Last week we summarized three ways to understand customers, the core of which is to integrate into the customer's context and understand what the customer needs and wants. After understanding customer needs, this week summarizes how to provide targeted products and services for different customers.

First, the customer touch points

For a business, all the things that can be seen by the customer, are customer touch points, such as storefronts, goods and advertising. And these display surfaces that can be perceived by customers are the starting point for all customer strategies. That's why customer touchpoints are so important. Masayoshi Yanai, the founder of Uniqlo, compared advertising to a love letter that makes customers come to the store. This shows the importance of customer touch points.

Future store managers and account managers and other customer-facing grassroots leadership positions will be very important. This is because they will be interacting closely with customers and gathering information, as well as leading teams. The way they receive customers will gradually become a benchmark for the team he works with, and the way they receive customers.

Second, customer marketing | from 4C to 4P

1.4C model

customer value proposition, can be summarized as 4C

1) effective solutions customer solutions

2) customer spend customer cost

3) convenience convenience

4)Communication between the customer and the company

2.4P model

There are four main factors that should be considered for an effective marketing mix.

1)ProductProduct

2)PricePrice

After the company has identified the product, the company needs to consider how to set a price for this product (Price).

3)Positioning Place

Companies must think of the most effective way to get the product to the hands of the customer, which is to put the product where Place,

4)Promotion Promotion

In order to achieve good sales performance, companies also need to consider what means to use. Promotion, is the promotion.

The 4P model is the most classic content of marketing management, sales management, each enterprise to do the right marketing, we must seriously consider these 4 P.

3. Interrelationship

The process of enterprises to meet customers is the process of 4C into 4P.

I heard a story before that a customer came to the store and said he wanted to buy a drill. The shopper a went up to introduce all the products once, and recommended a cost-effective drill. As a result, the customer shook his head. Just as the customer was about to leave the store, shopper b walked up to him. Unlike shopper a, he first asked the customer what he was using the drill for and a few other details. After a few questions, shopper b realized that what the customer needed, in fact, was to drill a hole in a wooden wall to hang a painting. Combined with the customer's actual needs, shopper b did not choose the most cost-effective, but introduced a moderately hard, smaller diameter drill to the customer. Finally, the customer is very satisfied with the purchase of this drill.

The two shoppers in this story, in fact, is two different thinking, the first is only 4P, and the second from the 4C, transformed to 4P, user thinking, and ultimately help shopper b, completed the performance.

In fact, we work in the work, many times is also a pat on the head judgment, thinking that their own ideas, is the user's idea. In the design of the conceptualization of the product, and the design of the user experience, you can practice, in the long run, you will understand more and more about your users.

Third, customer segmentation

The previous article talked about customization, each user has their own needs. The era of a simple product to eat all the market, has passed, only the customer classification is clear, in order to effectively obtain customers, maintain customers and develop customers, in order to find the real belong to their own dish. Products and businesses are made for customers, this is the basic logic of the business world. Then how to do a good job of customer segmentation?

1. Data mining

From decades ago, paper files, to the current computer cloud storage data, it can be said that the information is explosive growth, and management and use of this information, so that the information to generate business value, you need to use data mining. The recent work on the project, just in cooperation with Google, to establish a project based on its own big data system, briefly talk about my perception

First, even with the success of other previous projects, as well as mature big data algorithms, but based on the project's key indicators and algorithms, or based on the characteristics of the project itself, the need to re-design and experimental. This cycle will be in six months to more than a year, that is, a long-term thing, rush is impossible.

Secondly, the initial screening of the dimensions as much as possible, before the brother project's user behavior record indicators, only 100, in order to find the most critical user behavior, and finally they expanded to 500 behavior record indicators. From the later results, in addition to the first indicator in the original record, most of the other indicators related to user retention, and may pay, are hidden in the subsequent expansion of the 100 to 500 indicators in the middle. So in the process of building big data, you must not pat your head to decide what is useful and what is not. Should we beat our heads against the wall? Yes, but not before running the data.

Third, with so many dimensions, the next step is to find the key indicators that affect the user. A batch of data, provided to a team of Google engineers, who are responsible for running the data, and give the first sample results. The results are simple: user behavior on the left, and factors that influence payment or retention as a percentage of the sum on the right.

Once you have the initial results, you can't use them directly, you need to sift through the behavioral fields that don't match based on your project experience. For example, the first behavioral field, that is, only paid users, it is natural that users with this behavior, a high percentage of paid.

Then you may ask, since you know that this field will be screened out also be deleted, is not the beginning of him as a field to run the data? The answer is that it is also necessary, because a project has multi-dimensional indicators, perhaps he did not help to identify paying users, but on whether this paying user, will pay again is very helpful in the prediction. Big data systems, whether in terms of labor input, or time output, if only to solve one or two problems, the cost-effective is very low. Now that it's there, it's used in all directions, and providing more information can help the system learn the user better.

