Only by defining the target customer groups and providing high-quality products and services can we provide motivation for the survival and development of enterprises and form a real customer relationship. As we all know, a large number of advertisements can improve the popularity of enterprises and products, but most enterprises invest a lot in advertisements, but they don't know who their final customers are. For example, the three companies that use huge advertising and crowd tactics, as well as the former advertising target Aiduo, all know who their distributors are, but they don't know who their final customers are and who their products are sold to. It is difficult for an armchair strategist to establish a real customer relationship in this way. The business achieved through advertising is usually a one-off business, and most people just try to buy your things. However, customer relationship is to turn one-off business into a regular behavior, so that customers can buy your things for life and be your lifelong customers. Only in this way can customers have high loyalty.
2, partial service, light management.
Some enterprises simply pay attention to service and neglect the maintenance of customers, which will enhance customers' excessive desire, and then put forward unreasonable demands and destroy normal customer relations. In addition, due to the neglect of the management of employees with core customers, it often happens that a salesperson suddenly resigns and his related customers disappear at the same time, which leads to the loss of customers and brings huge losses to the enterprise.
3. There are many policies and few personalized services.
The policy requirements and mechanical content in the customer relationship maintenance system with the account manager as the main responsible person make the account manager only make a simple visit in form in his daily work, which is more important than the completion of mechanical work. While busy with coping, we neglected the personalized service to customers, which led to the loss of customers.
4. Emphasize service standards and ignore service details.
The core of customer relationship maintenance is the maintenance of interests, and service enables customers to meet their ideal expectations, which is the true meaning of service. When many enterprises strive to improve service quality, they only think about service standards and service facilities, but ignore some details. In this way, they inadvertently aroused customers' antipathy, thus losing a certain range of consumer groups. In fact, it seems tedious to work hard on the details, and it may not directly produce any economic benefits, but because it brings real convenience to consumers and makes them really feel that they are God, they will unconsciously favor you psychologically and emotionally. For example, a calculator is installed on the trolley, so that customers can calculate the accumulated cost conveniently and quickly when choosing goods. Although this modification has increased the extra cost, it is for the consideration of consumers, and it has also won the touch and trust of consumers and gathered a large number of repeat customers for themselves.
5. The purpose of the commitment to the customer is not clear, which leads to the failure to keep the promise.
Many enterprises promise consumers through advertisements before opening: after opening, they must regard customers as God, always consider customers, provide warm and thoughtful services and ensure every customer's satisfaction. After opening for a period of time, I really did what I promised, which was well received by our customers and the business was booming. But after a long time, I forgot my promise, and the phenomenon of short weight and short weight occurred from time to time, as well as the acts of shoddy, playing with packaging and deceiving customers &; Make customers happy and come back disappointed. The reason is that the purpose of enterprise's commitment to customers is not clear. The promise made is not to really serve consumers wholeheartedly and bring tangible benefits to consumers, but to use the opening opportunity to coax customers into it by saying a lot of nice words. When more people come to shop, they will change their ways to play tricks on customers and secretly harm their interests.
Countermeasures of customer relationship management
1. Strengthen the attention of senior leaders of enterprises to customers.
According to relevant data, the cost of developing a new customer is five times that of retaining an old customer. It can be seen that business leaders should focus on customer retention, formulate strategies in different periods, and educate and guide all employees to strengthen their understanding of the importance and urgency of customer retention. At the same time, the decision-making level should actively change the business strategy, guide the customer department to formulate specific customer maintenance countermeasures with the macro customer maintenance readiness of the enterprise, implement the responsibility of the account manager, and measure customer satisfaction, loyalty, contribution and dependence with scientific indicators. For example, enterprises can regularly make statistics on quantitative indicators such as customers' repeated purchase rate, demand satisfaction, attention to their own goods or brands, attention to competitors' goods or brands, sensitivity to commodity prices, tolerance to quality accidents, etc., so as to supervise, detect and feedback the implementation of customer maintenance countermeasures.
