Please Retain Old Customers.

The oldest customer is an important source of corporate wealth.

The sales of each period come from the two category. customer New customers and old customers. Enterprises must continue to develop, and constantly strive for new customers.

Yes, but the good relationship between Uygur and the old customers, cultivating the trust and loyalty of the old customers to the enterprises can directly enhance the profitability of the manufacturers. The reason lies in:

1. Marketing Low cost and high yield

Survey data from many enterprises show that the cost of attracting new customers is more than 5 times that of old customers. So, if enterprise Within a week, 100 customers were lost and 100 customers were obtained. Although sales were still satisfactory, such enterprises operated according to the "leaky bucket" principle. The actual situation is that 100 new customers have already spent more than retaining 100 old customers, and the profitability of new customers is often lower than that of old customers. According to statistics and analysis, the profitability of new customers is 15 times different from that of old customers. This is because:

First of all, repeated purchases by old customers can make transactions routinalized, shorten the trading cycle and decision-making time in trading. Secondly, because old customers are close to enterprises, they can proactively propose rationalization proposals for products or services to enterprises, which is conducive to improving business operations and improving the efficiency and effectiveness of decision-making. Thirdly, enterprises with fixed old customers can reduce the interference of various uncertain factors and prevent market confusion. Finally, the old customers tend to continue buying the brand instead of waiting for price reduction or continuous bargaining, which is conducive to the enterprise saving to encourage customers to pay for the trial purchase. In addition, the old customers can also create competitive advantages for enterprises, stimulate the morale of employees and so on.

Therefore, in the course of business operation, it is necessary to avoid the phenomenon of leaky bucket as far as possible, otherwise, it will inevitably lead to the reduction of market share and the decrease of profits. Moreover, continuous customer churn also means that the consumers confirm that the products of the enterprise are rough and the service is inferior, and the customers will be thrown into the clouds for a long time, and the workers will also go away with their hearts. Practice has proved that only the market share marked by customer loyalty is stable and efficient, so it is also of high quality.

2, the effect of good word of mouth.

If old customers are satisfied with and satisfied with their products, they will be delighted and proud of their choices. From this, we can also consciously and unconsciously show our friends and family the products and services we have purchased. In this way, the old customers will derive a lot of new customers and bring a lot of business to the enterprise. There is even a kind of "1:25:8:1" in foreign countries, which means that a loyal old customer can affect 25 consumers, which can induce 8 potential customers to purchase motivation, and at least one of them produces purchase behavior. Of course, conversely, a dissatisfied customer may also discourage 25 people from buying. According to the study of Gilad, the US automobile marketing king, there are about 250 friends and relatives behind each customer. So the influence of the old customers may be beyond our imagination.

Especially because of the fierce market competition and the explosion of commercial information, people lack more trust in the mass media. When making major purchase decisions, they attach great importance to the recommendation of friends and relatives and their personal opinions. Therefore, in a sense, the existing customers are gold mines, which can bring new and endless friends to the enterprises.

3, to drive sales of related products and new products.

When the old customers continuously buy and use the products and services of the enterprises and feel satisfied, they will feel good about the business and establish confidence in the enterprises. Therefore, they will love the house and the birds, and are very receptive to the related products developed by the enterprises around the core products, or even new products. In this way, the introduction fee of new products will be greatly reduced, and the market will be greatly shortened. {page_break}

In addition, when old customers accept new products, their sensitivity to product prices and competitors' advertisements will also be greatly reduced. Moreover, they will continue to improve the grade of products purchased. For example, many customers think that although there are some problems in IBM's products, they are incomparable in terms of service and reliability, so that old customers can patiently wait for the company's improvement of undesirable products and the launch of new products.
Let satisfaction rise to loyalty.

Practice has proved that satisfaction is not equal to re purchase. If enterprises blindly pursue the satisfaction rate, they may fall into the "satisfaction trap". For example, a statistical study shows that in the satisfaction survey, 90% of American automobile customers claim that they are satisfied with the products and services provided by the enterprises, but those customers who feel satisfied are only 40%, and 60% of them are deserted by manufacturers or dealers. According to the Harvard Business Review, people who are satisfied with goods still have 65%~85% who choose products of substitutes and competitors, while highly satisfied or loyal customers seldom change their purchases.