Finally, repeatedly add statistical dimensions, and then repeatedly remove useless dimensions. This optimization process is ongoing. But there will be two metrics that can be put to use:

1) Error rate

Estimated paid, retained users, how many did not pay or retained players at the end, as a percentage of the total estimated

The lower the ratio, the more accurate the model's predictive ability. The higher the ratio, the more accurate the model is in its prediction. 2) Missing Ratio

What is the ratio of correctly predicted paid and retained players to the total number of paid and retained players.

The lower this ratio is, the fewer undetected paying users there are. If this ratio is too high, the model applies to too small a scale of users, and the model can not be used

2. Activation users

Your products and services, customers do not necessarily repeat purchase, if you have data, you will find: many people gradually left. These people can be divided into three categories: sleepy customers; half-sleepy customers; and sleeping customers. These three types of customers, we can use different indicators to go to the division, for example, can be divided by the time to stop spending.

In the context of big data, deciding whether or not to wake them up, and with what products and how to wake up, are not simply pat on the head, but by behavioral analysis as a basis.

Fourth, the customer conversion

Enterprise customer management, said complex, in fact, also simple, is two things:

1) the existing customer service, including gradual improvement of your products, and constantly wake up those sleeping customers, increase customer satisfaction and loyalty;

2) through a variety of means, all kinds of non-customers are converted into customers. When more and more people from not a customer into a customer, the enterprise is on the way to success.

In section 3, we discussed how to wake up sleeping customers, the first question. In this section, we discuss how to increase customers, the second problem.

1. Three kinds of non-customers

1) The prospective non-customers of the business

The kind of customers who are closest to the standard customers and meet all the characteristics of the target customers, including needs, ability to pay, etc., but are not your customers now.

2) Rejected non-customer

At least one of the characteristics of the target customer is not met, such as the ability to pay, or demand goals. But it is possible to convert them into your users by studying them carefully, changing or launching new products.

3) Customers the company has never explored

2. The key to conversion: Capture the value proposition

For the three kinds of customers mentioned above, how can you convert them into your own users?

Obviously, for different people, the means of conversion is completely different, and of course, the results of conversion can be completely different. However, while the details of achieving a successful conversion will be different, the core of conversion is all based on the customer's " value proposition " analysis.

A customer buying your service must be meeting all of the immediate needs, and some of the non-immediate needs. The ability to pay is just demand demand, demand depends on the user itself, may be just demand demand, may also be non-just demand demand. Fully understand the customer's value proposition and make a full list of both immediate and non-immediate needs. After that, you can study whether you can satisfy all of the immediate needs, and satisfy as many of the non-immediate needs as possible.

It is important to emphasize here that immediate needs are not what you think they are, but what they really are. There is a way to confirm whether it is just demand. For all the customer just need demand, and then listed a priority. Assuming there can only be one immediate need, choose which one. There can only be two, choose which one.... Finding the true immediate needs of the user, and allocating resources in such a way that they are also skewed toward meeting the immediate needs of the customer, will lead to breakthroughs. Meet the customer's real immediate needs, you can realize for the conversion of customers, you will create extraordinary business results.

Fifth, the customer and the brand

The brand is the enterprise circle powder, and the customer completely lock the tool. Good brand, in fact, is to form a relationship with the customer, with a concept attached to the brand behind, with the function of the product and service, tightly the product and service and customer demand and emotional connection. This relationship, from the side of the consumer, is trust; and from the side of the enterprise, is commitment.

1. Brand has nothing to do with the size of the company

Brand is the clue that connects the product and the customer. This clue is strong, the ability to lock the customer is strong. The brand is not necessarily big, can also be fine, the brand is just a positioning, and big is just one of the

2. Semantic memory and episodic memory

1) Semantic memory: in a certain industry, their own brand, and a word associated with, to do industry + word = your brand. And the positioning and definition of this word determines your brand. For example, high-grade, good quality and so on.

And the brand tied to the word, the definition is very critical, the more the product tends to be homogenized, the more there is no differentiation, the more likely to encounter memory interference.

2) Plot memory: the consumption process of the plot experience, as well as the subsequent use of the product, determines the user's plot memory

3) Semantic memory and the relationship between the plot memory

Due to the external publicity, the experience of a branded product passed to you by others, is acceptable to you temporarily, the formation of a good impression of you about a particular brand. This good impression is a long-term memory. Later, when you see the advertisement of this product every time, you will take the knowledge that you have memorized in the depths of your mind to review it and re-form the impression and memory of this brand. When you get a good shopping experience and consumption experience, you will also add this strengthened knowledge to your memory; similarly, when there is a worse experience, your memory will be revised.

3. Advertising: Delivering the brand message to the user

After delivering great products and services, there is something to be said for the way in which you try to build the brand and deliver the brand message to your customers. The effect of advertising on people, the higher the frequency, the more lasting the memory.

To sum up:

1. Customer strategy, based on the premise of understanding the user, with a variety of different means to understand the user;

2. For different consumers, to provide personalized, targeted products or solutions, the 4p and 4c complement each other;

3. Classification of the customer, to capture the different types of users of different value proposition, carry out Transformation;

4. Pay attention to establish the enterprise's own brand, and seek differentiation.