First, it is not difficult for customers to talk about cooperation and projects. We must pay attention to the period. When times are bad, good cooperation will be destroyed. When customers are in trouble, they must be considerate of others and don't embarrass them. For example, he is very busy, and he thinks it is inappropriate or impossible to do that. You should stop your request at once and tell him that you are grateful to him anyway. Your understanding will make him feel sorry, even guilty, and he won't forget to make it up to you next time.
Second, for the sake of customers, we must pursue a win-win situation when cooperating with customers, especially to let customers and superiors do a beautiful job. We work for the company and hope to make achievements. Others also work for the unit, and he also hopes to do things beautifully.
Therefore, when we cooperate, we should be careful not to sell useless or unwanted things to customers, not to let customers spend extra money, to minimize unnecessary expenses of customers, and customers will also save your investment.
Third, respect customers. Everyone needs respect and recognition from others.
We must thank our customers for their cooperation and express your gratitude to them. For customers' mistakes or even negligence, you should show your tolerance, not blame, and immediately discuss with the research to find out remedial measures and solutions. In this way, your customers will appreciate you from the heart.
Fourth, abide by principles. A person who abides by principles will win the respect and trust of customers.
Because customers also know that meeting a demand is not unconditional, but must be met under certain principles. Only in this way can customers have reason to believe that you have followed certain principles when recommending products to them, and they can cooperate and communicate with you with confidence.
For example, it is acceptable to increase some services and training appropriately, but the requirements that harm the interests of the company, customers and even others must not be agreed. Because when you can harm the interests of the company or others in front of customers, they will worry that their own interests will also be threatened.
5. Do more than sell.
For example, I have a client looking for the leader of the Education Commission, and I can't find a good opportunity. If I know him, I will introduce him if I have another chance. For example, they need some information, and when they can't get it, I will help them get it. Even if they encounter some difficulties in life, as long as I know I can do it again, I will definitely help them. In this way, my relationship with customers is no longer a cooperative relationship, but more a friend relationship. In this way, they will definitely think of me first when they get the chance.
Sixth, let friends recommend you.
If you master the above skills and use them freely, you will win the reputation of your customers and friends, and your friends will recommend you in most of his peers. Then your business is like an atomic bomb, which will expand rapidly in the industry. You have reached the highest level of business, and let customers come to you on their own initiative.
7. Don't neglect to make every business have a happy ending.
All the work has been done, and your cooperation with customers has come to an end. Is it over? Perhaps this is the way most salespeople handle it, but it turns out to be a huge mistake. In fact, the closure of this business is the best time to create the next opportunity. Don't forget to send some suitable small gifts to your customers. If the business benefits are really good, it is best to give customers some unexpected benefits. Let every business have a happy ending, which will bring you no less benefits than developing a new customer. The reason for this is the following：
If your previous work is not mature enough to upgrade from a cooperative relationship to a friend relationship, you can achieve this goal well at this time. If the previous cooperation may be unsatisfactory, this is a good remedy. Because most people think that since the cooperation is over, our relationship with our customers will naturally end, so they will immediately upgrade you from a cooperative relationship to a friend relationship by thanking you for nothing in return. Then you won't run away next time there is demand. It's all yours.
Eight, make concessions in exchange for customer recognition.
In the process of communicating with customers, some salespeople think that they play the role of "attacker" in every communication: achieving sales targets step by step, constantly persuading customers to recognize the quality of products or services, accepting the price of products or services, and so on. These salespeople have clear sales targets, and their courage to work hard to achieve them is commendable, but their methods to achieve them are not clever. At least, we don't advocate salespeople to convince customers with a single "offensive" intention.
In fact, in order to satisfy customers, many salespeople will use some concessions intentionally or unintentionally in the process of sales communication. For example, under the premise of ensuring profits, make price concessions, or propose compromise ways to solve problems according to the demands of both parties. If the concession strategy in sales communication is properly used, it will be conducive to achieving a win-win situation for both buyers and sellers, and also conducive to achieving long-term sales goals.
How to understand customer needs
Customer service is to establish a relationship with customers, satisfy them, and then continue to do business with you. With the rapid development of modern commerce, customer service has become more and more challenging. In order to satisfy customers, we must understand their needs, try our best to meet them and even exceed their expectations. So, how to understand the needs of customers? First of all, careful and thoughtful observation is essential. Employees engaged in customer service must pay close attention to customers' every move, not only what customers say, but also their body language, which can help them judge customers' satisfaction with the service. A more direct way to understand customer needs is to ask them. Many companies are constantly improving their customer service methods. Every time they contact, they will ask: how to make you more satisfied? What can I do for you? The third way is to pay attention to the practices of competitors. If the customer service of competitors is ahead in some way, it means that your customers will put forward higher requirements in the future. You must also make corresponding adjustments to catch up with your competitors. In that case, why not become a market leader and take the lead in customer service?
