58 innovative plans for marketing

Chapter 34 Relationship Marketing Planning (2)
2. Understand the needs of customers and improve customer satisfaction.Understanding the needs of customers is the premise for enterprises to improve customer satisfaction.Enterprises with a customer-oriented concept must define customer needs from the customer's point of view.Customer needs can be divided into five types: stated needs; real needs; unspoken needs; satisfying needs; secret needs.To understand these five needs of consumers, enterprises must conduct in-depth consumer surveys and respond sensitively.Designers should first understand the needs and choices of customers, and then design products and services.Although this may seem troublesome, it can be exchanged for the gratitude of customers.At the heart of professional marketing is the ability to meet customer needs better than competitors.Therefore, in order to improve customer satisfaction, enterprises mainly expand the scope of services in the process of product sales, improve service quality, and provide customers with "super-value services" that exceed the value of the service itself and exceed customer expectations, thereby establishing a good corporate image. Create a well-known brand to meet the emotional and moving consumption needs of consumers.

3. Carry out customer relationship management scientifically and cultivate customer loyalty.To improve customer satisfaction and build customer loyalty to the company and product brand, companies must manage their value chain and the entire value transfer system with a "customer-centric" approach.Under the relationship marketing model, the goal of an enterprise is not only to win customers, but more importantly, to maintain customers. Maintaining customers is more effective in expanding the interests of the enterprise than attracting customers.And the key to keeping customers is making them satisfied, very satisfied, happy or delighted.However, this does not mean that a company must implement the same marketing methods to all its customers in order to achieve this goal, because the markets faced by the company are different, and their requirements and expectations for the company's products and services are different.Enterprises must adopt different marketing strategies and marketing inputs for different market segments or different customers.According to Philip Kotler, this investment must be carried out under the premise of distinguishing five different degrees of relationship with customers.There are five different degrees of relationship: one is the basic type, the salesperson will no longer contact the customer after selling the product; The third is the responsible type. The salesperson calls the customer shortly after the product is sold to check whether the product meets the customer's expectations. At the same time, the salesperson seeks various suggestions for product improvement from the customer, as well as any special defects and deficiencies; The fourth is the active type. The sales staff of the enterprise constantly call customers to provide customers with suggestions on improving product usage or useful new product information; the fifth is the partner type. The enterprise continues to work together with customers to find ways for customers to spend reasonably Or help customers make better purchases.Most companies implement basic marketing when the market size is large and the company's unit profit is small.With few customers and high profit margins, most companies will turn to partner marketing to establish long-term, stable relationships and treat customers as their own family.Which type to choose depends largely on the company's estimate of the lifetime value of customers versus the cost required to attract and keep those customers.

The focus and difficulty of customer relationship marketing is to develop a specific relationship with the company's best customers, from which customers feel good two-way communication and feel that they have received special attention and rewards.Many facts have shown that simply keeping customers happy is not enough, and customers who claim to be satisfied often switch suppliers when better product offerings become available.This suggests that high levels of customer satisfaction and joy can foster an emotional attraction to a brand, not just a rational preference, and will build high levels of customer loyalty.Club marketing, frequent marketing, and one-to-one marketing are all realized by creating an online database, which is the most effective and most practical means and method to solve the problem of customer relationship marketing.

Scene reconstruction
1. Scenarios
IBM puts forward the business philosophy of "IBM means service", and trains every employee on the corporate philosophy to help them understand that the purpose of the company is to provide customers with the best service, to achieve the level of customer satisfaction, and to make employees Realize that dealing with customers is not just to sell products, but to solve practical problems for customers. IBM, with its perfect service and the spirit of being responsible to customers, has made people have a full sense of trust in it.

Question: What concepts does IBM's relationship with customers embody?
2. Role simulation
If you were the CEO of a factory company, how would you handle the relationship between the company and customers?

3. Thinking Enlightenment
What are the strategies for building long-term good business relationships with customers?
4. Physical training games
Props: some paper, some pens.

