What Is Customer Relationship Marketing?

Customer relationship refers to the kind of connection that an enterprise has actively established with customers in order to achieve its business goals. This connection may be a pure transaction relationship, or it may be a communication connection, or it may provide a special contact opportunity for the customer, or it may be to form some kind of sales contract or alliance relationship for the benefit of both parties.

customer relations

After more than ten years of development of the Internet, the number of Internet users in China has exceeded 800 million. The Internet has gradually changed the value pursuit of quick successes and benefits, gradually returned to rationality, and the beginning of online marketing has developed in all directions. A variety of marketing methods have appeared on the Internet, such as email marketing, online advertising, search engine marketing, wireless Internet marketing, e-commerce platforms, and so on. The diversification of marketing has ushered in the complexity of customer relationships and also foreshadows customers Scientific and informational relationship management.

Seeing its essence through the appearance of marketing, behind the prosperity of online marketing, it must also bring a game

As we all know,

Clear goals, responsibilities and expectations

An important factor in clear communication is that the goals of each step of the project are in line with the customer's expectations, and the person responsible is clear. The project should start with a clear plan that sets out the ultimate goals and implementation steps. Therefore, all expectations should be written in black and white, with clear goals and assigned responsibilities.

Clear communication

Clear communication between customers and service providers is essential from the start of the partnership. It is always better to communicate with customers than to communicate less. Lack of communication can lead to misunderstandings and dissatisfaction among customers. After each oral communication, the discussion and specific implementation steps should be confirmed through written documents or emails to ensure that all communications are recorded.

Setting up the project phase

Break down the project into phases and set up a phased plan to design a roadmap to success and allow the team to make strategic adjustments if necessary. At the same time, the design of the project phase can also show customers that you are working hard to achieve your goals. Through all stages of communication, customers will be more satisfied with your work.

Increased cost of prior communication

At some stage of the project, after evaluation, you may decide to make some reasonable fine-tuning. Normally, these fine-tunings involve changes in prices. Any cost increase must be clearly communicated to the customer, and after approval is obtained, proceed to the next step. An off-budget bill can undermine a good customer relationship.

Alignment with customer values

Consistent with customers in terms of values, we can maintain pleasant and long-term cooperative relationships with customers. When your values are consistent with your company's corporate values, your customers are more likely to trust your judgment and value your perspective and the way you solve problems.

Proactive feedback, but do nt react too quickly

Don't respond immediately to customer feedback. Instead, consider it carefully, weigh the pros and cons, and respond carefully. Subconscious emotional feedback can be counterproductive. Customers are more willing to see you thoroughly understand the situation, and seriously consider the response strategy before implementing and solving the problem.

follow up

After the project is completed, follow up with the customer or summarize what areas were successful and what areas could be improved next time. Regular follow-up with customers can ensure that strategies and project results are still effective. Excellent customer service is not just about completing a project on time and on budget, it is also about maintaining good and successful long-term customer relationships. ^[3]

Customer relationship

Enterprises must consider: which consumer range the customer is in, is it a value customer, a potential customer, a migrating customer, or a freezing point customer? What explicit and potential needs does the customer have? What channels and ways do they hope to meet? Resources can make customers satisfied; what are the factors driving customers to make purchases; how to improve customer satisfaction.

Internal change in customer relationships

One effect of customer relationship is employee loyalty. While employees provide value to customers, their own value will also be realized, forming a virtuous circle of employee satisfaction and customer satisfaction, and the end of this cycle is profit. The transformation starts with the service or sales department that directly contacts customers, and then integrates multiple departments such as finance, human resources, and R & D management to achieve customer-centricity, and establishes a customer-oriented enterprise.

Customer Relationship Two Levels

Strategic level: The maintenance of financial benefits depends on customers getting preferential treatment or care, which is effective, but it is easy to be followed up and imitated, and cannot be sustained for a long time. If the financial and social benefits are combined, understanding the needs can make services more personalized and human , Can effectively reduce customer "hopping", the disadvantage is that this method is not strong, and the cost is large; the most effective way is in the first two methods, plus a structural connection, that is, to provide technology-based customization Service to increase efficiency and output for customers.

Tactical level: build trust, impress customers with sincerity and friendliness; surprisingly win, attract customers with novel products or services; be consistent, allow customers to get the satisfaction they need, and predict the benefits later; walk on two legs, sell with relationships Using sales to foster relationships; cultural infiltration to form a brand culture chain; constant maintenance to maintain the frequency and intensity of interactions to prevent competitors from getting stuck; true and reliable, and the exchange of value can make relationships unbreakable. ^[4]