Maintain a good old customer relationship plan

Maintain a good old customer relationship plan

Introduction: For the real estate industry, how to solve the problem of fast product sales, fast payment and benign capital flow is a problem that every enterprise has to solve. The following is my plan to maintain the relationship between old customers, hoping to help you.

It has become an important subject for the development of the industry to solve the problems of the enterprise's own mechanism and the relationship between the enterprise and the market customers. So how to maintain the relationship with customers and form effective interaction with customers?

First, why should we maintain the relationship with old customers? According to the data of relevant authoritative research institutions,

The cost of winning a new customer is eight times that of retaining an old one.

As long as enterprises keep 5% more old customers than before, their profits will increase by more than 25%. The success rate of promoting new products to a new customer is 15%, and it can reach almost 50% to an old customer.

This shows the importance of maintaining the relationship between old customers. In order to better the relationship between old customers, customer relationship management came into being. The great influence of customer relationship management on real estate enterprises. When implementing the customer relationship management project, it is necessary to convey information and take responsibility throughout the enterprise. In order to maintain competitive advantage, enterprises must invest in customer relationship management technology and establish a new business model. The centralization of all customer information is the core of successful implementation of customer relationship management. This powerful enterprise strategy will improve the sales, customer loyalty and competitive advantage of enterprises.

When the quality of real estate products becomes more and more mature and homogenization becomes synonymous, real estate enterprises begin to attach importance to customer relationship management and service, and put it in the same important position as product development, sales and property management. These enterprises realize that the brand building and marketing promotion of real estate are no longer limited to real estate itself. The door of all-weather and all-round customer relationship management and service characterized by business alliance and resource integration has been opened. As a global business term, customer service marks the end of the era of single product sales. In the future, the trend of real estate brand competition is gradually shifting to the competition level of customer information base, customer satisfaction and customer service means. Almost everyone will realize the importance of customer relationship, but building a good customer relationship is a step-by-step process, not a one-off event. If you want to communicate with customers,

The longer the relationship is established, the stronger the dependence on mutual understanding and love.

Second, safeguard the benefits of old customers.

Enterprises with competitive advantages in any particular industry can attract customers and obtain higher profits than their competitors. Customers can judge when an enterprise can no longer meet their needs, and they are the catalyst for enterprise renewal. Establishing a good cooperative relationship with customers is the basis for enterprises to maintain their competitive advantage. According to Michael. Porter's competitive strategy theory: there are three strategies for enterprises to maintain their competitive advantage: differentiation strategy, low-cost strategy and target agglomeration strategy. These strategies are also the theoretical basis for enterprises to implement customer relationship management.

1, customer relationship management, enhance customer experience and maximize enterprise resources.

Customer relationship management is not a product or a product combination, but involves the business ideas of many independent departments in the enterprise. It needs one? New customer-centric? The business model is supported by a set of application systems that integrate front-office and back-office systems. These integrated application systems ensure a more satisfactory customer experience, and customer satisfaction is directly related to whether the enterprise can obtain more profits. The existing resources of the enterprise, the real estate owner is undoubtedly one of the biggest assets of the enterprise, which needs careful management. The cultivation and excavation of existing customers and potential customers is considered to be the key to the further success of enterprises. Statistics show that developing a new customer needs five times more investment than maintaining an old customer. Investing in existing customers to improve their satisfaction will directly affect customer loyalty, and then affect the ultimate benefits of enterprises.

2. The concept of serving customers? If the core enterprises with successful customer relationship management want to achieve sustainable development, it is most important to have loyal customers. According to Reichhead and Sasser, American marketing scholars, a company can increase its profits by 25% if it reduces its customer churn rate by 5%? 85%. Real estate enterprises have realized the importance of maintaining existing customers. Establish a perfect customer relationship management system, establish a real estate customer database, effectively use the stored data, and win the trust and support of customers by studying, developing and communicating with customers.

