One To One Marketing And Learning Relationship With Every Customer.

The success of one-to-one marketing depends on two points: enterprises have established extensive and continuous contacts with customers, and this connection has been completely recorded; enterprises have the ability to store, analyze and process data of the customers concerned.

Mass marketing is selling a single product to as many customers as possible, while one-to-one marketing sells as many products as possible to a single customer.

This kind of sale is realized in a long time, and it has to cross different product lines.

That is to say, every time we deal with customers, we have more knowledge and a longer mind.

If the customer asks for a demand or finds the customer's needs and then improves the product or service accordingly, the process will naturally make the customer respond eagerly and give feedback to the company on loyalty.

Before launching one-to-one marketing, enterprises must have direct contact with a large number of customers.

The key is to learn as many details as possible, and bear in mind that this is a never-ending process.

We should not only know the names, addresses and contact methods of customers, but also their buying habits, hobbies and so on.

Do not expect a questionnaire to be completed, but get information from every contact, every channel, every location, every department of the company.

As long as the customer may want to buy any product or service, you need to get the information database.

The difference between different customers lies mainly in two points: their demand for products is different, and their commercial value to the company is different.

Try to divide your customers into different categories, such as A, B, C and D.

The value of an A-class customer may not be fully measured by money: first-class customers may have a significant impact on helping you achieve your performance.

In contrast, customers at C or D level may not be able to bring negative value to you when dealing with you.

Effective difference analysis can help enterprises better allocate resources and make products or services more effective.

Firmly grasp the most valuable customers and maximize the benefits.

One to one marketers regard customer communication as an important part of an enterprise's growth strategy.

They explore what customers have bought in the past, discover the real value of their customers, and then develop incremental business that they may get from their customers. That is, through a more comprehensive understanding of their customers to tap their "strategic value". By this step, the best and most effective open channel of communication has been established, regardless of the use of websites or call centers, the purpose is to reduce the cost of contact with customers, increase the effectiveness of contact with customers, and finally find ways to establish "learning relationship" with customers.

Customer feedback is crucial at this stage.

Once you understand the needs of customers, action must be taken to provide products or services that can bring additional benefits to them.

If you want to lock your customers in a learning relationship, it is essential to personalize your products or services accordingly.

This may involve a lot of customization work, and the adjustment point often does not depend on the products directly needed by the customers, but some services around the product, such as the way of distributing the products, the packaging style of the products, and so on.

Customer loyalty can be greatly improved by providing customers with exactly what they need.

After all, it is not difficult to teach a salesperson to be thoughtful and considerate, but it is much more difficult to really master how to identify, track and deal with customers, and then make products or services tailored.

Therefore, the development of one-to-one marketing requires enterprises to make radical changes in their own way of operation.

The main obstacles facing one-to-one marketing are more about management and culture.

If you can't integrate customer information into every enterprise function, run from customer service to production and operation, from logistics support to channel management, one-to-one marketing will not work at all.

The pformation of company culture and operation system should be gradual.

The purpose of one-to-one marketing is not to shake the enterprise, but to re organize the resources of the company and provide excellent services for the most valuable customers.

Even if a company can not adopt personal marketing strategy, it can still benefit from communicating with others alone.

All efforts of enterprises are aimed at one goal: to make business relationship start to be like personal relationship.