Home Textiles: Using Customer Value Curve To Find Customers' Most Concerned Factors

In our daily life, we all have this experience: when we eat and drink, we will get into the hotels that we often go to. When we buy clothes, we will get used to the places where we used to spend. When they have problems, they will get used to the garage that they often go to. When they buy cosmetics, they will get used to going to the same store. Inertia consumption 。

Inertia consumption occupies an increasing weight in the current store operation. Maximizing the consumption of customers' inertia is an important management means to ensure the normal cash turnover rate of stores. This paper discusses the new thinking of modern business management from the perspective of how to analyze the impact of customers' inertia consumption.

Through the survey of nearly 400 sample terminal stores, we found that among the various factors affecting the repeated consumption of customers, the first impression occupied 51% of the weight, ranked first in the main factors, followed by the impact of after sales service, and we found that the prices of goods (services) re regarded by store operators did not occupy the proportion of the ratio.

　　 Key first time

Through data graph and terminal customer survey, it is found that when customers first enter a strange store, the first impression (service attitude, shop decoration, service etiquette) is the basis for deciding whether or not to generate consumption. A large number of data have found that 75% customers will repeat consumption as long as the service of the storefront is in place as long as the customers produce the first consumption.

　　 Home textile shop

Friendly shopping guide skills and gentle and perfect service are the factors that customers generally respond to. The research shows that it may be a hot and intimate question that makes customers feel close to each other. Therefore, store operators should enhance staff training for customer relationship, increase staff familiarity with customer relationship, and not only pay attention to training and sales skills for employees, because simple shopping guide skills will only cause customers to spend one time. Excessive shopping guide skills will add customers' antipathy and affect repeated consumption.

]UD shop is a large high-end health products sales shop, shop leaders in training staff when asked employees to see customers who have customers, push high-end projects, the result of the guests face, buying commercial products, but no longer patronize stores, the shop's repeat purchase rate of less than 3%, almost no old customers to go to the door, opened less than four months, it declared bankruptcy.

It can be seen that the first contact is an important opportunity to decide whether or not to make customers repeat consumption. The first contact customers are observing the store's image and service, and once the first visit is over, the repeat patronage rate will be greatly improved. In the store research, 65% of the service stores did not notice the impact of the first contact on store operation. Meanwhile, the survey results showed that stores with low demand for rigid demand would soon collapse if they did not care about the first transaction.

So, Shop practitioner It is important to bear in mind that the first impression of new customers should be done first, even if they did not generate consumption for the first time. Do well the first time brought about by the inertia consumption, but the operation of the store is a systematic work. The operator must do well the work of every system to make the inertia good. The store operator can make use of the customer value curve and the terminal customer chain to do the customer's needs processing.

　　 Using customer value curve to identify customers' most concerned factors

Many stores think that customers are not easy to satisfy groups, so they make every effort to satisfy their customers' demands, but many decisions are nondescript. What you want to do is not what the customers want. To identify the core needs of customers, stores should be refined from the value curve.

We can see that the value curve reflects the number of values is the core importance of customer demand level, no doubt many operators in value orientation, did not do a systematic research, but according to the will of the individual, take the customer's preferences, cause some of the key customers do not like, and customer care factors are not done well, this is also an important factor affecting customer repeat consumption.

A customer value curve research in the health care industry, through nearly 300 samples of research, found that the customers most concerned about the comfort of the sofa. Other carefully, it is not difficult to understand that the customers who enter the health store always lie on the sofa until the end of the consumption. The comfort level of the sofa is certainly the most important factor for the customers.

When the customer value curve is analyzed, what we need to do is to do the first three items that the customers are most concerned about, and directly disconnect the latter three elements with the lowest customer attention rate, so that the location of the store can find the core requirement of the customers. In the hotel chain, the leading brand of the seven day hotel found that customers did not care about the decoration of the hall in the value curve, and they were very concerned about the comfort of the room. So the seven day hotel directly stripped the way of Tradition Hotel luxury decoration, instead of pursuing the comfort of the room, and accepted the consensus of the customer market. The seven day hotel's practice was to make full use of the value curve analysis, to seize the customer's most nuclear demand point, and to separate the bad cost from the success.

　　 Using customer chain curve to identify terminal customers

In business mode, customers are divided into consumption customers and customers. End customer The end customer refers to the group buying decisions in the consumer chain, and the consumer refers to the recipient of a product / service.

Store operators should learn the relationship between the two operators, identify the terminal customers corresponding to the stores, and make a detailed analysis of the customers who are entertaining, group buying and welfare oriented customers.

Inertia consumption is a major factor in the operation of a store. As an operator, it is necessary to take the habit of training consumers as a business strategy, and strive to do well the first service for strange customers. Studying the choice of the customer value of the store and doing a good job of service work will surely cultivate customers' inertia consumption. Standardized and standardized operation is the main direction of store operation in the future. Stores must establish their own internal support systems, such as customer service system, operation management system, etc. the customers' love for standardized stores is far beyond that of traditional stores. Therefore, to build a habitual camp, we must learn to establish standardized operation.