N Methods To Maintain Customer Relationship

Good customer relationship is the cornerstone of the exhibition. It is a promising exhibition without customer support. The exhibition always wants all its customers to be loyal customers, but in fact, it is almost impossible to turn all the customers into loyal customers of the exhibition: some customers will run away from the exhibition, and some customers will not be able to take part in the exhibition. The exhibition must pay attention to the different effects of different customer relationships on the exhibition, and guide the relationship between customers and exhibitions so as to keep the exhibition industry evergreen.

Understanding customer relationship life cycle

The relationship between customers and exhibitions seems to be varied and complex, but in fact, it basically follows the "customer relationship life cycle". The so-called "customer relationship life cycle" refers to the time that customers can maintain with the exhibition, and is also a change process that customers never get familiar with, never trust, trust, and then trust and distrust. The specific changes in this process are generally as follows:

1. during the cultivation stage, the exhibition will identify the target customers through market segmentation, identify the needs of the target customers through market research, and take effective marketing methods to attract the attention of the exhibition to these needs, so that the target customers will gradually have a recognition of the exhibition. At this stage, there is no real contact between the exhibition and the customers. Customers basically understand the exhibition through various channels of information, and the exhibition is to cultivate the relationship between the customer and the exhibition through various marketing channels and means. For the exhibition, the customers are only "potential customers". For the customers, the exhibition is only one of the many exhibitions that they can choose to participate in, and the relationship between the exhibition and their customers is still very fragile. At this stage, the marketing and publicity of the exhibition are very important. Their quality directly affects the customer's choice of the exhibition, and affects the further development of the exhibition and customer relationship.

2. confirm the stage through the exhibition promotion and other marketing tools and industries. Word of mouth communication The customer began to consider whether to attend the exhibition on the basis of continuous recognition of the exhibition. The customer decides whether to take part in the exhibition or to participate in other similar exhibitions by assessing the cost of the value and preparation expected to participate in the exhibition. Once the customer decides to participate in the exhibition, the potential customer becomes a real customer. The relationship between the customer and the exhibition is preliminarily confirmed when the customer takes part in the exhibition.

3. in the stage of trust, customers are just beginning to attend an exhibition. Many times, he may be just trying out. He is not particularly trusting about the exhibition. He must enhance his judgement on the exhibition through his own experience: is it worth attending? To get this answer, customers often try to participate in the exhibition once or several times. If the customer has fully trusted that the exhibition can achieve his goal of attending the exhibition after the exhibition, he will become a loyal customer of the exhibition, and the trust relationship between the exhibition and the customer will be established.

4. the needs of customers in the weakening stage and the goals of attending the exhibition are different with time. Unless the exhibition can be continuously innovating to continuously satisfy the needs of customers, customers will surely find themselves unattractive after attending several exhibitions, but the income from attending exhibitions is very small and the cost is very large. At this time, they will turn trust into distrust. Once the customer distrust the exhibition, the relationship between the customer and the exhibition will begin to weaken.

5. disappear stage, once the relationship between the customer and the exhibition is weakening, if the exhibition fails to take remedial measures in time, the relationship will continue to weaken. When the weakened customer relationship reaches the critical point that the customer can not tolerate, the customer will no longer attend the exhibition. At that time, the customer will be lost, and the relationship between the exhibition and the customer will be basically ended. If the customer retention measures are still difficult to recover after the exhibition, the exhibition will lose the customer and the relationship between the exhibition and the customer will disappear.

Find something that needs special care. Customer relationship

What kind of customer relationship can bring profits to the exhibition? This depends mainly on the difference between the value brought by the customer relationship to the exhibition and the cost of the exhibition developing the relationship. If the former is greater than the latter, it will be profitable.

1. the value of customer relationship to the exhibition brings different value to the exhibition. Sometimes, even the same customer, the value brought to the exhibition is not unique. To sum up, the value of customers to exhibitions is generally four kinds:

Economic value is the economic benefit that customers can directly bring to the exhibition, mainly for its economic profitability. Economic profitability is the first consideration for all commercial exhibitions when considering customer relationship.

The demonstration value is the demonstration effect of a specific customer after the exhibition. In every industry, there are some famous enterprises. These enterprises are deeply concerned by their counterparts in the industry. The action of these enterprises has an exemplary role in the industry, which is obvious to all.

Recommendation value is the role of word of mouth when a particular company takes part in the exhibition. Some customers will act as the referee of the exhibition after attending the exhibition, and actively recommend the exhibition to their peers. Some customers, on the contrary, will actively advise their peers not to attend the exhibition.

The value of ability is that the exhibition learns and absorbs the value of knowledge from its customers. For example, some customers often participate in exhibitions around the world. They will tell other exhibitions of this exhibition that they are good at helping the exhibition to improve their ideas and methods.

