How to conduct effective customer service management

Customers are the source of profits for enterprises. Customer management can be said to be the foundation of development for enterprises, and its importance is self-evident. However, there are tricks to customer management. Here, I will make some superficial analysis in order to achieve the effect of introducing new ideas.

The first step is to clearly identify the aura of old customers

In many marketing books, it is stated that the cost of developing a new customer is 2 to 6 times that of maintaining an old customer. Enterprises are encouraged to pay attention to the maintenance of old customers to promote secondary/multiple sales and bring in new customers. But in fact, due to familiarity and "loyalty", old customers often demand more price concessions and service items. Therefore, in terms of a single business, the profits that old customers bring to the company are often not as good as new customers. On the other hand, if the company does a good job in maintaining old customers and can meet the growing demand for discounts from old customers, it can indeed bring in new customers and have a higher transaction rate. But after all, the proportion of new customers introduced by old customers in the entire customer base is very small.

In the business process of an enterprise, it must face a process of expanding and tightening its customer scope, that is, capturing potential customers in a large area in the early stage, and screening high-value customers in the later stage to focus on maintenance. There is a famous "80/20 rule" in economics, that is, 20% of customers create 80% of profits. In other words, the value of a customer is measured by his profit contribution rate. Specifically, there are three aspects of "indicators": purchase time (first purchase time and most recent purchase time), purchase frequency (number of purchases within a certain period of time), and purchase amount (previous consumption amount and total consumption amount). . The value of these three indicators is to tell you which old customers are in the active period, which old customers are in the dormant period, as well as the active/dormant cycle/value-added space of a certain customer, etc., so as to facilitate "prescribing the right medicine".

On the other hand, there is no basis for identifying the value of new customers. The only basis is that our salesmen can grasp his purchasing characteristics at the first time and compare them with previous customers. Make analogies with old customers and carry out focused expansion accordingly.

The third step is to choose auxiliary tools

The number of customers of each enterprise can range from hundreds to thousands, plus various sales data... It is no easy task to sort out and classify the vast amount of data. It is obviously unrealistic to rely on manual operation. In this case, IT technology can only be used.

Excel is the first step for many enterprises to implement electronic office work. It is also a software tool that enterprises are extremely familiar with, but it is limited to recording data and has limited other functions. Obviously it cannot meet the maintenance needs of enterprise customers. At this time, enterprises need to use professional management software tools. Take Windtalker as an example. Its customer service and sales analysis functions can record customer information in detail, easily track all contact information, quotes, orders, contracts and stakeholders related to customers, and automatically capture Class A customers. . At each stage of the service process, predictive analysis and historical service record analysis can also be used to evaluate customer satisfaction and possible secondary sales opportunities in real time or during the service cycle, so as to achieve secondary or multiple development of customers, allowing The enterprise's customer value analysis truly allows data to speak for itself. For sales staff, it is a good help.

The reason why Windtalker was welcomed by marketers as soon as it was launched lies in its customization functions and knowledge base functions. When marketers communicate with customers, customer information, past cases, service history and support knowledge are displayed simultaneously, providing a reference basis for convenient communication. Don’t underestimate this small function. Imagine that an “old customer” who you haven’t contacted for several months contacts him today. After opening the software, you can chat with him all over the world according to the customer’s actual situation, and you can also collect feedback. , and can quickly shorten the distance with customers. This can be said to be the best way to easily increase customer loyalty with minimal maintenance costs.

Step 4: Continuity of customer management

The continuity of customer management includes not only the continuation of customer information, but also the continuation of customer maintenance and development experience and skills.

In customer management, a common problem gives business managers a headache, that is, with the replacement of marketing personnel, old customers must re-integrate with the salesperson who takes over; if the integration is not good, the Increased costs may lead to loss of customers or even becoming customers of competitors. In response to this situation, companies need more management software such as Wind Whisperer to collect and record customer information and transform personal customer resources into corporate customer resources.

When many companies recruit salespeople, they not only value their past sales performance, but also their experience in the industry. For new people to successfully take over the business, it is not only a matter of transmitting customer information, but also, more importantly, experience and skills. Now, management software such as Wind Whisperer can provide almost all the information on communication between salesmen and customers. Information such as call recordings, emails, faxes, call details, etc. can be objectively reproduced and shared. This is not only convenient for The communication and learning of old employees are also valuable learning resources for new employees. The Windtalker knowledge base function also provides enterprises with a way to inherit knowledge and culture.