Number of participants: 10 people.

Method: 10 people were divided into two groups, A group and B group, 5 people in each group.Set up a specific scenario, Group A is the enterprise, and Group B is the key customer of the enterprise.

Rules: Within the specified time, Group A and Group B simulate a scenario of maintaining a large customer.The time is 30 minutes.

Purpose: Through the game, let the game participants experience the relationship between the enterprise and the customer.

5. Improve plan
Reference answer

1. Situational case: To establish the concept of serving customers. "Courteous hospitality, smiling service" does not mean high-quality service, it is only a requirement of service attitude.If an enterprise wants to provide comprehensive and high-quality services, it must implement the concept of customer service into the whole process of marketing activities.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answering ideas: The most important thing in relationship marketing is to master various strategies for establishing long-term good business relationships with customers:

(1) Establish a customer relationship management organization

Establish an organization specialized in customer relationship management, appoint a person with strong business ability as the general manager of the department, and set up several relationship managers.The general manager is responsible for determining the responsibilities, work content, behavioral norms and evaluation standards of the relationship manager, and assessing work performance.The relationship manager is responsible for one or several major customers, is the centralized point of all customer information, and is the communicator who coordinates various departments of the company to provide good customer service.The relationship manager must be professionally trained, have professional standards, and be responsible to customers. His responsibilities are to formulate long-term and annual customer relationship marketing plans, formulate communication strategies, submit reports regularly, implement various benefits provided by the company to customers, and deal with possible incidents. Problems, maintain good business relationship with customers.Establishing an efficient management organization is the organizational guarantee for the success of relationship marketing.

(2) Personal contact

Personal connection is to enhance friendship and strengthen relationship through close communication between marketers and customers.For example, the manager in charge of the customer is often invited to participate in various entertainment activities, so that the relationship between the two parties is gradually closer; remember the birthday of the main customer, his wife, and the child, and send flowers or gifts on the birthday to show congratulations; Get high-quality flower seeds and flower fertilizers; use your social connections to help customers solve problems such as children's admission to childcare, education, and employment.The disadvantage of carrying out relationship marketing through personal contact is that it is easy to cause companies to over-rely on marketing personnel who have been in contact with customers for a long time, which increases the difficulty of management.Therefore, when using this strategy, attention should be paid to building corporate connections on top of personal connections in a timely manner. Through long-term personal connections, corporate intimacy can be enhanced, and strategic partnerships between companies can finally be established.

(3) Frequent marketing planning
Frequent marketing programs, also known as regular customer marketing programs, refer to design programs that provide incentives to customers who buy frequently or in large quantities.Rewards come in the form of discounts, free merchandise, prizes, and more.Identify, maintain and increase output from best customers through long-term, interactive, value-added relationships.Such as cumulative spending rewards often used by airlines, hotels and credit card companies.The disadvantages of frequent marketing planning are: First, competitors are easy to imitate.Frequent marketing programs only have a first-mover advantage, especially when competitors are slow to respond.If most competitors follow suit, it will become a burden for all implementers; second, customers are easy to transfer.Because it is only attracted by price discounts, customers are likely to be transferred to purchases under the influence of similar promotions by competitors; third, service levels may be reduced.Pure price competition tends to ignore other needs of customers.

(4) Club marketing plan
Club marketing planning refers to the establishment of a customer club to attract customers who purchase a certain amount of products or pay membership fees to become members.In China, the form of customer club is relatively rare, and the invited customers often feel satisfied with their reputation and status, so they are very attractive.Enterprises can not only win market share and customer loyalty, but also improve their reputation.For example, Haier Club provides various family-friendly and personalized services for its members, and is very popular. By the end of 2000, it had reached 7 members and 800 million associate members, establishing a huge customer network for the enterprise.

