What Do You Think Of Customers?

From an economic point of view, there is no relationship between enterprises and customers looking up or overlooking, because enterprises create value for goods for customers, and customers exchange money with money as a reward, and there is no relationship between man and God. Moreover, customers do not need a devout believer. They only need someone who can provide solutions to their problems. If you are a person or organization, customers will be willing to pay their bills without taking customers as God. On the contrary, if the products you provide are not what the customers want, even if you burn incense, consumers will not take a look at your pious followers. Moreover, such a fact is now placed in front of our enterprises: even if customers are regarded as God, they will not get higher customer satisfaction and loyalty. Even spoiled customers will be capricious, often losing their temper, giving enterprises unsightly, making enterprises busy and busy, but still can not get customers' good. With the diversity of social structure, economic status and ideological culture, the structure, characteristics and thoughts of customers are becoming more and more complicated. At this point, we should take off the aura of the customers' heads and redefine the identity of customers with the eyes of discovery.

　　 Customers are mercenary.

The mercenary is not a derogatory term, but a consumer's position and consumption characteristics. Customers spend money, time, purchase risk and so on all kinds of costs, of course, is to exchange for their own expectations of interest, customers do not want to be God, just want to exchange for what they want, you can provide, customers are naturally loyal to you, your opponent can provide more value, and it will naturally leave you without hesitation, though you usually serve as a God. Satisfaction and loyalty are based on satisfying the interests of customers.

MP3 player's industry leader has a large number of high degree of satisfaction and loyalty customers. But when its competitors launched MP4, these loyal customers did not wait for the enterprise to produce MP4, but then they transferred the consumption to the first MP4 enterprise. The premise of customer loyalty to enterprises or brands is that who can provide more value for them. Therefore, the satisfaction and loyalty of customers are changing dynamically under the influence of competitors. Exchange of interests is the foundation of market economy. What is the reason why our enterprises emphasize the maximization of interests? What are the reasons for not allowing consumers to choose the best interests? In the face of "profit seeking" customers, it is not enough for us to be a devout believer. Only if we continue to do better than our competitors, consumers will not be more loyal than the better choice of choosing your products. At this point, you may still be the God of customers. For example, Microsoft's computer operating system is highly dependent on us. When Microsoft announced that it was going to stop producing windos XP, thousands of consumers came out to dissuade and rush to buy. Then who do you say is God? So when we examine and define the target customers, we should remember the profits, because they are a group of "mercenary" people.

　　 Customers are friends.

The friendship between an enterprise and its customers is mainly based on the exchange of interests between the two sides. Therefore, this is a relatively reasonable and relatively stable and appropriate relationship. If an enterprise can make friends and make friends with you, it will undoubtedly be very successful. This relationship can be established by Lao Tzu. The Scripture of Ethics In one sentence, it is summed up as follows: "empty your heart and mind your belly" - let your customers get the benefits, that is, they rely on you. To provide nanny service to customers, let them slowly feel lazy or lose the ability to choose and think. Only knowing that the first thing that comes to mind is your friend when you have problems. At this time, if you can treat him sincerely, the solid supply and demand relationship, satisfaction and loyalty are at hand. {page_break}

Although IBM is a production enterprise, it locates in the service industry, strengthens the core competitiveness of enterprises by services, and provides customers with solutions to various problems. IBM employees do not work in IBM, but in their customers' businesses. It not only sells their products, but also provides strategic advice, management guidance, maintenance and training of products, and even when customers need some products that IBM does not have, IBM even helps customers purchase competitors' products at the lowest price. Why? Because all the needs of the customer IBM has helped them to do it, and the customers will inevitably depend on them. If anything happens, they will naturally think of this "friend" first. At this time, it is natural to sell products to them.

This honorable title of God has no attraction for customers, but customers are very willing to make friends with a strong, considerate, dependable, willing to offer help when they are in trouble. Your company has done so, and customer loyalty has naturally come into being.