Analyzing the reasons, it is easy to find that the quality standards of products and services that customers can satisfy customers are within the scope of customers' expectations. Customers think you should be or can provide them. In English, desired is the expression of desire, and the quality standards of products and services that can enhance customer loyalty are beyond the scope of customers' imagination, which is astonishing and exciting to customers. Excited is used in English. Therefore, only the satisfaction and joy of customers can establish loyalty to enterprises, and only loyal customers are the real old customers or customers who can bring continuous profits.

The key to cultivate customer loyalty is to focus on the overall interests of customers, fully and reasonably meet the consumers' demand for products and services, the emotional and psychological needs and potential timeliness, and at the same time, strive to reduce the cost of customer needs, so as to provide customers with the greatest value of delivery, so that products can surpass customer expectations. There are five main factors that constitute the overall interests of customers: product quality, service, price, innovation and competitive image. To gain the customer loyalty driven by interests, we must measure and do every part of customer loyalty. For this reason, we need to:

First, establish a truly customer centred business philosophy. Enterprises should set up a customer oriented concept from the height of customers' lifelong value creation. Stu. Leonard runs a supermarket in the United States. He says whenever he sees a sulky customer, he sees 50 thousand dollars running away from his store. Because his customers spend an average of 100 dollars a week, go shopping 50 times a year, and live in the area for 10 years, so if customers have an unhappy experience and turn to other supermarkets, Leonard will lose 50 thousand dollars. The loss is also underestimated if we consider the impact of disappointing customers' bad communication on other customers. Therefore, Leonard's business rule has two principles: Rule 1, customer is always right; rule 2, if the customer is wrong, please follow the rule 1.

The boss of Japan's Toyota Corporation described the reasons for the success of the company. "Our company's aim is to satisfy customers and make customers happy physically and mentally." Such a business concept is the secret of successful marketers. Therefore, enterprises should aim at serving the real needs of customers, so that all employees in the enterprise realize that customers are the source of profits of enterprises, and are the "food and drink parents" which are developed from bottom to top, and therefore are also the ultimate goal of every employee's work. At the same time, we should try to make customers agree with the relationship marketing concept of enterprises, and actively form a community of interests with enterprises.

Second, provide customers with zero defect products as far as possible. The key to retaining old customers is to translate customer centered ideas into practical actions. In this regard, enterprises should clearly realize that the real demand of customers to purchase products and services is to get comfort and happiness from them. If the quality or service is dissatisfied with problems and problems, customers may break away from existing links with enterprises and turn to other enterprises to buy. At the same time, we must also realize that products with zero defects are only expected to meet customer needs, and it is far from enough to exceed their expectations and create customers' high satisfaction and loyalty. {page_break}

Philippe. Kotler pointed out that "sometimes consumers need to translate something". For example, customers say that they want an expensive car. As an operator, they must thoroughly understand the needs of the yuan consumer.
1, the need to speak out (customers want an expensive car);

2, the real need (although the car is expensive, but it saves money).

3, there is no need to say (customers want quality services).

4, satisfy the pleasurable need (when a car is purchased, a road map is attached).

5, secret needs (customers want to be perceived as friends by their friends).

That is to say, a customer oriented concept requires a company to define the needs of customers from the perspective of customers, and strive to provide them with complete products, including core products, formal products and epitaxy products, so as to fully and reasonably meet the needs, psychological needs and potential and hidden needs of consumers. In particular, with the narrowing of the differences in the use attributes of products such as functions and quality, many consumers are inclined to intangible factors, namely service. Western scholars also show that 2/3 customers feel that they are not really interested in their interests and are far away from the original sellers.

Therefore, the establishment of customer loyalty, enterprises must pay attention to try to figure out the needs of customers psychology, so that customers believe that enterprises are fair to treat them, and as far as they can care about their long-term benefits. Enterprises should constantly improve pre sale, sale and after-sale services, understand the needs of customers in every shopping link, and make every effort to satisfy customers to be happy and then preference. In order to timely disseminate information about goods and services, faithfully exchange loyalty, conscientiously fulfill the "promise service", deal with customer complaints honestly, do everything possible to dissatisfied customers, psychological rehabilitation work, and turn complaints customers into satisfied and loyal customers, and then become customers of passages. In addition, enterprises should constantly introduce innovative products and services that are in line with the trend of the times, so as to meet the changing buying motives and potential demands, and firmly grasp the customers' "turbulent heart".

