1 thought on “How to cultivate customers loyalty 80”
Ollie
Customer loyalty refers to the psychological dependence and behavior of the customer’s psychological dependence and behavior due to accepting products or services and satisfying their needs. Customer loyalty is the central structure in customer loyalty marketing activities. It is the measurement of consumers’ feelings for product feelings, reflecting the possible degree of consumer to another brand, especially when the product either is in price or in terms of product characteristics When there is a change, as the degree of loyalty to the company’s products increases, the degree of influence of basic consumers is reduced by competitive behavior. Therefore, customer loyalty is an indicator that reflects consumers’ loyalty behavior and future profits, because the loyalty of corporate products can directly transform into future sales.
. The loyalty of cultivating customers in automobile marketing: The new strategy of automobile marketing
1. The market environment of my country’s auto marketing.
In from the early 1990s to the present, my country’s automobile market has from the beginning of several car brands to hundreds of automotive factories now; and with the decline in auto tariffs in my country in 2005 By 25%, more foreign brands will enter my country’s market, so that more products will be sold, and the sales agency industry will be more and more. People have more choices, and the phenomenon of customer diversion will also be very obvious. For example, in the past 20 years, the Shanghai Volkswagen Motor Factory has a 90%share in my country’s automotive market, and it has fallen to 15%in 2004. Obviously, it is not easy for automotive companies to maintain technological advantages and productivity. Automotive companies must convert the focus of competition from the competition of productivity to competition. If companies cannot adapt to changes in the environment, they cannot attract and maintain customers, and even good products cannot be sold. Therefore, it is important to attract and maintain old customers.
2. Auto marketing customers have changed.
Once any market enters the mature period, the product will be subdivided quickly, and the auto market is the same. For consumers, cars are not only a mobility tool, it is also a manifestation of identity and taste, so different consumers have different needs for cars; on the other hand, after experiencing the immature car enlightenment period, Consumers buying cars will become more and more rational, and they will put forward higher requirements for brands, prices, performance, services, etc., and also require system -related system services. Therefore, the product standards have become “satisfaction and dissatisfaction”. Enterprises must use the charm of the product and all the considerations for customers to touch customers and attract customers. Therefore, to cultivate loyal customers, we must grasp the needs of customers, including current needs, potential needs and stimulating needs.
3. Reduce sales costs and promote corporate profit growth.
Thising and increasing customers’ loyalty for car companies can help increase sales revenue for auto companies, while reducing sales costs. Statistics show that for many industries, one of the biggest costs of the company is to attract the cost of new customers. The cost of attracting a new customer is often 4 to 6 times higher than the cost of staying in an old customer. 2%is equivalent to reducing the cost of 10%. Enterprises are used to strengthen or maintain and extend the loyalty of existing customers, including understanding customer needs, increasing customer purchase rates, re -activating customers, and so on. After the customer is gradually familiar with a company, they will not rely too much to rely on the company’s advertising or employee introduction to understand the situation and obtain consultation. Compared to developing new customers, retaining old customers is relatively “cheap”, especially the older customers, the lower the cost. At the same time, old customers can tolerate the company’s mistakes in terms of service than new customers, and it is easier to make up.
The high correlation between customers’ loyalty and the profit of the company. In most cases of corporate operations, the profit of each customer is directly proportional to the time of staying. Because, the time of time is gradually familiar with the entire service series provided by the company, and the loyalty of customers will produce a “overflow effect”, which is expanded from a certain product or service for the company’s main item or service to the loyalty of all services to the company’s services. The purchase volume will increase significantly, bringing the company’s profit growth, so cultivating customers will become a new strategy for car marketing.
