How To Manage Customer Relationship Effectively?

< p > < a > href= > http://sjfzxm.com/news/index_cj.as > Customer > /a > difficult to solve. I think the main reason is not the customer, but the market manager's train of thought, the way of thinking affects the direction, the strategy decides the result. If we want to develop well with the customers, we must first understand what your customers are, and make a comprehensive analysis of the customers, including the customers' family, occupation, income, personal connections, capital status, personality characteristics and so on, and then on this basis we will consider how to maintain the relationship and manage the customers.

Before discussing these techniques concretely, I first elaborate on the importance of customer management, and the analysis of the importance lies in the positioning of them.

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< p > < strong > 1. Importance analysis of customer management < /strong > < /p >

< p > 1, customers are the bridge linking enterprises and the market. When brands interact with consumers, it is necessary to pass this path. The long road will increase the interactive cost of brands, but the cost will eventually be paid by consumers.

Many enterprises change their thinking, constantly shorten the access, save costs, and continue to get closer to consumers; < /p >

< p > 2, from traditional thinking and Internet thinking, the way of dealing with customers is not the same. Traditional thinking focuses on one-way dissemination and passive to customers, while Internet thinking is multi-directional interaction and two-way communication.

In contrast, the latter is more consistent with current Internet thinking and closer to customers.

Therefore, from this point of view, the implementation of company policy, system and marketing promotion directly affects the brand's influence in the local area, and the communication with customers is symmetrical. < /p >

< p > 3, customer satisfaction affects customer loyalty.

The implementation of each work should adhere to the customer centered thinking, and more pposition thinking. The customer satisfaction is the gap between the customer expectation and the reality, and the satisfaction degree restricts the loyalty.

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< p > strong > two, < a href= "http://sjfzxm.com/news/index_cj.as" > < /a > Customer Relationship Management < /strong > /p >

< p > above, I explain the importance of customer management to enterprises from three aspects: channel, information dissemination and customer satisfaction. Here we first need to understand the three nouns: customer, relationship and management.

Who do we manage "customers"? What should we do with our customers' relationship? How should we manage "customer relationship"? < /p >

< p > 1, customer analysis < /p >

< p > the first step of customer analysis: collecting and collation of customer information.

Collecting and collation of customer information is the foundation of all work, which is like doing market research before marketing planning, first research and then decision-making.

Customer information includes three main contents: basic information, customer characteristics, and business status.

Basic information is family background, occupations, personality preferences, annual income, capital status, education level, interpersonal relationship and so on. Customer characteristics mainly refer to customer's behavior and management level; business status refers to customer's financial strength, existing cost budget and control, sales status, cost recovery, etc.; < /p >

< p > the second step of customer analysis: Based on the understanding of customers and the evaluation factors of customer sales and customer potential, I divide the customers into ABC three categories, give different levels of policy support and operation support, concentrate resources to support customers from small to big and strong, ensure the continuous development of customers, so as to ensure the sustainable development of the company, and ultimately achieve the company's strategic goals.

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< p > Customer Classification customer object < /p >

< p > class a customer agents and top 20% franchisees of annual sales < /p >

The sales volume of "P & B" customers increased by 10% for two years, and the customers with high coordination and high loyalty were less than /p.

< p > C customer other customers < /p >

< p > customer level three classification for customer management work clear direction, so that market managers can have targeted, highlight the key, flexible use of corresponding strategies.

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< p > 2, how to maintain good customers: be a good friend before doing business, < /p >

< p > nowadays business relations are very important. Good relationships mean trust, safety and resource sharing. Good relationships can also eliminate misunderstandings and reduce negative emotions of customers.

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< p > < strong > how to maintain good customer relationship? I think the following four aspects are mainly carried out: < /strong > < /p >

< p > (1) heart to heart: enhance mutual trust.

As a marketing manager for so many years, I feel deeply in trust with me. Without the trust of customers, there will be no follow-up work. Of course, the smooth progress of follow-up work can enhance the trust of customers, so we should first understand the customer's heart and find common points or fit points, so as to reach the emotional resonance and reduce the customers' vigilance.

I originally had a client who was very alert to me at first. Later I called him one evening, mainly to inquire about the sales situation of the day, and heard that he had been selling poorly for several days, and his voice was mixed with a few negative emotions. I listened carefully to his "vent" and did not interrupt him. Then he patiently helped him to analyze the reason. The main problem was that the marketing promotion had not been done well. After the good product needed everyone to experience it, we could have good word of mouth and publicity. On the second day, I went straight to him and planned the publicity activities together.

After this incident, I obviously felt that he had changed a lot in his attitude towards me. He often talked about drinking and talking with each other, and he told each other some friends' private words. He gradually had no original attitude towards me, and he could actively execute the promotional activities of ordinary companies.

Therefore, we must grasp the actual situation of our customers, treat them with sincerity and be flexible.

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< p > (2) pulse: finding problems, analyzing problems and solving problems.

We must do a good job of customer visits, plan and arrange the annual, quarterly and monthly visits of the customers, make the best visiting routes, and clearly visit the goals and objectives.

First of all, we should listen and listen to the main problems expressed by customers. Secondly, we should find problems and find out the problems that customers do not realize. Third, we should solve these problems.

A fast and smooth solution can further enhance customer trust and satisfaction.

Of course, there are many ways to solve the problem, which involves the personal ability, way and experience of the marketing manager. This requires the marketing manager to constantly improve and hone his skills, and he needs to harden himself! < /p >

< p > (3) communication of company system and new policy, marketing promotion plan and sales promotion arrangement.

This step is relatively easy, but we should pay attention to good methods. For example, the implementation of marketing promotion needs customer cooperation, including publicity, personnel, etc., so we need to help customers calculate the cost of this activity, activity budget, expected effect, material discount and gross profit, so that customers can learn to measure the relationship between brand influence, profit and cost brought about by this promotion.

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< p > (4) to explore the way for customers to become bigger and stronger.

Large customers are starting from small customers. We should distinguish good customers, judge their potential and help potential customers grow bigger and stronger.

While expanding customers, we need to help clients clarify their thinking and make clear their strategic priorities.

I have a client in A City, who is also a small customer who joined in the first place. The reason why he joined is also optimistic about the development potential of this brand in the local market.

After two years of accumulation, his shop is already very famous in the locals, but at the same time, he seems to have encountered a bottleneck period and is not sure how to expand it.

I studied the consumption situation, competition brand and sales channel of A city in detail, and found that the local B merchants were very popular. At the same time, there were few competitive brands in the commercial super market. I suggested that he should be stationed in the B super market, expand the sales channels, and occupy the priority position of the brand in Shang Chao.

In the second years of B Shang Chao, the sales volume of the counter has jumped to third place in the same category.

In third years, he entered the D business super city of C County under A city in the same way, and her business continued to expand.

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< p > < strong > 3, several innovations in customer management < /strong > < /p >

< p > customer management is not static, but dynamic management and flexible management. Special customers should be assigned special responsibility.

The following three customer management innovation pointcuts are my viewpoints in the same article. I agree with them very much. I hope I can also give readers a hint of inspiration: service first, value added and relationship first.

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