rebate marketing for members will produce good results.
At present, the main activities are members' re-consumption discount, members' introduction of friends' consumption rebate, members' birthday special discount, and members' points exchanged for gifts, which have received very good results.
Seven, continue to develop and expand the number of members.
The sufficient number of members is the basis of sales, and some people compare members to the cash cow of enterprises.