　　 Customers are students.

Although the customers are clear, they will not easily believe in the business, but they actually believe the advice given by the experts, or believe in the professional enterprises rather than the followers. Nowadays, many enterprises are playing the banner of "XX experts", which caters to the psychology of consumers' superstitious experts. This situation is more prominent in industries with strong professional knowledge and highly asymmetric information. Enterprises seize the mentality of customers and sell products to customers in an authoritative image. Transactions can be easily achieved.

We all know the famous "HP way" - China HP business school. At first, many domestic enterprises found Pratt & Whitney China, asked whether they could start a study class, and asked HP to teach some advanced management ideas and management methods. At the beginning, HP only opened some training courses in China, but it was warmly welcomed by the enterprises. So HP founded the enterprise university. The Faculty of HP business school is the top manager of Hewlett-Packard Co in China. HP business school not only earned considerable income through this special form, but also explored and studied various needs of Chinese enterprises through interaction with enterprises in various industries in China, and learned many excellent experiences in the management and operation of many Chinese enterprises, making it more handy in localization in China. More importantly, through the form of teaching, it is very easy to become a big customer who is very difficult to contact with customers. These customers are also interested in HP products because of their trust in China HP business school. This is undoubtedly helpful for HP to sell commercial computers.

There is such an interesting survey: Students' trust in teachers exceeds their trust in their parents. The younger students are more confident in their teachers, the students who believe in the teacher almost believe 100%, while the parents say they want to be confirmed from their teachers. For some professional industries, customers are equal to an ignorant primary school. Enterprises should give full play to teachers' special status and role in educating and guiding customers, not just waiting for customers to make purchase decisions with considerate service.

　　 Customers are fans.

Most of our businesses run after customers every day, tired and poor, but many companies are waiting for customers to break through the threshold and come in to spend. For example, Google has used this way to launch a batch of Google accounts, but the account is not publicly issued. Only those who have received the invitation letter from Google company are entitled to possess or are recommended by the old users. Such a high threshold has created a scarcity effect, attracting everyone to want to own this account. For a while, it was very popular in the United States: "do you have an invitation letter for Google?" and "do you have an account with Google?" {page_break}

　　 Rolls-Royce The car also uses this strategy to keep customers in the market. The high price makes the car high above the table, making the vast majority of consumers sigh for cars. However, the sales company is not the only way to promote sales, but to strictly control the output. In the early stage, it has strict requirements for the identity of the purchaser. If you do not meet the requirements, even if the price is doubled, the manufacturer will not sell it to you. The more it is, the more the customer will take the trouble to get all kinds of cars that no one can own. In fact, for many enterprises in the industry, the definition of customer identity as "Star Group" can achieve good results, such as luxury goods industry, popular products and so on. If the industry or product is suitable, the enterprise may as well change a train of thought -- since chase the customer to run very hard, let the customer chase after you to run.

　　 Customers are the objects of teasing and entertainment.

Teasing customers is obviously a foolish act, but the teasing customer here is entertaining customers in an entertaining way. For example, create unique and scarce news and events to attract customers' curiosity. They can also use some fooling tricks to make some kind jokes, bring customers into entertaining with clever ideas, and let the audience be willing or happy even if they know they are being used or fooled. A large restaurant in the United States placed a big beer barrel in front of its door, which read four bold words: "no peek!" the more curious the passers-by, the more curious the passers-by. Many people gathered to the side of the barrel and looked inside. There was a sign in the beer barrel, which read: "our beer 40 percent off sales promotion, welcome to taste". Most of the people who saw it were smiling, and since they all went to the front of the shop, they might as well go into the shop and have a drink. As long as the techniques and yardstick are right, there is no need to worry about fooling customers. There will be adverse consequences. We can see from everyone's great participation in April Fool's day and Wan Sheng festival that we are happy to accept this kind of kindness and bring us joy as long as the method is ingenious and malicious.

