What are the customer relationship marketing strategies

1. Set up a customer-centered business philosophy

Customers are the basis for the survival and development of enterprises, the essence of market competition is to compete for customers. Enterprises to effectively implement customer relationship marketing strategy, first of all, to establish "the customer is God" business philosophy, all policies and behaviors must be oriented to the interests and requirements of customers, and throughout the entire process of production and operation of the enterprise.

The pursuit of profit is the basic motive for the development of enterprises under the conditions of commodity economy. But in the buyer's market conditions, the customer's freedom of choice is getting bigger and bigger, and the ability to bargain in the market is getting stronger and stronger. Enterprises gradually lose their trading dominant position and accept the guidance and domination of the customer, the customer is more and more in the market transactions in the upper hand. In this situation, enterprises to achieve their profit goals, must comply with the development trend of the times, the production of products and services must be recognized and accepted by the market, that is, there must be a customer needs, there are customers like, there are customers to buy and use. Only by winning the trust and goodwill of customers can an enterprise better obtain its own profits. Therefore, from the enterprise policy and behavior of the basic orientation, to put the customer in the first place. As the American enterprise public **** relations expert Garrett (Paul Carrett) said: "regardless of the size of the enterprise must always be in accordance with the following beliefs to plan their own direction, this belief is, the enterprise for the consumer to own, for the consumer to rule, for the consumer to enjoy."

2. Understanding customer needs and improving customer satisfaction

Understanding customer needs is a prerequisite for a company to improve customer satisfaction. A customer-oriented conceptualization of the enterprise must define the needs of the customer from the customer's point of view. Five types of customer needs can be distinguished: stated needs (e.g., the customer wants an expensive car); real needs (e.g., the customer wants this car, which is economical to drive, when its initial price was not); unspoken needs (e.g., the quality of service that the customer wants to receive); needs that are pleasing to satisfy (e.g., the customer buys the car and receives a copy of the road map); and secret needs (e.g. customer wants to be seen as knowledgeable by his friends). To understand these five needs of consumers, companies must conduct in-depth consumer research and must be sensitive. Designers should know the customer's needs and choices before designing products and services. Although this may seem a bit of a hassle, it can be rewarded with customer appreciation. The core of specialized marketing lies in the ability to satisfy customers' needs better than competitors. Therefore, the enterprise to improve customer satisfaction, mainly in the product sales process to expand the scope of services, improve the quality of service, by providing customers with more than the value of the service itself and more than the customer's expectations of the "value of service", so as to set up a good corporate image, molding the well-known brand to meet the consumer's emotional and moving consumer demand. The company's service is a good one, and it's a good one.

3. Scientific customer relationship management, cultivate customer loyalty

To improve customer satisfaction, establish customer loyalty to the enterprise and product brand, the enterprise must be "customer-centric" to manage their value chain and the entire value transfer system. In the relationship marketing model, the enterprise's goal is not only to win customers, more important is to maintain customers, keep customers than to attract customers to expand the interests of the enterprise more effective. The key to keeping customers is to make them satisfied, very satisfied, happy or delighted. However, this does not mean that a firm must apply the same marketing techniques to all of its customers in order to achieve this, because the markets that firms face are different, and they have different requirements and expectations of the firm's products and services. Firms must apply different marketing strategies and marketing inputs to different market segments or different customers. According to Philip Kotler, such inputs must be made on the premise of distinguishing five different degrees of relationship with customers. These five different degrees of relationship: First, the basic type, the sales staff to sell the product is no longer in contact with the customer; Second, the passive type, the sales staff to sell the product and encourage the customer in the problem or have comments to the enterprise call; Third, the responsible type, the sales staff in the sale of the product soon after the phone call to the customer to check whether the product is in line with the customer's expectations, the sales staff at the same time to the customer to seek information about product improvements and any particular defects or deficiencies; four, the dynamic type, in which the enterprise's salespeople continually call customers to give them suggestions about improving the use of the product or information about useful new products; and five, the partnership type, in which the enterprise continually works with the customer*** to seek ways for the customer to spend money wisely or to help the customer to make better purchases. Most firms practice basic marketing when the market is large and the firm's unit profit is small. Where there are few customers and marginal profits are high, most businesses will turn to partnership type marketing, building long-term, stable relationships and treating customers as if they were their own family. The choice of which type depends overwhelmingly on the firm's estimate of the lifetime value of its customers compared with the costs it will require to attract and maintain those customers.

4. Relationship Management

Increasing the transfer costs of customers is an indirect means of maintaining them. For the major customers that affect the future of the enterprise, it is necessary to develop a direct and effective relationship management program. Specific measures: selection of relationship marketing customers, quality products, perfect service and timely two-way information exchange.

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