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Are You Mining the Gold from Your Current Customers?用户是金山 David Saxby

用户是你生意的金子!他们是你的衣食父母。没有用户我们都将无法生存。既然用户是经营的根本,那为什么大多数公司都没有在提高用户忠诚上下功夫呢?

做为一个用户,你最后一次接到公司的电话,询问你在哪方面对他们的产品或服务的感到满意,是什么时候?公司最后一次对他们在那方面需改进,向你征求意见是什么时候?你是否曾收到过公司为感谢你作为忠实的用户而赠的礼品?

那些选择你公司产品和服务的人们可能是从无数的竞争者中挑选了你,记住这一点是十分重要的。他们把钱花给你是对你的肯定。如果这些用户感到你公司关心他们,他们将告诉他们的朋友,家人和那些想了解你的产品和服务的人。

大多数公司都有一个预算,市场开发计划和本年的目标。但你的预算是否包括用户保持和用户忠诚呢?为加强与用户的关系,你在市场计划中加入了什么策略?当你的忠实的用户光顾你的时候,为改进他们的感受你制定了什么目标?

保持一个老用户比吸引一个新用户的费用要多六到八倍。在任何地方一个用户的价值是两千到数万元,或更多,大多数公司拥有者都同意这一点。 而大多数公司都没有把用户忠诚和保持计划编入预算中。众所周知用户是公司的根本,那为什么投资于用户保持会如此之难呢?

这里介绍一些方法,帮助你让你的用户知道你确实关心和感激他们,并征求他们的意见(记住:他们对是否购买你的产品或服务是有选择的)

奖励忠诚航空公司提供连续飞行里程。信用卡公司提供多种折扣和价格,而其他公司使用金额或光顾次数以奖励有潜力的用户。制定不同档次的礼品以奖励用户忠诚或购买数量。

不要忘了简单的提示!在礼品中加上简短的感谢语表示对他们的光顾和忠诚的感激。

要求介绍-如果你的用户对你的产品和服务感到满意,如果你已履行了你对他们的承诺,并已超出了他们的期望,你认为他们会将你介绍给他人吗?当然会的!但你要求那些忠实的用户一个月介绍多少次呢?大概没有限制!

让用户记住你的名字-我们都会很快地忘记我们曾打过交道的人的名字和面孔。你还记得最近一次接到的电话或信件询问你购买的产品或服务的情况吗?发一个E-MAIL,写封信或出快报给你的用户,让他们记住你的名字。让你的用户库为销售、新产品开发或如何使你的产品和服务更有效提供信息和帮助。

用户参与-经常地对你的用户进行调查,询问他们对你产品的满意和不满意的地方是什么,和他们同你公司打交道时满意和不满意的地方是什么?询问他们还需要其他什么产品和服务,以弄清是否可能丢失了一个机会。在互联网上有许多工具,使调查更加容易。在www.zoomerang.com. 站上可以找到网络调查软件。

用户是人,和你我没什麽不同。他们要人倾听和尊重,他们也要表达一些感激之情。通常,公司所做的一些小事会让用户知道他们是受到了重视的。

 

 

 

Customers are gold to your business! They are your lifeblood. Without customers, we would all be out of business. So if customers are truly the lifeblood of the business, why do most companies fail to promote customer loyalty?

 

When was the last time, as a customer, you received a phone call from a company asking what you liked about their products or services? When was the last time a company asked for your feedback on what they could do to improve? Have you ever received a gift from a company thanking you for being a loyal customer?

 

It’s imperative to remember that those who choose to buy products and services from you have probably selected you from countless competitors. They chose to spend their money with you and that’s a compliment. These same customers will tell their friends, family and just about anyone who will listen about your products and services, if they feel your company cares about them.

 

Most companies have a budget, marketing plan and goals for the year. But does your budget set aside money for customer retention and recognition of loyal customers? What strategies have you added to your marketing plan to strengthen the relationship you have with your customers? What goals do you have to improve the experience your loyal customers receive when they call or visit your business?

 

It costs six to eight times as much to attract a new customer as to keep an existing one. Most business owners agree that a customer can be worth anywhere from a couple thousand dollars to tens of thousands, or more. Yet most companies fail to incorporate into their budget the basics for a customer recognition and retention plan. Why, then, is it so difficult to invest money to retain your existing customers when they clearly are the lifeblood of any company?

 

Here are a few ideas that will help you let your customers know that you do care, that you do appreciate their business and to solicit their feedback (remember, they probably have a choice of whether or not they will do business with you) :

 

Reward loyalty – Airlines provide frequent-flyer miles. Credit card companies offer a variety of discounts or prizes while other companies use the dollar amount or number of visits to reward valued customers. Establish different gift levels to reward your customers’ years, loyalty or volume of purchase.

 

Don’t forget the simple notes! Enclose a short thank you with an appreciation gift – express your appreciation for their business and their loyalty. I recently received with my latest health newsletter (I am a third-year subscriber) a note thanking me for my renewal and a small booklet with additional tips on how to stay healthy.

 

Ask for referrals – If your customers are happy with your products or services and if you have fulfilled all the commitments you made to them and you have exceeded their expectations, do you think they would refer you to other people? Of course they would! But how many times a month are you asking those loyal customers for referrals to others who need what you have to offer? Probably not nearly enough.

 

Keep your name in front of your customers – How quickly we all can forget the names and faces of the people we interact with and purchase from. Can you remember the last time you received a phone call, note or follow-up concerning a product or service you bought? Set up an e-mail, direct mail or newsletter campaign that keeps your name in front of your customers. Keep your customer base informed about sales, new product development or tips and ideas on how they can use your products and services more effectively.

 

 

Involve your customers – Survey your customers frequently to ask them what they like or do not like about your products or services and what they like or do not like

 

about doing business with you. Ask them what other products and services they need to see if you are possibly missing an opportunity. There are a variety of services on the Internet that can make this process easy for both you and your customers. One Web-based survey tool can be found at www.zoomerang.com.

 

Customers are human beings. They are no different than you or me. They want someone to listen to them, to treat them with respect and to show them some appreciation. Most times, it’s the little things a business does that tells the customer they are valued.

 

 

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