How to write the customer management plan?

The core idea of modern warehousing customer relationship management is customer-centric. Its purpose is to improve the relationship between enterprises and customers, so that customers can always feel the existence of warehousing enterprises, and warehousing enterprises can always understand the changes of customers. Introverted management mode can no longer adapt to the fierce competition, and external-oriented customer relationship management can enable warehousing enterprises to fully grasp their external customers. Using the modern warehouse customer relationship management system, warehouse enterprises can collect, track and analyze the information of each customer, so as to know who they are and what they need, and deliver the goods that customers want to them.

Collect customers' opinions, suggestions and requirements through "contact" with customers, provide perfect personalized service through control analysis, assist customers to complete their work and meet customer requirements. Modern warehousing customer relationship management requires enterprises to liberate from the traditional business philosophy of "commodity-centered" and establish a "customer-centered" warehousing enterprise operation mode. Through the interaction between management and customers, the relationship between warehousing enterprises and customers is more harmonious, thus improving customer loyalty and bringing rich profits and growth space for warehousing enterprises.

As a warehousing enterprise, in today's fierce competitive environment, it is far from enough to bury your head inside. Enterprises need to turn their energy to the outside of the enterprise, that is, customers. The customer service center of an enterprise will no longer be just a department dealing with customer complaints, but will become a new profit point for the enterprise. Using customer relationship management to win customer loyalty and trust for enterprises.

Customer relationship management (CRM) is a continuous process of constantly strengthening communication with customers, constantly understanding customer needs, and constantly improving products and services to meet customer needs. Its connotation is that enterprises use information technology (IT) and Internet technology to realize integrated marketing for customers, which is the technical realization and management realization of enterprise marketing with customers as the core. Customer relationship management focuses on communication with customers, and the operation of enterprises is customer-centered, rather than the traditional product or market-centered. In order to facilitate communication with customers, customer relationship management can provide customers with a variety of communication channels.

The implementation of customer relationship management has the following functions to improve the management level and competitiveness of enterprises:

First, good customer relationship management can enable enterprises to gain a strong competitive advantage, maintain a high market share at the same sales cost, gradually reduce the transaction cost of enterprises, and gain a cost-leading advantage.

Second, through customer asset management, customer information can be fully integrated and fully enjoyed to ensure faster and more thoughtful service for customers; Optimize the business process of the enterprise and implement the concept of "solving the needs for customers" in all aspects of the enterprise.

Third, the resources created by customer relationship management can make up for the company's development. As far as enterprises are concerned, the main customer enterprises that constitute the distribution channels have their own business objectives, policies and development strategies. Winning the strong cooperation of these members and ensuring that their actions promote the development of the company can make the company gain synergy.

Fourth, you can get more information about competitors from customers, so as to position products reasonably and establish your own competitive advantage.

My suggestions on customer relationship management of warehousing enterprises include four platforms and four principles.

One, four platforms

These four platforms are customer center, customer management, SMS platform and service knowledge base.

Customer center: a platform for communication with customers. Its service targets include all customers (new customers, customers who have not completed transactions, and customers who have completed transactions).

New customers:

1. First of all, it is necessary to record the contents of the register in detail, so as to facilitate the entry of the electronic version of the visit registration.

2. After sending the customer away, you should record the customer's situation in your guest register as soon as possible. The contents of the record include (name, date of visit, telephone number, appearance, work unit, home address, purchase intention, visit situation, etc.). ). The more detailed the requirements, the better.

Customers who have not completed the transaction:

1 Keep in touch with customers at least once a week, and send blessing messages on holidays. Contact with customers and sending short messages should be recorded in the guest register in time. Check once a week or every two weeks.

2. During the return visit, convey the work contents to customers according to the needs of nodes at different stages. In the process of communication, really understand the needs of customers, take advantage of the opportunity of the new node, invite customers to visit again, and make the best reply according to the requirements of customers.

For customers who have already visited, it is very important to visit again. After the customer leaves, it is necessary to record the visit in the guest register in time.

In the process of communicating with customers, according to the deepening feelings, timely tap new customer resources among customers.

Completed customers:

1 Remind customers of the signing date and provide materials on time. Patiently solve customers' questions about contracts, money and materials. Accompany and assist customers in the later signing process.

Keep close contact with customers once a month and constantly explore new customer resources.

Customer management: paperless office, decentralized customer centralized management, long-term preservation, convenient search, accurate fuzzy search. Make your work easier and don't miss the follow-up of any important customer. Customer birthday reminder will let you know the customer's birthday in advance, send short messages to customers regularly, give you an unexpected surprise and strengthen customer service. Call back reminder, set the customer's call back time, and the system will automatically remind you. Keep the record of telephone call back, which is convenient for customers to follow.

Short message platform: the function of sending short messages in groups. SMS is used to strengthen communication and interaction with customers, and it is also the most economical marketing tool. You can send short messages regularly, individually or in groups. The function of receiving short messages can help you deal with customer information quickly.