. The key to cultivating customer loyalty in automobile marketing: characteristics of loyal customers
Enterprises should identify customer bases with profitable potential in marketing in marketing. And strive to provide them with value, which is the prerequisite for enterprises to establish customer loyalty. In fact, it is not wise to attract customers to attract customers blindly, because only a part of the profit -making contributors in the customer group of the enterprise, and the “average force” to all customers will only make important customers from getting the important customers. focus on. As a large expenditure, customers want more attention and help. How to cultivate customers’ loyalty-talk about the relationship between car 4S store marketing strategy “2” The relationship between customer satisfaction and customer loyalty. Generally speaking At a certain level, customers will have the willingness to be loyal to the enterprise; when this satisfaction is further improved, the customer will produce loyalty to the enterprise. Generally, the following indicators can be used to measure the loyalty of customers. These indicators are:
1. Customers repeat the number of times to buy. In a certain period of time, the more customers are purchased by a brand product, the higher the loyalty to this brand.
2. Customers choose the length of time. The shorter the customer chooses the product, the higher the customer’s loyalty to this brand.
3. Customers’ sensitivity to price. For products that love and trust, customers have strong ability to afford their price changes, that is, low sensitivity.
4. Customers’ attitude towards other competitive products. If customers do not have a good opinion of competitive products and have little interest, it shows that they have a high degree of loyalty to a brand and have a stable purchase.
5. Customer ability to withstand product quality accidents. Customers have high loyalty to a brand, and they will treat the quality accidents with tolerance and sympathy, and they will not reject this product because of this.
. The way to train customers in marketing: increase customer satisfaction
The automotive company should adopt the method of increasing the total value of customers and reducing the cost of customer assembly in marketing To improve customer satisfaction. 1. Increase product value. Increase product value, and product value is determined by the basic functions, quality, characteristics, and styles of the product. This requires car companies to strengthen research and development, carry out technological innovation, and improve the level of production technology of the enterprise. Automobile companies should continue to develop, develop, and produce the most needed and satisfactory products for customers according to market information. Any kind of product cannot be perfect. With the continuous development of the economy and the continuous changes in the market environment, customers will put forward the requirements for updating the product. Products always walk in front of customers to meet and guide the needs of customers.
2. Establish employee loyalty. Companies with high -level customer loyalty generally also have higher employee loyalty. If the employee flow rate of an enterprise is very high, it is impossible to obtain a higher customer loyalty; because the products and services obtained by customers are obtained through employee contact. Therefore, the core principle of customers’ loyalty is: first serving your employees, and then it is possible to serve your customers.
3. Let customers agree with “value”. Only by maintaining a stable source of customers can we win a rich profit margin for the brand. However, when merchants take “discounts” and “promotion” as the only means to pursue customers, “price reduction” will only cause companies and brands to lose their most loyal “customer groups”. The means of promotion and price reduction cannot improve the loyalty of customers. The “price war” can only bring more and more “no loyalty” customers to the brand; and when merchants and enterprises need to seek their own development and high high When profit growth, these customers will be lost. Cultivating loyal customer bases cannot only be “cheap and good”, but also to let customers understand that this product is “value for money”. Only when the company’s product positioning, seeking differentiated operations, and finding the value orientation and consumption capabilities of target customers can truly cultivate their own “loyal customer base”.
4. Services first, sales second. In the era of consumer consciousness, good customer service is the best way to build customer loyalty. The service attitude, response to customer needs or speed of appeal, return and exchange service, etc., so that customers can understand the content of the service and obtain the service. Because today’s customers are becoming more and more discerning, and they will be very “sensitive” after buying the product. When they trade with the company, they hope to get enough pleasure and minimize the trouble. When these customers get a good customer service experience, they will naturally form a “second purchase”; however, if they get a bad experience, they will promote their ” Unlucky”. Therefore, if companies want to improve the customer experience, they must make the product -related services at home, and then the real product sales.
5. Resolve customer complaints. Some studies have shown that customers will be dissatisfied once every 4 purchases, and only less than 5%of dissatisfaction customers will complain to enterprises. Some of the remaining customers did not have the opportunity to express it to the company. These resentment can only be reflected in some behaviors, such as the debate of the company’s account payable, not polite enough to the first -line customer service staff, and so on. Most customers buy less or turn to other suppliers instead of complaining. As a result, the company lost customers. Therefore, enterprises must try to give customers a chance to complain and try to solve these compensation problems at the same time.
