How To Establish Effective Customer Files In Clothing Stores, Develop And Maintain VIP Customers

To make business bigger and bigger, it is nothing more than two things: one is to stabilize the old customers, and the other is to turn new customers into old customers. Two.

1, the customer is a person, is a woman, the heart to heart can truly impress people, in order to win customers' trust.

2. always remember: we are sales people, create.

It is our duty and duty.

The purpose of all customer maintenance is to create sales and promote brand image.

What is an old customer?

Standard book definition:

It refers to people who have already been familiar with and used the products and services of enterprises, and have confidence in enterprises, products or salesmen in different degrees, and have continuous buying desire and behavior.

Folk definition: in my cell phone, I store my cell phone number, and I want to buy clothes first.

Our service, especially the service of the old customers, is to tell the customers that we care about them, care about them, and will always be there for them, so that they can feel relieved, secure, comfortable and happy.

Generally speaking, the old customer marketing is generally divided into three steps: establishing relationship - promoting consumption - daily contact.

Two, how do stores establish effective customer files?

Most of the established customers are from shops, and each store should have a detailed account.

Information.

When designing customer relationship table, we should start from two aspects.

1, hardware files (importance 20%): name, gender, nationality, age, mailbox, address, telephone number, clothing code, consumption amount, consumer product number.

2, software files (importance 80%): work status, family status, personality orientation, personal consumption habits, personal clothing preferences, daily entertainment hobbies, lifestyle habits, preferred service methods, acceptance of sales promotion information and values.

Use computer system to organize customer information into a structured basic database, and add consumption database to customers after each consumption.

Frequent communication and communication with old customers can effectively prevent customers from losing regularly.

At the same time, the database can be used to analyze customers' differences and identify "gold medals" customers.

The store can conduct a "customer file" rating by game or competition. According to the archival data of the old customers registered by the shop staff, the most complete and effective archival material is awarded from the two aspects of "quantity" and "quality", and rewards are given.

For example, in the first quarter, for the collection of forms, the number of shopping guides with the largest number of registration forms is rewarded; in the second quarter, the integrity of the forms is evaluated; the most complete registration is given the appropriate reward; the most incomplete colleagues are responsible for sorting out the warehouse for one week; the third quarter makes spot checks on the contents of the form, compares the effectiveness of the archival content, awards the highest integrity of the shopping guide, and rewards the lowest colleagues.

1), with a caring and caring attitude, let the customers feel at ease and tell customers that the purpose of our registration is to serve them better.

And ensure that customers' personal data will not be disclosed.

2) the language is relaxed and lively, in the process of registration data and services, to narrow the distance from customers and step into the first step of establishing long-term relations.

3) tell the customer brand VIP level and the basic requirements of VIP, VIP customers' benefits and benefits, and VIP management system.

4) when we first establish relationships with customers, we usually ask customers' names and telephone numbers first. If customers do not mind, ask for birthdays and correspondence addresses.

Others should capture information in the depth of communication that is possible.

Obtain customer information in the name of company need.

Three, daily maintenance:

In the process of store consumption, how can we make customers become old customers or even our loyal VIP? High quality products or services are very important to customer loyalty.

To keep customers, we need to first study why our customers will buy other products. Most dissatisfied customers will leave without saying anything, and will not give you the chance to retain their loyalty at all.

Therefore, a major goal of all customer services is to make customers complain more easily.

In addition to the customer service telephone, we can directly tell the customer's complaint hotline's telephone number to the customer, encourage the customer to tell the third party of the psychological message, and then supervise us through the third party.

Step one: the idea of service is deeply rooted in the hearts of every employee.

We should remind employees repeatedly about customer service and discuss customer satisfaction at staff meetings, giving examples of learning and discussion.

We should solicit feedback from customers and take customer satisfaction as part of employee performance evaluation.

Clear the corresponding expectations and minimum customer service standards, and specific in place.

The idea of service is deeply rooted in the minds of every employee: service is a marketing and a higher level of marketing.

The second step: look at your store from a customer's point of view.

When you want to do a survey, first you or your employees dress up as a customer.

Is there a question in the questionnaire that you think is irrelevant, does it relate to people's habit of avoidance and whether it can meet the purpose of your investigation?

Another idea is to invite customers to speak at your meeting. Listening to good words and bad words from customers is more effective than showing them.

In order to build customer loyalty, we also need to readjust our customers' expectations of outstanding service quality.

That is to say, we should not only satisfy expectations, but also exceed expectations. We need to provide a unique product or service that can be remembered.

Once it is possible, individualization and even customization services will create a partnership between customers and franchised stores.

The third step: empathy for customers to buy clothes.

Respond at any time: before you leave the shop, you must tell the customer again the points for attention and the way to store them. We must assure them that we will respond promptly to their questions.

For example, issue the store's liaison card, tell the customer's name and phone number, so that customers can contact the store directly when there are problems.

Consumer return visit: after customers buy back, we need to make a telephone call to ask customers whether there is any doubt about whether they like it, whether they are comfortable or not.

Care is the most popular marketing method for customers and the most humane promotion method.

If we care about customers as we care about our own clothes, they will trust you more and become your long-term customers.

Consistent: we need to let customers know that we have not only high quality products, but also considerate, enthusiastic and careful service.

A franchised store plays an effective display in the whole process of selling goods, smiles and attentive services, but pfers enthusiasm to other customers after sales. Then we will let customers feel deceived. Our aim is to sell, and then do not want to trust us again.

