Marketing Manual: Maintaining Customer Volume

　　 Sale The essence is to have customers' patronage, but only by acquiring and maintaining customers can we achieve this. In order to acquire and maintain customers, it is necessary to implement customer management and establish good relationship with customers. Customer is a complex and multi-level group. Scientific management of customers is a key link for enterprises to grasp the needs of customers and acquire and maintain customers.

1. customer Database management

(1) recognize customers

Customers are people who can affect the company's profits. It is a large and multi-level group. Shop customers are terminal customers, that is, users. For shops, if they can't satisfy buyers, they can't succeed.

(2) building up customers archives

The relevant information of the identified customers will be constructed and input to the database. The main contents of customer database. It mainly refers to all kinds of information related to customers, including:

(1) general information of old customers: name, gender, age, address, telephone, etc.

(2) easy information: order, consultation and complaint.

Material information: what commodity, purchase habit, quantity of purchase and frequency of purchase have been purchased.

4. Customers' attitudes and suggestions on promotional activities.

Customer satisfaction with store products and services.

The role of guest database.

Solve the change of customer demand, adjust the store management plan and maintain the number of customers.

Data mining for key accounts.

For consumer consultation, mining new customers. {page_break}

2. Customer survey

Knowing customers and understanding customers is a special thing. A shop that actively expands its market share must understand the following problems through various ways and means:

What are the needs and expectations of customers? What are the most important requirements for customers in these needs and expectations?

How much can these demands and expectations satisfy? How much can competitors meet?

How can we not only satisfy customers' needs simply, but really satisfy the customers' pursuit of value. For example, Volvo Car Corp sells cars for professionals in the market. These people do not need to show their success in their careers by driving their own cars, but they attach great importance to letting people know that they have "good judgement". As a result, wal motor embodies "better value".

Implementing customer serialization. As mentioned above, the customer is a large and multi-level group. A small shop is dozens, hundreds of customers, many thousands, even tens of thousands of customers. How to manage such a large number of customers is a very important and urgent problem. Organizing customer serialization is such a simplification and effective management method. Two different ways can be used in specific operations.

(1) organize customers according to customers' attitude towards products. Customers can be divided into three categories: loyal customers (including the new product's first user), brand transfer customers and non brand loyal customers. The emphasis of customer management is to cultivate loyal customers and users.

(2) organize customers according to the amount of products purchased by customers. In customer management, the total number of customers is divided into three categories according to the amount of purchase: ABC. A category, big customers, large amount of purchase, the number of customers is small; C category, small customers, the amount of purchase is small, the number of customers is large, the general customers, between AC class. The key point of management is to grasp a class customers and take care of B customers.

The so-called customer series is to train loyal customers and first users, or A-class customers. The high degree of serialization of customers indicates that the store has a good image, has a very good customer group, or maintains close contact with class a customers, at the same time, it can attract brands to transfer customers and no brand loyal customers. {page_break}

3. Methods of customer management

To manage customers, we need to adopt scientific management methods, including inspection management and relationship management.

(1) implementing customer inspection management

To carry out customer management, we must understand customers, and a practical way to understand customers is to implement patrol management. Patrol management is to go deep into the scene and patrol among customers, in essence, to listen to customers' opinions and keep in touch with customers. An excellent marketing manager has many activities to do when he visits. There are at least three aspects:

First, we must formulate effective listening strategies.

First, encourage others to speak. Friendly expressions and concentrated listening to each other's conversation and natural attitude can encourage others to speak freely. Such as "I am interested in your views" and other languages can also stimulate customers to open their conversation.

Second, feedback induction. That is to say, from time to time, summarize the contents of the conversation and ask for advice, such as "what do you mean by what you just said?" this also shows that the inspection manager takes careful consideration of customers' views and gives customers the opportunity to reiterate and clarify their original intention.

Third, listen to roles. Fully understand the feelings of customers while listening to the contents of the customers.

Fourth, avoid disputes. When customers are talking about something unreasonable, don't rush to correct it. At the beginning of the conversation, we should avoid talking about those divergent problems, but emphasize the issues that the two sides agreed on.

Secondly, effective listening should be adopted. There are many ways to listen. Generally speaking, it is mainly to go out, please come in and use the communication system to communicate with customers.

First, visit customers. That is, go deep into the middle of the customer, listen to what he wants to say, what he does not want to say, and what he can not tell if he does not give him help. Taking time out with customers is very important, so that extensive and detailed market surveys can be conducted to see if customers are satisfied with the shops and the products and services they offer.

Second, customer meetings. That is, regularly invite customers to hold seminars.

Third, use communication system to communicate with customers. First, deal with letters from customers carefully and remove customers' doubts in time; two, install free "hotline" complaint phone to deal with customer complaints.

