How to accurately grasp the relationship between strengthening customer management to meet customer demand and enhance quality service

I, the main content of customer management

(A) customer information management

Customer information management is the most important and one of the most critical work of customer management, which includes through a variety of ways, to collect customer information data, to establish a complete set of customer information management system, to provide a complete customer information collection system. There are five main contents of customer information:

1. Basic information. Basic information contains the basic information of the customer, such as store name, license number, legal representative, settlement method, order (delivery) cycle and so on.

2. Network information. Including the nature of the customer, registered capital, out of the sample form, administrative regions, business area, account manager, telephone ordering staff, delivery staff, delivery road, delivery lines, order batch, customer manager visit batch, order frequency, network size, etc.

3. Management information: including monopoly certificate number, license type, compliance, licensing bureau, the administrator, customer classification, integrity level, monitor household, model household or not, date of license issuance, effective date, annual review date, and so on.

4. Business information. Business information includes the customer's business status, the customer's cooperation, the customer's business characteristics, the customer's business district environment, etc.

5.

5. Personal information: including contact person, contact phone number, address, mailing address and so on.

In accordance with the frequency of maintenance of information, the above customer information can also be divided into static information, dynamic information and system automatically generated information.

Static information refers to the information that does not change frequently after the initial maintenance. Generally refers to the retail customer's basic data information such as people, property and goods. Such as customer code, store name, business scope, customer address, etc..

Dynamic information refers to the information that changes regularly or in real time with the changes in the customer's business situation, the company's management mode, and the adjustment of service measures. Such as customer status, telephone number, settlement method, bank account number, delivery routes, order cycle, visit cycle, etc..

Automatic generation of system information refers to the information generated by the program set by the system directly from the database to capture the data, without the need for manual maintenance. Such as customer compliance, purchase quantity, purchase amount, purchase average price, etc..

(II) Customer Classification Management

The so-called customer classification, also known as customer segmentation, refers to the attributes of the customer, all customers are divided into different types, they are classified into different types of research, the development of appropriate service strategies, and the rational allocation of service resources, so as to achieve the purpose of maintaining customers and maximizing customer satisfaction.

At present, there are three basic methods of customer classification in the city's tobacco system:

1. Classification according to customer characteristics ? The State Bureau in accordance with the 7 customer business, towns, villages, 2 market types, large, medium and small scale of operation of the customer is divided into 42 categories.

2. Classification according to the number of cigarettes ordered by customers in a certain time period (customer classification)

The province's cigarette retail customers are classified into eight grades according to the different **** of the total average monthly sales volume, of which the average monthly sales volume of more than 10 pieces are divided into three grades (i.e., the first, second and third grades), and the average monthly sales volume of less than 10 pieces are divided into five grades (i.e., the fourth, fifth, sixth, seventh and eighth grades). ), specifically: more than 20 pieces, 14-20 pieces, 10-14 pieces, 7-10 pieces, 4-7 pieces, 2-4 pieces, 1-2 pieces, and less than 1 piece (the upper limit of each grade is inclusive of this number). The focus of the customer classification is mainly to visually display the customer's monthly sales range, which serves to determine the customer's total monthly supply of cigarettes, in order to achieve balanced sales and reduce the possibility of market irregularities.

3. Classification according to the quantity and value of cigarettes ordered by the customer in a certain period of time (customer grading)

The focus of customer grading is to reflect the customer's sales capacity and structural level, and the main function is to realize the reasonable placement of cigarette brands (specifications) to effectively meet the needs of customers at different levels. There are two dimensions of customer grading: one is the scale of operation; the other is the sales structure, based on the scale of operation and sales structure of the customer customers will be divided into ten levels. Specifically the following table:?

(C) customer value management

Customer value is also the customer's contribution to the enterprise, according to the results of the customer value assessment of the customer division, you can divide the customer into the value of the customer, the second value of the customer, the potential value of the customer, the low-value customer, we work in the work of the above four types of customers are generally directly divided into the core customer, the general customer and the problem customer. The evaluation indexes of customer value are customer's contribution, support, creditworthiness, length of success and customer's influence.