3. The strategic development of real estate enterprises needs customer relationship management. With the customer relationship management system,

To launch a brand new one? Marketing concept? Gradually formed. As a valuable resource, customers have been brought into the business development of enterprises. The sales of any product of an enterprise are based on good customer relationship, which has become the basic element of enterprise development. As a result, many popular new marketing concepts, such as one-to-one marketing and database marketing, can actually be included in the scope of customer relationship management marketing.

4. The intersection of the implementation goal of customer relationship management and the strategic development goal of the enterprise.

① Solve the problem of product sales.

According to the data released by the National Bureau of Statistics, the vacant area of commercial housing in China increased by 14. 1% year-on-year in 2003, and the area of commercial housing vacant for more than one year was nearly 44 million square meters. It can be said that for many developers, the sales pressure and capital recovery pressure from the front line are still relatively large. Enterprises urgently need to improve their customer relationship ability by introducing customer relationship management, and improve the ability of front-line salespeople to track and serve customers.

(2) Improve customer satisfaction. When the enterprise develops to a certain scale and accumulates a large number of old customers, customer complaints will increase greatly, and even develop into a series of owners' rights protection incidents. How to quickly improve customer satisfaction, improve the enterprise's emergency mechanism for emergencies, and establish a unified dispatching customer complaint handling system are the top priorities of these real estate enterprises.

③ Improve the service quality and ability of enterprises. Facing the fierce market competition, real estate enterprises realize the importance of personalized customer value-added services. Many enterprises gradually transform into service-oriented enterprises and set up specialized customer service organizations, hoping to integrate scattered and dribs and drabs of service resources, constantly introduce new means of customer-oriented service, and strive to provide customers with one-stop service.

④ Enhancing brand image Based on the concept of "customer-centered", real estate enterprises should establish the enterprise development strategy of full customer service. Establish a perfect customer service system within the enterprise, keep the external service standards, service slogans and promised service levels consistent, and rely on the customer service department to form a customer-oriented

Enterprise service operation chain. All employees in the enterprise serve customers wholeheartedly in different positions, thus forming a brand corporate culture with service as the core within the enterprise.

Third, how to maintain the relationship between old customers? Getting sales is the easiest step. The real key to sales is after the product is sold to the customer. ? If a salesperson wants to be a winner in the marketing field, he should pay more attention to improving the relationship with customers after the transaction. Here is a brief analysis of several common ways to improve customer relations in marketing. Franchisees or salesmen can implement it selectively according to specific conditions.

1, carry out networking activities and organize networking activities with customers * * *. For example, we often invite our VIP customers to the store or when they come to the store, we take the initiative to ask them about the use of their products, especially some high-end beauty care products.

Give guidance on skin care products and valuables, or discuss the current trend of related products, give customers advice that really suits her, and shorten the distance with customers. This kind of communication does not involve commercial issues, and everyone feels relaxed, so the relationship between the two sides has been further promoted.

2. Use customer files to provide all-round services. The customer file should not only be a few columns of data on paper, but also be a symbol of the plump image of customers and business opportunities of salesmen. We will give our customers an unexpected surprise on their special days, such as birthday and Mother's Day. I believe she will give you an unexpected return in the near future.

It is nothing new to provide personalized products or services and tailor-made products for different types of customers. Can we tell our customers that I have found cosmetics that are very suitable for you, or that I have noticed high-quality milk powder suitable for your baby's physique? There is really nothing to talk about. It can also be said that there is any demand in the near future. Let's see if I can help you in my position. I believe that customers will be moved by you and will not forget your existence when they need it next time.

4. Pay a return visit to customers to improve customer satisfaction. Some VIP customers often call to inquire about various problems encountered when using products and provide professional solutions. When visiting customers.

Sales staff should pay attention to four points, understand the customer's use of products, and whether customers have new demands in the near future, so as to find new sales opportunities, publicize new products, create and resell them to meet customers on holidays such as New Year's Day, Spring Festival, Tomb-Sweeping Day, May Day, Dragon Boat Festival, Mid-Autumn Festival and National Day, or on customers' birthdays and major festivals in their company.

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