Fourth, warmly welcome visitors.

No matter which way it is adopted, it requires timely response to users' opinions. Such a response system must be strict, and managers must be interviewed personally. There are many assistants of the top management of a company. They have only one thing to do, that is, they must reply within 24 hours to every opinion of the user.

Educational customers

Education is mutual, one is to educate customers, guide customers to establish correct consumption concept, and teach customers how to use company products. The two is to receive customer education, to publish customer letters and calls on the company's noticing bulletin boards, and to see the true, complete letters and calls to employees can make workers feel very different in their hearts.

Helping customers

To help customers solve all problems in purchase, installation, commissioning, use and maintenance, and provide quality service to customers. {page_break}

(2) relationship management

Relationship management, which guides you how to deal with customers. If a salesperson is proficient in how to establish and strengthen relations with a class customers, he can make many transactions with these customers.

First, appoint a lean relationship manager for each class a customer.

Relationship management is most suitable for the public and customers who affect the future of the store. For many companies, class a customers account for most of the company's sales, and marketers deal with class a customers, in addition to making business visits while ordering, and doing other things. A domestic sales Minister of a motorcycle manufacturer has a big client in Shanghai. When he goes to Shanghai, he always contacts with the marketing manager of the customer, invites him to go out for a meal together, or play together, to make valuable suggestions for his business, and so on. The marketing staff should focus on the development of big customers, understand their risks and opportunities, and prepare to help in many ways. Such marketers are called relationship managers. As customers are getting more and more attention, it is necessary to arrange a relationship manager for each big customer.

Second, the main responsibilities of the relationship manager.

The relationship manager should be good at doing the following work: get in touch with all the purchasing influence factors in the buyer's organization, get in touch with all the departments in his company, coordinate their work, and provide better service for the customers. In addition, some ceremonial tasks that must be performed by important customers, such as attending a customer celebration, are also a natural part of the job.

The daily management of class a customers.

As a shop representative, the store manager must attach great importance to the day-to-day management and maintenance of large customers, so that big customers can become their own "watchdog customers". The daily management of the key customers is mainly:

(4) take charge of the collection, collation and reporting of the key accounts.

Telephone calls to key accounts and make telephone interviews before new sales season and new product launch.

Large customers purchase large quantities of goods within a week, send thank cards in person, and ask big customers for advice on products and services.

Regularly visit customers in a month or so, or send the customer's exclusive relationship manager.

4. Management and handling of customer complaints.

Dealing with customer complaints for the first time. We must pay attention to customer complaints. The quality of customer complaints directly affects the reputation of the store and the sales of the shop.

Find out the reasons for customer complaints. The real reason for finding customers is the key to satisfactorily solve customer complaints. Look at the dissatisfaction caused by the expectation gap, or the quality of the product, or the dissatisfaction of the salesperson's service. Only by finding the exact cause can we prescribe the right medicine. {page_break}

Customer satisfaction = customer's actual feelings + customer expectations

(1) process of complaint handling

Listen carefully to customers' complaints and sincerely accept customer criticism.

Clever use of apology techniques to calm customers' dissatisfaction with shops.

Third, we should carefully ask questions to identify the root causes of customers' dissatisfaction.

4. According to the information obtained, the solution to the problem quickly is to solve the problem in a timely and satisfactory way so as to restore customers' trust in the shop.

After handling complaints, take the initiative to get in touch with customers, and once again apologize for getting customers' favor.

Timely record the complaints of customers, even if they sum up experience and lessons.

(2) issues to be noted in handling complaints

First, we must stand at the customer's perspective, earnestly consider the customers, and provide the customers with the opportunity to choose as much as possible.

Sincerely promise to customers and fulfill their commitments.

3. Within the permitted scope of duties, appropriate compensation should be given to the customer to balance the mentality of the customer.

(3) handling complaints skills

Keep smiling. A smile is a magic wand that pacify anger.

Second, use humor. Humor can bring people relaxed and happy mood, and timely and appropriate use of humor techniques can relieve tension.

Do not produce negative reviews.

(4) give customers some small gifts.

Provide satisfactory after-sales service for customers. It includes three packages, packing, placing documents, ensuring safety and portability.

Providing delivery service to customers.

When delivering the service to the customer, the delivery personnel must inform the customers promptly before delivery, so as to facilitate the customers to wait.

The deliverer must keep his promise. If there is any special reason, he can not deliver the goods in time. He must inform the customer and inform the customer of the reason so as to get the understanding and contact the customer for the next delivery time.

Provide installation services for customers.

For some products that need to be installed, if the manufacturer does not have free installation services, it is necessary for the shops to provide free installation and commissioning services to the customers.