(5) Customized marketing
Customized marketing, also known as customized marketing, is to manufacture products and carry out corresponding marketing activities according to the different needs of each customer.Its superiority is to meet customer needs and improve customer loyalty by providing characteristic products, excellent quality and value-added services.The flexible production system established on the basis of the latest modern science and technology can produce non-standardized or non-completely standardized customized products on a large scale and efficiently without much increase in cost, enabling enterprises to accept different orders from a large number of customers at the same time and provide different products separately. Products and services, at a higher level to achieve "production and sales meeting" and "production based on sales".Enterprises that implement customer-oriented marketing should attach great importance to scientific research, technological development, equipment update and product development; they must establish complete customer shopping files, strengthen contact with customers, reasonably set up after-sales service outlets, and improve service quality.

(6) Database Marketing
Customer database refers to all kinds of data related to customers.Database marketing refers to the process of building, maintaining and using customer databases for communication and transactions.Database marketing has a strong pertinence and is a kind of "one-to-one" marketing realized with the help of advanced technology, which can be regarded as a special form of customer-oriented marketing.

(7) Exit management

"Exit" means that the customer no longer purchases the products or services of the enterprise, and terminates the business relationship with the enterprise.Exit management refers to analyzing the reasons for customer exit and improving products and services accordingly to reduce customer exit.

Classic look back
Faced with the increasingly prominent contradiction between supply and retail, Gome is changing the model it once relied on for success in order to realize the transformation of its own business model.

Chen Xiao, president of Gome, said that the entry fee for suppliers will be cancelled, and the factory promoters in the store will also be replaced by Gome salespeople.Gome will sign more underwriting customized products with manufacturers to earn product price difference. The payment for this part of underwriting customized products will be cash and spot, which requires a larger capital flow.Gome and Haier signed a large purchase order of 100 billion yuan. The two parties agreed in the contract: Gome will not charge Haier any fees outside the contract and entry fees, the transaction between the two parties will be transparent, and Haier will provide Gome with more competitive and high-quality Cost-effective product.It is reported that Gome has signed similar agreements with Sony, Siemens, Philips and Haier, four important home appliance manufacturers.Under the two-way promise of benefits, Gome will cancel or reduce entry fees and other fees, while manufacturers will provide Gome with products with greater profit margins, allowing Gome to earn the price difference.

Although there are constant criticisms from the outside world, the collection of entrance fees and other fees outside the contract have become the de facto unspoken rules in the field of home appliance retail, and have become the main component of their source of income.Now, Gome has cut its own fortune.Circulation experts pointed out that this will not only affect Gome's own operating performance, but will also have a huge impact on the operating status of China's home appliance stores.So, why did Gome choose to make such a big move at this time?

Channel hegemony has long been under fire.Taking advantage of their monopoly advantages, retail giants not only require suppliers to give them as much price concessions as possible, but also charge them various fees, among which entry fees are the most criticized.

An investigative report on a retail giant has been widely circulated online.The report shows that in Fujian, the sales of its Fuzhou Zhongting store was 78 yuan, and the entry fee was 6 yuan; in other stores in the city, the entry fee also ranged from 3 to 4 yuan. Among them, among the sales of 82 yuan in Xiamen Oriental Pearl Store, the entry fee that suppliers need to pay has reached 10 yuan.The entrance fee is just one of the profit-making methods of the retail giant.Promotional fees, management fees, product listing fees, seat selection fees, festival air float fees and other imposed costs are also quite heavy burdens on suppliers.The various fees paid by suppliers to home appliance chain terminals have increasingly become the main source of profit for retailers and support the growth of their annual revenue and net profit, which also makes the relationship between retailers and suppliers more and more nervous.At present, the manufacturer's sales cost in each chain hypermarket has exceeded 10% of its sales revenue.

Home appliance chain giants use these fees and the "flight refueling" model of extending the payment repayment period of suppliers as start-up funds for opening new stores to support their rapid expansion.

