CRM afternoon tea (8)-Customer Value Evaluation

Customer Value Evaluation

 

How is customer value evaluated?

 

Let's take automotive customers for example. If a car is used normally, this problem may easily occur in five years. It is just like a middle-aged person who starts to hold the medicine box. After 8 or 10 years, you have to change the car. Otherwise, the repair cost is too high. It is better to replace a new car, just as we used a year 56-year mobile phone and repaired 200 yuan at a time, we will simply leave it unrepaired.

 

Therefore, your car store, customers who have bought a car for five years, and customers who have bought a car for eight years, are all ready to look at the car owner. However, you cannot evaluate it easily. For example, there are 100 customers who have bought a car for 5 years and 50 customers who have bought a car for 8 years. This is too simple. Because we are talking about customer value. We need to make more careful evaluations.

 

For example, among the 100 customers who have purchased a car for more than five years, 60 have purchased Jetta, 40 have bought Bora, and 20 have bought golf courses. Everyone knows that people who buy Jetta, Bora, and golf are
People with different positioning have different personalities and different income situations when purchasing a car. Therefore, they decided to buy cars of different brands. If these people change cars, what new models will they choose?

 

What new models will be used? This is also said. You must keep in touch with the customer for a long time, or you must call the customer who purchased the car for more than five years as a car store to conduct a survey and call
Study their recent career development and income changes. People who bought Jetta five years ago may have improved their income after five years. They can buy baby products. Some people may even make a fortune and have never bought magotan. However, some employees
The business has changed, the home address has changed, and the income has changed. You may not want to buy any cars, or you cannot afford them.

 

However, you don't pay for what you usually do to maintain the customer relationship, and then call every customer after you want to change the old customer's car for marketing, I don't think you will get what you want. Who will
This important information allows you to ask questions by bending around? Some customers may not contact you for a long time, and some customers may have changed their contact information. According to your initial statistics, 100 car buyers have been buying for more than 5 years.
It is a pity that more than 20 customers are no longer in contact. If four out of 20 people are interested in changing cars, it is also very valuable.

 

Even if 80 people can contact each other, they may not be able to reach a certain purchase rate. Because some customers have already arrived at the roadside store for repair, you are a stranger to this customer. Five years ago
Once I met each other, I couldn't show my face when I sold out. Now I am looking for a door to sell again. What do I feel as a customer? What is the difference between this and a strange phone number from an insurance company that buys customer data CDs everywhere? Besides, 5
In, the salesperson who sold the car to the customer had already had a job-hopping relationship. The relationship between the customer and the car store was the relationship between people and the company. There was no relationship between the customer and the car store, auto store is just one
An enterprise entity. It is virtual, real people in a car store, and real people. Some customers may even say, "Don't call me again later ". The phone clerk stirred up his brains to change the landline number and change the mobile phone number to the customer. Otherwise
The customer will not pick up the phone number at a glance, but the customer will be harassed. This is our current real sales scenario, rogue sales.

 

Even if you keep in touch with the customer, you may not be able to achieve a turnover rate of 10% of old customers. This is because the customer is still dissatisfied with this statement. The first 100 customers you filtered out for more than 5 years
Users who cannot be contacted, do not allow phone calls, and have the satisfaction level. People are not satisfied with you. How can you sell it to others again? For example, in five years, you have given a customer 20 times of satisfaction.
According to the survey, there are 10 General, 2 complaints, 5 dissatisfaction, 3 satisfaction, and not very satisfied. Is this customer likely to buy your car? At least it is unlikely, or it may be difficult to track for a long time.

 

Even if we screen out satisfied and satisfied customers, there may be 40-50 people left. Other customers may not be able to contact us. If they are not satisfied, they will not be able to make phone calls. Some even have just changed their cars, you are a little late.

 

However, there is still a pass. That is, some customers belong to rational buyers. Although you and him have been making constant business and public return visits, but there is no emotional injection, you and this customer are only selling
The relationship between sales and consumption is a false customer relationship. When this customer is considering changing cars, they will regard your store as similar to other unfamiliar car sales stores, because you and the customer are only official
Regular return visit relationship. No friend relationship exists. In the past five years, some customers have continued to renew their warranty service, participate in marketing activities and member activities, post posts on your website, and send emails to other riders.
Stream, help other riders to answer Maintenance and Repair questions, give suggestions to the car store, help the car store maintain the image, help the car store spread market activity information, recommend to friends, purchase other non-essential consumer goods
Yes, some customers go to the store only when the car breaks down, but they do not need to consume it if they can, while some customers are different, they like to consume a variety of products and beauty services for their car lovers.
If a customer only needs to consume consumer goods, although he is continuously providing repair services in your store, his feelings are not deep. Only those customers who keep consuming non-essential consumer goods in your store are loyal customers.

 

After such a close, there is actually the last close. You can see how much future value a customer has. The last level is the customer's recent consumption time, amount, and consumption business type. For example
After a big modification, even after five years, I had a big operation and renewed my youth. I spent a lot of money. Now you want people to change cars, and they will definitely not do it, how can this problem be solved?
. There are often sales people who work as vswitches and routers as software. In this case, people have just finished upgrading and have just resumed stable operation. Therefore, we do not consider changing it for the time being. There is no chance.

 

Only through such a customs clearance can customers who can make a deal be obtained. This is the real value of the customer. Others are virtual Customer values. We often hear that some companies buy to look at a company.
Our current customers and market influence. However, this is too general. Although a company has so many customers, after such a screening, there are actually fewer valuable and resalable customers.
Before M & A, the customer's previous consumption has formed a historical accumulation. The important customer value lies in the future customer value, which is the customer value that has not been realized in transactions.

 

Only 20 customers are willing to change their cars after passing through the customs layer. However, due to five years of experience, the economic conditions and family conditions have changed, and some people have risen and fallen, someone is married, and someone has children.
Some people are divorced, some work units are near, and some start a business. And so on, it determines the level for them to change cars in the future. It may not have been bought five years ago. Now we are ready to change the product. This is too vague and simple.
. I often talk about customer segmentation and urge sales personnel not to be simple and rude, because a person who has been driving for 20 years has changed to 4-5 cars and 4-5 brands, it is different from the person who changes the car for the first time. He currently
Brand of interest, his experience in use, his former brand, his focus, his purchase motivation

. In this way, a customer is evaluated comprehensively.

 

Let's review how the customer's value is evaluated:

1. Current Situation of customers in various stages of the customer Lifecycle

2 customer contact closeness

3. Customer Satisfaction

4. Customer Loyalty

5. Latest customer consumption date and type

6. Customer changes

 

In a word, sales are also like life, careful taste, but also interesting.

 

But some people get tired of life, and of course they get tired of sales.

 

Every line is interesting. However, most people do not like their own practices. Of course, they do not like work. They prefer to take more money and do not work. We will not discuss this topic and it is meaningless, no one wants to take money without work, but there is nothing in the world. Such as sales.