Life allows you to get the best value is not reflected in your professional knowledge, but your hobby or a momentary opportunity to break through, and it is not the sunrise and sunrise that you insist on to accumulate money that supports your money accumulation, but a small part of the unexpected amateur technology. If you analyze the most valuable events and turning points in your life, you will feel that the "8020 law" is all around you. 80% of growth, profit and satisfaction come from 20% of actions and events. Extending to the company's operation, the "8020 law" is a high probability event of human behavior, as the company's business managers should also know who the 20% are, so that the company's survival and development of the core profits, he is the company's core customers, clear and control the core customers can be better operation and operation.
1. Customer value hierarchical management is the primary control of core customers
Core customers are the key to the company's survival, 80% of the company's profits come from 20% of the core customers, and the core customers are undoubtedly the most strategic customers in the market.
Some companies have a large number of customers in their hands, regardless of whether they are good or bad, and they all adopt a service model and a service policy to maintain. In fact, different customers have very different value contributions. In the reports of many companies, we can often see different levels of customers with different market shares. The market is always uneven. 80% of the company's profits come from 20% of its customers, which is the famous "8020" law. A small percentage of customers generate the vast majority of the company's profits.
For example, 28% of Wanda Films' customers generate 72% of profits. Microsoft's total profit is generated by 22% of its customers, while 78% of its customers are only allowed to make it cost**.
Not all customers are the company's attention and meet the customer, the company's products can not and should not meet the needs of all customers, the company should subdivide the customer, select the valuable customers to the company, according to different value levels, targeted to provide the corresponding products, the implementation of consistent service policy, policy and credit policy. This is to manage the value of customers.
Second, the core customers are the company's special important customers
Core customers are important customers that have special characteristics for the company, and these customers are able to bring the main revenue or profit to the company. Core customers include large customers and general old customers.
Key customers are those that bring the most profit to the company. 80% of the company's operating income is brought by 20% of customers, and these 20% of customers are the company's big customers. It is important to manage these customers as they generate significant profits for the company and have the potential to become the company's largest profits**. The direct purpose of the company's marketing activities is to increase the share of purchases made by such customers in the company. The company often calls it KA (Key Account), which is most used in channel management, and hypermarkets and chain stores have KA channel departments.
General old customers refer to the company's loyal customers, with the following characteristics:
1. Customers who have accepted the recommendation of others are more loyal than those who come to buy just because they are exposed to advertising.
2. Those who buy at the normal price rather than during the ** period are more loyal.
3. Frequently repeat purchases and patronize various product or service series provided by the company.
4. Have a certain degree of immunity to the activities of other competitors.
5. Trust the brand and participate in word-of-mouth publicity.
Core customers are their best customers, and those customers do just that:
1. Let the company do what it is good at.
2. Think that what the company does is meaningful and are willing to buy the company's products.
3. Improve the technology or skills of the company's employees by putting forward new requirements to the company.
4. Lead the company to a new direction consistent with the strategy and plan.
Worse customers will do the opposite:
1. Let the company do what the company can't do or can't do.
2. Distract the company's attention from changing direction and detaching it from the company's strategy and plans.
3. Only buy a small part of the product, but make the company consume far more costs than they may bring.
4. Requires so much service and special attention that the company can't focus on more valuable and profitable customers.
5. Despite the company's best efforts, they are still not satisfied.
3. The "8020 law" is a high-probability event in life
There is a large number of "8020" phenomena in real life.
Business and lifestyle studies have found that about 20% of customers who visit stores pay for 80% of sales; 20% of high-quality customers provide 80% of the bank's profits; 20% of drivers are responsible for 80% of traffic accidents; Ladies wear 20% of what they own 80% of the time; 80% of the monthly consumption** is talking to 20% of friends, etc.
Regardless of the accuracy of the numbers, the "8020 Law" reveals a truth: a small number of causes, inputs, and efforts can usually produce the majority of the results, outputs, or benefits; On the other hand, the vast majority of people's efforts are actually irrelevant to the set target outcomes.
