Customer relationship is the bridgehead and main position of most enterprise marketing management, customer relationship is solid, heavy, harmonious and even superior, the company's marketing management has a stable foundation and broad space. On the contrary, if the customer relationship is average or even poor, then the marketing management will fall into the mud, and it will be difficult to achieve the goals of marketing management effectively.
Customer relationship is essentially a kind of management of intangible assets, and the intangible and intangible objects are the most difficult to manage, but the value impact and value gain brought by intangible assets are also the most powerful.
First of all, excellent and harmonious customer relationships can bring protective profit margins to enterprises and support enterprises to achieve profitability, rather than implementing first-class battles in market competition and going into battle shirtless.
Second, excellent and harmonious customer relationship can form a protective mechanism for the basic market of marketing objectives and support the achievement of enterprise market goals. On the contrary, the customer relationship is not in place, the marketing goal is like a rootless wanderer, the difficulty of marketing is very large, and the results of marketing are very uncertain.
Third, excellent and harmonious customer relationships can bring a strong anti-risk constitution to the enterprise, and can support the enterprise to survive, develop and even leapfrog in various external environments. In the case of a good market environment, enterprises can be far ahead, and in the case of a bad market environment, you can live longer and better than your competitors.
Fourth, excellent and harmonious customer relationship can provide support for the symbiosis and co-prosperity of enterprises and customers. It can be said that the best way to beat the competition is to join forces with your customers, which is the highest level of customer relationship management.
In customer relationship management, many enterprises have a lot of problems, and the common causes of most of them are short-sighted, utilitarian, and shallow, and the typical problems in the field of customer relationship management have the following six categories.
First, there is a lack of systematic and comprehensive management cognition, does not attach importance to customer relationships, fails to accurately understand customer relationships, does not form an overall cognition in the field of customer relationship management, and does not form specific and effective tools and methods in customer relationship management, resulting in the scattering of customer relationship management of enterprises, or the prevalence of individualism.
The second is the lack of solid and effective information management capabilities, the essence of customer relationship is information management, do not pay attention to information, information management is lacking, information application is inefficient, all marketing strategies, implementation plans or measures are difficult to achieve and practice.
Third, the information management means are primitive and backward, there is no systematic and complete customer files, and the overall cognition of customers only stays at the level of scales and claws, and in the process of business development, it is like a headless fly, with low efficiency and unable to grasp the key or key points.
Fourth, the customer relationship budget management is unscientific and unreasonable, the input and output are not equal, and the lack of refined management of customer relationship costs and expenses.
Fifth, in the development of customer relations in the fear of difficulties and evasion of the idea of serious, relative to technology, products or delivery, customer relations this invisible and untouchable object, its management difficulty is higher, if there is no heroism, there is no courage to overcome difficulties, there is no saturation attack of the winning concept, the expansion of customer relations is undoubtedly more difficult.
Sixth, the customer relationship capacity building is poor, the enterprise lacks enough appropriate customer relationship personnel, or the existing customer relationship personnel ability does not match, and more seriously, there is no training Xi promotion mechanism, and there is no effective supplement of the reserve echelon.
Customer relationship is not a face to face to distinguish life and death, but a continuous, planned, dripping stone through the process and effort, effective mechanism, qualified talents, strategic persistence, in order to truly expand the customer relationship well, maintain well, operate well, and become the company's core competitiveness.