[China Glass Network] Some small companies that have never been seen before because of the fame of the Internet have won the favor of a large number of customers; some of the big companies that are ridiculous are guilty, customers are losing, customers are decreasing, they don’t understand, what happened?
It is quite a hasty decision to want to attribute the cause of customer churn to the impact of the Internet era. When the brand customer volume that the manager is responsible for begins to lose, he will not first look for the cause from the external macro environmental factors. He will start from the inside to analyze whether new competitors enter and make their product power less attractive. Whether the taste of the customer has changed, or whether the way to provide the product needs to be adjusted.
Customer choice under traditional business model
Managers are well aware that the greater threat to the enterprise from changes in the external network environment is that it will provide customers with a wider range of options and more convenient ways to access information and products. The significance of the network's transformation of traditional business is here. In the traditional business model, customer loyalty to a brand is actually limited information, loyalty under limited choice. Before the Internet was strong enough to exist as an independent media force, customers made brand choices, relying on traditional media such as television, newspapers, radio, magazines, and outdoor. Regardless of whether it is a low-volume or high-volume product, every time a purchase decision is made, the customer always seeks a larger value for a single purchase, and the customer is rational, and there is no doubt about this.
Avoiding the practice of cloaking
A change response is necessary, but a purposeless, fussy response may leave managers in a state of failure. Convince the Human Resources Department to expand staffing and re-engineer the department's work processes. It is not a simple matter. Managers must concentrate limited manpower, material resources and energy, and respond to the loss of customers in the Internet era.
It is necessary for managers to avoid some stupid practices like cloaking. Some managers may have experienced this kind of experience. They will receive some calls from online public relations companies, claiming that they have the ability and resources to block and cover all the network information that is unfavorable to the brand in the early days, and can pass the network public opinion. Take the initiative to make the brand a customer preference. Managers can never let everyone not say their own bad things. What he can and must do is to make himself strong and perfect, strong and perfect until the customer does not carry bad things on his own, even the competitors are wrong. Shoot a cold gun yourself.
Product value innovation returns
This may never be possible, but managers must work in this direction. Managers must be committed to providing greater value to rational customers, increasing value in terms of products, services, personnel, and image value, and minimizing money, time, energy, and opportunity costs. These goals may make some managers feel very empty, and may just ignore the more real and important things behind the skills. Once the target direction is wrong, the tool is no better. It is necessary for managers to distinguish whether or not the network era has arrived. There is no change from beginning to end. Since customers are rational, then every step of their decision must be to pursue greater value.
Initiating internet marketing
Most brands choose to design a loyalty program. For some frequent customers, they will use discounts, accumulated points, buy gifts, prize promotions, etc. to make their brands different, but this is only a low-level loyalty program.
Many managers want to seek a more solid approach to loyalty, such as organizing dispersed customers in formal, informal member club activities, customer associations, etc., to provide personalized products and services tailored to their individual needs and requirements, or Make great efforts to provide members with resources that cannot be obtained from other sources to show the privileges of members. This method is quite effective, it does extend some customers' loyalty to a brand, and makes the brand look closer and more attractive.
This prudent financial mechanism makes the network movements of many big brands quite conservative. They will not launch a large number of emerging online media with unclear effects. They will choose some media that have been proven effective by other peers. Of course, they occasionally try to participate in some emerging online media, but that kind of attempt is more than a thousand or two small fights.
The fundamental way to retain customers
Under normal circumstances, in order to retain customers as much as possible, managers will adopt a warm-hearted strategy, focus their energy on the company's official website, and release a single information as an open communication platform to open forums, online videos, and online chats on the website. Interactive sections such as friends, and then encourage customers to speak freely. The manager is in the process of wiping the ball with the finance department. The construction and promotion of the official website is applied in the name of the company's overall image promotion. It does not involve media placement. The financial controller will not hesitate when signing, nor will it be rigid. Media delivery evaluation report.
In a few cases, in some specific industries, because customer data is particularly important for the database sales of the industry, managers will consciously make the website a data collection library, filter and distinguish the database, and set different members for different levels of customers. Points and rewards program. This kind of operation is very difficult. It is not necessary to say that the development of a suitable software system is more important. How is the manager diversifying his own products and services, and then giving them appropriate benefit feedback corresponding to different levels of customer groups.
The most effective way to retain customers who are about to lose is to make your product value special and irreplaceable, and to make the conversion cost of the customer unlimited. The persistence of product value innovation should not be just a slogan and form. It should become the habit of managers and internalize into the blood and behavior of enterprises. The resilience of price promotions, discounts, membership points and interactive activities, as well as the pleasing appearance of the visual revolution, image enhancement, service improvement, etc., are only temporary success.
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