Maintaining Customer Relationship Is More Important Than Selling.

With happiness as the center, everything else will be in place.

"Happy delivery" (the Chinese plation of "three pairs of shoes") has recently been among the best business books. This book tells the story of Xie Jiahua Tony's pioneering business, especially the challenges faced by the creation of his now online shoe store called Zappos (Zappos).

With his great success, Create Company sold Amazon to the Amazon for 1 billion dollars in less than 10 years, which perfectly explained the huge commercial potential of employees and customers' happiness.

Xie Jiahua had previously founded another company with several friends, and later sold it to Microsoft for $250 million.

About why he sold the company, he explained that the company was founded by him and a few friends, and then they hired more friends and friends of their friends.

In the end, they could no longer find friends, and the culture of the company changed so much that they could not work any longer.

So he sold the company.

He swore to himself that if he ever again

Xie Jiahua formulated several revolutionary regulations on corporate governance.

For example, a new employee should take part in a training program for several weeks. After training, if the employee withdraws, he will receive a compensation of $4000.

Many companies offer bonus to new employees, and the first step is the company that I know first to offer a non dividend.

Xie Jiahua believes that if you can prevent a person from joining by buying, it means that the man is not willing enough to work in the US. It is not as good as $4000 to keep him from joining the company.

This is really new.

Its marketing strategy is also very unique.

As far as I know, few big companies can be so firm in carrying out the ideas they claim.

A typical example is that many companies claim to be able to gain huge competitive advantage through excellent customer service.

But in practice, many companies regard customer service as a potential cost savings.

Mei Jie step is an exception.

Its words and deeds are like one.

Specifically, the definition of successful marketing is not to complete pactions, but to successfully establish and maintain customer relationships.

That's a good idea.

Anyone can open a company and buy advertisements to attract customers.

This part of the work is very easy.

It is difficult for customers to buy products.

But what is it that keeps the business going on? Let customers go back to buy! That means we should think more about making customers happy, rather than trying to sell things to them.

Most companies agree with this theory in theory, but in practice, they have not done so.

The guidance of the company to customer service staff is to help customers find and buy what they need.

If we do not have the product that meets the requirements, find competitors with such products and invite customers to buy them from competitors.

This is a very radical approach.

Such a way of thinking based on customers does not agree with each other in theory, let alone some people dare to try in practice.

We always say that we want to maximize customer satisfaction, but we are only fooling ourselves.

But Xie Jiahua was not joking.

It is more creative than customer creation.

Therefore, Mei Jie step responds to the phone's customer service staff is not based on sales volume to get paid, the company is based on customer satisfaction to pay their salaries.

For them, the key question is: would your customers want to go back to the United States after the phone was hung up?

In my recent discussion with the US, the company's second head Fred (Fred) proudly declared that the company's longest customer phone was 8 hours and 23 minutes, and the whole process did not sell a pair of shoes.

The person who telephoned is preparing to get divorced, just trying to find someone to talk.

Some people will ask: can such customer service bring economic significance? This is a sharp question.

The company did not consider economic factors at all, and what it was trying to create was happiness.

With happiness as the center, everything else will be in place.

Such phones can't create any economic benefits, but make those.

In a speech, Xie Jiahua said that once he and some suppliers met at night, as usual, he began to boast of the company's customer service.

One of the suppliers said that the hotel could provide delicious pizza, but it turned out that the hotel did not sell pizza after midnight.

"Call the smart phone!" someone booed.

So they called Mei Jie step at three in the morning to order pizza.

The woman who answered the phone first explained that it was selling shoes on the Internet and no pizza, but she said she could help.

So she asked the location of the person who was calling, asking him not to hang up the phone, and she helped to find information about pizza.

Five minutes later, she gave the phone number of the company that could deliver pizza at the same time in the morning.

Xie Jiahua really didn't want to talk about it because he was worried that more people would call Mei Jie to call pizza later.

But what he meant was that the woman who answered the phone was fully aware of the company's core principle: to satisfy the needs of customers.

Excellent customer service is the way a company builds relationships, rather than selling them.

The marketing philosophy of its inherent economic significance is that the company should maximize the value of every customer, instead of maximizing the value of each paction.

You spend a lot of time and money to open up a company and get ready for business. Finally, you are finally ready to open the door, and a customer comes in. What should you do now? You should try your best to turn the customer into a repeat customer, preferably with his friends.

Successful service and customer focus can help companies create repeat customers.

Other elements of our business can also form relationships to attract repeat customers.

For example, you can attract by discount.

We can also strengthen product sales that may attract repeat customers.

For example, some convenience stores in the United States sell special soft drink cups, and customers can enjoy discounts when they come back filled with cups.

Another example is that China's framed glasses and contact lens businesses have a much larger profit on framed glasses.

When a customer walks into a store, a salesperson naturally wishes to sell glasses to customers.

But customers may buy frames glasses every two or three years.

After buying frames, customers walk away and may never come back again.

The difference is that customers who buy contact lenses will buy it again every three months, and maybe one day they will buy frame glasses.

Many customers sometimes wear frame glasses and sometimes wear contact lenses.

In this case, the strategy of retailers to seize customers is to focus on those products that can build relationships and create repeat customers, and use customers to revisit the store to sell other products or additional products.

As a matter of fact, stores and companies can not allocate space and energy among different products based solely on the profit of a single product.

They should consider which products are more likely to allow customers to patronize again.

Marketing and financial theory holds that the true value of a company is equal to the number of its customers, and the profits it will create on these customers in the future.

Everyone knows that this is right, but not everyone is willing to do so according to this kind of thinking.

There is only one rule for mercor to make customers happy, so that they want to come back.

Think more of relationships, not pactions.