Step-by-step approach to "customers"
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Marketing Research and Pathfinding
Contents |
Overview
Various customer classification methods (customer positioning)
There is a dogma that the cost of acquiring new customers is five times the cost of maintaining existing customers,
and we are shifting from pursuing market share to expanding customer share (the ratio of our products to the products that
a customer purchases). It can be said that At retail stores, existing customers tend to have higher order unit prices
than new customers, and the profit margin is higher when selling to existing customers.
It is necessary to first sort out the positions of customers and approach each step by referring
to the following customer classification by some economists.
Stepwise approach (development) Potential customers (unrecognized customers or prospective customers) Philip Kotler Quotes
“The market is a collection of overt and potential buyers of products.” Therefore, it is necessary to think of future customers as people who are not yet customers and create customers.
The following points can be mentioned as points to approach.
First of all, increase "recognition"...Exhibition at exhibitions, seminars, various campaigns, etc. Periodical information transmission: email, DM, phone, banner, etc.
First shopper (recognized customer)
A customer base that has been used and purchased even once, such as new visitors, chilled customers,
and trial customers.
Approach point
Continuous information transmission (email, DM, phone) Continuous follow-up (visiting status, solving questions, etc.) Warm "relationships" with customers and build trust
Regular customers (regular customers)
Regular customers, repeat customers, fixed customers, etc. If used more than once, it is necessary to grow this layer into the next stage "royal customer".
Approach point
Satisfaction with members' exclusive information transmission,
members' "price setting", "discount": "special treatment"
Proposal of a second purchase opportunity when using
the first time... Linked chain type (Amazon's "People who bought this product also bought".)
- However, it is not necessarily a proposal based on pure sales data, but it may be
a “proposal” that has been intentionally manipulated. Customer usage rating: By evaluating and rating based on past usage records,
it is possible to boost the psychology of customers who want to move up to the next rank.
Example: "You will be Platinum Rank when you spend $12 left"
Royal Customer (Good Customer)
In business, 80% of sales are said to be generated by 20% of all customers. To
increase sales, 20% of customers (and good customers) are more appropriate than
providing services to all customers. In some cases, it may be more efficient
to provide targeted services.
Approach point
Promptly and swiftly handle complaints related to products/services... Treat “complaints”
as “opportunities” to build a deeper relationship of trust, and treat them with good care
Providing birthday emails and information about products placed in the "Favorites list"...
Customers receive the point of remembering who they are as users.
Timely “call out” based on purchase history: expiration date of insurance, time of vehicle
inspection, end of cosmetics, child's advancement to school, etc.
