How To Increase Customer Loyalty

Sometimes satisfied

Simply speaking from the slogan, "enterprise centered on customers" is no longer the best way to retain customers. What is currently pursued is that all resources, including organizational structure, must be centered on customers, so as to achieve high efficiency of internal resources, and ultimately make the company's comprehensive pactions the lowest and the highest return, so as to achieve the lowest paction costs of customers.

Implementation "

Let customers feel "value for money"

When merchants regard "discount" and "promotion" as the sole means to pursue customers, "price reduction" will only make enterprises and brands lose their most loyal "customer base".

Promotion and price reduction means that it is impossible to improve customer loyalty. "Price war" can only bring more and more "profit seeking customers" to brands. These customers can say "no loyalty". They will only be interested in "one dime, one egg" and "eight cents a chicken"; and when businesses and enterprises are looking for their own development and high profit growth, this part of customers will surely be lost.

To cultivate loyal customer groups, we should not only achieve "cheap and good quality", but also let customers understand this.

Improve service standards and make full use of strong service platform support.

When providing quality service, a key account manager should not rely solely on personal relationships with customers to maintain customer resources, though this is also important.

Set up a smooth system of customer complaints and give customers a chance to complain and complain, so that they will be able to speak their minds.

Timely reply to customer information.

The research shows that the speed of corporate feedback is directly related to customer loyalty to brand.

In the retail industry, the use of VIP card is a common means. Up to 61% is created by VIP members. It can be said that loyal customers have won a high profit growth for enterprises.

So, what is the reason for merchants to use VIP card? First, distinguish the target customers. VIP cards should be a privilege for merchants to reward loyal customers, but not a tool for looking for bargains. Secondly, returns must be tempting, and the return of VIP cards can be material or emotional.

In terms of material, business returns must be in line with the values of VIP members. Some luxury items will be more attractive than simple discounts and more cheap items.

At the same time, merchants can also immerse customers in their customers' sense of belonging through some non physical rewards, such as opening hotlines and organizing club members' activities.

Thirdly, update the VIP customer service project.

For example, new product trial, free upgrade, depreciation and replacement.

In short, let VIP members feel that they are "different".

Let customers get "extra" value

Finding and meeting customer needs can maintain the cooperation relationship between enterprises and customers, but it has little effect on enhancing customer loyalty to the brand. In order to enhance customer loyalty, we must also try to provide other "value-added products or services" as far as possible, so that customers can get "extra" value.

Here are some specific practices.

First, provide more information.

The information includes: new technology of enterprises, overall dynamics of enterprises, industry trends, social situation, local market changes, main competitors' dynamics, research data and conclusions, etc.

Customers are affected by various factors, and often lag behind enterprises in obtaining information, but these information can greatly help improve customer sales and expand the market.

If a key account manager can selectively provide some appropriate information to his customers, he can often win the appreciation of his customers, which is very helpful to improve customer loyalty.

Second, to assist clients in planning various terminal promotions and provide other consultation solutions.

Generally speaking, the advantage of customers lies in terminal promotion and familiarity with local customs and habits. The advantage of enterprises lies in the overall activity planning. The two advantages complement each other and complement each other.

In order to avoid "making trouble", some key account managers always avoid the communication and cooperation with customers, which causes customers' low brand loyalty.

In fact, customers are very much welcome to cooperate fully with enterprises.

Third, strengthen product training and marketing training for customers.

Many customers have specialized marketing training institutions, but compared with enterprises, their training intensity and depth are far from enough; large customers should take the initiative to contact with them and discuss matters related to joint training.

Create a customer centered culture.

Enterprises are concerned about how best to win customers and employees and how to win their loyalty.

If the company can do this, customers will buy or use the company's products and services more often and more, and the company will get more profits from them.

In the company's advocacy of "customer-centric" culture, we not only require our market, sales and service departments to establish a customer-centric business process, but also require other departments of the company to respond positively to changes in customer needs, and establish a truly "customer centric" operation for all departments. Moreover, if the downstream of the internal and downstream processes is used as customers, the company should establish a more perfect customer oriented program and mechanism.