2. Strengthening customer management is the prerequisite and foundation for enhancing quality service and meeting customer needs, and meeting customer needs is the ultimate goal of customer management and enhancing quality service ?

1. Customer information is a prerequisite and foundation for providing quality service and meeting customer needs

Tobacco companies to meet customer needs, expectations and preferences, it is necessary to grasp the customer's demand characteristics, transaction habits, behavioral preferences and business conditions and other information, so as to develop and adjust marketing strategies. First, it is conducive to communication with customers, mass marketing, mass service can not be realized targeted communication with customers, only to master the detailed customer information, can be "different" for "one-to-one" communication, according to the different characteristics of each customer, targeted implementation of marketing activities. Characteristics, targeted implementation of marketing activities, the effective use of marketing resources, saving marketing costs; Second is conducive to the implementation of differentiated services. Only grasp the detailed customer information, can grasp the characteristics of customer demand and behavioral preferences on the basis of targeted to provide personalized services to meet the special needs of customers, thereby increasing their satisfaction, which is to maintain good customer relations, customer loyalty plays a very important role.

2. Customer classification is the prerequisite and foundation for providing quality services and meeting customer needs.

Customer classification is conducive to a true reflection of the customer's operating ability and the market surrounding the business environment, retail customer classification is the main basis for the customer's ability to operate indicators, the evaluation of the ability to operate mainly from the customer's sales of a certain period of time the average price of a single bar and the sales volume of two latitude to start, and to effectively meet the different types of retail customers of the different market demand, so that the flow of cigarette supplies to a more reasonable, the cigarettes more targeted, more close to the customer's real needs, and to the customers' needs. The flow of cigarette supply is more reasonable, and cigarette delivery is more targeted and closer to the real needs of customers.

3. Customer value management is the prerequisite and foundation for providing quality service and meeting customer needs.

Each cigarette retail customer brings different value to the tobacco company, and their expected treatment to the company will be different. Generally speaking, the key customers who bring greater value expect to be treated differently from ordinary customers, such as more attentive service and more favorable conditions, etc. If "equal treatment" is applied to all customers, they will be treated differently. If "equal treatment", on the contrary, will make some customers feel "unfair", and may reduce customer satisfaction, and the relatively low value of the customer's expectations of the service is generally lower, if the provision of higher services is a kind of "Excessive", only distinguish the expectations of different value customers, in order to provide them with targeted services, they may become our loyal customers. ?

Three, customer management and marketing services in the problem

1. Lack of awareness of the importance of customer management. Employees lack care and attention to the work of customer classification and management, only as a way to understand the customer, rather than through strengthening customer management to improve the level of analysis of customer information, so as to better enhance customer satisfaction and loyalty.

2. The collection of customer information only stays in the simple manual operation, the original verbal call, the richness, authenticity and timeliness of customer information are only in the "three" of the "thought", the human factor is strong, the leadership can not be timely and accurate grasp of customer status. Accurately grasp the state of the customer; Secondly, we are currently marketing, monopoly each executive set of business information files, only on the responsibility of the state of the business information flow control, modification, although there is a certain degree of communication, but the same as described above, the human factor is strong, the information control not only can not fundamentally improve the efficiency of the department, but also affect the overall competitiveness of the enterprise's growth.

3. Customer classification standards are too simple, can not reflect the real situation of customers, from the current status of customer classification of the company in our city, mainly sales, structure, although it is the collection of existing real data, the classification method is also more objective, the operation is also more convenient, however, this customer segmentation can only reflect the customer's contribution to the degree of the sales volume, can not reflect the full reflection of the retail customer's value to the company and loyalty, and can not contribute to the improvement of the company's overall competitiveness. The value and loyalty of retail customers to the company cannot provide an effective reference for improving customer service quality and implementing differentiated services.

