Interpretation Of The Management Of Brand Operators

< p > < strong > 1, customer < a href= "http://www.91se91.com/news/index_c.asp > > database < /a > management < /strong > /p >

< p > (1) understanding customer < /p >

< p > customer is everyone who can affect the company's profits. It is a large and multi-level group.

Shop customers are terminal customers, that is, users.

For shops, if they can't satisfy buyers, they can't succeed.

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< p > (2) establish customer files < /p >

< p > file the information of the identified customers one by one, and input them to the database.

The main contents of customer database.

It mainly refers to all kinds of information related to customers, including: < /p >

< p > general information of old customers: name, gender, age, address, telephone, etc. < /p >

< p > easy information: order, consultation and complaint.

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< p > material information: what commodity, purchase habit, quantity of purchase and frequency of purchase have been purchased.

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< p > guest's attitude and suggestion to sales promotion.

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< p > customer satisfaction with store products and services.

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< p > the function of the guest database.

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< p > to solve the change of customer demand, adjust the store management plan and maintain the number of customers.

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P > use data information to excavate large customers.

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< p > for consumer consultation, mining new customers.

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< p > < strong > 2, customer survey < /strong > < /p >

< p > knowing customers and understanding customers is a special thing.

A shop that actively expands the < a href= "http://www.91se91.com/news/index_c.asp" > market share > /a > must understand the following problems through various ways and means: < /p >

< p > customer's < a href= > http://www.91se91.com/news/index_c.asp > demand < /a > and what is the expectation? What is the most important requirement for customers in these demands and expectations? < /p >

< p > how much can these demands and expectations satisfy? How much can the competitors meet? < /p >

< p > How can we not only satisfy customers' needs simply, but really satisfy the customers' pursuit of value.

For example, Volvo Car Corp sells cars for professionals in the market. These people do not need to show their success in their careers by driving their own cars, but they attach great importance to letting people know that they have "good judgement".

As a result, wal motor embodies "better value".

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< p > implement customer serialization.

As mentioned above, the customer is a large and multi-level group.

A small shop is dozens, hundreds of customers, many thousands, even tens of thousands of customers.

How to manage such a large number of customers is a very important and urgent problem.

Organizing customer serialization is such a simplification and effective management method.

Two different ways can be used in specific operations.

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< p > (1) organize customers according to customers' attitude towards products.

Customers can be divided into three categories: loyal customers (including the new product's first user), brand pfer customers and non brand loyal customers.

The emphasis of customer management is to cultivate loyal customers and users.

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< p > (2) organize customers according to the amount of products purchased by customers.

In customer management, the total number of customers is divided into three categories according to the amount of purchase: ABC.

A category, big customers, large amount of purchase, the number of customers is small; C category, small customers, the amount of purchase is small, the number of customers is large, the general customers, between AC class.

The key point of management is to grasp a class customers and take care of B customers.

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< p > the so-called customer series is to train loyal customers and first users, or A-class customers.

The high degree of serialization of customers indicates that the store has a good image, has a very good customer group, or maintains close contact with class a customers, at the same time, it can attract brands to pfer customers and no brand loyal customers.

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