Several problems currently faced by micro-business include attracting new customers, conversion and repurchase. Tutorials on attracting new customers (promoting and adding fans) have been mentioned in many articles before. We have also published professional articles and provided training and sharing on the skills of verbal communication and conversion in the circle of friends. Today we will share how to maintain and maintain old customers. sub-marketing.
How to maintain "old customers"?
1. Treating customers is like picking up girls. Only by comparing your feelings can you truly impress people and win the trust of customers.
2. Always remember: the purpose of all customer maintenance work we do is to create sales and promote brand image!
What is an old customer?
Old customer Refers to people who are already familiar with and used your products or services, and have confidence in the brand, products or sales personnel to varying degrees, and have continuous purchasing desire and behavior.
To put it simply, she has your WeChat ID in her mobile phone or WeChat with notes (knows what you do). If she wants to buy similar products, she must first People who think of you.
Our service to old customers is to let them know that we care about them, care about them, and will always accompany them, making them feel reassured, at ease, comfortable and happy. In general, old customer marketing is generally divided into three steps: establishing relationships - promoting consumption - daily contact.
The first step: How to establish an effective customer profile?
Most of the understanding of old customers in the circle of friends is through WeChat chat communication and each other’s friends Circle news updates and have your own profile notes for each customer. This can be improved through tags and descriptions. The latest WeChat version has this function. To give a simple example, the remarks I made to several members of our private group in WeChat Business Commune are as follows:
The method of remarking and changing the remark is very simple, click on the customer After entering the WeChat profile page, click "Set Notes and Labels" in the upper right corner.
If you meet friends at an offline gathering or a conference, you can also take photos and put them in the attached pictures. If you have a lot of friends, it will be easy to correspond and not easy to remember.
The remark information in the picture above is not particularly complete. The remark for old customers should be more complete. The information that needs to be improved can be improved from the following aspects:
1. Basic file (20% importance): name, gender, ethnicity, approximate age, email, address, phone number, clothing size, consumption amount, consumption Product model number and other relevant information (you can write 200 words in the description column).
2. Personality profile (80% importance): work status, family situation, personality, personal consumption habits, personal clothing preferences, daily entertainment hobbies, living habits, favorite service methods, and promotions Reception of information, values.
WeChat’s tag function is equivalent to a small member classification system. Organize WeChat friends into an organized basic information library. Customers can also be subdivided according to their monthly consumption frequency. For example, those who consume more than several times a month can be given a label. Maintain regular communication with old customers to effectively prevent frequent loss of customers. At the same time, you can also analyze the differences among customers and identify "high-quality" customers.
★ Suggestion:
Notes on customer information is a simple operation, but cultivating a customer-first service awareness is the most critical.
★ Things to note when registering:
When we first establish a relationship with a customer, we will confirm the customer’s name, phone number information and mailing address based on the order receipt information. , other information such as birthdays, hobbies, etc. should be captured in the possible in-depth communication.
The second step: How to maintain old customers on a daily basis:
In the process of consumption, what can we do to make customers become old customers, or even us? Loyal VIP? High-quality products or services are critical to customer loyalty.
If we want customers to repurchase, we must first study what are the reasons why our customers will lose and buy other products? Most dissatisfied customers will leave without saying anything, without giving any advice at all. You have a chance to retain their loyalty. Therefore, a major goal of all customer service is to make it easier for customers to complain. Phone calls, WeChat, etc. can become channels for customers to discuss, complain, and communicate. Don’t be afraid of customers saying something bad, because as long as they are willing to speak, it proves that they are not willing to leave.
The first step: truly ingrain the concept of service into your heart
Establish a "customer first" membership service awareness, discuss customer satisfaction in the communication of your own micro-business team, and give Example study discussion. Solicit customer feedback and make customer satisfaction a part of everyone's performance evaluation. Make expectations and minimum customer service standards clear and specific. Let the concept of service be truly rooted in everyone's heart: service is a kind of marketing, a higher-level marketing.
Step 2: Look at your products and marketing from the customer’s perspective
When you want to conduct a survey, first fill out one with members of your own team pretending to be customers. Does the questionnaire list questions that you all think are insignificant, does it involve issues that people are used to avoiding, and can it achieve the purpose of your survey...
Another suggestion is Inviting customers to discuss in your WeChat group and hearing the good and bad things from customers is more effective than your display charts.
#To build customer loyalty, it is also necessary to readjust customer expectations for outstanding service quality. That is: don’t just meet expectations, but exceed them; provide a unique product or service that people will remember. Whenever possible, personalize and even customize services so that a partnership is established between customer and merchant.
The third step: empathize with and care about the goods and services purchased by customers
★Respond at any time: deliver goods in a timely manner after customers place orders, and take photos of express delivery Issued to customers. Again tell customers the precautions for use and storage methods, and assure them that we will respond to their questions in a timely manner. For example, issue cards with WeChat contact information and inform customers of the name and mobile phone number of the shopping guide, so that customers can contact you directly when problems arise, so that customers do not have to worry about anything.
★Consumer return visit: After the customer purchases, we need to make a phone call at an appropriate time to ask the customer whether they like the product and whether they have any questions about using it. Caring is the most popular marketing method for customers, and it is also the most humane promotion method. If we care about customers' experience as much as we care about our own products, they will trust you more and become your long-term customers.