Still, the home appliance retail giants claim not to have gained much.Chen Xiao, president of Gome, believes that the company's "comprehensive contribution rate of manufacturers" (sales gross profit rate plus the cost rate supported by manufacturers, also called comprehensive gross profit income) in 2006 was only 14.6%, compared with 23% for European and American home appliance chain giants such as Best Buy. 25% is still a long way off.However, industry analysts said that Gome's improvement of settlement conditions with suppliers and zero entry fees for the pilot show that it has realized its own problems.

It is not difficult to see from the case: the unspoken rules of the home appliance retail industry are slowly being abandoned by Gome, which is trying to reshape its business model with a "win-win situation".

Skillful touch
For most enterprises, it is impossible and unnecessary to complete independently from the production of raw materials to the sales of products. The more common mode is supplier-enterprise-distributor-final customer, that is, the enterprise obtains from the supplier Raw materials, sell products through distributors.Because the cost of raw materials provided by suppliers and the distribution expenses generated by the sales of products by distributors constitute the cost of enterprise products.Therefore, it is generally believed that suppliers and distributors will reduce the income of enterprises, and there is competition between enterprises and suppliers and distributors.But in fact, there are common interests between enterprises, suppliers and intermediate distributors.In an increasingly competitive market environment, wise marketers will establish long-term, mutually beneficial relationships with suppliers and distributors.The best deals don't need to be negotiated every time, but become a routine.The application of modern information technology has created conditions for the formation of this practice, and many successful multinational companies are the beneficiaries of this practice.

thinking innovation
To establish a good relationship between enterprises and suppliers, we must treat each other with sincerity and jointly solve problems in supply and sales.On the one hand, provide various materials and suggestions to promote cooperation between purchasing, receiving, marketing, accounting and other departments and suppliers.On the other hand, enterprises should accept and consider the opinions and suggestions put forward by suppliers, and convey them to all departments of the enterprise to ensure reasonable solutions, so that enterprises and suppliers can coexist and prosper together.Suppliers gradually become familiar with the production and operation of the company during their interactions with the company, and will put forward suggestions for product improvement and measures to reduce product costs in good faith. When the company adopts the dealer's suggestions and puts them into practice, it will promote The improvement of the operation and production level of the enterprise.

Practical points
Enterprises should let suppliers fully understand the strength of the enterprise and cultivate suppliers' confidence in the enterprise. At the same time, they must let suppliers fully understand the company's marketing strategy, especially fully communicate the company's strategic goals and marketing plans to suppliers, so as to formulate effective It is beneficial to the sales plan of the enterprise and establishes the belief of long-term cooperation with the enterprise.In order to express concern for customer needs and win the trust of customers, many manufacturers build customer trust through dealers and ensure that they enjoy thoughtful services through dealers.In order to promote the relationship between enterprises and customers, enterprises often require suppliers to closely cooperate with the enterprise's business strategy, take actions with consistent interests, and improve customer satisfaction through suppliers.

Between enterprises and suppliers, the smooth flow and balance of supply and marketing must be maintained.In this process, the interests of suppliers must be guaranteed while realizing the interests of the enterprise.The production and operation activities of modern industrial and commercial enterprises are becoming more and more complex. The attitude of enterprises towards suppliers in market activities should not be influenced by market supply and demand fluctuations, but should proceed from long-term interests and attach importance to establishing long-term mutually beneficial relationships with suppliers.The quality, quantity and price of production factors provided by suppliers directly affect the production and operation of enterprises. To maintain normal production and operation activities, enterprises must rely on the support of suppliers. A good supplier relationship will help enterprises Get rid of the plight of lack of raw materials and unstable prices.Suppliers who have enjoyed fair treatment for a long time are willing to provide emergency services to enterprises.Therefore, establishing a good supplier relationship has a positive supporting effect on enterprise production.

Scene reconstruction
1. Scenarios
Almost every supplier of Huawei has encountered similar challenges: In order to respond to customer needs, you must make your management more efficient, and your production organization more flexible and scalable.

(End of this chapter)