The marketing staff of the Harry Porter series are the masters of entertainment and teasing customers. They first portrayed the author of Harry Potter as a poor single parent. After countless times of submission, he was unwittingly edited by an editor in a pile of discarded manuscripts, and then signed a similar dream agreement with Rowling. Originally, this is a very journalistic topic. Indeed, it has attracted wide attention and discussion. Then, it publishes the book of Harry Porter, which is against the rule of marketing, short supply. Every bookstore often breaks out, creating a scarcity effect. The more difficult it is to buy, the more people want to see the book and the market is buying panic. Harry Porter is covered with a mysterious veil. In fact, Rowling, the author of Harry Porter, is not so poor, and the incident is not so legendary. Before the release of the new book Harry Porter 5, a new countdown billboard was launched in various media, and the relevant information was strictly kept confidential before the listing of new books, including the title, page number, pricing and other information. Only occasionally reveal to the media some small details in the book, because there is no news of the media to these trivial matters are also very special. The publisher also reported the loss of the manuscript of the new book in the first 2 months before the new written market, and then clarified the fact that the manuscript was not protected by the security. It was not long before news came out that the author Rowling was very bitter about Warner's hype about movies and books, and was going to give up the sequel to Harry Porter. This raised everybody's heart and worried that he would not see it later. Harry Porter The sequel. On the one hand, the new book will be sent to the bookstores by the printing factory. No one can read the contents before the new book is sold. On the other hand, the 20 new books will be spread to some bookstores with the editor in chief of a newspaper, pirated and fake books are kept secret. All kinds of speculation have been enlarged to the end of the media. It is in such a marketing way similar to farce, that the book, which had no formal publicity and no new book conferences and always broke, was on the top of the bestseller list in Britain, and is still the top seller list in many countries around the world. {page_break}

Today's customers are a group of people who satisfy the needs of food and clothing, that is, people who pursue higher spiritual needs. They like novelty, excitement and even accidents, especially for some fashionable young people. Properly treat customers as objects of entertainment and teasing, and they will be happy to buy goods at home while they are being entertained.

　　 Customers are the devil.

A pair of brothers found treasure in the forest. They first saw the copper coins on the ground. Two people picked up and walked forward, and there were countless silver coins on the ground. The elder brother continued to pick up the silver coins on the ground, and his brother threw away all the copper coins. Then he picked up the silver coins and walked for a while. The ground was full of gold coins. His brother continued to fill the pockets that had already been filled with gold coins. His brother threw away all the silver coins in his pocket, and then filled with a bag of gold coins. After the brothers went out of the forest, they sold all the treasure they had found. Their brother sold 20 times as much money as his brother.

We all say that we should do business equally, but the fact is that if we treat each other equally, there will be no profit for the enterprise. According to the 80/20 rule, 80% of the customers can only bring 20% of the performance of an enterprise, while the other 80% of the performance is brought by another 20% high-quality customers. Many poor customers even create negative value, the so-called devil customers. We should say no to these customers.

Herb Klich, President of Southwest Airlines, said: "customers are not always right, and they often make mistakes. When we encounter unreasonable customers, we should not say that customers are always right. We have to say, "you never want to take the Southwest Airlines flight again, because you treat our employees like that." The management of Southwest Airlines understands the work of front-line staff, supports and respects the work of front-line staff, and even prefers to offend unreasonable customers. This is in exchange for highly recognized staff and strong core cohesion. In addition to some impolite customers, there are more customers who can not create value or create low value customers. Enterprises often waste a lot of energy and resources on these customers, but do not have the energy to create more value for quality customers, or even ignore the quality platinum customers.

It is also an example of Southwest Airlines. They divide customers into grades. The higher level customers provide better service, and more and more customers can produce high value, while customers with low value or negative value leave slowly because they are not valued. Such a result results in a significant improvement in the cost of operation. In the current full buyer market environment, learning to say "no" is also a business strategy, which will also create value and enhance performance for enterprises.