The referral rate of old customers plays a very important role in the improvement of store profitability and personal performance, because the power of word of mouth often brings about a chain reaction and a multiplied increase in profits. Therefore, it is necessary to pay attention to the service and maintenance of old customers, and improve the referral rate of old customers.
Stable old customer resources can not only make work more efficient, but also an important way to maintain stable performance, so how should sales maintain their old customers?
When you usually maintain customers, have you encountered a situation where you don't know when, where, and how to maintain old customers? Today, let's learn how to maintain our customers!
1. 1 old customer is better than 10 new customers
Maintaining existing customers is a vital part of the development of the enterprise. As the market competition intensifies, it is important to attract new customers, but ignoring old customers can lead to long-term losses for enterprises.
First of all, the value brought by old customers cannot be underestimated. They have a high level of familiarity and trust in a company's products or services, so it is more convenient for them to make purchasing decisions. At the same time, they are more willing to try new products or services, which provides a valuable opportunity for companies to launch new products. For example, Starbucks, a well-known coffee chain, not only retains old customers by giving away exclusive coupons for members, but also continuously launches new product tasting activities to attract old customers to taste new products, thereby maintaining customer loyalty.
Secondly, regular customers can become loyal communicators of the brand. Satisfied customers often recommend trusted brands to their friends, family, or colleagues, and this word-of-mouth effect cannot be measured in monetary terms. Apple is good at turning old customers into loyal brand communicators, and they make old customers become staunch supporters of Apple products by providing personalized after-sales service and introducing preferential upgrade and purchase policies, and help the brand expand the market through word of mouth.
In addition, the suggestions and feedback put forward by old customers to the enterprise also have important reference value. They can provide valuable advice on product improvement, as well as a real evaluation of service quality, which provides useful guidance for enterprises to carry out refined management and optimization and upgrading. For example, many technology companies actively listen to the opinions and suggestions of old customers by establishing user communities and conducting user research, so as to improve and perfect the functional design and user experience of their products, and enhance user stickiness.
In short, the maintenance of old customers is very important to the development of enterprises, only by doing a good job in the maintenance of old customers, enterprises can maintain competitiveness and achieve sustainable development. Therefore, companies should focus on improving the satisfaction of existing customers, actively listening to their needs and suggestions, providing personalized services, and continuously introducing new products and services to attract existing customers, so as to continuously consolidate their loyalty and achieve a win-win situation.
2. How to classify old customers?
In order to carry out in-depth development and maintenance of old customers, the first thing that needs to be done is to carry out the most basic hierarchical management of old customers. The basic principle is to classify according to the amount purchased, the time of purchase, and the category purchased, and the simplest is to divide customers into three categories: A, B, and C according to the different amounts purchased, and then set up customer maintenance programs corresponding to different levels.
For example, Class A customers are obviously very high-quality 20% of the old customers, for this kind of customers we have to carry out high-frequency and high-investment service links, such as regular monthly return visits, every six months to take the initiative to provide customers with cleaning, maintenance, overhaul and other services, in the customer's birthday, anniversaries and other key nodes, door-to-door gifts.
For B and C customers, our service standards and connection methods do not need to be as frequent as those of A customers, and the investment is not so large. For category B customers, we can make a return visit every three months and provide customers with on-site maintenance services once a year. For Class C customers, we can make a return visit according to the rhythm of half a year.
3. How to maintain old customers?
Maintaining existing customers is a vital part of the development of a business, and here are some specific ways to do it:
1.Personalized service: Understand the needs and preferences of customers and provide personalized products or services. For example, Amazon recommends relevant products to users based on their purchase history and browsing behavior to meet their personalized shopping needs.
2.Regular communication: Through regular emails, text messages or contacts, introduce new brand information, events or special offers to existing customers. For example, many airlines regularly send out information about discounted fares and the launch of new routes to existing customers who are actively flying miles.
3.Exclusive benefits: Provide exclusive benefits for existing customers, such as members-only events, birthday gifts or regular points rewards. For example, McDonald's will provide exclusive coupons to members through its mobile app, so that regular customers can enjoy more benefits.
4.Purchase advice: Help existing customers choose the right product or service for them, and provide purchase suggestions. For example, e-commerce platforms can use an individual's purchase history and browsing history to recommend products that match their interests for existing customers.
5.After-sales service: Provide high-quality after-sales service, including quick problem solving, responding to complaints, repair and maintenance, etc. Apple is known for its efficient after-sales service and continues to meet the needs of old customers.
To sum up, through personalized service, regular communication, exclusive benefits, purchase advice, and after-sales service, enterprises can effectively maintain old customers and enhance their loyalty, so as to achieve long-term and stable business development. I am Shangguan Jingfeng, welcome to join me in the way of investment management!