Step 4: Actively establish emotional connection channels with old customers
★Emotional investment: Establish the "own-person effect". Express care for old customers through frequent phone calls, special care, and gift of souvenirs. Small cards and simple information will become the "link" between buyers and sellers. Good interpersonal relationships will make many customers happy to deal with us for a long time.
★Care about customers’ psychological feelings: use emotional actions and words to move customers. No one will refuse others' care, and no one will refuse the feeling in their heart. If we remember our customers, our customers will remember us.
★ Suggestions:
1. Prepare various promotional copywriting and blessing copywriting and words, send WeChat blessings to old customers, be innovative, and focus on making customers feel that we care for them To express concern, it is best to use voice instead of cold blessings sent in groups after copying. Overly commercial information will offend customers. Only warm and caring information like friends can move old customers.
A Holiday Wishes WeChat: The focus is to give customers good holiday wishes and avoid mentioning promotional activities in the message.
B Birthday Wishes: The focus is to remind the customer that today is her birthday, and wish the customer happiness and fulfillment of their wishes. (Customers who are more familiar with it can call directly. When everyone is using WeChat, you will feel more sincere using the phone than using WeChat.)
C Season change reminder: If you enter In winter, customers are reminded that the weather is getting colder and customers should pay attention to adding or removing clothes when going in and out, and pay attention to their diet. Avoid mentioning new product launches in your information.
D Moments interaction: Keep interacting with customers in Moments. For example, if a customer’s Moments message says they are busy, remind the customer to take a rest, ask the customer how he can help, etc. . You can directly send messages to customers to greet them. When asking customers, avoid language such as asking the customer "if something happened."
3. Make a reference standard for the number of return visits and emotional contacts of old customers. The following is for reference:
A. Customers who spend more than 500 yuan at a time, please note Has the other party posted orders or posted information about your product in their circle of friends? You can call back one week after the purchase to ask the customer how they feel about using it and if they have any questions. If the customer has questions that cannot be answered, a time must be arranged with the customer to solve the problem.
B, new customers recommended by old customers, regardless of the purchase amount, must send a message on the same day to thank the old customers for their support; thank the new customers for their recognition of the brand. New customers must be interviewed by phone within a week to discuss their experience. When the customer's cumulative consumption reaches a certain amount, mail some gifts to thank them for their love for the brand.
#C, do some follow-up visits on WeChat to old customers, thank them for their continued support, ask for their suggestions for the brand, and make improvements.
Step 5: Solve the problem promptly and effectively
If you want to increase customer return rates, it is equally important to solve problems through good customer service. Customers whose problems are solved are more loyal than those who never had a problem. What to do if a customer is dissatisfied?
1 is to listen. Pay attention to the key points of customer complaints and let customers express all their dissatisfaction.
2 is communication. Angry customers often seek out a good listener who expresses genuine emotion about their experience and engages in an emotional conversation from the customer's perspective. Stabilize the customer's mood.
3 is a sincere apology. Apologize whether you are right or wrong. A heartfelt apology and acknowledgment of the inconvenience is much better than a standard mechanical apology. This is an important and powerful step in retaining customers.
4 is analysis. Clarify the cause of the matter and restate the customer's concerns.
5 is the explanation. Demonstrate a sincere desire to resolve the complaint.
6 is processing. Come up with fair solutions to problems. Customers demand action, not just empty words.
7 is compensation. Provide customers with some added-value compensation for the inconvenience or harm caused. For example: give small gifts.
8 is the result. Ask the customer if they are satisfied with the solution. If you are not satisfied, come up with your final opinion and resolve it on the spot. Don’t forget to say goodbye to the customer after the problem is resolved. Showing her valuable opinions can enable us to provide more perfect services to our customers.
9 is feedback. Take follow-up actions to ensure that when the store responds and implements the response, customers will be more impressed by the move. In addition, if the first solution does not satisfy the customer, the store can be given a second chance through follow-up actions.
The third trick: How to hold effective old customer activities?
We can learn from the more effective methods that traditional businesses often use to maintain old customers. Method:
1. If there is a physical store offline, you can organize a VIP party: there is communication and information exchange between customers, and we should become a way to connect customers together. role. The theme of the VIP party can be closely linked to sales, or it can be completely separated, such as holding a "product recommendation" activity, a "close to nature" mountaineering friend activity, or "female health care", "fashion information", "parent-child education", Salon events such as “Beautiful Makeup”.
2. VIP specific feedback activities: such as birthday feedback - in addition to birthday cards or small gifts, set up a VIP customer to spend on their birthday, and a certain discount can be given on the basis of the original discount. ; Holiday feedback - such as carnations on Mother's Day and health care guidance on National Day; feedback on consumption of designated products - such as gifts or special discounts for consumption of designated models, discounts on supporting products for certain types of products, etc.
3. We can consult old customers for their opinions and collect the activities they most expect us to hold. If it does not affect the brand image, the opinions are feasible and there is no obvious conflict of interest, it can be implemented. Money is only money in the process of circulation, otherwise it is just a pile of waste paper with the best quality in the world. Service is a higher level of marketing only when it is effectively used on customers. Otherwise, it can only become the most advanced concept in the world. When you are struggling to find more potential customers, don't forget to retain your customers with the same persistence as you treat love.
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