In order to continuously increase the number of loyal customers and enhance customer loyalty, enterprises should set up a standardized process of customer loyalty training and upgrading.

Let employees in all sectors of the enterprise realize the importance of customer loyalty and know how to cultivate and enhance customer loyalty.

At the same time, enterprises should be able to conduct a scientific assessment of customer loyalty and wastage rate, and be able to evaluate customer lifetime value or customer lifetime profitability.

With the system and regulations, the evaluation method and the method of continuous improvement, the customer loyalty program can be standardized and implemented.

"One to one" service to build a win-win strategy

Quality service in the market competition has increasingly become an advantage and guarantee for the company to maintain its existing market share and develop new markets.

In the future market, the service industry will become a new growth point to promote economic development.

There are several principles for customer service and customer loyalty. If we grasp the principles, we can truly get the added value of service for the product.

If an enterprise wants to win a higher customer loyalty and profitability, it must achieve the following objectives: at the right time, at the right price, through the right channel to provide the right products or services to the right customers.

In the new social environment, the needs of customers are constantly changing, and they start to pursue a different product enjoyment and service enjoyment.

The "one-to-one marketing" and "one-to-one enterprises" advocated recently by foreign countries are just to satisfy the new needs of customers.

At present, many enterprises lack personalized products or services.

If an enterprise can set up a set of personalized files for every customer, it can implement personalized services for every customer.

However, for many enterprises, it is very difficult to really realize the "one to one" service.

We can think about it in a different way, and establish a "one to one" approach to achieve the pition from "one to many" to "one to one".

Unlike the terminal customers, it is the key to the success or failure of a product manufacturer to have a "loyal middleman".

The operation of a brand can not only rely on "squeezing" middlemen or suppliers to maintain the profit margin of products. If we want to make middlemen always loyal, we must build a strategy of long-term win win and double lose for manufacturers and channels.

The attitude of middlemen and channels to product brand will directly affect the survival of enterprises. Therefore, enterprises should adopt different training policies for middlemen and channels at different stages of product development.

In the product "market entry", enterprises must first formulate long-term development plans, and the requirements for middlemen are not necessarily "the strongest" and "the best", nor can they be shipped with money.

We should set standards according to the location of our brands, and the key is "match each other".

Practice has proved that the middlemen who grow and develop together with enterprises are "the most loyal customers".

At the same time, enterprises and dealers formulate "win-win" and "lose lose" strategic partnership and joint investment, and open the business plan within a year, to avoid all risks pferred to intermediaries, to channel confidence.

In the "development period", with the development and growth of commodity brands, manufacturers and middlemen get the most profitable time.

At this point, the way to maintain customer loyalty is no longer an increase in communication between the two sides, but rather a change to strengthen profit distribution management monitoring.

The implementation of "fixed point, quantitative rebate", to channel reasonable and equitable distribution of benefits.

In the "mature period", every brand product has its own life cycle. Its maturity and decline are inevitable. With the pparency of product market price, the profits of middlemen are gradually decreasing, and their loyalty has begun to shift.

At the same time, in order to survive the brand, the first thing for enterprises to do is to "launch new products with the brand" and increase investment in advertising and promotion, so as to publicize the R & D capability of the brand with actions. At the same time, strengthening the supervision of the channels can cancel the "quantitative rebate" in a timely manner.

In addition, enterprises can attract and retain loyal customers through diversified brand operation.

Customer loyalty to products is cyclical, so it is necessary to introduce new products continuously.

There are two meanings. To maintain customer loyalty in the same product, we must constantly increase R & D investment, maintain technological leadership, satisfy consumers' "novelty seeking" mentality, and develop multiple brands with the same series of products to satisfy customers' early adopters.

Such enterprises can refer to P & G's multi brand strategy. Under P & G's banner, the "shampoo series" includes: Head and Shoulders, rejoice, PANTENE, VS and many other brands.

In real life, every one of us is someone else's customer, and is the object of competition. While in the work, we have many readers' friends playing the role of soliciting guests to unite their customers around us, and the more loyal customers are to ourselves, the higher the probability of achieving them.

Thus, customer relationship management is particularly important, not only in our lives, but also in the development of modern enterprises.