2. Make full use of CRM system and strengthen the management of customer files.
To achieve long-term and stable development, enterprises must constantly collect and study the product and service needs of target customers, and actively and effectively feed back and integrate into their own products and marketing strategies. CRM is not only a set of management software, but also a brand-new marketing management concept. Using CRM system, enterprises can learn the name, age, family status, work nature, income level, mailing address, personal preferences, consumption habits, etc. of customers from their contacts, and provide one-to-one personalized services on this basis. By collecting, tracking and analyzing the information of each customer, we can understand their preferences and tailor the products or services they want to meet their needs. Set up a special person or special department, use modern tools to centrally manage enterprise customer files and business data, attach importance to customer requests and demand information from websites, telephones, faxes, e-mails, market activities and other channels, establish different contacts with different customers, and provide them with different thoughtful and fast services according to their characteristics and needs, so as to truly take customers as the center, win customer loyalty and retain resources for enterprise development. In addition, we should pay special attention to the follow-up investigation of major customers and timely feedback information, statistically analyze the basic situation and consumption patterns of major customers, conduct dynamic management and early warning supervision of major customers, and manage customer resources as enterprise assets.
3. Cultivate customer loyalty
Because today's consumers are no longer a broad group, but are composed of individuals with different needs, economic abilities and preferences. Therefore, enterprises should understand the differences of customers, subdivide current and future customers, find the most attractive customer groups, develop and provide them with the most attractive and convincing related products and services, and keep the promise of providing services and persevere in their implementation, so as to achieve the goals of zero-distance cooperation with customers, zero cost of supply and zero complaints of service, and improve customer satisfaction. In addition, employees with core customers are retained through various incentives. Because the trust and expectation of core customers to the company is based on the employees who keep close contact with him, and such employees have rich work experience and strong business ability, can better serve customers, be good at reconciling the feelings between customers and enterprises and improve customer loyalty.
4, service recovery, save customers
Service recovery refers to taking super-satisfactory service measures for lost customers, so that customers can change from dissatisfaction to satisfaction, from distrust to trust, and finally win back customers. Many traditional leading enterprises are constantly threatened by innovative companies, sharing their important customer groups in the past, leading to customer loss. It is difficult for the lost customers to turn back. Enterprises must track those core customers who are worthy of winning back, understand their needs, grasp their dynamics, and timely launch remedial plans to save customers in the market; Analyze customer's current data and customer's historical data to avoid mistaking potential customers for inevitable customers because of incomplete information, thus giving up the efforts to win back.
5. Strengthen customer value promotion management.
In the enterprise's customer maintenance system, it is not all customers who can really bring profits to the enterprise, but the middle and upper customer groups in the customer pyramid structure, who are the most valuable or valuable customers. Therefore, enterprises should attach importance to customer value management, establish a performance-oriented strategy based on customer value management, strive to retain and develop the most valuable customers, and comprehensively improve the profitability of low-profit customer groups. First, invest in the most valuable customers. Invest appropriate funds and expenses in value customers, be good at pushing them to the front desk to seek common development with enterprises, make customers realize their importance, and thus improve their enthusiasm. Inspire the confidence of value customers to cooperate with themselves through year-end rewards and dividends. Second, cultivate potential customers. These customers play a very important role in the sales process of enterprises. If the enterprise ignores this part of customers, it will cause the loss of customers and the profit of the enterprise will be significantly reduced. Therefore, enterprises should be good at working hard on these customers, establish good relationships through various forms of cooperation, and cultivate them into the most valuable customers. Third, communicate with negative value customers. Enterprises should investigate and understand these customers, analyze why negative-value customers are in the current situation, try to communicate with them through interviews and dialogues, master customer information, and find out their own reasons, whether they are dissatisfied with their prices and services, and try their best to support some customers who have not improved at present.
The present situation and existing problems of customer relationship maintenance Chapter II: Customers are the foundation of all business activities of banks and the key to their survival and development. At present, the competition is becoming more and more fierce, and customers' demand for financial services is becoming more and more diversified. How to maintain bank customers and improve customer loyalty and dependence is particularly important.
As we all know, customers are the foundation of all banking activities and the key to the survival and development of banks. In the current increasingly competitive market environment, customers' demand for financial services is increasingly diversified, and customers, especially high-quality customers, have become the focus of many banks. How to maintain bank customers and improve customer loyalty and dependence is particularly important in the current fierce competition.
