Review | Eight key points for understanding customers
Hello, it’s the weekend again, let me help you do a review.
This week we talked about how to understand customer problems and the basic point that meeting customer needs is the mission and essence of an enterprise. Regarding the content of this week, I summarized it as 8 key points for understanding customers. I hope it will be helpful for you to summarize this week's lesson.
Understanding customers is the foundation of business operations. The branch of management that effectively understands customers is called "consumer behavior." This course is the basis for learning marketing, sales, advertising and other majors. It is also the basis for learning to formulate strategies and effectively develop enterprises. If you cannot understand your customers and identify their needs in terms of their needs, you will be completely incapable of any effective management.
The prerequisite for understanding customers is to make them willing to communicate with you. In many organizations, the sales department is the frontline department for connecting with customers, especially those companies that rely on "local promotion" to connect with customers. How to maintain a friendly and interactive relationship with customers belongs to the content of "sales management". I covered some tips in Monday's class to help you know how to gain your customers' trust.
Only by being sincere can you gain the trust of customers and allow customers to tell you their true needs. How to maintain the sincerity of sales staff is a question that managers must think deeply about. We are in a utilitarian era, and everyone is heavily pressured under various assessment indicators. Therefore, many front-line sales staff rely on the words given by the company to deal with and deal with customers. The purpose of dealing with customers is to sign orders as soon as possible. Therefore, we lack enough patience, we also demonstrate very little credibility, and many companies inherently lack credibility. Therefore, how to maintain a balance between performance indicators and the concept of integrity is a question that managers must seriously consider.
Customer behavior has a complex behavioral mechanism. There is a new science called "neuromarketing", which attempts to reveal the complex psychological mechanisms of people's purchasing process. The vast majority of human decisions are made unconsciously and are closely related to emotions, environment and impulses. I did not take the time to explain this part of the lesson in detail. Interested students can review the relevant content of the first module by themselves.
Mastering the behavioral characteristics of customers is the key to success in future enterprise competition. The classic way to understand customer behavior is to ask customers to give you basic information, which is still based on trust. The last lesson this week is about "post-purchase management", because all customer relationships start from the moment the sale is completed. After completing the sale, the customer has generally established basic trust in you. Some customers will provide information to you, and other information depends on your own collection ability. We will talk about a case next week. Can you imagine that tens of millions of people can still establish a "one-to-one" marketing relationship? The answer is yes, the key is hard work and persistence.
Good at inferring from partial information and analyzing the direction of customer needs. This is a critical step in understanding your customers. More than ten years ago, the concepts and methods of customer relationship management (CRM system) began to be introduced into China. Many companies have established corresponding systems, but for most companies, the results are not good. Our companies like "Ye Gong loves dragons" and always think that new tools will replace old tools and the tools themselves can bring productivity. I have never believed that "tools are productivity", people who use tools are productivity. Therefore, companies that do not use customer relationship management well will eventually be shuffled away in the wave of new technologies. For many companies, new tools are not only an opportunity, but a crisis.
The future of business is a process of using data to depict reality, thereby achieving comprehensive integration of front-end and back-end, online and offline, and meeting customer needs. Big data will play an extremely important role in understanding customer behavior and predicting behavioral trends. Learning to use data to understand consumer behavior, understand customer needs, and form a good interactive relationship with customers is a required course for all managers.
Providing solutions is the highest level of meeting customer needs, and it is also the concentric circle that maximizes the overlap between enterprises and customers. In the future world, the core of the solution is to provide "differentiated services". Standardized products and services are the lower-level content of the solution. But it’s all about understanding your customer’s “value proposition.” How do you truly understand your customer’s “value proposition”? It is to form a partnership with the customer. You have a first-class relationship. Therefore, you and the customer must transcend the "seller relationship" and the contract, and work together to complete the design of the solution. Never think that you can fully understand your customers. Only by working together with your customers can you help them understand their needs better. Remember the case of Indian HCL company I talked about before? The reason why that case is inspiring is that it allows us to see the nature of our relationship with customers in an era where services are products.
This week, we talked about how to understand customers. Next week, we will discuss how to manage customers after understanding them.