The service should be matched with the pre-sale and sale in order to achieve a harmony and perfection.

The fourth step: actively establish channels of emotional contact with old customers.

Emotional investment: establishing "self effect".

Through frequent phone greetings, special care, mail sales advice cards and holiday or birthday cards, souvenirs, social networking, etc., to express concern for the old customers.

Small cards and simple information will become a "link" between buyers and sellers. Good interpersonal relationships will make many customers willing to deal with us for a long time.

We care about our customers' psychological feelings: we can perceive customers with perceptual actions and language. No one will refuse others' concern. No one will refuse the feeling in our hearts.

Customers who come to shop after a rainy day ask whether they have umbrellas before going out and provide umbrellas when they receive an umbrella without any umbrellas, and urge that if they are caught in the rain, they must change their clothes in time.

After coming home, I send messages to customers who consume the same day, thank them for coming to support us on rainy days.

If we remember the customers, the customers will remember us.

Recommendation:

1, it is appropriate to promote "old customer maintenance month" or "old" in shops.

Competition, to promote store staff pay attention to customer maintenance.

2, shops should set up an effective short message library to give customers the impression that we care about her when sending messages to old customers.

Too commercial information will make customers resentment. Only friends like warm and loving information can make old customers moved.

A, holiday SMS: the focus of SMS is to give customers the best wishes for holidays.

B, birthday message: the focus of SMS is to remind customers that today is her birthday, and wish customers happy and happy wishes.

C, season short message: If winter reminds customers that the weather is cool, they should pay attention to clothing and diet.

Taboo refers to new products listed in the information.

D, contact information: customers who are out of sight for a long time can reveal our thoughts about her and remind customers to take care of them.

It is best to give customers the most intimate shopping guide to send messages directly to customers.

Avoid a good language to ask customers if something has happened.

3, make a detailed statistics of each employee's visits to the old customers and the number of emotional contacts, which is a basis for the evaluation of the staff's promotion level.

Promote staff to turn this job into routine work.

The following is for reference:

A, a customer who consumes more than $2000 or so needs to call back after a week's purchase, asking if there is any doubt about the customer's wearing feeling and washing.

If the customer is unable to answer the question, he must settle the time with the customer.

B, the new customers brought by the old customers, regardless of the amount of purchase, need to send messages on the same day to thank the old customers for their love for the brand and their support for the store. Thank the new customers for their recognition of the brand.

During the week, you need to call back to wear your clothes.

B, when the customer has accumulated a certain amount of money, send a thank-you note or a short message to thank the customers for their love.

C, customers who spend the highest amount of money each year can be brought back to visit by regional salesmen. Thank customers for their support over the past year and ask customers for their advice.

D, the contents of the collected visit, the unification of the regional management is handled by the region, and the relevant company's pfer to the customer service department of the head office is handled by the company.

The fifth step: solve problems in a timely and effective manner.

To increase customer turnover, it is equally important to solve problems through good customer service.

In the clothing industry, those who solve problems are more loyal than customers who have never met problems.

What if the customer is not satisfied?

The first step is listening and empathy.

Pay attention to the main points of customer complaints, so that customers can tell them all their complaints.

The second step is conversation.

Angry customers often look for a good listener to express their true feelings to their experiences, and discuss emotional conversations from the perspective of customers.

Steady the mood of customers.

The third step is a sincere apology.

No matter whether you are right or wrong, you must apologize.

It is much better to apologize and admit the fact that customers are inconvenienced.

This is an important and powerful step to retain customers.

The fourth step is to analyze and clarify the causes of things and repeat the concerns of customers.

The fifth step is explanation.

It shows the sincere desire to resolve complaints.

The sixth step is to deal with.

A fair solution to the problem is proposed.

What customers want is action, not just empty words.

The seventh step is compensation.

Give customers some additional compensation for any inconvenience or injury.

For example, giving small gifts.

The eighth step is the result.

Ask customers if they are satisfied with the solution.

If you are not satisfied, take the final opinion and solve it on the spot.

After solving the problem, don't forget to thank the customers.

It shows that her valuable advice can provide us with more perfect service for our customers.

The ninth step is feedback.

When the response is carried out to ensure that the store's response is implemented, the customer will be more impressed.

In addition, if the first solution is not satisfied with the customer, you can give the store second times through the move.

Four, how to organize effective customer service activities?

1, VIP meeting at least four times a year: there is communication between customers and customers, and there is information exchange. We should have a bridge to connect customers with customers and make them friends.

The theme of VIP gathering can be closely related to sales, such as "product recommendation", "close to nature" mountaineering activities, or "dress Salon", "female health care", "fashion information", "parenting education", "beauty makeup" and other salon activities.

2, VIP specific feedback activities: such as birthday feedback, except for birthday cards or small gifts, set up a VIP customer to shop on the birthday day, and give a discount on the basis of the original discount. Holiday feedback such as mother's day to send carnations, national day to send health care guidance; designated product consumption feedback, such as consumption designated items to send gifts or discounts, consumption evening products to send makeup services.

3, we can consult with the old customers to collect the VIP activities that they most expect us to do, such as implementing them without affecting the brand image, the feasibility of the proposal and the obvious conflict of interest.

Money is only money in the process of circulation, otherwise it is just a stack of the best quality waste paper in the world.

Service can only be effectively applied to customers when it is a higher level of marketing, otherwise it can only become the most advanced concept in the world.

When you are struggling to tap more potential customers, don't forget to keep your customers with your dedication to love.