Customer loyalty refers to the psychological dependence and behavior of the customer’s psychological dependence and behavior due to accepting products or services and satisfying their needs. Customer loyalty is the central structure in customer loyalty marketing activities. It is the measurement of consumers’ feelings for product feelings, reflecting the possible degree of consumer to another brand, especially when the product either is in price or in terms of product characteristics When there is a change, as the degree of loyalty to the company’s products increases, the degree of influence of basic consumers is reduced by competitive behavior. Therefore, customer loyalty is an indicator that reflects consumers’ loyalty behavior and future profits, because the loyalty of corporate products can directly transform into future sales.
. The loyalty of cultivating customers in automobile marketing: The new strategy of automobile marketing
1. The market environment of my country’s auto marketing.
In from the early 1990s to the present, my country’s automobile market has from the beginning of several car brands to hundreds of automotive factories now; and with the decline in auto tariffs in my country in 2005 By 25%, more foreign brands will enter my country’s market, so that more products will be sold, and the sales agency industry will be more and more. People have more choices, and the phenomenon of customer diversion will also be very obvious. For example, in the past 20 years, the Shanghai Volkswagen Motor Factory has a 90%share in my country’s automotive market, and it has fallen to 15%in 2004. Obviously, it is not easy for automotive companies to maintain technological advantages and productivity. Automotive companies must convert the focus of competition from the competition of productivity to competition. If companies cannot adapt to changes in the environment, they cannot attract and maintain customers, and even good products cannot be sold. Therefore, it is important to attract and maintain old customers.
2. Auto marketing customers have changed.
Once any market enters the mature period, the product will be subdivided quickly, and the auto market is the same. For consumers, cars are not only a mobility tool, it is also a manifestation of identity and taste, so different consumers have different needs for cars; on the other hand, after experiencing the immature car enlightenment period, Consumers buying cars will become more and more rational, and they will put forward higher requirements for brands, prices, performance, services, etc., and also require system -related system services. Therefore, the product standards have become “satisfaction and dissatisfaction”. Enterprises must use the charm of the product and all the considerations for customers to touch customers and attract customers. Therefore, to cultivate loyal customers, we must grasp the needs of customers, including current needs, potential needs and stimulating needs.
3. Reduce sales costs and promote corporate profit growth.
Thising and increasing customers’ loyalty for car companies can help increase sales revenue for auto companies, while reducing sales costs. Statistics show that for many industries, one of the biggest costs of the company is to attract the cost of new customers. The cost of attracting a new customer is often 4 to 6 times higher than the cost of staying in an old customer. 2%is equivalent to reducing the cost of 10%. Enterprises are used to strengthen or maintain and extend the loyalty of existing customers, including understanding customer needs, increasing customer purchase rates, re -activating customers, and so on. After the customer is gradually familiar with a company, they will not rely too much to rely on the company’s advertising or employee introduction to understand the situation and obtain consultation. Compared to developing new customers, retaining old customers is relatively “cheap”, especially the older customers, the lower the cost. At the same time, old customers can tolerate the company’s mistakes in terms of service than new customers, and it is easier to make up.
The high correlation between customers’ loyalty and the profit of the company. In most cases of corporate operations, the profit of each customer is directly proportional to the time of staying. Because, the time of time is gradually familiar with the entire service series provided by the company, and the loyalty of customers will produce a “overflow effect”, which is expanded from a certain product or service for the company’s main item or service to the loyalty of all services to the company’s services. The purchase volume will increase significantly, bringing the company’s profit growth, so cultivating customers will become a new strategy for car marketing.
. The key to cultivating customer loyalty in automobile marketing: characteristics of loyal customers
Enterprises should identify customer bases with profitable potential in marketing in marketing. And strive to provide them with value, which is the prerequisite for enterprises to establish customer loyalty. In fact, it is not wise to attract customers to attract customers blindly, because only a part of the profit -making contributors in the customer group of the enterprise, and the “average force” to all customers will only make important customers from getting the important customers. focus on. As a large expenditure, customers want more attention and help.