How to prevent the loss of old customers
Some senior managers often say in surprise: "Not long ago, the relationship with customers was good, but soon the' wind direction' changed. I really don't understand. " Customer churn has become an embarrassment for many enterprises. Most of them also know that losing an old customer will bring huge losses, which may require the enterprise to develop ten new customers to make up for it. However, when asked about the reasons for the loss of corporate customers, many business owners look puzzled, and when it comes to how to prevent them, they are even more frightened.
Customers' needs can not be effectively met, which is often the most critical factor leading to the loss of corporate customers. Generally speaking, enterprises should plug the gap of customer loss from the following aspects.
Implement total quality marketing
Customers are looking for high-quality products and services. If we can't provide them with high-quality products and services, the end customers will not be satisfied with their upstream suppliers, let alone build high customer loyalty. Therefore, enterprises should implement total quality marketing, which is closely related to product quality, service quality, customer satisfaction and enterprise profit.
In addition, in order to prevent competitors from poaching their own customers, win over competitors and attract more customers, enterprises must provide customers with products with more "customer delivered value" than competitors, so as to improve customer satisfaction and increase the possibility of in-depth cooperation between the two sides. Therefore, enterprises can improve their work in two aspects: first, by improving products, services, personnel and image, the total value of products can be improved; Second, by improving the service and promoting the network system, customers can reduce the consumption of time, physical strength and energy in purchasing products, thus reducing monetary and non-monetary costs.
In order to attract customers better, an enterprise spends 3% of its sales revenue on the research and development of new products, produces products with good market demand, and at the same time invests a lot of money to improve the performance and value of products. Moreover, the national market is divided into five parts: East China, West China, Central China, South China and North China, and five warehouses have been established, each with a special delivery truck. In addition, the company promises that customers can deliver goods within 24 hours as long as they call at any time. It has solved the shortage problem of customers, saved the time and cost of goods transportation, and greatly reduced the cost of products purchased by customers, which has been well received by many customers. In that year, the sales of enterprises increased by 23.5% compared with previous years.
In order to find their own problems, many enterprises often hire some people to pretend to be potential customers, report the advantages and disadvantages found by potential buyers in the process of purchasing their own products and their competitors, and make continuous improvement.
Improve the market reaction speed
1, good at listening to customers' opinions and suggestions.
There is an equal trading relationship between customers and enterprises. While both sides are profitable, enterprises should also respect customers, seriously treat customers' opinions and complaints, and really pay attention to customers in order to get effective improvement. When customers complain, sit down and listen carefully, play the role of the audience, and even take out a notebook to record their requirements when necessary, so that customers feel that they are valued and their opinions are valued. Of course, just listening is not enough. It is also necessary to promptly investigate whether the customer's feedback is true, quickly feed back the solutions and results to customers, and ask them to supervise.
Customer opinions are the source of enterprise innovation. Many enterprises require their managers to monitor the telephone exchange in the customer service area or the information returned by customers. By listening, we can get effective information, and we can innovate accordingly, promote the better development of enterprises and create more commercial value for customers. Of course, managers of enterprises are also required to correctly identify customer requirements and convey them to product designers, so as to produce products that meet customer requirements as quickly as possible and meet customer needs.
A customer of a furniture factory complained to his manager that it was not convenient to move out and move in because of the large size of the sofa and the small door of the warehouse, and it often left scratches on the sofa, so the customer complained that it was not easy to sell. If the sofa can be disassembled, there will be no such problem. Two months later, the detachable sofa was transported to the customer's warehouse. It not only saves inventory space, but also brings convenience to customers. And this idea was obtained from customer complaints.
2. Analyze the reasons for customer churn.
(1) For those customers who have stopped buying or switched to other suppliers, the company should contact them to understand the reasons for this situation and distinguish the reasons for customer churn. Some customers are lost because the company can't control them, such as customers leaving the local area or going bankrupt. In addition, other factors include: they found a better product; The supplier's problem or product is not attractive. These are all areas where the company can improve. For example, customers are lost because of poor service, inferior products and high prices. Sincere customers are the most valuable resources of enterprises. How to improve customer loyalty?
Degree is a problem that enterprises must face. telecom
Since the monopoly was broken, this industry has started to operate.
The competition among businessmen is becoming more and more fierce, and management
With the escalation of competition, the profit rate of merchants is also gradually improving.
Step down. Improve customer loyalty and reduce
The loss of customers has become the maintenance of telecom operators.
An important means of business growth.
1 is the loyalty of telecom customers.
Customer loyalty to any enterprise.
Everything is very important, so how should I go?
Who are the loyal customers? ordinary
Generally speaking, loyal customers have the following characteristics.