First, the significance of customer relationship maintenance work
The customer relationship of commercial banks refers to the social relationship formed by commercial banks to meet the financial needs of customers. Customer relationship maintenance is the whole process that commercial banks follow up the target customers through various measures in order to maintain good relations with the target customers, so as to maximize the benefits on the basis of win-win cooperation between the two parties. We believe that it is difficult for banks without customers to survive, and it is also difficult for banks without quality customers to develop. It can be said that customers are the basis for the survival and development of banks. Therefore, customer relationship maintenance is of great significance to banks.
1. Customer relationship maintenance can promote more accurate marketing programs, thus improving the competitiveness of banks.
Maintaining a good customer relationship can enable banks to better understand the real needs of customers and grasp the dynamic changes of customers' financial needs, so as to rationally adjust product design and marketing plans and provide customers with all-round financial services. When customers have any needs, banks will provide corresponding services and develop corresponding products, so that banks can constantly innovate products and services in the process of constantly meeting customer needs, win the market and customers, and thus improve their competitiveness.
2. Customer relationship maintenance can improve customer satisfaction and cultivate customer loyalty, thus improving the profitability of banks.
Strengthening the maintenance of customer relationship can enable banks to continuously improve their services, improve their own management level, and then continuously cultivate loyal customer groups. There are no forever loyal customers in the world. If our own services can't keep up with customers' financial needs, existing customers can easily "jump ship". Therefore, if banks want to survive and develop, they must be far-sighted, not only today, but also tomorrow. Only with a highly loyal customer base can the bank's own profitability be improved.
Second, the status quo of customer relationship maintenance
Customer relationship maintenance has become a basic work of our bank. Although some achievements have been made, there are still some problems.
1. Some employees have misunderstandings about the nature of customer relationship maintenance. Some bank employees understand the maintenance of customer relationship as a unilateral relationship, and think that as long as they have a good relationship with customers, they can retain customers. Emphasis on customer development, light customer maintenance; It is common to emphasize product sales and ignore customer management. Paying attention to the short-term value of existing customers, rather than establishing a long-term, stable and win-win relationship with customers, is some weak links in our current customer relationship maintenance.
2. Lack of strategic planning to maintain customer relationship. We should take the maintenance of customer relationship as a long-term strategic plan, rather than superficial work that we have to do in order to complete the assessment indicators. To truly understand your customers, we should maintain customer relationships with different contents for different customer groups.
Three. Suggestions on customer relationship maintenance
1. Every employee should establish a "customer-centered" business philosophy and improve their understanding of maintaining family relations. We firmly establish the business philosophy of "customer-centered and market-oriented" and turn it into our own conscious action. We should fully realize that the sales of any financial products and the development of financial services must be based on good customer relationship, and customers are the basic elements of our survival and development. Only by knowing your own customers, providing personalized services for different customers and meeting their different financial needs can we improve customer satisfaction and loyalty.
2. Strengthen the application of customer relationship maintenance software. At present, our account managers have advanced customer relationship maintenance software, so we must strengthen the application of these advanced software, establish different contacts with different customers, and provide them with different thoughtful and efficient services according to their characteristics and needs. In particular, we should pay attention to the follow-up investigation and information feedback of high-end customers and pay attention to their management.
3. Implement differentiated service strategy to establish and stabilize high-quality customer groups. The customer base is multi-faceted and multi-level. To strengthen the maintenance of customer relationship, we must implement customer hierarchical management, provide differentiated services according to the differences in customer level, scale and regional service demand, realize market expansion and resource equivalence of target customer groups, and improve service standards for customers. For high-end quality customers, we can provide them with professional and high-quality services through comprehensive financial advantages.
4. Cultivate high-quality customer relationship maintenance professionals. The banking industry should improve the talent training mechanism, select people with strong comprehensive business ability, high level of coordination and dedication as training targets, establish a perfect talent training system, and strengthen the practicality, systematicness, comprehensiveness and sustainability of training.
5. Improve the service quality supervision, assessment and evaluation mechanism. It is necessary to explore the establishment of a quantifiable, operational and reasonable evaluation mechanism and effectively incorporate customer relationship maintenance into daily work.