Dependency
Profit/Performance
Wemusthavebothprofitabilityandperformanceimprovement.Profitisthefirstprerequisiteforthesurvivalofanenterprise,whetheritisfromourownconsiderationorfromtheperspectiveofcustomers.Theprofitabilityofanenterprisemustbebasedonhavingandmaintainingmarketcompetitiveness.Theimprovementofmarketcompetitivenessisinseparablefromtheconcertedeffortsofthecompany'sowninternalandexternalcustomers.Furthermore,internalcustomersarelikethe‘cornerstone’ofcorporateprofitability.Thisisthepremiseandfoundation.Companiesmustpaygreatattentiontoit.
However,ifanenterprisewantstogrowandprofit,themostimportantthingistorelyonthe"bricksandtiles"ofexternalcustomers.Anenterprisewithoutitsownsolidexternalcustomerresourcesisundoubtedlyasourceofwater.Therefore,ifacompanywantstohaveandcontinuetomaintainitsmarketcompetitiveness,itmustfirmlygraspitscustomers.Especiallylargecustomers,distinguishbetweenbricksandtiles,treatthemdifferently,sothattheycancontinuetoimprovetheirprofitabilityforthecompany.Ofcourse,helpingcustomersimprovetheirprofitabilityisalsoourtask.
Performanceisthefirststartingpointforanenterprisetoconsiderissues,anditisalsothefirstlinkbetweenthecompany'sinternalemployeesandexternalcustomers.
Ifanenterprisewantstodevelopcontinuously,theperformanceimprovementoftheentirecompanybroughtaboutbytheperformanceofinternalemployeesisthemostfundamental.Theperformancegeneratedbyexternalcustomersisthemostcritical.Inorderforexternalcustomerstogenerateandimproveperformance,theymustbegivensomepolicies,somesupport,somestandards,andsomemore.Thereisaparticularlyimportantlinkhere,don'tforgettohelpcustomersgenerateperformance.Ifanenterprisedoesnothavecontinuousperformanceimprovementandimprovement,thenthedevelopmentoftheenterpriseislagging,retreating,andevenleadingtoitsdemise.
Satisfaction/Service
Customersatisfactionandservicelevelpromoteeachother.
Ourservicelevelpromotescustomersatisfaction.Theimprovementofcustomersatisfactionrequiresustocontinuouslyimprovetheservicelevel.Wehavealreadyrecognizedtheimportanceofexternalcustomersabove,sowehavetochangethekeypointtoconsidertheprofitabilityandperformanceimprovementofcustomers.Thisisthemostcriticalplacetoimprovecustomersatisfaction,anditisalsothekeytocustomers.Thisiseasilyoverlookedbymanysalesconsultants.
Theimprovementofcustomersatisfactionpromotestheimprovementofourservicelevel.Theimprovementofserviceleveldependsontheevaluationofcustomers.Therearemanylevelsofservicelevel.Wecan'tjustseetheserviceonasimplelevel.Therealservicealsopaysattentiontothenumberanddepthofservicepoints.Thegraspofservicepointsincreaseswiththeimprovementofsatisfaction.Therefore,onlywhencustomersatisfactionisimprovedcanwefurtherimproveourservicelevel.
Evaluatecustomers
1.Singleindicator
SingleindicatormeansthatthecompanyestablishesalargeCustomerclassificationcriteria.Therearemanydrawbacksandsideeffectsofasingleindicator.
Thefollowingaresomecommonlyusedvalueindicatorsestablishedbycompaniestoestablishclassificationstandards(forreference)
Theseindicatorscanbeselectedbycompaniesaccordingtotheirownconditions,soastochoose1-3Indicatorstoestablishthecriteriaforcustomersegmentation.
2.Pyramidmodel(weightanalysis)
Theapplicationofthecustomervaluepyramidistocalculatethecomprehensivevaluestatusforeachcustomeraccordingtothevalueindexandtheindexweight,andthendividethecustomeraccordingtothevaluelevelDivideitintodifferentsectionsofthevaluepyramidandvisualizeittoformaquantifiedcustomervaluesystem.
Enterprisescanchoosedifferentvalueindicatorstodefinemultiplevaluepyramidmodels,suchasprofitvaluepyramid,templatevaluepyramid,potentialvaluepyramid,etc.,evaluatetheircustomerbaseandeachcustomerfromdifferentperspectives,andmakeitclearThecustomer'svalueorientation,valuedistribution,andcustomercompositioncharacteristicsindifferentvalueranges,etc.Thefollowingexamplewillspecificallyintroducehowtoapplythecustomervaluepyramidforcustomervalueevaluation,analysisandmanagement.
Accordingtothesetvalueindexandweight,wecansetthesegmentofcustomervaluelevel
3.Customervaluescorecard
ThisisthelatestClassificationmethod,becausemostofthevalueofdividingcustomersisactualvalue,forexample,salesamountorcollectioncycle,etc.However,somecompanieshaverelativelylargedevelopmentpotentials.Forexample:10yearsago,noonethoughtthevalueoftheInternetindustry,manyportalslikeCompaniessuchasSINAand163havealreadybeenlisted,sothereisnocomprehensivemeasurementstandard.
