To ensure that customers can get the company's products or services conveniently and quickly, the stability of channels is very important. I won't go into details about the ways and means of establishment here. However, it is worth mentioning that in different periods of enterprise development, different policies are needed in channels. Keeping channels open and ensuring a win-win situation for channels and manufacturers is one of the eternal golden rules.
At present, a considerable number of enterprises attach great importance to their brand influence, thus ignoring channel interests and adopting repressive management methods, which leads to unreasonable distribution of channel interests, affects channel enthusiasm and brings negative and inconvenient experiences to customers. This will greatly affect customer loyalty.
Second, continue to create a good image of the company.
Image is the best business card for an enterprise. It is not that only the top 500 companies in the world or large domestic enterprises have a good corporate image, but small and medium-sized companies can also have a good image. A company that has a sense of social responsibility, abides by social ethics, operates in good faith and cares for its employees often has a good external corporate image.
Third, understand the constantly updated needs of customers and strengthen the innovation ability of enterprises.
It is necessary to establish an accurate collection and analysis system of customer demand and competition. Customer demand is not static, especially for fashionable consumer goods, fast-moving consumer goods and electronic consumer goods. It is necessary to understand the changing needs of enterprise customer groups and provide new products or services that can bring them new experiences. But at the same time, from the perspective of improving loyalty, innovative enterprises and brands are the objects with infinite vitality and long-term dependence in customers' hearts.
Four, with the unique corporate culture as the background, establish products and service indicators that belong to the enterprise's own standards.
With the unique corporate culture of the enterprise, we will bring different physical and mental experiences to customers, and try our best to establish our own standard product system and service indicators when conditions permit. Purpose has two meanings. On the one hand, these systems and indicators can set off and render the unique personality of enterprises. On the other hand, we can set up quite effective barriers by increasing the cost for customers to transform products or services. Such as razor Gillette and comfortable type, different auto parts are not universal, etc. It is the concrete application of this strategy.
5. Be good at using public relations media to guide and educate customers.
Public relations has always been an important market means in enterprises. Compared with advertising, public relations activities can not only build brand reputation, but also improve visibility and loyalty. If you are engaged in public welfare undertakings, charitable activities can greatly enhance customer loyalty.
At the same time, loyal customers also need to be cultivated and educated. Enterprises can transmit relevant information through public relations activities and media to achieve the purpose of cultivating and educating customers. Some free training programs are also effective public relations interactive activities.
6. Let loyal customers see their own interests.
Enterprise brand management departments and enterprise decision-makers must measure the lifetime value of customers and provide more concessions and more returns for customers who continue to consume enterprise products or services. Take airlines as an example. Different airlines provide points for customers who frequent their own companies. When the points reach a certain standard, they can be upgraded to VIP members, enjoy first-class service and redeem free air tickets. Membership enterprises provide VIP customers with new product trials, free upgrades, depreciation, replacement and other activities. In short, VIP members should feel "different", let customers see their interests and enhance customer loyalty.
Seven, timely change the responsibilities of customer service center, establish a customer-centric concept.
However, the customer service centers established by many enterprises focus on solving customer complaints and dealing with problems quickly after they appear. However, in reality, only about 2% to 10% dissatisfied customers will express their dissatisfaction with consuming products or receiving services in the form of complaints, while 90% to 98% dissatisfied customers never complain, and they usually express their dissatisfaction by changing product brands or enterprises.
The customer service center must establish a truly customer-centered core work function. The specific application of scientific customer relationship management software and the application of related satisfaction survey methods. According to the specific available resources of the enterprise, take the initiative to find customers in different forms, such as telephone return visits, letter surveys, etc., to understand the satisfaction of customers (especially about 20% of the company's core customers) and their evaluation of the company's products or services, as well as their evaluation of competitive companies.
Providing customers with fast, convenient, thoughtful and assured pre-sales and after-sales services, especially differentiated services different from competitors, is the embodiment of enhancing brand competitiveness and can effectively improve customer loyalty. Haier's unique service is different from other home appliance brands.