Service knowledge base: help users to answer customers' questions in a standardized way, make customers feel that this is professional customer service, and enhance the image of enterprises in customers' hearts. In the process of processing, typical cases can be added to the knowledge base; You can also query related topics in real time in the process of handling, find solutions to some problems, and improve handling efficiency.

Second, the four principles

These four principles are initiative principle, emotion principle, reciprocity principle and individuality principle.

1) initiative principle

Communication between warehousing enterprises and customers is an important content of customer relationship management of warehousing enterprises, and it is an important means to maintain their own image, resolve conflicts, expand their influence and exchange information. Whether you can actively communicate with customers will put warehousing enterprises in two completely different competitive States. Therefore, only when warehousing enterprises actively communicate with customers can the communication channels be smooth.

2) Emotional principle

The harmonious relationship between warehousing enterprises and customers is a behavior mechanism and a management behavior of modern warehousing customer relationship management. But it doesn't mean that this management behavior is cold, and there is no emotional communication between people. On the contrary, in the coordination with customers, all contradictions can be solved through mutual understanding and tolerance except principled contradictions. The basis of this understanding and tolerance is emotional communication and recognition. Therefore, in daily business activities, we should pay attention to cultivating the feelings of both parties. While respecting customers, we should also pay attention to our own business ethics and improve the "affinity" between enterprises and customers.

3) Principle of reciprocity

Through the implementation of modern warehouse customer relationship management, not only the warehouse can get benefits from it, but also the customers can get certain benefits. Reciprocity principle is the basic principle of modern warehousing customer relationship management activities, and it is also the basic principle of the survival and development of commercial activities. Following the principle of reciprocity, we should do a good job in two aspects: first, we should take customers as the center and protect their interests; Second, we should attach importance to the public image of the enterprise, adjust it from time to time according to the public demand, gain the trust and support of the public, and thus have the long-term interests of the enterprise. On the contrary, it is a short-term behavior to pursue the interests of enterprises at the expense of the public, which will inevitably lose the trust and support of the public and lead to the ultimate loss of the interests of enterprises. This is the taboo of modern warehousing customer relationship management.

4) Personality principle

The principle of individuation means that the method of communication with customers should be unique, unconventional and give people a sense of freshness, so as to adapt to the complex and changeable social environment faced by warehousing enterprises. Because of the different business activities and objective conditions of each enterprise, the communication methods adopted are also different. Therefore, in the face of different customers and different customer needs, we should adopt appropriate communication methods with unique personality charm to make customers feel refreshed and willing to communicate with them. So as to attract more customers and maintain customers' preference for enterprises.

Customer Management Plan (2)

In order to standardize xxxxxx's collection and management of customer information, this system is formulated in combination with XXXXXX's organizational structure and departmental functions to ensure the smooth progress of customer information management in the purchasing department of XXXXXX Group.

On the premise of strengthening the company's business process management and customer information management, xxxx's customer file management is based on the principle of "scientific, accurate and dynamic", which manages the whole process of xxxx's customers from potential analysis, initial contact to signing contracts and daily maintenance, thus establishing a market-oriented and customer-oriented process system and management system, and providing necessary data support and business norms for the company's development.

I. Application Methods and Conditions for VIP Customers

1, declared by customers themselves; Customers who meet the VIP requirements can apply on their own, and the application conditions are: customers who purchase the company's high-end products at one time 1 10,000 yuan or accumulated more than 20,000 yuan a month. Personnel at or above the deputy division level of an administrative unit can directly apply for VIP customers.

2. The company proposed; Customers who have not applied, but the company believes that they meet the VIP requirements, can be directly reported to the relevant leaders for approval and then included in the VIP customer list.

Second, the customer data archiving

1, purpose of creating customer files:

(1) Grasp the customer's inventory data and consumption speed.

(2) Assist the account manager in target allocation.

(3) Assess the business ability of the account manager.

(4) Make sales forecast.

(5) Establish the foundation of global planning.

2, customer file preparation method

Ruyang Dukang customer file is a multi-level, multi-period and dynamic information collection platform compiled according to the business development process, and the specific content is filled in by the manager of the group purchase department.

(1) The account manager of the group purchase department is responsible for filling in the basic information of the customer, as follows:

(2) Customer dynamic information: the department head fills in supplementary information in the customer file according to the customer dynamic information collected by the account manager in his daily work.

(3) Daily maintenance: The account manager submits the customer's sales statistics report to the superior supervisor every week.

3. Composition of customer files:

(1) customer basic information card

(2) Customer consumption evaluation report

(3) Hospitality wine supply contract (copy)

(4) Sales statistics report

Third, the file management system

(1) When the account manager develops the market, if there are new customers or new changes, it is necessary to submit relevant contents to the department head so as to update the data in time.

(2) Data updates are maintained by designated personnel, and others have no right to maintain them.

(3) Finding customers in the customer base must be approved by the department manager.

(4) Back up once a week.

(5) Open an independent space on the server for client file management.

(6) Customer files can't be leaked to anyone outside the company, and employees in the company can only use paper materials of relevant contents after the approval of the department manager because of their work needs.