Levy: Loyal customers have repeated purchases.
Yes, and the purchase frequency is relatively high; loyal
Sincere customers are the active subject of new products of enterprises.
Testers are new products and services of enterprises.
Major customer groups; Loyal customers are willing to work for it.
Enterprises provide some reference for enterprises.
Have some views and suggestions on development;
Loyal customers are willing to recommend to other customers.
Company's products and services; A loyal guest.
Users have a row about similar products of other enterprises.
Exclusion.
The improvement of customers' loyalty to enterprises
Is accompanied by customers using the company's products.
Process and development. Start with the customer.
The products of enterprises are produced for customers and also for enterprises.
A certain degree of loyalty generally goes through five stages.
As shown in figure 1.
From the customer's acceptance of products to the customer's satiety.
In other words, customers must use the product.
Willingness, what our enterprise has to do is
Maximize customer satisfaction in order to
Customers have a pleasant feeling in the process of using it.
Go to sleep. The process of customers consuming telecom products.
There will be certain risks and uncertainties.
Only products with maximum utility can interest customers.
Enterprises have a certain degree of trust, so that customers
Risks and uncertainties are minimized. should do
It should be said that customer trust is the premise of customer loyalty.
Body, only when customers have real business.
Trust, customers can be locked in by enterprises,
Become a loyal user of the enterprise.
Customer loyalty to the enterprise can be subdivided.
It is divided into three categories: behavior, consciousness and emotional loyalty.
Behavioral loyalty refers to the buying process of customers.
Duplicate lines actually displayed in
For; Conscious loyalty shows customers the future.
Subconscious processing intention in consumption.
Arrive; Emotional loyalty is manifested in the fate of customers.
Attitude towards doing business and its business or services, including
Including customers actively recommending shipments to people around them.
Business and services. These three groups
Incorporate the loyalty of telecom customers and reflect customers.
User's trust in operator's business or service.
And the degree of repeated processing is luck.
An important indicator of the long-term profit potential of enterprises.
2 Telecom customer loyalty
Factor analysis
The loyalty of telecom customers is relative.
Customer concept of enterprise
Have absolute "loyalty" and measure one.
Whether a customer is loyal or not also lacks an absolute standard.
Quasi. But customer loyalty is based on sufficiency.
On the basis of meaning, so do we.
Consider the process of quantifying customer loyalty.
We can start with the influence of customer satisfaction.
Let's start with the factors.
Zaiduiying
Loyalty to telecom customers
Honest factor
When analyzing,
We want it first.
Understand what factors play a real role in the loyalty of telecom customers.
With, these factors will become quantitative customer loyalty.
The evaluation index of honesty is shown in Figure 2.
price
Prices are competitors at all times.
The "top priority" of the family is based on the price.
Means can often attract customers' attention. I
At present, China telecom operators explore the market.
The most direct and extensive method is health preservation.
The tariff price is low, so the price is telecom transportation.
It is very important for enterprises to maintain customer loyalty.
Direct and important means.
quality
In the communication service industry, about quality
The two most important categories are communication quality.
Quantity and service quality. Communication quality depends more on
It depends on technology, and service quality depends more on technology.
In the crowd. In the communication industry, communication quality
It is considered to be the most important factor affecting customer satisfaction.
An important link. High quality communication quality
And service quality is the key to retain and cultivate customers.
The premise of customer loyalty.
time
It is generally believed that what consumers consume is
The longer the brand lasts, the more tolerant consumers will be.
Figure 2 Hierarchical model of factors affecting customer loyalty
Fig. 3 time factor diagram of telecom customer loyalty
Easy to rely on brands. But telecommunications
There are some differences between products and traditional products.
No (see Figure 3), update telecom products.
Replacement is relatively fast, and it is difficult for customers.
This business has maintained long-term customer loyalty. electric current
This feature of telecom customers is very important to telecom operation.
It is very important for enterprises to manage customer churn.
Reference value, which can be used by carrier customers.
Use time data of products to mine data.
The approximate time of customer churn.
Consumer characteristics
The different characteristics of consumers make customers different.
Differences in consumer behavior. For example, in communication.
In the market, generally speaking, big customers are bad for enterprises.
The probability of loyalty is greater than that of a single customer; year
Old customers are more likely to be loyal to the enterprise.
Bigger than teenage customers. These consumers
The difference in characteristics has brought market segmentation to operators.
According to, let operators pay attention to in the market strategy.
It means the importance of differentiation.
opponent
When analyzing the impact on telecom customer loyalty
Factors, we can't ignore competition.
On the other hand, the competitive behavior of competitors leads to.
The most fundamental reason for the loss of corporate customers. all
Such as the emergence of substitutes, so that consumers have
Option allows customers to lose.
