Misunderstanding Of Customer Management

With the improvement of the quality of shop managers in China, customer management has been widely recognized and is in the ascendant development. However, due to the difficulty of customer management and the uncertainty of the environment, there are still many misunderstandings in the implementation of customer management by our store managers.

　　 First, customer management is the relationship between shops and customers. Administration

For a long time, the relationship between customers and shops is not based on mutual understanding and mutual trust, but by the price of goods. Salesmen always lure or drive consumers to buy certain products for the benefit of their shops and interests. Therefore, in the opinion of many shop managers, customer management is the effort made by shops to improve relations with customers and gain greater profits. The direct result of this misunderstanding is to make customer management too narrow, and to collect and manage customer files as the core of customer management. In fact, the relationship management between shops and customers is only a small part of customer management. Customer management is the overall strategic arrangement of store management. It is not only the simple relationship between shops and customers, but also the starting point and direction of store business activities. The starting point is the customer's demand response. The end point is the realization of customer needs and the guarantee of customer service.

　　 Second, customer management is mastery. Customer information

Many stores think that customer management is a database, and think that building a customer database is all right. Shops can fully grasp customer information, thereby narrowing the distance between customers and locking customers' hearts. Such misunderstandings often lead to shops unwilling to stand at the customer's perspective to design services for customers, artificially limiting the marketing space of shops.

　　 Third, customer management is to retain. customer 。

The core of customer management is customer, but not all customers who are associated with shops or employees are customers pursued by stores. Establishing a stable relationship with all customers is a good wish for a shop, but in reality, shops are never able to do that and there is no need to do so. Because some customers are always a random trading customer, it is difficult to establish customer loyalty. They are more concerned about the price of goods. Before making a purchase decision, they will first compare which stores are cheaper, so as to make the final shopping choice. When they repeat purchases, they will make the same purchase decision process, weigh their profits and losses, and choose the store with the lowest price. Their conversion cost is low, so the store can not establish stable relationship with them. Therefore, although customer management plays an important role in keeping the old customers and cultivating customer loyalty in stores, but when the store development is not in conformity with customer needs, or when the old customers deviate from the shops, customer management should provide decision support for the customer service of the shops, help the shops properly handle the negative effects brought about by customers' deviations, so that customer management can be achieved. Maximizing the utility value of reason.