The guiding ideology of "8020 Law" is the implementation strategy of "doing something, not doing something". "8020" as a definite ratio, itself shows that the operating company should not be exhaustive, but should focus on key people, key links, key positions, and key projects. The reason why this company's management law has been widely respected by the business community is that it uses a ratio of 20% to determine the general vision of business management, so that the company's leaders and managers know that if they want to make their own operation and management highlight the key points and achieve results, they must first figure out what the company's 20% of the backbone of the business, 20% of the key products, 20% of the key users, 20% of the key information, and 20% of the key projects are, so as to focus the attention of their own operation and management on these 20% On the key business priorities, effective inclined measures are taken to ensure key breakthroughs, and then the key points are comprehensively improved to achieve the overall improvement of the company's management capabilities.
When the law of 8020 is applied to customer management, companies should get at least three inspirations:
1.Identify 20% of your company's customers.
2.Identify what kind of tilt measures should be taken to ensure a major breakthrough in the business of 20% of our customers.
3.Seize key customers and drive small and medium-sized customers.
According to the importance of customers, the company can formulate corresponding service means and preferential measures to consolidate 20% of excellent customers; At the same time, it is necessary to pay attention to capturing potential customers in 80% of customers, and promote them to convert to 20% of excellent customers, so as to improve the management ability of the company's customers.
FourthMining of core customer value
To tap the value of core customers, the company must sell upgrades, add-ons or other products or services to customers that enhance their original functions or uses, that is, carry out up-selling. The relationship between the company and its customers is constantly changing, and the company should try to maintain this customer relationship in order to make sales and maximize the value of customers. Here's how:
1. The company must maintain communication with customers, and constantly establish brand conversion barriers, so that customers are unwilling or do not convert to buy or choose other brands of products or services.
2. The company's product strategy should be continuously upgraded according to the needs of customers. These products are highly relevant to the original product, and the company wants to recommend these upgrades or add-ons to the customer.
3. Establish a learning and Xi relationship with customers, and continuously enhance the understanding and trust of both parties. The customer's trust in the company is an important factor for the customer to choose the company's products or services again. Upselling can dig deeper into the value of each customer and reduce the company's cost of sales.
4. The company must track and understand the core customers, find and try its best to meet the various needs of the core customers.
5. The company should let the core customer get more obvious benefits, so that he knows that if he chooses another merchant again, he may not get this benefit.
Fifth, the management of core customers is to grasp the company's core profit points
The management of core customers can be understood as the mastery of the company's core profit points, and the management of core customers is a complex process that requires the company to start from multiple aspects, including identifying core customers, formulating strategies and plans, establishing a customer relationship management system, and continuously optimizing and improving core profit points. This process requires the company to build a close working relationship with its customers and be able to effectively manage and maintain these important customer relationships.
1. Be clear about what the company's core profit point is, which usually involves the company's products or services and how they meet the needs of customers. After understanding the company's core profit points, it is necessary to identify which customers are the company's core customers, that is, those who can bring the most benefits to the company.
2. Companies need to develop strategies and plans to manage and maintain these core customer relationships. This includes understanding the needs and preferences of our customers, developing personalized sales and service plans, providing high-quality products and services, and actively communicating and engaging with our customers.
3. The company also needs to establish an effective customer relationship management system to better track and manage customer information and data, including customer behavior, purchase history, feedback and complaints, etc.
4. The company needs to continuously optimize and improve its core profitability points to meet the needs and expectations of core customers, and maintain competitiveness and profitability.
6. Management and operation of core customers
The author, Hui Shiqi Consulting, Yang Wen developed a training system course for the core customer service management of the central company, and in the implementation process, it was fully praised by customers, and its course introduction is as follows:
1. Course content.
Lesson 1: Customer Service Grading and Skills.
Lesson 2: Core Account Management.
Lesson 3: Discover core customer value.
Lesson 4 Customer Reception Skills.
The fifth class is to achieve a win-win situation with core customers.
Lesson 6: Key Customer Service Management.
Lesson 7: Key Factors in Maintaining Key Customer Relationships.
Lesson 8: Master the factors and strategies of key customer loyalty.
Lesson 9 Strategies to improve loyalty to key customers.
Lesson 10 Core Customer Management Operation Tools and Case Applications.
2. Executive Summary.
This paper comprehensively expounds the theoretical basis of customer service grading, the principles and methods of core customer service management, the application and methods of core customer service management in reality, and the strategies and methods to enhance the loyalty of key customers. In the course of the course, the immersion coach training using practical cases and practical methods.
Author: Hui Shiqi consulted Yang Wen @ Wenge Business.