Reasonable reason. The communication market is changing rapidly.
Change, pay attention to the competitive behavior of competitors,
The establishment of dynamic competitive response mechanism is to maintain
Customer loyalty, reduce customer churn.
Take action.
Application model of telecom customer loyalty
For the factors that affect customer loyalty
Analysis can guard against customers for communication enterprises.
The management of family turnover provides some reference. visitor
Customer loyalty analysis is based on customer satisfaction.
Based on the investigation, it is quantified.
Customer loyalty of customers in communication industry
Management has reference value.
The more important factor is that telecom operators are
Key points of customer management.
The importance and satisfaction are relatively high.
Factors are the key to maintaining customer loyalty.
The factors in this area are also very fragile for enterprises.
Projects attacked by competitors, for this reason
Geographical factors, operators should focus on.
Production line management and optimization; In terms of customer satisfaction
Field, keep these competitors relative.
Undervalued competitive advantage; For those
Not valued in the eyes of customers, but
The enterprise has not shown certain competitiveness.
Appropriate measures should be taken in the potential loss area.
Adjust to prevent the loss of potential customers; but
The importance is relatively high, and the enterprise just did it again.
Insufficient regional factors are the factors that lead to customers.
The "culprit" of the loss, for these
The management optimization of elements is that enterprises compete for customers.
Resources, improve market competitiveness and customer loyalty
The key to honesty.
3 Telecom customer loyalty
measure
Establish a "people-oriented" corporate philosophy
"People-oriented" corporate philosophy 1
On the one hand, consumers,
On the other hand, it is also aimed at
Employees of the enterprise. "ditch
Passing from the heart "and" using "
Customer first, service with heart "
Wait, all indications are that.
Telecom operators have passed.
Get to know customers better and better.
Realize the importance of ...
Only real care.
Only when the guest is "God" can he.
Make customers interested in the enterprise
Its brand loyalty.
Improve customer loyalty
Degree, the customer is the key subject, and within the enterprise.
Our employees are the foundation of this goal.
Foundation. In order to win customers, enterprises must first
Win your own employees, without their loyalty.
Honesty is far from customer loyalty. winner
Loyalty, let every employee have it.
The attitude of "master" is to win the loyalty of customers.
Sincere premise.
Implement differentiation strategy
Michael Porter in the Competition of Excellence
The potential "proposing" enterprises only have lasting competition.
Competitive advantage comes from differentiation. "Business creation
The differentiation of new products is a modern communication enterprise.
Industry is an important means to win competitive advantage. produce
Product differentiation is characterized by products.
Can provide more supplementary functions for customers,
Let customers get the maximum under the same conditions.
Utility. Additional price brought by product differentiation
Value can greatly make up for the shortage of enterprises in price and so on.
Defects in aspects.
If the product differentiation strategy is to be successful
Get the customer's "magic weapon", then the customer is poor.
Alienation strategy is to retain customers.
Killer. Adopt customer differentiation strategy
The premise is to know the customer, which is correct.
It is very important to build customer loyalty. Understand; understand
Customers are enterprises that need to learn from customers' information.
Digging out the uniqueness of customers from the data,
Understand the reasons for customer differences. about
For customers with different characteristics, enterprises should develop at a stage.
According to different marketing and management strategies. compare
For example, today's telecom operators are usually interested in
Big customers, corporate users and individual customers all have it.
There are different service standards; Vip Fu Deng
The introduction of service standards is also for corporate customers.
The differentiation strategy is being implemented.
Attach importance to the construction of customer relationship management
Management information system in the information age
It seems that the management of enterprises is of great significance.
Changes, in which the emergence of CRM greatly.
Changed the previous enterprise customer relationship management.
Insufficient.
CRM has established customers for communication enterprises.
The process of cultivating and promoting customer loyalty is for enterprises.
The industry realizes "one-on-one" service to customers.
Provides the basic conditions. Establishment of communication enterprises
With CRM, you can manage the whole customer.
Data and information, through appropriate data storage.
Storage and mining, enterprises can obtain information such as customers.
Family profit contribution rate, trading preference and geographical location
Location, consumption habits and other extremely important letters.
Rest. The integration and use of this information is effective.
Help implement the customer loyalty strategy. On tiptoe
The goal of using CRM in the industry is to improve loyalty.
The proportion of sincere customers, improve customer satisfaction.
Loyalty, and improve the profits of loyal customers
Contribution rate.
There are many factors that affect customer loyalty.
Many, but the foundation and foundation of customer loyalty.
Is customer satisfaction. Telecom operators only have
The Concept and Practice of "Customer Satisfaction"
This combination makes customers more and more interested in the enterprise.
The more dependent you are, the more you can really win customers.
Loyalty, so as to enhance the core competitiveness of enterprises.
Fight for power.