4. Marketing services lack of initiative, leadership called me to do what I do, what I do, rather than what customers need services, I try to meet the customer snowball; service content is too monotonous, the service content is basically notification of supplies, new product listing, price maintenance and other **** service, lack of personalized service content; service focus is not clear, the work of the target is not strong, in the market Visits, too much attention to the surface traces of work, such as price tag maintenance and visit registration, etc., the core function of customer service has not been effectively played.

Fifth, customer management and marketing services to improve countermeasures

1. Customer information maintenance work systematization, standardization and institutionalization. First, we must unify the statistical caliber of customer information, so that the standardization of customer information; the second is to clarify the responsibility to implement to the person, to clarify the departments, positions, management and operational level of the responsibility of the positioning of the maintenance of each information field and change of authority attribution, and resolutely put an end to each other, the phenomenon of shifting responsibilities, the phenomenon of shifting responsibilities occurs. The operation level (including monopoly administrators, account managers) should accurately collect customer information and maintain it in a timely manner, and the management should be responsible for reviewing and confirming customer information, guiding and supervising the staff at the operation level to do a good job in maintaining basic customer information, and ensuring the timeliness, objectivity and accuracy of information maintenance. Customer applications for information changes should be carefully scrutinized and strictly controlled to avoid falsification. It is necessary to ensure the communication and transmission of information between various departments to create a favorable environment of departmental synergy and information *** enjoyment in order to ensure the normal operation of the business. Resolutely avoid due to customer information distortion, incomplete information, update is not timely, etc., affecting the customer retail business assessment, source allocation and other marketing work, affecting management and service efficiency, triggering customer dissatisfaction and even complaints.

2. Customer classification work to ensure accuracy, timeliness, scientific. What is customer classification for customers? To put it bluntly, it is to give the customer a position to decide what level of service it enjoys. If customers do not recognize their classification positioning, it will inevitably lead to customer dissatisfaction with the subsequent classification services, which will reduce customer satisfaction and loyalty. Therefore, customer classification management is to establish and improve the customer classification inspection and maintenance mechanism, regular inspection and maintenance of customer classification, account managers often according to the facts of the customer industry, market type and scale of operation to check, comprehensively sort out the customer classification to ensure accuracy. Secondly, the assessment content should be specific and highlight the timeliness. It is necessary to synthesize the results of many market visits and surveys and consult the opinions and suggestions of front-line staff and customers, and make appropriate adjustments to the content of customer classification and evaluation, in particular, the classification of the customer's industry and the scale of operation should be classified and defined in a more specific way, which not only embodies the needs of the customers, but also effectively avoids the ambiguity of defining the classification of the customer's industry, and highlights the timeliness better. Thirdly, the content of evaluation should be diversified as much as possible to reflect the scientific nature. Customer classification based on both the basic characteristics of customers, but also to include the behavioral characteristics of customers, and behavioral characteristics can not city only the number of cigarettes ordered and value, should be scientifically divided into categories of customers, the customer's degree of cooperation, loyalty, brand cultivation capabilities, creditworthiness, etc. into the evaluation of customer classification indicators, the customer's judgment will be more accurate, objective and comprehensive to ensure that customer classification of the scientific nature.

3. Establish a feasible customer evaluation system. Customer evaluation is based on customer classification and information management. The information involving customers is very extensive, including the current status of the operation of the evaluated object, the competitive position, the future development trend, the economic environment and other aspects. The core of the customer evaluation system of cigarette retailing is the establishment of the evaluation index system, and the main indicators for the evaluation of cigarette retailing customers are contribution, support, credit, influence, and length of success. Through the establishment of customer evaluation system, on the one hand, we can find and retain the value customer clients from the analysis of customer profit contribution and cooperation and other indexes, establish the core customer list, and provide special and personalized services; on the other hand, we can carry out the customer credit assessment, and at the same time establish the problematic customer list, which can greatly reduce the cost of market management, and effectively prevent the risk of irregularities that may occur in the market.