It can be seen that the exhibition can not only focus on customer's economic value, but also give consideration to three values. This is particularly prominent in the management of key accounts of the exhibition. In general, large exhibitors have large exhibition area and low price, and the exhibition is often not profitable in terms of economic value. However, these exhibitors often have great industry appeal and their demonstration value is very large. Some customers, such as professional magazines and trade associations, are basically not profitable, but their value and value are great. Therefore, for those customers with great economic value, due to the obvious profitability of the relationship, the exhibition should naturally be well connected with them. For those customers whose economic value is not large but of great value, the relationship between the exhibition and them will not only be lost, but will be much more profitable because of the potential profitability of the relationship.

2. the cost of developing the relationship between the exhibition and the exhibition will cost the development and maintenance of customer relationship. From the perspective of customer relationship life cycle development, these costs mainly include the following three kinds:

The initial input cost of the relationship is the cost of the initial relationship between the exhibition and the customer, which is mainly spent on the cultivation stage of the customer relationship.

The maintenance cost of the relationship is the cost of maintaining and cultivating the relationship after the establishment of customer relationship. It costs mainly in the confirmation stage, the trust stage and the weakening stage.

At the end of the relationship between cost exhibition and customer relationship, the exhibition does not ignore customers. Instead, it has to exert a positive influence on customers, so as not to spread negative influence to the exhibition. The cost of exhibition is the end cost of relationship, which mainly occurs in the disappearance stage of customer relationship.

By comparing customer relationship with the cost of exhibition and developing customer relationship, we can evaluate the profitability of the customer relationship, which reflects the direct and indirect capabilities that the subject can create profits for the exhibition. Obviously, as long as it is a direct or indirect customer relationship that brings profits to the exhibition, it is worth visiting the customer relationship that is carefully protected.

Benign guide customer relationship with exhibition

The above five stages of the customer relationship life cycle of the exhibition describe the general process of the relationship development between the exhibition and the customer, and reveal the general changing rules of the relationship between the exhibition and the customer from weak to strong and from strong to weak. Of course, not all customer relationships must go through these five stages. For example, some customers may have confidence in the exhibition just as soon as they participate in the exhibition. At this time, the confirmation stage of the relationship and the trust stage of the relationship basically coincide and merge into one. Some customers immediately discovered that the exhibition was not suitable for themselves at the time of attending the exhibition, and no longer participated in the exhibition. In spite of this, understanding the above laws of change still plays a very important role in maintaining good customer relations.

First of all, to maintain good customer relations, the most important thing is to extend the "relationship validation phase" and "relationship trust stage" of customer relationship, especially to extend the "relationship trust stage". Only in this way can the exhibition continuously turn the existing customers into loyal customers of the exhibition, and turn loyal customers into the life-long customers of the exhibition. And the exhibition with such a customer will certainly not be afraid of any competitive exhibition or invincible exhibition.

Secondly, it is necessary to extend the "relationship confirmation phase" and "relationship trust stage" of customer relationship. The most important thing is to strive to improve customer satisfaction with the exhibition and increase the value of customers. Only in this way, customers can trust the exhibition in the shortest time after attending exhibitions once or twice. Otherwise, customers will always be swaying in whether to participate in the exhibition. The difficulty of customer relationship management will be increased, and the exhibition will hardly win the sustained support of customers.

Cognitive exhibition; in the stage of relationship recognition, the focus of exhibition customer's work should be to improve the effect of exhibition, so as to meet the needs of exhibitors and increase the value of customers. In the trust stage of the relationship, the focus of the exhibition customer's work should be to track the change of customer's needs and take measures to meet the customers' changing needs, so as to keep the trust of the customers. In the weakening stage of the relationship, the focal point of the exhibition customer's work should be to find out the reasons why the customers are not satisfied with the exhibition, and take measures to eliminate the factors that cause the customers' dissatisfaction and win the trust of the customers. In the disappearing stage of the relationship, the focus of the exhibition's customer work should be to eliminate the adverse effects of the customer turnover to the exhibition as far as possible, and to keep the attraction and competitiveness of the exhibition through innovation. Thirdly, in the different stages of customer relationship development, the focus of exhibition customer work should be different: in the stage of relationship development, the focus of exhibition customer work should be placed in the marketing and promotion aspects of the exhibition, so as to better enable customers.

Finally, the focus of the exhibition at different stages of development is also different. For the newly developed exhibition, because most of the customers are new customers, the customers have not yet trusted the exhibition. At this time, the stage of relationship cultivation and the confirmation phase of the relationship are particularly important, because only by cultivating more new customers and allowing more customers to participate in exhibitions, can the new exhibitions be developed. The mature exhibition needs to pay special attention to the weakening stage of customer relationship, because minimizing customer churn is crucial to mature exhibitions. In the period of incubation, the trust stage of customer relationship is especially needed, because only by continuously gaining the trust of customers and turning existing customers into loyal customers can the exhibition develop stably.
 

A large number of cases are constantly repeating the fact that only by taking good care of these customer relationships can the exhibition keep its foundation forever and never decline.