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            顧客在不同階段的營銷策略

            易創培訓網 2019年4月22日 作者:孟森


            企業若想將新顧客培養成忠誠的顧客,必須要了解顧客要歷經的階段。顧客發展階段主要包括如下幾個:首度惠顧顧客、續購顧客、客戶、大力提倡者、會員、合伙人和部分持有人,這幾個階段是層層遞進的。企業需要做的就是設法把顧客從前一個階段推向后一個階段。

            1、首度惠顧顧客

            在交易發生前,由于朋友等人的告知、賣方的承諾以及過去相似交易的一般經驗,顧客會產生某種期待。在交易發生后,顧客會體驗到5種滿意度中的一種:極為滿意、滿意、沒感覺、不滿意、非常不滿意。

            如果企業想要吸引顧客再度上門,就必須定期對顧客滿意度進行調査。顧客滿意度指標顯示大部分的顧客都感到滿意或極為滿意,但這種情況很少發生。

            提出抱怨但得到滿意解決的顧客比起那些從未感到失望的顧客有更高的忠誠度。

            企業應該建立起某些機制,使得感到不滿的顧客能輕易地與公司取得聯系,如果有顧客投訴,應該快速有效地解決問題。

            2.續購顧客

            營銷人員必須把重心放在首度惠顧的顧客上,并想方設法將他們轉變為續購顧客。老主顧具獲利性的因素有4個方面:

            (1)假如高度滿意的話,留下來的顧客會隨著時間增加而購買更多的物品。

            (2)用于服務老顧客的成本,會隨著時間的增加而遞減。續購顧客的交易行為會變成例行公事。信賴感一旦建立,可為雙方省下大量的時間與成本。

            (3)高度滿意的顧客,經常會把賣方推薦給其他的潛在顧客。

            (4)在面對賣方合理的價格調漲時,老顧客對價格的反應會相對弱—些。

            3.客戶

            一個擁有許多顧客的企業,開始將顧客視為客戶,并以“客戶”的方式對待他們,那么,顧客和客戶之間有什么不同?

            (1)專業性事務所的成員,更了解他們的客戶。

            (2)他們付出更多的時間,以協助并滿足客戶。

            (3)他們與客戶之間的關系更有持續性,并因此對客戶更加熟悉,更能為客戶著想。

            4.大力提倡者

            滿意的客戶便是最佳的廣告。人們對朋友意見的信賴,遠超過他們在媒體上所看到的廣告宣傳。真正的問題在于,企業是否能采取額外的措施,以刺激正面口碑的產生。

            5.會員

            廠商為了維護客戶,也許會推出享有特殊優惠權利的會員計劃。此創的高明之處在于假如會員享有足夠的特殊利益,他們便不愿意轉換品牌,以免失去原來享有的權利。

            6.合伙人

            有些公司更進一步地將顧客視為合伙人,請顧客對新產品的設計提供協助,對該公司的服務提出改善的建議,或邀請顧客擔任顧客小組成員。

            7.部分持有人

            讓顧客變得忠誠的最高境界便是讓顧客成為股東,也就是公司的部分持有人。

            孟森認為:對主要顧客發展階段進行深入思考,可以幫助企業終身維系顧客,企業要針對不同程度、不同階段的顧客制訂優惠方案。



            【作者:孟森】 【標簽:客戶策略 顧客

            上一篇:廣告的三種作用
            下一篇:向華為學習LTC流程再造及狼性營銷能力提升
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