How to win long-term customers printing business – printing companies, long-term
China Print Smaller companies often have low status in the negotiations, no say in pricing, there is in the business activities higher risk than other industries, therefore, how to cultivate customer loyalty, a printing business on the important issues to consider .
Customer loyalty can be divided into acts of loyalty, sense of loyalty and emotional loyalty. Behavioral loyalty is the repeat customer orders out of the actual performance behavior; awareness of customer loyalty is the intention of the future be able to order; emotional loyalty is the customer of the company and its products and Service Attitude. Thus a combination of the three is the evaluation of customer loyalty products and services for enterprise reliability evaluation criteria, is the company an important indicator of long-term profit potential.
Loyal customers is an important resource companies, according to economics, "28" principle, 80% of enterprises Wealth Stability by 20% of our clients, so customer loyalty to increase the enterprise means companies get a steady income guarantee. Customers repeat orders, corporate earnings growing at the same time, the cost of maintaining clients in the continuous decline, the study shows that the cost of maintaining an old client to develop a new customer only the equivalent cost of 1 / 6. The value of customers over time and gradually expanded. Old saying, the customer's mouth, legs, businesses, customer loyalty is a free enterprise Advertisement A satisfied customer will always pleasant Consumption Experience to tell other people, customers and mutual trust, the efficiency of enterprises continued to spread the good word in this been promoted, while corporate profile and reputation has also risen.
Present, the Chinese printing market is in a consolidation phase, companies fight between equipment, fight techniques, fight prices, in short, after using all possible resources and means to eliminate others, and strengthen ourselves. But a sense, the real competition from the run-off will depend on the role of loyal customers who have more. Because Management Scientific research results show that long-term loyal customer business and with low production costs, high market share and customer churn rates are relatively high compared to the enterprise more competitive. It can be said, who has more loyal customers, whoever has the industry's future. The concept of customer loyalty in recent years has been the importance of printing enterprises in China. But there are many companies that build a loyal customer of the high cost of maintenance is difficult. I think the reasons for this situation is not complicated, mainly two things: First, the establishment of individual enterprises
loyal customers all the time for grandiose plans, without considering their capacity, resulting in duplication of efforts results. Correct approach is to segment the market through the selective establishment of loyal customers, which is to ensure that this work be carried out consistently important factor.
Second, one-sided understanding of customer satisfaction to customer loyalty. Customer loyalty was to have a relative level of satisfaction, when the customer satisfaction business reaches a certain level, customer loyalty can be generated only on the positive business results.
Fact, build loyal customers is not as difficult as some people imagine, it is not to luck, as long as the master key point of which, loyal customers like ripe fruit will fall, as the natural business arms.
First, enterprises must establish the concept of customer care. If the customer wants the companies to give customers the service companies are not thought to offering, is bound to make customers feel that business concern, closeness will remember with affection. Pro and friendly customer relationships can provide products and services in the enterprise, while meeting the emotional needs of our customers, to enhance product value through psychological and corporate image, enhance customer loyalty.
Second, companies must learn to manage customer expectations. Customer expectations on customer perception of products and services companies have a decisive impact on satisfaction levels. If the firm commitment over the customer's expectations will be elevated. From an objective point of view, the intrinsic value of the customer experience to be high, but because of his higher expectations of the gap formed between the two, reducing the level of customer satisfaction. Therefore, only the management of customer expectations, companies can under the circumstances to meet and exceed customer expectations, customers create a sense of pleasure and surprise, for improving customer loyalty can? Have a multiplier effect.
, Of course, the most important thing is to really create in the enterprise customer-focused corporate culture and the business climate, Train All employees establish customer-centric approach, through analysis of their overall workflow, so that each employee understand how their work affected customers of other departments, which ultimately affect the survival of the enterprise and customer loyalty.
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