1. Classification of customers When there are many customers, the sales staff's energy will be dispersed. However, in order to maximize the interests of enterprises, we must put our limited energy into important customers. So how to identify important customers?
Three indicators can help you judge the value of customers: last consumption (recent), consumption frequency (frequency) and consumption amount (currency). These three data of customers can be seen in the digital marketing system. Then, according to the actual situation of the enterprise, give weight to this data. Table below:
If a customer's recent purchase time is 1 month, the consumption amount is 6000 yuan, and the consumption times in one month are 1 time, then the weighted data is obtained according to the weighted calculation:
RMF value: 5*4+4*8+ 1*8=60.
Classify users as follows:
This way, you can see who is an important customer at a glance. When we started marketing activities, we spent more time and energy on important customers, because according to Pareto law: 80% of the company's revenue comes from 20% of customers.
2. Communication with customers After the customer analysis is completed, we will enter the stage of customer communication and conduct different communication methods for different types of customers. For key customers, we should pay attention to meeting their individual needs and develop them into loyal customers, such as giving priority to recommending the latest products to important customers and making them the first customers. For ordinary customers, we should consider their pain points. For example, when offering discounts, bargaining, group buying and other activities, we should find ways to let ordinary users participate, let them experience more products or services, and strive to develop some ordinary customers into important customers.
3. Customer Management After analysis and repeated communication, we have more and more detailed customer information in the CRM system. At the same time, compare our products or services with "friends". Only by realizing our unique culture and owning our unique cultural group can we realize the "fan economy" of individual consumer goods enterprises.
Pictures from CRM system
For large enterprises, reasonable solutions can be given according to the current situation of customers, problems encountered, difficulties encountered in solving problems and benefits gained after solving problems. When users accept our scheme, we promote users to become partners.
The above three steps are the thinking of customer relationship management. I hope it can help you achieve better customer relationship management.