How to cultivate customers’ loyalty-talk about the relationship between car 4S store marketing strategy “2”
The relationship between customer satisfaction and customer loyalty. Generally speaking At a certain level, customers will have the willingness to be loyal to the enterprise; when this satisfaction is further improved, the customer will produce loyalty to the enterprise. Generally, the following indicators can be used to measure the loyalty of customers. These indicators are:
1. Customers repeat the number of times to buy. In a certain period of time, the more customers are purchased by a brand product, the higher the loyalty to this brand.
2. Customers choose the length of time. The shorter the customer chooses the product, the higher the customer’s loyalty to this brand.
3. Customers’ sensitivity to price. For products that love and trust, customers have strong ability to afford their price changes, that is, low sensitivity.
4. Customers’ attitude towards other competitive products. If customers do not have a good opinion of competitive products and have little interest, it shows that they have a high degree of loyalty to a brand and have a stable purchase.
5. Customer ability to withstand product quality accidents. Customers have high loyalty to a brand, and they will treat the quality accidents with tolerance and sympathy, and they will not reject this product because of this.
. The way to train customers in marketing: increase customer satisfaction
The automotive company should adopt the method of increasing the total value of customers and reducing the cost of customer assembly in marketing To improve customer satisfaction.
1. Increase product value. Increase product value, and product value is determined by the basic functions, quality, characteristics, and styles of the product. This requires car companies to strengthen research and development, carry out technological innovation, and improve the level of production technology of the enterprise. Automobile companies should continue to develop, develop, and produce the most needed and satisfactory products for customers according to market information. Any kind of product cannot be perfect. With the continuous development of the economy and the continuous changes in the market environment, customers will put forward the requirements for updating the product. Products always walk in front of customers to meet and guide the needs of customers.
2. Establish employee loyalty. Companies with high -level customer loyalty generally also have higher employee loyalty. If the employee flow rate of an enterprise is very high, it is impossible to obtain a higher customer loyalty; because the products and services obtained by customers are obtained through employee contact. Therefore, the core principle of customers’ loyalty is: first serving your employees, and then it is possible to serve your customers.
3. Let customers agree with “value”. Only by maintaining a stable source of customers can we win a rich profit margin for the brand. However, when merchants take “discounts” and “promotion” as the only means to pursue customers, “price reduction” will only cause companies and brands to lose their most loyal “customer groups”. The means of promotion and price reduction cannot improve the loyalty of customers. The “price war” can only bring more and more “no loyalty” customers to the brand; and when merchants and enterprises need to seek their own development and high high When profit growth, these customers will be lost. Cultivating loyal customer bases cannot only be “cheap and good”, but also to let customers understand that this product is “value for money”. Only when the company’s product positioning, seeking differentiated operations, and finding the value orientation and consumption capabilities of target customers can truly cultivate their own “loyal customer base”.
4. Services first, sales second. In the era of consumer consciousness, good customer service is the best way to build customer loyalty.
The service attitude, response to customer needs or speed of appeal, return and exchange service, etc., so that customers can understand the content of the service and obtain the service. Because today’s customers are becoming more and more discerning, and they will be very “sensitive” after buying the product. When they trade with the company, they hope to get enough pleasure and minimize the trouble. When these customers get a good customer service experience, they will naturally form a “second purchase”; however, if they get a bad experience, they will promote their ” Unlucky”. Therefore, if companies want to improve the customer experience, they must make the product -related services at home, and then the real product sales.
5. Resolve customer complaints. Some studies have shown that customers will be dissatisfied once every 4 purchases, and only less than 5%of dissatisfaction customers will complain to enterprises. Some of the remaining customers did not have the opportunity to express it to the company. These resentment can only be reflected in some behaviors, such as the debate of the company’s account payable, not polite enough to the first -line customer service staff, and so on. Most customers buy less or turn to other suppliers instead of complaining. As a result, the company lost customers. Therefore, enterprises must try to give customers a chance to complain and try to solve these compensation problems at the same time.