4. Establish a perfect customer data management information platform. Information technology is the technical support of customer management, the use of database management of customer information, the establishment of customer archives, comprehensive collection of comprehensive data information on customers, tracking and mastering the customer's situation, needs and preferences, and in-depth statistics, analysis and data mining, so that the marketing work is more targeted. Through the integration of information resources, for enterprises to quickly respond to market demand, clear the next phase of marketing priorities to provide a combination of quantitative and qualitative auxiliary support. The customer database can also be integrated with other resources of the enterprise, so that each business department can implement the information query and update function according to its function and authority, so that the enterprise can operate more efficiently internally.

5. Cultivate and improve customer value. Enterprises create value for customers, that is, according to the needs of customers, to provide customers with quality services. Enterprises should start from the point of view of synchronous development with customers, to provide business guidance and policy advice, the specific content includes: (1) make full use of a variety of means, including the network, to communicate effectively with customers, truly understand their needs, provide them with product/service consulting, provide flexible payment terms, and provide them with the sales program that can bring the greatest gain. (2) Strengthen emotional services to customers, meet their emotional needs, increase the frequency of visits to potentially valuable customers, provide personalized business guidance, etc., and promote them to become valuable customers. (3)Assist customers in sales analysis, market analysis of the surrounding business district, etc., in order to improve the profitability of customers.

6. Enriching initiatives to improve service quality. Actively implement active service, value-added service, affectionate service and extended service to better improve the relationship between customers and us.

Seriously implement friendly service and value-added service. In the old, weak, sick, disabled, special customers to promote the full range of affectionate service, in the traditional festivals, birthdays and other special times, affectionate service households to visit the condolences, due to emergencies resulting in life, business difficulties of the customer, timely relief support; in the modern terminal customers to implement value-added services, the modern cigarette retail terminal resources, such as investigation, development, configuration, utilization, maintenance and updating and other series of behavior combinations In the modern terminal customers, value-added services are implemented, such as investigation, development, allocation, utilization, maintenance and updating of modern cigarette retail terminal resources, tilted policy on the allocation of goods, and support for publicity and promotional materials, etc. Customers are guided to refurbish their business premises and improve the hygiene of their stores, and are provided with free image design plans for business facilities such as store signs, counters and shelves, so as to guide and help them to improve their store appearance and beautify and brighten the image of their stores, to increase the area of cigarette display, and to guide them to carry out vivid and characteristic displays.

Efforts to implement extended services. The first is to provide special financial support services, proactively communicate and coordinate with local banks and financial departments, strengthen cooperation between the two sides, *** with the exploration of the establishment of online cross-border payment platforms, and strive to provide cigarette retail customers with more convenient payment settlement business, so that cigarette retail customers are more convenient, efficient and effective settlement of payments; to carry out cigarette credit card services and other special services, and reasonably increase the credit limit of all types of customers. The company has also launched specialty services such as cigarette credit card services, reasonably increasing the credit overdraft limit for all types of customers, lowering customers' operating costs, and solving the problem of customers' temporary cash flow difficulties. Second, marketing training is extended from account managers to retail customers. Retail customers are treated as marketing personnel in the training system, **** with the improvement of quality. Carry out retailer brand cultivation knowledge contest activities, organize "customer lecture hall", take the form of hiring experts to focus on lectures, excellent retailer experience exchange, etc., the core customer training rotation, so that retailers are familiar with the cigarette product knowledge, improve the cigarette marketing skills as well as the ability to promote the brand

Cigarette retail customers are the basis of the survival of the company's tobacco company. Tobacco company's survival, change our position in the hearts of customers is what we must do now, the only way is to strengthen customer management, improve the level of service, wholeheartedly for customers to provide quality service, through the service to improve the relationship between the customer and me, to achieve the ultimate goal of our services - to meet the needs of the customer, and the customer*** Create success.