What Is the Customer Identification Program?

Customer identification is through a series of technical means to find out who are potential customers of the enterprise, what the customers' needs are and what types of customers are most valuable, etc., based on a large number of available customer characteristics, purchase records, etc. The object of implementation of enterprise customer relationship management, so as to provide a guarantee for the successful implementation of CRM.

Customer identification

Customer identification is through a series of technical means, based on a large number of

Customer identification is in place

1.Identify potential customers

A potential customer is someone who exists among consumers who may need a product or receive services. Can also be understood as a potential customer is a potential purchaser of products or services of an operating organization. Identifying potential customers requires the following:

Abandon the perspective of average customers; find customers who are concerned about the future and are interested in long-term partnerships; search for customers with continuous characteristics; have an adaptive attitude towards customers' evaluations and can play a role in cooperation with customers; Carefully consider the financial prospects of the partnership; you should know when you need to be careful; identify valuable customers. Customers are broadly divided into two categories: transaction customers and relationship customers. Transactional customers only care about price, there is no loyalty at all. Relational customers pay more attention to the quality of products and services, and are willing to establish long-term friendly cooperative relationships with suppliers, with high customer loyalty. Profits from transactional customers are very limited, and as a result, relationship customers often subsidize transactional customers' purchases.

2.Identify valuable customers

There are actually two steps required. First, isolate transactional customers so they don't interfere with your sales plan. Second, analyze relational customers.

We divide valuable relationship customers into three categories:

Customers who bring the most profit to the company; Customers who bring considerable profits and are likely to become the largest source of profit; Customers who can now bring profit but are losing value. For the first type of customer, it's best to do CRM marketing. The goal is to keep those customers. You may have gotten all the business from these customers, but customer relationship management with these customers can ensure that you do not leave any valuable customers to your competitors.

For the second customer, marketing is equally important. This type of customer may buy goods from your competitors, so the direct purpose of marketing to this type of customer is to increase your company's share of the goods they buy.

For the third type of customer, after analysis, it can be eliminated.

3.Identify customer needs

"Need" is an indispensable thing in our lives, and "need" is the aspect we want to be satisfied. In the past, people often thought that it was necessary to meet the needs of customers, but in today's competitive society, meeting the needs is not enough-in order to retain customers, we should make them happy, so we must understand their needs and find out how to meet them Methods.

1) Meet first-class customers. Customer service representatives and others regularly hold meetings with key customers to discuss customer needs, ideas, and service expectations.

2) Suggestion box, opinion card and short questionnaire. Many companies set up suggestion boxes where customers can see them. They put opinion cards and short questionnaires in the reception area, product packaging, catalog service center, or easily accessible to customers to solicit customer opinions on the product or service.

3) Investigation. Surveys can be carried out by mail, phone, and online.

4) Customer database analysis. The customer database provides a wealth of customer information. You can understand customer needs by analyzing customer information.

5) Personal effort. Because customer representatives work directly with customers, they can ask customers what they think about themselves and the business. This feedback will guide customer service representatives' interactions with customers and guide the company's choice of products or services.

6) Examine competitors. Visit competitors to get valuable information about prices, products, and more.

7) Interest groups. Joint interviews with top customers to gather information on how to improve a particular product or service. All members of the interview form an interest group.

8) Market research team. The market research team organizes individual and group meetings for the companies that hire them. They also conduct surveys by phone, mail, and the Internet to understand customer needs.