Third, develop a price strategy that helps to form a lasting cooperative relationship with customers, that is, the relationship pricing strategy. The interests of enterprises are built on the interests of customers, and enterprises should take care of loyal old customers, especially with the view of effective prices.

The relationship pricing strategy is commonly used in two basic ways: long-term contract and multi purchase. One is to use long-term contracts to provide customers with price and non price incentives, so that both sides can enter long-term relations and transform a series of fairly independent transactions into a series of closely related relations. Membership is one of them. The two is the color multi purchase offer to promote customers' long-term repurchase and multi purchase, with the increasing value of delivery to maintain the relationship with old customers. For example, the Worden Bookstore makes a preference for customers' plans, giving repurchasers a range of discounts.

Of course, the relationship price is not only reflected in the discount, but also reflected in the values that are recognized by the old customers, such as new product information, preferential sales, increasing the technological content of products, improving the quality, increasing the functions, providing flexible payment methods and financing channels. In order to ensure the interests of users, some enterprises also actively assume price risk for users. If a chemical fertilizer plant makes clear, as long as users cooperate with our factory wholeheartedly, we guarantee that they will not be allowed to suffer the risk of frequent price changes. The method adopted by the enterprise is that when the price of the product rises, the price of the product that has not been mentioned has not been raised. When the price of the product is reduced, the user has already taken the product but has not sold the product, and is going to mark the new price according to the new price. In this way, users wait for the reassurance and dare to act as a reservoir in the off-season, and finally make the product of the company appear to be prosperous in the off-season.

Fourthly, actively establish channels of emotional contact with old customers. {page_break}

The reason why old customers are loyal to enterprises and products is that they not only have a rational preference for products, but also have an emotional attachment.
Therefore, in the process of providing quality products and services to customers, enterprises should also take care of their customers, treat customers as friends of their own lives, and inject their affection and concern into their families with emotional investment, so as to establish their own human effects. If a shop has produced such an advertisement: "selling goods in the shop is like being a father to marry her", which means that businesses should care about every product sold by their parents' daughter's mood. They should often visit their customers to understand their customers' feelings and maintain their good "marriage" relationship, so that customers can have an emotional preference for an enterprise or a brand product. Finally, they will buy products and services for a long time based on the "trust" and "like" mentality.

There are many ways and means of emotional connection, such as regular telephone greeting, special care, mail sales advice cards and business cards, holiday or birthday cards, souvenirs, social networking, etc. to express the love and care for old customers and deepen their emotional ties. Gilad, an American auto dealer, has been selling cars for more than 10 years, selling more new cars every year than other dealers. When he talked about the secret of success, he said, "I will never throw them away after customers buy a car. I send 1 of them every month. The more than 30 thousand card enables customers to receive a different style of card as beautifully craftwork and keep it for a long time. "He remembered the customers, and the customers remembered him. Gilad's little card has become a "bond" between buyers and sellers. Good interpersonal relationships make many customers willing to deal with him for a long time.

Building customer database

The customer database refers to all kinds of information related to the customer, including the general information of new and old customers, such as name, gender, address, telephone, fax, e-mail, income and family status, personal characteristics and general behavior. Transaction information, such as order, consultation, return, complaint, service request, etc., and product information, such as what products the customer purchases, habits of purchase, frequency of purchase and quantity of purchase, and other records of customer acceptance and response to promotional information. Enterprises use computer systems to organize customer information and organize them into structured databases. They can set up detailed customer archives, often maintain communication and communication with old customers, understand their needs, adjust their marketing plan in time, and effectively prevent customers from losing regularly. At the same time, by using the database, we can also analyze the customers' differences and identify the "gold medal" customers. 80% of the profits of enterprises are usually brought by 20% of the customers. The 20% of the customers are the most profitable customers, that is, "gold medal" customers. Using database data analysis, it is easy to identify these customers and strive to maintain a lifetime relationship.