Therefore,accordingtothevalueofcustomers,itisdividedintopotentialvalueandactualvalue.Realvalueincludesfinancialindicatorsandsalesindicators.Thesetwoindicatorsareveryobviousanddirectlyvisible;potentialvalueincludescustomerindicatorsandserviceindicators.Thesetwoindicatorscanbemeasuredaccordingtothepotentialvalueofthecustomertoourcompany,andfinallyscoredbytheweightedaverageofthefouraspects.Therefore,thecustomerscorecardwilldefinitelybeatrendinthefuture.
Marketclassification
Marketingclassifiesthetargetcustomersoftheenterpriseaccordingtothebuyerandpurchasepurpose.Including:
1.Consumermarket:Theconsumermarketconsistsofindividualsandfamilieswhopurchaseforpersonalconsumption.
2.Producermarket:Producermarketiscomposedofindividualsandenterpriseswhobuyinordertoprocessandproduceprofits.
3.Theintermediarymarket:Theintermediarymarketconsistsofwholesalersandretailerswhobuyinordertoresellthemforprofit.
4.Thegovernmentmarket:Thegovernmentmarketconsistsofgovernmentagenciesatalllevelsthatpurchaseinordertoperformgovernmentduties.
5.Internationalmarket:Theinternationalmarketconsistsofforeignbuyers,includingforeignconsumers,producers,intermediariesandgovernmentagencies.
Eachmarkettypehasdistinctcharacteristicsinconsumerdemandandconsumptionpatterns.Thetargetcustomersofanenterprisecanbeoneormoreoftheabovefivemarkets.Inotherwords,themarketingtargetofanenterprisecanincludenotonlyconsumers,butalsovariousorganizations.Companiesmustunderstandthedemandcharacteristicsandbuyingbehaviorofdifferenttypesoftargetmarkets.
Stepsandmethods
Findingmethods
Therearemanytradefairsathomeandabroad,suchastheCantonFair,High-techFair,SMEExpo,etc.Toachieveatransaction,itismoreimportanttofindcustomers,connectwithfeelings,andcommunicateandunderstand.Enter"tradefair"or"exhibition"intheonlinesearchengine,andmanyinternationalanddomesticexhibitionscanbedisplayed.
Arrangementmethod
Thismethodessentiallybelongstothe"datasearchmethod".Existingcustomers,unitsthathavecontactedthecompany,andcompaniesholdingactivities(suchaspublicrelations,marketsurveys))Participants,etc.,theirinformationshouldbewellprocessedandpreserved.Thesedataaccumulatedtoacertainextentareawealth.
ConsultationLaw
Someindustryorganizations,technicalserviceorganizations,consultingunits,etc.,oftengatheralargeamountofcustomerinformationandresources,aswellasrelevantindustryandmarketinformation,throughconsultationFindingcustomersisnotonlyaneffectiveway,butsometimesyoucanalsogettheservices,helpandsupportoftheseorganizations,suchascustomercontact,introduction,marketentryproposalandotheraspects.
EntrustedAssistant
Thismethodisusedmoreabroad.Generally,thesalespersonentrustsaspecificpersontocollectcollectionforhimselfinhisownbusinessareaorcustomergroupthroughapaidmethod.Information,understandingofinformationaboutcustomers,markets,regions,etc.,arealsoavailableindomesticenterprises.Salesmenareamongtheintermediariesoftheenterpriseandentrustrelevantpersonneltoprovidesomeinformationaboutproductsandsalesonaregularorirregularbasis.
Informationaccess
Theinformationthatsalespersonsoftenuseinclude:informationprovidedbyrelevantgovernmentdepartments,informationaboutindustriesandassociations,statisticsofcountriesandregions,businessyellowpages,industrialandcommercialenterprisesCatalogsandproductcatalogs,TV,newspapers,magazines,Internetandothermassmedia,newsreleasedbycustomers,productintroductions,corporateinternalpublications,etc.[Forexample,theChinaChamberofCommerceforImportandExportofTextiles,etc.),banksandcompaniesthathavebusinessrelationshipswithmetofindcustomers;salespersonscanfindcustomersthroughdirectintroductionsorinformationprovidedbyothers,andtheycanusethesalesperson’sacquaintances,friendsandothersocialrelationships.Itcanalsobeintroducedbybusinesspartners,customers,etc.Themainmethodsaretelephoneintroduction,oral*letterintroduction,businesscardintroduction,word-of-moutheffect,etc.
Advertising
Thebasicstepsofthismethodare:
(1)Sendadvertisingtothetargetcustomergroup.
(2)Attractcustomerstocometostartbusinessactivitiesorreceivefeedbacktostartactivities.Forexample,sendinganadvertisementofacertainappliancethroughthemedia,introducingitsfunction,purchasemethod,location,agencyanddistributionmethod,etc.,andthenlaunchingactivitiesinthetargetarea.ThismethodismoresuitableforcompanieslikeHaierandLenovo.
Supplement
Marketingisapurposefulmarketing.Sometimescustomersseemtobemetandunattainable,buttheyhavehiddenskills.